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🙅‍♀️ Half of us are quiet quitters

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Queen Elizabeth II died yesterday at age 96. Support continues to pour in from mourners around the world for Britain’s longest-reigning monarch.

In today’s email:

  • Coolhunters: YouTube’s OG hit-makers.
  • Chart: Quiet quitting’s on the rise.
  • Weekend Reads to pair with your Sunday frog juice.
  • Around the Web: Netflix hacks, road trip tips, and more cool internet finds.
The Hustle Daily Show

🎧 On the go? Listen to today’s 10-minute podcast to hear Zack, Jacob, and Juliet discuss the internet’s curators, Big Corn, trending auto thefts, and more.

The big idea
shaking head

‘Coolhunters,’ explained

We’ve all got that friend who sends us the latest, greatest TikToks, right?

Well, YouTube once had a collective of those types known as “coolhunters,” per The Atlantic.

Back in late 2006…

… both Verizon and Apple wanted a curated YouTube homepage for their mobile phones (the iPhone would debut in ‘07).

YouTube, which had been recently acquired by Google for $1.65B, hired former iTunes manager Mia Quagliarello to make that happen.

She built a team that would hunt for viral potential for the “Featured Videos” banner. They updated it every four hours, and found hits by:

  • Scouring blogs and other websites
  • Encouraging YouTubers to email submissions (Justin Bieber’s mother was one of them)

Early picks included videos of actor/musician Donald Glover and indie band Peter Bjorn and John.

But it didn’t last

It was hard to measure the team’s impact, and algorithms turned out to be cheaper than human labor — especially as YouTube expanded globally. YouTube’s coolhunters were disbanded in 2010.

So what do coolhunters look like now?

Today, most of our YouTube recs are chosen by algorithms based on our viewing history. Same with TikTok’s “For You” page.

But the term “coolhunting” (AKA trend spotting) was actually coined in the ‘90s, and coolhunters are everywhere.

There are also ways to find unknown gems. To be your own “coolhunter,” try Forgotify for seldom-played songs, or Astronaut for unwatched YouTube videos.

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Amazon CEO Andy Jassy said the company won’t ask corporate workers to return to the office, aligning them with Meta, but not Google.

GTA: US police attributed a surge in Kia and Hyundai thefts to social media challenges built around how easy certain models are to steal.

Nope: Despite Android’s campaign, Apple CEO Tim Cook said its users aren’t asking for RCS messaging. If you don’t like the green bubble, he suggests converting Android users to Apple.

Uber Eats and autonomous vehicle manufacturer Nuro are partnering on driverless food delivery in Texas and California this fall. Each compact vehicle can carry nearly 500 pounds.

It’s corn! Tariq, a 7-year-old known as “Corn Kid” thanks to a viral YouTube interview and TikTok song, has been named South Dakota’s official “corn-bassador.”

GM’s 2024 Chevy Equinox EV will hit the market this fall starting at $30k, much cheaper than the $66k average price for EVs.

Update: California Gov. Gavin Newsom signed the fast food recovery act, meaning some employees could see wages increase to $22/hr. Read our previous coverage here.

One niche car auction site 3x’d sales last year to $829m. Read our Trends report for ideas in the surging online auctions industry.

quiet quitting data

Selina Lee

The quiet quitting data has arrived

Despite its name, quiet quitting doesn’t technically involve any quitting.

It essentially just means completing your job without spending extra energy going above and beyond at work.

The term, which has made the rounds online, now has data to back itself up.

  • A new Gallup survey found 18% of US employees are “actively disengaged” at work — the highest count since 2013.
  • Over 50% are simply “not engaged” — the quiet quitters.

Remote and hybrid workers under the age of 35 are driving the trend.

Since 2019, the number of young workers who feel that someone encourages their development at work has dropped 12 points, and less than four in ten say they even know what’s expected of them at work.

Dive deeper: Google searches for “how to quit a job” are higher than ever.

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Free Resource

A template for cementing company culture

Take it from us: great culture attracts great talent.

A company’s core values can set the tone not just for the team, but for many future employees and customers.

People like a brand they can believe in. If you need a bangin’ mission manifesto to be proud of, get started with this customizable culture code template.

We’ll just say, HubSpot co-founder Dharmesh Shah shared his philosophy on company culture with a 128-slide banger in this classic 2013 blog post.

And would ya look at us now.

Better culture coding →
Weekend Reads

Welcome to Weekend Reads…

… Recs to pair with your Friday frappé, Saturday sangria, or Sunday frog juice.


  • Mark examined how businesses in Jackson, Mississippi, have operated without adequate water for 40+ consecutive days.
  • Jacob explained why Volkswagen Group, which owns Audi, Lamborghini, Bentley, and Porsche, might take Porsche public.
  • Ask The Hustle: The blog team answered a reader’s question on how to transition his 50-year-old family business.

Spot the fake:

  • Scientists made a tiny backpack equipped with a computer and infrared camera to help cockroaches find survivors in building rubble.
  • Apple revealed the new iPhone 14 will also come with an electromagnetic field (EMF) meter for detecting ghosts.
  • A new University of Texas at Austin course will use Taylor Swift’s body of work to introduce literary critical reading and research skills.
  • A dino skeleton is expected to auction for ~$495k next month. A selling point is that it’s small enough for a living room.

🇺🇸 On this day: In 1776, Congress renamed the nation from the “United Colonies” to the United States of America.

📺 Useful: All the codes Netflix uses to categorize movies so you can navigate straight to your favorite genres.

🚗 Useful: Going on a road trip? Make it fun!

🌍 Cure boredom: This game challenges you to guess where each artwork was created. Points are based on how close you are.

🐍 Aww: The Gladys Porter Zoo in Texas hatched six Mangshan pit vipers, an endangered snake considered one of the rarest in the world.

Shower Thoughts
  1. “Cars have new features every year, but a designated trash bin still isn’t one of them.”  SOURCE

  2. “The secret to getting good at anything is the ability to withstand being bad at it.”  SOURCE

  3. “The early bird catches the worm, but the night owl has different dietary requirements so it doesn’t matter.”  SOURCE

  4. “Hipster coffee shops actually sell sofa space [that] you rent by buying coffee.”  SOURCE

  5. “You are probably a bystander in someone’s most precious and most memorable photo.”  SOURCE

via Reddit
How did you like today’s email?
Today’s email was brought to you by Jacob Cohen, Juliet Bennett Rylah, and Rob Litterst.
Editing by: Mark “Coolesthunter” Dent.

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