Doing the Things That Don’t Scale
And other marketing thoughts...
Hi friends,
How was your week? Mine was… a little chaotic (but fun!). It feels like everyone’s racing to get everything done before the summer slowdown, but July is never quite as quiet as we think, especially in startup world!
Lately, I’ve been having the same conversation on repeat with founders and marketers:
The reliable marketing channels just aren’t working anymore.
It’s a strange, noisy time to work in marketing. But in that noise, one thing remains: connection and everything. So, while the traditional channels may not be working, you now have the opportunity to do it better. How? Just do things that don’t scale. So, this newsletter today is all about that!
Start by Knowing Your Audience, Really
One hundred super fans will grow your business faster than a million people who vaguely know your name. That starts with obsessing over your audience: not just who they are on paper, but what drives them. What do they care about? What do they need? How do they spend their time? And yes, this means actually talking to them! Not a survey or a persona worksheet (though hey, those help too!). But with 1:1 conversations.
For example: when I kicked off with my client Eddie AI, we spent four weeks in 1:1 conversations with 50+ video producers. We wanted to understand their product needs, but also where they spent time online, what creators they followed, what communities they trusted. That process helped us discover unexpected influencers, deprioritize ineffective channels, and build the product and marketing from a stronger foundation.
As a bonus? Nearly every person we spoke with shared Eddie on LinkedIn. The result wasn’t just product insight, it was early earned media and community traction.
From Connection to Conversion
“Connection” might sound like a dressed-up version of “engagement,” but I see it differently! Most scalable marketing channels are obsessed with speed: how fast can we get from awareness to conversion? But when you collapse the funnel too aggressively, you skip the chance to actually build a relationship. Yes, conversion matters, we all need to make money! But loyalty isn’t built through impulse buys. It’s built through trust, time, and relevance. Performance without connection isn't growth. It's future churn…
A Reframe for Paid Media
I’m not anti-paid, in fact I love paid partnerships and media. But I do think we’ve lost the plot on how we use it. Instead of starting with platforms, start with people. Here’s how I guide teams right now:
Creators first – 1:1 partnerships that spark connection and creativity
Independent media next – Think newsletters, events, and niche communities that build relevance and trust
Then, experiment – Explore unexpected placements that deliver outsized impact (for example, places like Unsplash)
Finally, amplify – Turn to the major platforms (Meta, Google, LinkedIn) only when more amplification makes sense
This isn’t revolutionary, it’s just more human (and more fun)!
For example: When I was at New Stand, our most effective campaign wasn’t from LinkedIn ads or Google Search. It was a 360° partnership with I Hate It Here by Hebba Youssef. Why? Because Hebba had built a true community, and showing up there was far more meaningful to our ICP than showing up in their feed unannounced.
A Quick Reality Check & Final Thoughts
It’s easy to feel pressure to scale fast, especially in high-growth environments and when you have significant funding. But some of the most meaningful brand-building work happens in quiet, unscalable moments: a great conversation, a thoughtful event, a niche partnership. These aren’t detours from growth, they’re the foundation for it!
I hope you enjoyed this, and excited to be back next week with a slightly different newsletter, focused more on founder life!
More soon,
Erika