Content + Airbnb

Whether you’re a big or a small brand, it’s really about thinking about humanity and your audience. Having started my own online businesses as a one-woman show years ago, I completely understand that if you don’t have copywriters, an art department and a video team, you think you’re never going to be able to tell great stories. But you can. Every piece of content you put out has the opportunity to be a story. So whether you’re updating your audience on a product, or a sale, or on feedback or inspiration, that can all be a story. From a Facebook post with one image to a 140-character tweet, if it’s important to your brand and more importantly, your audience, stories can be told in simple and truthful ways and will resonate just as much, if not more, than a million-dollar ad.

From my interview in how I think about content strategy for Airbnb.

Should and Must by Alex Beauchamp

Should & Must

The Crossroads of Should and Must is an incredibly beautiful, thought provoking and brutally real read on Medium how to live who you are and why it’s so important (and often hard to do). I highly encourage you to read it no matter where you are in your career or your life and let it inspire you, even if you think you know this all already or don’t ever feel you could could.

There are two paths in life: Should and Must. We arrive at this crossroads over and over again. And each time, we get to choose….

Should is how others want us to show up in the world — how we’re supposed to think, what we ought to say, what we should or shouldn’t do. It’s the vast array of expectations that others layer upon us. When we choose Should the journey is smooth, the risk is small.

Must is different—there aren’t options and we don’t have a choice.

Must is who we are, what we believe, and what we do when we are alone with our truest, most authentic self. It’s our instincts, our cravings and longings, the things and places and ideas we burn for, the intuition that swells up from somewhere deep inside of us. Must is what happens when we stop conforming to other people’s ideals and start connecting to our own. Because when we choose Must, we are no longer looking for inspiration out there. Instead, we are listening to our calling from within, from some luminous, mysterious place….

Finding our calling doesn’t mean we need to quit our jobs. And it also doesn’t mean we need to book a one-way ticket to a faraway magical land where there’s no cell service. As someone who did both of those things, I know first hand that it’s easy to pack a small bag, wave goodbye, and push the eject button for a while. But the return, the re-entry phase, can be absolutely brutal.

The harder road, trickier, and more sustainable, is to make shifts every day within our existing reality.


Ira Glass. Image by Public Radio.

Storytelling & Fighting For Your Creativity

Nobody tells this to people who are beginners, I wish someone told me. All of us who do creative work, we get into it because we have good taste.

But there is this gap. For the first couple years you make stuff, it’s just not that good. It’s trying to be good, it has potential, but it’s not. But your taste, the thing that got you into the game, is still killer. And your taste is why your work disappoints you.

A lot of people never get past this phase, they quit. Most people I know who do interesting, creative work went through years of this.We know our work doesn’t have this special thing that we want it to have. We all go through this. And if you are just starting out or you are still in this phase, you gotta know its normal and the most important thing you can do is do a lot of work.

Put yourself on a deadline so that every week you will finish one story. It is only by going through a volume of work that you will close that gap, and your work will be as good as your ambitions. And I took longer to figure out how to do this than anyone I’ve ever met. It’s gonna take awhile. It’s normal to take awhile.

You’ve just gotta fight your way through.

Ira Glass

Image by Death to the Stock Photo

What Is Luxury to a Brand?

“Luxury is the possibility to stay close to your customers, and do things that you know they will love. It’s about subtlety and details. It’s about service. I cannot accept a place where people are badly received. I can’t imagine spending several thousand dollars on something and the salesclerk gets annoyed because you took fifteen minutes to look. Luxury is not consumerism. It is educating the eyes to see that special quality.” Christian Louboutin

Image by Besotted

If you want success

If you want to be successful, it’s just this simple.

Know what you are doing. Love what you are doing. And believe in what you are doing.

Will Rogers.

Image by Death to the Stock Photo

Cutting Out the BS

“Cutting the bullshit means that I don’t have to remember what story I told to whom. Cutting the bullshit means that when I say something, people know they can actually believe it. Cutting the bullshit means that people would rather work with me than with other people, even when those others’ bullshit makes them seem more successful.”

Chris Yeh

Image by Death to the Stock Photo

Creative, not artistic.

When I first left a corporate job back in 2001 and began this site as a way to chronicle my journey of becoming an artist, what I initially didn’t realise what how terribly undefined ‘artist’ was and that ultimately I would end up not being one (which would turn out to be a blessing in disguise).

But in the beginning, I was so determined to be artistic in whatever capacity that meant. I tried to draw, to paint, to write, to design but the problem that I would come up against time and time again was – I am not artistic. At all. Despite initially selling a lot paintings, designing book covers, and writing for a lot of magazines and books, true artistic skill eluded me. I did – and do – not have the ability to really do those things well and make a real living from them.

