Avi Mayer compares building a social presence to baking challah, noting that homemade is better than store-bought, you need the freshest ingredients like knowing your customers, developing a brand is hard work but pays off, and you must alternate between intense activity and letting your presence rise while maintaining patience and ensuring your presence doesn't burn by being constantly monitored.

1. ONE WEEK AGO…

8. AVI MAYER
HOW BUILDING A SOCIAL PRESEN
IS LIKE BAKING CHALLAH

11. 1. HOMEMADE IS ALMOST
ALWAYS BETTER THAN
STOREBOUGHT

13. 2. ONLY USE THE FRESHEST
INGREDIENTS

15. 3. YOU GOTTA KNOW YOUR
CUSTOMERS

17. 4. DEVELOPING A BRAND IS
HARD WORK, BUT IT PAYS
OFF IN THE END

19. 5. ALTERNATE BETWEEN
INTENSE ACTIVITY AND
LETTING IT RISE

21. 6. A WATCHED POT MAY
NEVER BOIL, BUT AN
UNWATCHED CHALLAH
WILL BURN

23. 7. PATIENCE, IAGO, PATIENCE

25. 8. IF YOU AREN’T HAVING
FUN, YOU’RE DOING IT
WRONG

27. (RECIPES AVAILABLE UPON REQUEST)