Lesson 6: Less strategy, more heart
Posted: Sun Jan 19, 2025 3:14 am
Read It’s Like Marketing, But Made for Humans: Lessons from Oatly’s EVP
I'll admit, this lesson sounds suspiciously like a Friday Night Lights quote.
But it's also a takeaway Jenna Kutcher, host of The Goal Digger podcast, is passionate about sharing.
“As creators, we need to get back into the creation of our content. We need to go back to what worked a decade ago and share our lives and what we love online,” she tells me.
"Too many business owners have created systems and armenia phone number material teams and gotten too far away from the content, and their audiences feel that divide."
Case in point: How likely are you to respond, “OMG CUTE” to an Instagram reel from Lululemon‘s branded handle? I’m guessing not likely.
But what about when a friend posts herself in new Lulu joggers?
In the age of AI, people are desperate to connect with real humans.
Impressively, this means Jenna is the only person who creates IG content for her 1M+ followers. She also responds to all her own DMs and comments.
Nobody on her team has access to her login because “that's the heartbeat of my connection with my audience.”
Jenna's advice here is simple, but not easy: “Take some of the strategy out, and put the heart back into it. Be off the cuff, and share things for the sake of sharing versus just looking for ways to monetize.”
I'll admit, this lesson sounds suspiciously like a Friday Night Lights quote.
But it's also a takeaway Jenna Kutcher, host of The Goal Digger podcast, is passionate about sharing.
“As creators, we need to get back into the creation of our content. We need to go back to what worked a decade ago and share our lives and what we love online,” she tells me.
"Too many business owners have created systems and armenia phone number material teams and gotten too far away from the content, and their audiences feel that divide."
Case in point: How likely are you to respond, “OMG CUTE” to an Instagram reel from Lululemon‘s branded handle? I’m guessing not likely.
But what about when a friend posts herself in new Lulu joggers?
In the age of AI, people are desperate to connect with real humans.
Impressively, this means Jenna is the only person who creates IG content for her 1M+ followers. She also responds to all her own DMs and comments.
Nobody on her team has access to her login because “that's the heartbeat of my connection with my audience.”
Jenna's advice here is simple, but not easy: “Take some of the strategy out, and put the heart back into it. Be off the cuff, and share things for the sake of sharing versus just looking for ways to monetize.”