When showing up beats showing off

Once upon a very full calendar…

A founder crammed their week with conferences, roundtables, and networking gigs. They were surrounded by energy. Ambition. Name tags and elbow taps. The kind of week that screams “I’m doing things” on LinkedIn.

But privately? They felt flat.
Quiet.
Disconnected.
Like they were moving through the motions on low battery mode.

No energy to work the room.
No spark for small talk.
Just… present.
There in body, not in vibe.

Still, they showed up.
And in the middle of all the overstimulation and imposter syndrome…
One hello turned into a follow-up text.
That text sparked a conversation.
And that conversation led to a decision that, in their words, could change the course of their life.

Founders/ leaders are told to be “on” all the time. It’s exhausting.

You’re expected to pitch like a TED Talk, network like a politician, and radiate charisma even when your brain is buffering.

But the truth is, most people aren’t at 100%. Not all the time.
And that’s OK (radical I know).

You don’t need to be “at your best” to make meaningful progress.
You just need to stay in motion.

Because…

• That slightly awkward conversation at a coffee machine? Could lead to your next hire.

• That panel you almost skipped? Might unlock a new idea.

• That random run-in with someone who forgot to reply to your text? Might reroute your whole roadmap.

So, what’s the big, bold idea Beth?

Redefine what showing up means.
It’s not always about performing.
Or being impressive.
It’s about staying open to the serendipity that happens when you leave your inbox and join the room.

Momentum doesn’t just come from the big wins.
It comes from circulation. From proximity. From being in places where things happen – even if you’re not the loudest voice in the room that day.

So if you’re feeling a bit disconnected, low-key, or just… meh - go anyway.
Say hi.
Follow up.
Keep circulating.

Because the moment that changes everything rarely starts with fireworks.
It usually starts with: “Hey, how’ve you been?”

Here endeth the parable.

In other news...

📉 Big VC energy, smaller rounds
Seed deals are still happening – but the cheque sizes are shrinking, and terms are getting punchier. If you're fundraising, expect more due diligence, more questions about margin, and fewer soft “brand story” nods.

📣 Influencers are the new ad agencies
Cannes Lions buzz? Brands are bypassing agencies and building full ad strategies around influencer teams. If you’ve got strong organic talent in-house, now’s the time to back them.

🧠 Midjourney enters video
Midjourney just launched an AI video tool, and early demos are wild. If you're a brand with decent visual assets and no budget for video – this could change the game. Think animated look-books, product explainers, or founder stories... made in minutes.

🔁 Instagram quietly brings back drag-and-drop
Yes, it’s minor. But creators are using it to resurface old content and rewrite the visual story on their grids. A good excuse to update your feed if it’s feeling dusty.

🍦 Selena Gomez launched horchata OREOs
Because why not. It’s nostalgic, cinnamon-y, and wrapped in Rare Impact PR. Another example of celebrity-led DTC blending storytelling with limited drops – and proving that flavour collabs still sell.

If you are in market for some further reading, I’d say this has been my favourite article from this week: The Return of Old-School Celebrity Campaigns

TLDR;

Brands are ditching elaborate celebrity stunts for straightforward testimonials, bringing back classic advertising approaches with a modern twist.

Key Trends

Direct Approach Over High Concept: Brands like Lancôme are having celebrities speak directly to cameras about products rather than creating complex storylines. Rachel Bilson's iPhone-style ad for Juicy Tubes and Ed Westwick's "Gossip Girl" character testimonial exemplify this shift.

Nostalgia Marketing: Companies are partnering with Gen-X and Millennial stars from the early 2000s, capitalising on consumer desire for familiarity in uncertain times. Old Navy's campaign with Lindsay Lohan and Fashionphile's work with Nicole Richie demonstrate this strategy.

Authenticity Over Gimmicks: The focus has shifted to making celebrity endorsements feel genuine rather than forced. Levi's partnership with Beyoncé worked because she organically mentioned the brand in her "Cowboy Carter" album first.

Why It Works

• Cost-effective: Early 2000s stars are often more affordable than current A-listers

• Broad appeal: These celebrities resonate across multiple age demographics

• Trust factor: Familiar faces provide comfort and credibility

• Social media success: Direct testimonials perform well in the TikTok era

The strategy proves effective - Lancôme's Ed Westwick ad became their most engaged video ever, while Old Navy broke records for follower growth and social engagement with their Lohan campaign.

Stay Bold, Stay Brilliant

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Let’s make moves,
Beth

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Disclaimer: I share advice from my own experience. Every business is unique, so tailor these ideas to fit your needs.