Slow Stories: Why It’s Important to Slow Down as a Digitally Minded Founder
“My biggest ideas come from times of quiet and reflection.”
Photo: Courtesy of Slow Stories
As we collectively experience an intense period of isolation and uncertainty due to COVID-19, we must also embrace the opportunity to (re)learn how to live in the moment. Since the inception of Slow Stories, themes around presence and slowness have informed so many conversations with my guests. Enter Jessica Latham of Social Studies.
In honor of the recent launch of Slow Stories Podcast season four, I'm thrilled to share an exclusive (and particularly relevant) follow-up portion of my chat with Latham here on the Create & Cultivate blog. If you haven't had a chance to listen to the episode yet, Latham is the co-founder and CEO of Social Studies, a modern party rental company that offers a variety of tablescape designs and products that make it easy to plan the party of your dreams.
While this episode was conducted before any of the challenges that arose from COVID-19 began, the topics explored in this conversation transcend our current landscape and offer an essential reminder: community is a gift. Enjoy the full episode here and discover even more insights from Latham below.
RACHEL SCHWARTZMANN: Why is it important to slow down as a digitally minded founder? Can you share an instance of when slowing down inspired innovation at work?
JESSICA LATHAM: Slowing down is so important for thinking about the bigger picture. Sometimes we can get so caught up in the day to day to-do's, and it's extremely important to find quiet time to think and strategize. I'll take a day or two a month for myself to work from home for this reason. I also find that my biggest ideas come from times of quiet and reflection—usually during a run or long walk by myself.
Based on your professional experiences, what would you prioritize as the top three pillars of "slow" content? Are there any stories or content series from Social Studies that you can point to or that you think really embody this practice?
From my perspective, we're talking about content that is truthful, thoughtful, and authentic. We try to instill all three of those things into everything we do at Social Studies. How are real people entertaining and gathering? What's it really like to throw a big event? We have a section on our editorial site called Hungry, Sober & Mad that talks about party disasters. Authenticity is what Social Studies is all about. Gathering, slowing down, being together in real life, sharing moments and memories—but in a very real way. We always say parties are not perfect. What matters most is just getting together. Spill the wine, who cares! What's more authentic and real than that? This is the good stuff in life.
In our podcast episode, we spoke a lot about being present. Is there a particular piece of content or story that made you "stop in your scroll" and inspire you to reconnect with the world around you?
I'm honestly inspired every day. I love to see how our customers are using Social Studies and how our product is bringing joy to their lives, helping them connect with others, and create memories. It genuinely makes me so happy and so grateful that I get to do this for work.
With a literal slow down of content comes the need for more experiences. How do you think events can serve as a form of slow content/thoughtful storytelling?
The real content of life is our memories. The things that stick with you, in your DNA forever. The constant content and media coming at us on a daily basis is fleeting. What sticks are our experiences; our memories. These experiences become the stories of our lives. It's the most important content there is. We hope to inspire people to gather more, put their devices down, and truly let life in.
Do you have any final words of wisdom that you'd like to share regarding slowing down, creating enduring content strategies, or building a conscious business?
I think, as founders, we have a responsibility to be thoughtful about what we are putting out into the world. We should be asking ourselves everyday questions like: is this authentic, is this true, how will this make our readers and customers feel? We should be inspiring each other, lifting each other up, and bringing people together. Community is what gives us hope, joy, and makes us feel alive. If you create content and business with these things in mind, it will endure.
About the Author: Rachel Schwartzmann is the founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.
You can follow Rachel at:
The Style Line: @thestyleline (Instagram, Facebook, Twitter)
CONNECT(ED)ITORIAL: @connecteditorial (Instagram)
Rachel Schwartzmann: @rachelschwartzmann (Instagram) @RMSchwartzmann (Twitter)
MORE ON THE BLOG
Slow Stories: Creating and Consuming Content During the COVID-19 Outbreak
“We've never had more tools at our disposal to create content that inspires action.”
