Hey Reader

I have had 7+ years of consistently making content and over that time I have been super proud of my ability to evolve my style to stay current with what's working without losing my authenticity.

I know you understand, you as a human, change and evolve. As you learn more about yourself you must let go of things to allow new things in.

Marketing is no different, yet a lot of people get upset when their way of doing things for the last 2 years no longer works. But that is simply the fact of life. Blockbuster went bankrupt because they refused to go online. Blackberry went bankrupt because they said BUTTONS will never not be cool.

I think one of the best practices is to notice what you grip so tightly to and to ask yourself, "Who would I be without it?" It seems to me, the answer always comes back to a fear of the unknown. Who knows what life is like without this? But the reality is, the safer you can feel in the unknown, the happier you will be. That is true freedom.

• In 2018-2020 I posted single photos on IG and learned how to share a message in 2200 characters in the caption
• Then carousels came out and I learned how to get a message across in 10 slides + a caption
• Then reels came out and I had to learn how to speak to the camera
• Then we did those god awful lip synching videos in 2022 and I learned how to fit my message into any trend (these always flopped, probably because I truly hated doing them)
• Then the voice over storytelling videos were popular and I loved those. Felt like my true home. My audience finally started to really grow.
• And now... it's the yap videos and my last video has gotten almost 2,000 likes and 225 followers.

I have never needed to be the carousel guy or the voiceover guy. I didn't cling to a certain way of doing things. I noticed what was showing up on my feed and what I was liking and I took the plunge to learn how to create in a new style while always holding on to my truth as best as possible.

That includes saying fuck it to what's working and to just make art because your soul just needs to do it this way. I've given myself the permission to do 80% what works and 20% is fuck around and find out energy. The 20% is where the innovation happens. Where YOU are the early mover who creates a whole new "trend." And I hope the trend is something that brings people closer to truth and love.

Ultimately, it's a deep practice of trust and self love. That's why I have always said, content is the number 1 personal growth tool. It's a dynamic conversation and one I love thinking about.

I'd love to hear your thoughts about this idea this week and I'll give you these question to journal and reflect on:

• What story have you been telling yourself about content creation and social media?
• How long have you been telling yourself that story?
• How is that story serving you (both positively and negatively)?
• How does it feel if you imagine completely letting go of that story?
• If you wrote a new story, what would you write?
• How does that story feel?
• What magical opportunities sprout up in your life as a result of this new story?

Please reply to this email and let me know what comes up!

With love,

Matt