I liken discovering the fact that I’m not artistic to those that go on televised talent shows thinking they can sing but it’s so obvious to someone else they can’t. At first, you’re cheering on the person that takes the stage only to start cringing when they begin to sing off tune. You wonder why they can’t hear how bad they sound. Is their belief and desire that strong? While you watch the train wreck you wish someone would tell them the truth and feel both relieved and bad when the judges reveal how horrible their performance really was. Then one of two things happen: the singer walks off with crushed dreams, thinking everything is over or they walk off in complete denial because they want their dream to be true and continue down a path of never being or feeling successful because they couldn’t change course to find a dream and talent that’s right for them.

For me, I think because I wanted to be artistic so bad and I didn’t want to go back to a ‘traditional’ work life (I thought it was either corporate or artistic, there was no in between), that it took me a long time to get the message that I being artistic would never be right for me; I’d never feel secure in it, I’d never be good at it, I’d never really be successful at it. My initial excitement gave way to frustration and the dream became more of a nightmare. Instead of giving up and going backwards, I stayed stuck in something that wasn’t working. Too stubborn and afraid to admit the truth: I just wasn’t artistic.

Around this time emails came in and the phone rang from friends and companies who needed an idea, an opinion, help connecting things together or putting a bigger picture together. All the travels, all the jobs, all the industries and people I’d worked with over the years had given me unique perspectives and experience that allowed me to connect ideas and people in ways others simply couldn’t. Initially I couldn’t see this because I was so focused on being an artist but when people and companies asked for my help to think new and different in areas from technology to design to finance to social media to creative, I said yes. I’ve been working with top companies and people ever since, building out incredible business, sites, brands, films, content, operations, service and creative ideas.

And guess what – I’ve been incredibly happy and successul. I found out what I’m good at – being creative, not artistic.

At first, I felt strange about this new role because being creative in this capacity almost felt too easy. I felt guilty in a sense that I wasn’t creating in the way I thought creating was meant to be done – like drawing, painting, writing. I wasn’t the production artist or the copywriter – I was the kick off, the idea starter – but I’d pass it over to someone to finish. I was the inspirer of ideas, the big picture thinker and, even though I’m a hands on person in a lot of things, there’s a lot of times I have to let go to let the artistic person take over.

It took me awhile to realise that being creative in the way that I am is a job, is a talent and is needed. I believe it’s my job to inspire more and especially inspire those who are artistic and can physically create that of which I can only think of.

Steve Jobs said it best about creativity:

“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things.”

Now I work with amazing artists on a daily basis who are able to take my visions and ideas and make them real. The collaboration that I have with them is incredible and I feel really fortunate to work amongst talent like that. I confess to being at times very envious! But I realise I’m part of the puzzle that creates this amazing bigger picture that all works. And that feels really good.

Before I make it sound as if I’ve abandoned writing or art all together I’ll add that I haven’t. I still write lot both personally and professionally but the drawing? That I definitely leave to the professionals unless I can work one of my infamous stick drawings into the picture. I channel my artistic inclinations and desires into other ways that serve me without the pressure of judgement. For me, it’s a lot more satisfying.

I share this not to scare people away from being artistic or give up on a dream of making a living being an artist. I share it as a way to hopefully look at things in a new way if you’re feeling stressed, unsuccessful or unhappy as an artist that you keep trying to be because you want it so bad, but the talent is perhaps not there. I say from experience that don’t let that feel like failure but think instead, are you just creative? And if the answer is yes, well a whole new world of possibilities just opened up.

And lucky you, you’ll know how to connect an idea to something else and you’ll soon be on your way.

Image by Death to the Stock Photo

It’s not the tools

“It is a poor workman who blames his tools – the good man gets on with the job, given what he’s got, and gets the best answer he can.” And I suggest that by altering the problem, by looking at the thing differently, you can make a great deal of difference in your final productivity because you can either do it in such a fashion that people can indeed build on what you’ve done, or you can do it in such a fashion that the next person has to essentially duplicate again what you’ve done.

It isn’t just a matter of the job, it’s the way you write the report, the way you write the paper, the whole attitude. It’s just as easy to do a broad, general job as one very special case. And it’s much more satisfying and rewarding!”

From You and Your Research

Welcome to Girl at Play Studios by Alex Beauchamp

Best Job Description

I was forwarded this so unfortunately I can’t link to the original post (let me know if you know) (Thanks, Alex, for letting me know it’s by Nilofer Merchant):

WHAT: Subversive Collaborators

The truly “kick-ass” people in our organizations, don’t wait for permission to lead, innovate, or strategize. They do what is right for the firm, regardless of status. They bring a combination of “curiosity and passion” which Thomas Friedman once said “are key components in a world where information is readily available to everyone and global markets reward those people.” There’s a different set of rules and assumptions by which we’ll thrive and succeed in this new, networked society, and it comes down to this: while you can be a rebel or a subversive without being a leader, you can rarely be an effective leader without also having a little bit of rebel in you.