Getting to next

There’s a difference between ‘rich’ and ‘richer’. And ‘fit’ and ‘fitter’. The problem with a pre-amp that goes all the way to 11 isn’t that it’s louder. The problem is that very soon, the person who bought one of these will want one that goes to 12. Living in the liminal space is unstable. When…

Media planning from the ground up: Everything you need to know

I’ve worked with clients across dozens of industries, and I’ve learned that content only works when it’s planned. You can create brilliant blog posts, scroll-stopping videos, or perfectly-timed X posts, but if it doesn’t fit into a strategy? It disappears. No momentum. No message retention. No ROI. That’s where media planning comes in. It’s not…

How I write SMART goals and make them a reality [+ free SMART goal templates]

I distinctly remember being told by a manager that my goals during a mid-year performance review were too broad and open-ended. This was the push I needed to learn how to write SMART goals. While career goals are important, a structured approach to setting and achieving them is vital to making meaningful progress. Adopting this…

Content pillars for social media: Reaching your audience with the content they need

When I first started managing social media for my first brand, I felt like I was constantly throwing spaghetti at the wall. Every day was a scramble to come up with something — anything — to post. Some days it was a motivational quote; other days, it was a rushed product promo. Engagement was inconsistent,…