Insights

Notes on strategy, creator programmes and community — what worked, what did not, and what I would do differently.

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12 September 2026Strategy

Content pillars that survive contact with a real calendar

[PLACEHOLDER] Most pillar decks die in week three. What makes a set of pillars hold up once you are actually shipping five posts a week.

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28 August 2026Creators
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What it actually takes to seed 100 creators a month

[PLACEHOLDER] The database, the brief template and the tracking that turn gifting from a scramble into a system.

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5 August 2026Community
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Events that earn their reach

[PLACEHOLDER] An event is a content shoot with guests. Planning it that way changes what you negotiate for.

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19 July 2026Notes
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How to read a flat month without panicking

[PLACEHOLDER] Reach dipped. Before you rebuild the strategy, here is the order to check things in.

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2 July 2026Creators
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Writing briefs creators do not quietly ignore

[PLACEHOLDER] The difference between a brief that gets used and one that gets skimmed is about four lines long.

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14 June 2026Strategy
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Localising a global brand without breaking it

[PLACEHOLDER] Keeping a distinct US point of view while staying recognisably on-brand globally.

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