Matthew Kobach03 September 2020

Evolution, Meaning and Managing The NYSE's Social Media - Matthew Kobach - #216

0Frameworks

13Insights

Insights & moments

The myth-busts, hot takes, explainers, and tools worth keeping.

Myth Buster· 1

Myth Buster43:00

Scheduling Social Media Posts Is Risky

Kobach argues against scheduling content in advance, especially on fast-moving platforms like Twitter. Unexpected events—like celebrity deaths or global protests—can make pre-planned posts appear insensitive. Staying reactive ensures brand safety and relevance.

Scheduled posts risk tone-deafness during breaking news.
Real-time responsiveness builds trust.
Brands must monitor global events daily.
Even 'evergreen' content can backfire if poorly timed.

“I will never schedule stuff for that reason—especially on Twitter—because you risk looking tone-deaf.”
Matthew Kobach · 43:30

#social media#brand safety#content strategy#crisis management

Hot Take· 2

Hot Take13:00

Evolutionary Psychology Is the Ultimate Red Pill

Kobach describes evolutionary psychology as a transformative lens that reveals the hidden programming behind human behavior. Once you understand that emotions, decisions, and social dynamics are shaped by ancestral survival mechanisms, you can begin to act with greater awareness rather than instinct.

Human behavior is driven by evolved instincts, not rational choice.
Recognizing these patterns allows for better self-control and empathy.
It’s a 'red pill' because it reveals the underlying code of human nature.
This awareness doesn’t eliminate impulses but creates space to choose differently.

“I genuinely believe that evolutionary psychology is the ultimate red pill. It stops you from seeing the matrix and starts you seeing code.”
Matthew Kobach · 13:30

#evolutionary psychology#self-awareness#human behavior#cognitive science

Hot Take59:00

We’re Not in Control—Our Genes Are

Kobach shares a profound insight from evolutionary psychology: we’re not the captains of our ship but cargo. Our genes drive behaviors aimed at replication, and our conscious minds rationalize them after the fact. This challenges the illusion of free will and highlights self-deception as a survival mechanism.

Genes, not individuals, are the unit of evolutionary selection.
We rationalize decisions after they’re made by instinct.
Self-deception evolved to help us lie convincingly to others.
Consciousness may exist to narrate genetic impulses, not direct them.

“We’re not the skipper—we are cargo. The gene wants to get passed on, and it’ll do whatever it takes.”
Matthew Kobach · 59:00

#evolutionary psychology#free will#consciousness#self-deception

Explainer· 5

Explainer00:00

How Social Media Hijacks Our Evolutionary Drives

Matthew Kobach explains that social media exploits deep-seated evolutionary instincts, particularly our innate desire for social status and approval. By posting content and receiving likes or retweets, users trigger a reward response similar to ancestral validation within a tribe. This feedback loop keeps users engaged, as platforms are designed to amplify pride and social recognition.

Social media taps into our evolutionary need for social approval and status.
Posting and receiving likes activates a reward system rooted in tribal validation.
The pursuit of online engagement mirrors ancestral behaviors of seeking group acceptance.
Platforms are engineered to exploit these instincts, making them highly addictive.

“If you're someone who's chasing that social status to feel good about yourself, think about how social media then plays into our evolutionary predilections.”
Matthew Kobach · 00:00

#social media#evolutionary psychology#behavioral science#neuroscience

Explainer02:00

Why Consistency Beats Virality on Social Media

Kobach emphasizes that long-term consistency is more effective than chasing viral moments. He built his Twitter following by posting daily, focusing on clear, concise content that resonated with his audience. Algorithms reward regular engagement, and consistent messaging helps establish trust and recognition over time.

Daily posting builds algorithmic favor and audience trust.
Consistency helps establish a recognizable personal brand.
Short, direct content performs better than vague or overly promotional posts.
Authenticity combined with strategy leads to organic growth.

“Social media rewards consistency. I made a pact with myself to tweet once a day.”
Matthew Kobach · 02:00

#social media strategy#content creation#personal branding#algorithmic engagement

Explainer03:00

Why You Should Narrow Your Social Media Niche

Trying to share all aspects of your personality online dilutes your impact. Kobach compares a social media profile to a TV channel—you need a consistent theme. By focusing narrowly on topics like social media, philosophy, and human behavior, he built a loyal audience who knew what to expect.

A scattered content strategy confuses audiences and weakens engagement.
Specializing makes you memorable and builds community.
People follow clarity, not complexity.
Even broad interests can be unified under a single lens, like evolutionary psychology.