Photo: Courtesy of Slow Stories
The spread of COVID-19 has upended the business community on a global level. However, living in an age of profound interconnectivity has brought people together in ways that we never expected—especially on social media.
Like so many others, I've tirelessly refreshed my news and social feeds and watched as they've unearthed a variety of responses to the uncertainty that we're all facing. Recently, I've also ruminated on the ways content can play a role in facilitating productivity in a time that will inevitably call for slowing down in nearly every aspect of our lives.
In one of my earlier columns, I outlined a few key pillars that our initial podcast interviewees attribute to the slow content movement. But as I look at the below touchpoints again (and in the context of present-day challenges), I find myself thinking about how we can take these one step further:
Slow content provides value and purpose.
Slow, thoughtful content has a clear intention. Whether it is to inspire or educate, creating content in this climate forces us to think about how we can provide value beyond our immediate business goals. Ask yourself: Can I provide value to my community by sharing a founder anecdote or reposting a fun image that evokes laughter? Even in a professional context, times of uncertainty offer the opportunity to create value for our customers in new (and necessary) ways.
Slow content considers data and fact-checking.
Content can be an incredible tool to drive conversations forward. Still, the spread of misinformation can also make it difficult to discern the difference between what is fabricated and what is real. During times where there is an uptick in sharing information, creators and businesses can engage with their community by using content to call attention to credible institutions and outlets.
Slowing down our relationship to content makes us nicer, more well-rounded people.
In a rapidly-changing news cycle and digital sharing landscape, slowing down our relationship with content can create more mental runway to think about the things that add value to our lives (beyond our devices). In the case of a global pandemic, finding a balance between staying aware and engaged while establishing healthy digital consumption habits will be essential in how we relate to one another through this trying time.
With so much hanging in the balance, our professional endeavors are certainly no exception. Many people in my own network have begun to think about how content and storytelling will play a role in their brands over the next few months. Below, I'm sharing a few things to consider as we recalibrate our routines and work through the challenges that are becoming increasingly present in our digital age.
Re-evaluate your communications strategy.
When there's an increase in online communication, content creators and business owners have the opportunity to streamline—and in some cases, reevaluate—their content, PR, and brand messaging so that the message they wish to convey is consistent across all communications channels. Use this time to think about what your brand wants to say, how you want it to come across, and how it can stay in-line with your usual voice and tone to avoid sounding inauthentic to your followers or customers.
Create content that inspires social/philanthropic participation.
We've never had more tools at our disposal to create content that inspires action.
However, it's essential to consider how to do this in a way that encourages inclusivity. From sharing charity donation stickers on Instagram Stories to creating bespoke content that ties in more personal brand narratives, creating content that can diversify how your community can get involved can elicit a powerful response. Thinking holistically about content in this way will also create more avenues for charitable goals to be reached, too.
Pause the post.
One of my interviewees said it best: "There is power in the pause." As we become more inundated with content from all directions, we have another option at our fingertips: to pause and step away. As consumers of content, we often forget to be discerning in what we choose to engage in a landscape that demands so much of our time and attention. Communicating what you want (and don't want!) from your favorite brands can be valuable feedback for business leaders to make informed decisions about their future storytelling and brand strategies. At the other end of the spectrum, if you're a content creator and unsure about how to proceed with your current storytelling efforts, use this period to take a step back and reflect. Your followers will thank you for it in the long run.
The points I've laid out in this article only scratch the surface of what we can be doing online. In any case, I hope this piece provides a jumping-off point for you to make thoughtful decisions about the kinds of stories you or your brand wants to tell in the near future. For more insights and musings on creating slow content and stories with longevity, I invite you to check out the ”Slow Stories” podcast (stay tuned for new episodes launching this spring) along with articles from my column here. And, most importantly, I wish you all health and happiness in this tumultuous time.
About the Author: Rachel Schwartzmann is the founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.
