Would you go to a restaurant and eat dishes without the key ingredients?

Because that’s how I feel about AI right now. Everyone is so excited about the new thing, but very few are really implementing it.

Many AI solutions get you to 80% quickly, but getting the other 20% to work is hard, complicated, expensive, and often still not labor cost saving.

What are you using AI for? Which platforms? And be honest.

A great example is Loveable and Base 44, both showing tremendous revenue growth, but so few are actually launching something that works 100%.

(I’m a Lovable paying customer.)

In today’s Storyletter:
• Evergreen is the base where content can grow
• Building in Public
• Fun Stuff – Weekend Vibes

Key learning

If you want to lead your category and become an industry leader, your knowledge and service are key. They’re what make your brand show up. Evergreen content is a great way to start.

Anchors, foundations, and building the basics are often easier than most people think when creating a new marketing plan. Yet most companies I meet still struggle to create good content.

With so many changes happening, from AI to social media algorithms and marketing automation, it sometimes feels like the tools are leading us instead of our content. I often say during my workshops that it’s all about understanding the brand, the message, and creating content that makes people want to use our products.

Emotional connections, trust, respect, and love all take time to form. And when everyone is busy playing catch up, it’s hard to prioritize building anchors. One of the best tools out there, and still one of my favorite phrases, is evergreen content.

Creating content that can stay relevant today, a year from now, or even longer is one of the best ways to build your own content anchors. But what if you could use a few other types of content to help you?

Always be ready to be everywhere.

One of the easiest ways to create these types of content is to focus on features. Write down five to ten features or benefits. Make a list and write them:
• As a one liner, the kind you would use on your website.
• As a paragraph explaining the feature.
• As a story, maybe a success story or a longer case study.
• As another story, written differently.
• As a 120-to-150-word video script.

We use these to create content that can be repurposed again and again. The next version might be longer forms for newsletters or articles.

Another way to think about evergreen content is to review the customer journey and prepare something for each stage:
• The blurb, a 70-word company explainer (you can read more in my book).
• A simple one-pager about the company and founder.
• An email welcome sequence.

These are small examples, but with each client, we build the plan, so they always have something ready to share. Once these are ready, we schedule a short meeting in about two months to review and update everything.

Whether short or long term, we make sure the management and sales teams are ready for every scenario, from events and speaking opportunities to cold outreach and LinkedIn content.

Because great content doesn’t chase trends. It builds foundations.

How do you plan? Feel free to share your thoughts and tips.

Building in public

Can we really control time?

It’s been a few busy weeks between holidays, trips, and client work. It’s so easy to get sucked into work, replying to emails late at night or taking client calls over the weekend. There’s always an excuse, and the only one to blame is me.

But this week, I felt I owed it to myself to get back to working on myself.

Back to running, writing, and thinking long term. I’ve started to clean up my evergreen content, plan a new website, and work on writing.

And the best thing? All I needed to kickstart my ambitious goals was a walk. One week ago: an hour walk, coffee with a friend, one podcast, and a bit of writing.

I know it’s hard. I know I’m going to face challenges this year, especially with scaling. But I’ve got this. The focus now is on creating more content and working with more great clients. With some amazing client wins lately, I feel energized to keep going.

The biggest challenge I’m facing now is creating.
And it’s interesting because no matter how many times I’ve done it before, it always feels like the first time.

Do me a small favor. I’m looking to connect with accelerators, hubs, incubators, or universities to spread the word about my new Q&A show. Know someone who could help? I’d love to connect.

Just for Fun

Chill & Enjoy

🎧 Music
This week’s newsletter was created while listening to Boomslick.
Listen here

🎬 She Is from Strategy and Planning
I really enjoyed this trailer, especially when the boss role flips.
Watch here

🍿 Kayaking the North Pole
Couldn’t stop watching this crazy video.
Watch here

Resources

📺 How to win the SEO game and AI search in 2025 - Full episode here

💡 The Business Storytelling Guide - A complete guide on how to implement storytelling to improve your business quickly. Available here 

📕 My Amazon best-selling book F*ck The Slides - How to Create a Winning Pitch. Available here: Kindle/Print/Audio

📺 My YOUTUBE Channel: Interviews, tips and some fun content Available here