“On social media, you're more like a TV channel. You've got to stick to one programming.”
Matthew Kobach · 03:30

#personal branding#content strategy#audience building#focus

Explainer06:30

Applying Ancient Philosophy to Modern Life

Kobach draws from timeless philosophical ideas—especially Stoicism—and applies them to modern challenges like social media and self-awareness. He finds that 2,000-year-old wisdom often explains contemporary behavior better than modern self-help, offering clarity and depth in a noisy digital world.

Stoic principles help navigate emotional reactions and ego.
Ancient advice remains relevant because human nature hasn’t changed.
Philosophy provides a framework for self-mastery and decision-making.
Many viral tweets are modern rewordings of classical insights.

“If you take out 'social media' and put in 'life,' I've just plagiarized someone who wrote 2,000 years ago.”
Matthew Kobach · 07:00

#stoicism#philosophy#wisdom#self-improvement

Explainer14:00

Losing Your Identity to Gain Clarity

Kobach discusses the practice of detaching from one's ego and identity to gain objective self-awareness. By viewing yourself as just another person on the planet, you can observe your thoughts and reactions without defensiveness, leading to better decision-making and emotional regulation.

Detaching from ego allows for clearer self-reflection.
Seeing yourself as 'just another person' reduces defensiveness.
This mindset helps in arguments and high-stress situations.
It’s difficult but improves with practice and external accountability.

“If you can just take a step back and think, 'This is just some person doing something,' you can better understand your own thinking.”
Matthew Kobach · 14:30

#self-awareness#ego#emotional regulation#mindfulness

Story· 3

Story24:00

How I Built the NYSE's Social Media From Scratch

As the first head of social media at the New York Stock Exchange, Kobach created a relatable, human-facing brand from scratch. With low expectations and strong executive trust, he used authenticity—like filming CEOs in casual 60-second clips—to demystify finance and build engagement.

Started with zero social presence and built it over five years.
Used authenticity and simplicity to stand out in a dry industry.
Filmed CEOs in casual, unscripted interviews to humanize them.
Trusted leadership allowed for creative risk-taking.

“They didn't have a social media presence before I came in 2014. I had to create it.”
Matthew Kobach · 24:00

#social media#branding#nyse#leadership

Story40:00

What We Did When the Stock Market Crashed

During sudden market drops, Kobach’s team shifted from playful content to real-time, factual updates. They prioritized being a trusted source, posting instantly when trading paused, and avoided tone-deaf messaging. This discipline reinforced credibility during crises.

Paused all non-essential content during market volatility.
Focused on timely, accurate updates to serve the public.
Avoided scheduled posts to prevent appearing out of touch.
Became a go-to source for journalists and investors.

“We got rid of all the fun stuff and became very matter-of-fact: here's where the market opened, here's where it closed.”
Matthew Kobach · 42:00

#crisis communication#social media#finance#brand trust

Story78:00

Why We’re Driving Across America in an Airbnb

Kobach shares his plan to drive across the U.S. with his fiancée, staying in different cities for weeks at a time. This break from routine is intentional—to disrupt autopilot living and create vivid, lasting memories in an age where time feels like it’s speeding up.

Routine kills memory formation and makes time feel faster.
New experiences create lasting memories.
Traveling disrupts habitual patterns and boosts presence.
Freedom from office life enables experiential living.

“We're using this time to drive across the country—work from Yellowstone, from different cities. I'm very confident I'll remember this.”
Matthew Kobach · 79:00

#lifestyle design#mindfulness#travel#memory

Q&A· 1

Q&A51:00

Biggest Mistakes People Make on Dating Profiles

Kobach explains that people often fail to highlight traits that signal long-term mate potential. Men should emphasize fitness and resource potential; women should showcase warmth and intelligence. Profiles should reflect evolutionary signals of health, stability, and compatibility.

Men should highlight fitness—evolutionarily linked to health and strength.
Show commitment cues like family bonds or kindness.
Demonstrate resource potential through education or ambition.
Photos and bios should signal attractiveness and reliability.

“The best thing a guy can do to be attractive is to lift weights. That’s more than half of it.”
Matthew Kobach · 52:00

#dating#evolutionary psychology#relationships#self-presentation

Tool· 1

Tool95:00

One-Click to Replace All Online Forms

Kobach joined Fast, a startup building a universal one-click identity and payment system. The goal is to eliminate the friction of filling out forms online by letting users log in and pay with a single click across websites.

Fast aims to replace repeated form-filling with one-click identity.
Works across e-commerce, sign-ups, and logins.
Integrates with existing websites via API.
Could save hours of time annually per user.

“Their goal is to make everything you hate filling out on the internet—just one click.”
Matthew Kobach · 96:00

#tech startup#productivity#digital identity#innovation