You can follow Rachel at:
The Style Line: @thestyleline (Instagram, Facebook, Twitter)
CONNECT(ED)ITORIAL: @connecteditorial (Instagram)
Rachel Schwartzmann: @rachelschwartzmann (Instagram) @RMSchwartzmann (Twitter)
MORE ON THE BLOG
Slow Stories: Why Combining a Conscious Business With Slow Content Is a Recipe for Success
Mindfulness matters.
Photo: Courtesy of Slow Stories
By now, it's clear that content is an incredible tool to establish brand awareness, build authentic customer relationships, and generate sales. But as content has become more embedded in our daily lives, coupled with the tumultuous cultural climate we're all navigating, I've recognized the shift that many individuals have taken by utilizing their platforms to challenge the current landscape—one that often prioritizes quick turnarounds and maximum visibility. In turn, this has played an immense role in catalyzing the slow content movement.
As the founder of a service company, I'm no stranger to the challenges that come with addressing the business goals of our clients, while also remaining true to our company values. And as we head into the holiday season, I've been thinking more about how slow content can inspire conscious storytelling (and business practices) that is inspiring and impactful.
Recently, our Slow Stories interviewees have also been practicing mindfulness in their own storytelling efforts and considering how their efforts influence the world at large. Some highlights from these conversations include the following:
Embrace the power of the pause.
Nichole Powell of Kinfield (check out my follow-up interview with her here on C&C!) said it best: "There is tremendous power in the pause." Taking a moment to slow down and create the necessary headspace will enable individuals to think clearly about their intentions, and in turn, how to effectively translate that into dynamic content that ties back to overarching business values.
Ask questions with sincerity.
As I mentioned in my first article in this column, creating a content calendar is essential in seeing a long-term strategy through to its fullest potential—but that doesn't mean there isn't room to ask questions along the way. While consistency is crucial, the best content often comes from a place of honesty and curiosity. And at times, this means it's essential to ask ourselves—and one another— the important questions.
Be considerate of one's time.
Perhaps one of the most critical pillars of slow content is that it ties back to the idea of providing value and purpose. When creating content, it is vital to have consideration of one's (lack of) time, both short-term and big picture. With that said, consciously-minded brands should think about when customers will be consuming this content, and as a result, understand the best way to engage with them during key periods.
With these ideas in mind, if you're looking to strike a balance in blending conscious business with quality content creation, here are a few thought-starters to jumpstart these efforts:
Practice self-awareness.
The best way to create anything that is culturally conscious is to take a step back and understand your brand's role on an individual scale. Maintaining a level of self-awareness about your values, industry positioning, and product or service offering will help create a more realistic roadmap of how you can create content that is considerate of your followers' needs. Whether you're launching a product that benefits a charitable cause or spearheading a content series that features change-makers in your community, understanding how you exist within the broader industry landscape will establish a conscious approach to how you create content that will resonate more profoundly.
Conscious content and conscious collaboration go hand-in-hand.
Identifying and working with like-minded partners can help establish new ways of thinking about unique brand storytelling in our saturated digital environment. As I mentioned above, questions lead to compelling content opportunities, and developing a dialogue in which multiple perspectives are considered can inspire innovative approaches to content that consider important conversations that an industry holistically needs to address. Consider this column, for example. When I started Slow Stories, I wanted to get to the heart of why we're doing what we're doing from a business perspective. In addition to the podcast itself, I felt the best way to do this would also be to explore the topic in new arenas. So after years of collaborating with Create & Cultivate on content and event opportunities, I approached them to be our partner in launching this extension column. As such, we've been able to round-out the way users experience Slow Stories, and also introduce Create & Cultivate's entrepreneurial audience to a new way of thinking about their own storytelling efforts.
Turn inspiration into action.
To turn an inspiring story into something actionable, taking a slow content approach will ensure that proper time and planning is spent just as much on the distribution of the content as much as the actual production. Understanding where a piece of content will live and how it will serve an audience is a crucial part of how a consumer engages with it further. For instance, if a brand collaborates on a fundraising initiative with a like-minded organization, both parties' audiences will not only discover the content itself but will have an opportunity to engage with one another around the effort, and in turn, create a more in-depth narrative or way to engage with the cause.
