Perhaps it’s a pun, but 2020 is prompting the exercise of “vision” and, naturally, much reflection. My Instagram and news feeds are flooded with such insights, many of which I find refreshing and wish we’d be reminded of more often. Don’t you agree?
Recently, a friend and pseudo-consultant suggested I share my reflections on the decade from the perspective of Caramelized. We celebrated seven years in November, so I can’t exactly claim a decade — but as I look back on the past ten years of immense growth and a true discovery of my own identity, I realize Caramelized is, in fact, the primary voice of such personal development.
Yes, I’ve built a business, so the following ideas can translate to business lessons. However, the beauty of Caramelized — and many of our brands — is its existence as a hybrid of “personal” and “professional.” There is no separation, but rather a fluid impact that varies in scale depending on the day, week, or year.
The following list represents themes I’ve been taught and embraced over the years. We should never stop learning, but I hold these dear as I make daily decisions and long-term goals. I plan to post these in my office; I hope you’ll take a few to live by, too.
1. Live by your brand essence — and let the platform be an application of it.
With the surge of social media, our platforms are warily beginning to define us. They’re the first impression, the megaphone, or the means to sustainably connect. These platforms, whether Instagram, LinkedIn, Bumble, or Facebook are not our brand essence, however — they are applications of who we are in-person and must be treated as such. We need to rely on them less and focus on how we exude our essence in our daily routines and interactions.
2. Write your own story, not a copy of someone else’s.
The comparison game gets the best of us. We follow role models, entrepreneurs and savants who have “made it” their way; and we want a piece of that success. Copying and pasting, however, does not guarantee success, nor does it fulfill the process to get there. The unique caveats and characteristics of you and your concept will write a far richer story than what has already been written (by a stranger).
3. Saying “no” can be a gift.
I’m still working on this one, but wow — talk about an incredibly freeing exercise. I fall prey to the “FOMO” (Fear of Missing Out) factor, so declining event appearances can be especially self-conflicting. However, discretion is a skill that we must all cultivate, and so is time management — saying “no” for the right reasons will only improve those skill-sets. The same applies to partnerships or client work that does not align with the core values or priorities for your business.
4. THERE’s A DIFFERENCE BETWEEN Audience AND community.
Those numbers in the banner of your Instagram profile? They are people. They’re following for a reason (we hope), and we need to fuel that reason. I recently heard on a Fohr podcast that the influence factor of blogging is profoundly richer when you’re connecting with a community versus speaking to (or at) an audience. My top priority is building a Caramelized community.
5. Non-linear growth still counts as growtH.
Setbacks only make you grow. The worst we could do is remain stagnant, right? We grow from the leaps and the falls, and together they comprise a beautiful journey.
6. Invest in yourself.
You must put skin in the game. It’s scary, especially if the ROI is not in the green, but self-seeded investment will only prompt you to hold your vision to a higher level — which is a great thing. Whether sweat equity or cash, your sacrifice serves as a catalyst and a signal to other investors—whether followers, customers, or funders—in your brand.
7. Test before you dive in — but don’t be afraid to test.
The idea of the Caramelized Supper Club swirled for months in my head after a trip to SXSW in early 2016, but I couldn’t put my finger on a low-risk strategy to implement it. Thanks to my boss Doug Carpenter, we realized the model could be tested through Kickstarter. Sure, a business plan and immense investment of research and work were required for this “test,” but once successfully funded and shipped to backers all over the country, I could truly exercise the idea without relying on capital investors or debt. The test lasted one year (and I learned dozens of logistics lessons that I’d be happy to share in another list).
8. Transparency trumps all.
Truth and transparency are virtues to live by. You can only build your tribe if you are honest to them and to yourself. Many influencers practice transparency to a level of emotion I may not choose to delve into, but if there is one ingredient to build a brand upon that feeds off of a community or a team, it is trust.
9. The “a” word (algorithm) is just an excuse.
I do regularly get bogged down in doubt when one of my posts only receives x number of likes because of the “algorithm” that prevents a majority of my followers from scrolling across the image. And then, I ask myself, “Why does that number matter?” What matters is the intention behind the content. If that is evident, the post is poised for success no matter the reach.
10. You’re never making a solo decision.
I’m a sole proprietor of Caramelized LLC, but my decisions do not solely impact me. My time management choices impact my family, and my content decisions impact my community and partners. Consider who you’re affecting outside of yourself when saying “yes” or “no,” no matter how insignificant the question might seem.