Conscious storytelling is something that will transcend the holiday season. However, as we head into the most wonderful time of year, I hope these themes inspire you to slow down and think about how your content can make the world—or at the very least, someone's day—a little bit better. For more about slow content, be sure to check out the Slow Stories podcast and check out past articles from my column here.
About the Author:
Rachel Schwartzmann is the Founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.
Links + Handles:
The Style Line: @thestyleline Instagram, Facebook, and Twitter.
CONNECT(ED)ITORIAL: @connecteditorial
Rachel Schwartzmann: @rachelschwartzmann and @RMSchwartzmann
Slow Stories: "My Best Ideas Happen When I'm Offline"—Nichole Powell of Kinfield
Why taking a slower approach to content is essential.
One of the best ways we can inspire actionable change is to lead by example. In fact, many of the women I've spoken with on the Slow Stories podcast are innately championing more thoughtful processes across the board. Nichole Powell of Kinfield is one of these game-changing businesswomen. And to celebrate the recent launch of Slow Stories Podcast season three, I'm thrilled to share an exclusive follow-up portion of my chat with Nichole here on the C&C blog.
To preface the below interview, Nichole is the Founder and CEO of Kinfield—a modern wellness brand that is creating great essentials for the great outdoors. With her previous professional endeavors (which include leading business development at Modern Citizen), Nichole has extensive experience in building memorable brands. In this episode, we spoke more about how Nichole is translating her industry knowledge into this exciting new chapter, the importance of creating (and living) with intention, and why taking a slower approach to content is essential.
Enjoy the full episode here and discover even more insights from Nichole below.
Why is it important to slow down as a digitally-minded founder? Can you share an instance of when slowing down inspired innovation at work?
“As a founder, I receive more digital notifications now than I ever have in my life—emails, text messages, Slack, app notifications. It can be overwhelming! If you spend your entire day responding to inbound notifications, then you never have an opportunity to reflect or create. My best ideas happen when I'm offline, so I try to build space into each day and week to allow myself the time to do that.
“Sometimes it's as small as taking a 20-minute walk around the block and intentionally leaving my phone behind, while other times, I'm able to get away for a day or a long weekend to hike and reset in nature. I always come back from those moments refreshed and re-energized, with plenty of new ideas.”
What would you say are the pillars of "slow" content?
“When creating, ask yourself is my content,
1. Genuine? The most interesting content comes from a genuine perspective—why do you want to share this message? Why now?
2. Unique? This is something we've considered carefully at Kinfield. Any number of brands or websites could give you content like ‘5 Great Places to Eat Dinner Outside in Brooklyn.’ We wanted to push ourselves as a team to develop our own unique voice and to be able to say something different and new.
3. Thoughtfully edited? Time is the most precious gift that someone can give you. If they're taking the time to read or take in what you've created, be respectful of that and edit thoughtfully. Give them the very best.”
In our podcast episode, you talked about making space for vulnerability in brand storytelling. What are your tips for fellow brand builders looking to do this in a way that makes sense for their community?
“Vulnerability can be intimidating, especially for new brands who might be worried about saying something different or even potentially controversial. But the best content comes from a genuine place, and that often involves some vulnerability. Take comfort in knowing that there will inevitably be missteps or times when you share something and immediately have doubts (I don't believe in regrets), but that the authentic community that gathers around that vulnerability and soulful storytelling will be well worth it.”
Do you have any parting words of wisdom that you would like to share regarding slowing down, creating enduring content strategies, or building a conscious business?
“Consider people first—your community, your team, yourself. An authentic connection happens when you take the time to slow down, have a meaningful conversation, listen carefully, and reflect thoughtfully. It is from there that a conscious community is created.”
About the Author
Rachel Schwartzmann is the Founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.