On Being Purpose-Driven and Creating Meaningful Partnerships

It feels darn good to be back in content creation mode again. Founders, and particularly founders of marketing agencies, love to dispense bold advice but often need to take it themselves. That’s not because we don’t want to. Or because we think it won’t work. It’s more so because we are so passionate about helping others that we put everyone else ahead of ourselves.?

I make this mistake often.? We should all remind ourselves this: the more value-driven content we create and the more collaborations we facilitate, the more people we can help. It is that simple!

With this reflection, I am led to another–purposeful marketers and founders especially struggle with putting ourselves first. After all, we started our companies to empower as many people as possible. Our mission is not just to make money but to make a difference in the world. We have a gnawing desire to see people thrive, succeed, and build great things.?

That’s the core differentiator for a purpose-driven marketer or founder, then dare I say–a “regular” one. However, when we put ourselves first–such as creating educational content that audiences can gain plenty of “aha” moments from, we are still in alignment with doing good and making a difference.

Yes– this is a “Meta” moment as I struggle with this constantly! So I know you are too.?

So, is it possible to be purpose-driven to a fault? Heck yes! You don’t need to change who you are though, just how you show up. Hint: show up more. ;)

With purpose and passion,

Nadya Rousseau

Stuck On How to Get Your Clients to Be More Impactful? Try Facilitating a Strategic Partnership

I first established Alter New Media as a digital production company before incorporating marketing and PR activities into the mix. Now, we are at the intersection of marketing, media, and tech, between our productized marketing services, the web series we produce, and the platforms we are working to develop for greater scalability and impact. When I first began building out publicity campaigns for small businesses, my first thought was How do I create an exciting angle that journalists will want to write about? The reality is that most small businesses, while functional and valuable, are not always all that exciting.?

What is exciting is a founder with a compelling story and/or a company going above and beyond for its community. My solution? To facilitate partnerships with aligned businesses, thought leaders, and/or nonprofit organizations. When structured correctly, partnerships bring in new audiences and exposure and can also make an awesome marketing campaign.?

Take my purposeful partnership service, for example. The purposeful partnership is a partnership whereby I pair a nonprofit organization with a for-profit company in a strategic short-term or long-term campaign. Purposeful Partnership has not just worked for SMBs but also for musicians, coaches, and thought leaders. My first purposeful partnership was with a hip-hop artist, Miranda Writes, who had a snowboarding passion. She still needed to learn how to highlight her love for winter sports in a way that would enhance her brand versus confuse it. I had the idea to partner with a nonprofit that incorporated snowboarding.?

I discovered The Chill Foundation, founded by the Burton founders, to empower underserved youth via board sports. Since Miranda was based in NYC, the Chill chapter in the Greater NYC area was a perfect fit. The nonprofit was receptive to the idea, and so Miranda became their first-ever Chill ambassador. She has since raised over a thousand dollars for the organization, incorporated inner-city youth into her music videos, and later became directly involved with Burton. Purposeful partnership= a win-win. It is also a magnet for media.?

Marketers and publicists: facilitate more strategic partnerships. Your clients will thank you for it, and the media will be happy to have a more substantive angle to write about (trust me, no journalist cares about the newest tech startup without a real angle, lol).

When the Yellow Brick Road Leads to Chat GPT, Don’t Get Scared; Get More Creative!

I liken Chat GPT to a virtual Oz. It is all-knowing in a way, but its knowledge only stretches so far. Like Oz aimed to remind Dorothy, Scarecrow, etc., et al. of their strengths, Chat GPT acts similarly.?

People are freaking out about Chat GPT. Either they are so excited and delusionally think it will do all their work, or they are terrified it will replace their jobs and will soon be rendered useless.?

Not so, on either front.?

Chat GPT’s information only goes as far as 2021. It is robust, and you can ask it all types of things, like how to build an SOP for creating an Instagram post in Canva, for example, but it won’t tell you how to do so strategically. Yes, but can I instruct it to do so strategically?

You can, but the outcome is still relatively generic. Chat GPT, and any AI for that matter is only as good as what you feed it.?

Chat GPT is best leveraged for:

• Blog topics
• SOP templates that can be tweaked for your company’s specific needs
• Common questions on processes and systems
• Newsletter ideas
• Social media post ideas

If you treat Chat GPT like a brainstorming buddy, you will benefit from it the most. It was thanks to my former client, friend, and collaborator Roy Meyer, who illustrated the platform's possibilities.

Anyone scared of Chat GPT or AI in the general taking of their jobs needs to continue to stretch themselves creatively and strategically. As we get more tools like Chat GPT, we want our human team members to think outside the box, not produce simplistic outputs.?

How are you leveraging Chat GPT?

?Mobile App Nanshe Founder Emma Gateau Speaks Out

Paris-based Emma Gateau, at just 24, has made waves in France and around the world with her soon-to-launch app, Nanshe.?

I first met Emma at CES Unveiled, the first media event of the week, where some of the most disruptive companies showcased their products. Emma was perhaps one of the warmest people I have had the pleasure of meeting – not just at CES–but period. Sincere, passionate, and intelligent, she wasted no time detailing how Nanshe is on a mission to keep women safe from domestic violence or other threats.

The app, which will launch for Apple and Android on International Women’s Day (March 8th, 2023), offers women the opportunity to identify three angels to contact in the event she feels threatened (both physically and psychologically). The app can also connect with law enforcement agencies in hundreds of countries–even if a user travels abroad. She can communicate with the local law enforcement agency to make a report. The app includes areas to document incidents of abuse, so users can be equipped to present their cases in court for restraining orders or their country’s equivalent thereof.?

Another compelling feature? The app’s blockchain technology secures all data, so users can use Nanshe without worrying about data breaches.?

Listen to my interview with Emma on my podcast here.?

Alter New Media’s Co-Founder & Lauren Jones Tells Her Story

Alter New Media’s co-founder (and my wife), Lauren Jones has one of the most inspiring founder stories. Yes, I am biased, but trust me, after hearing about her journey, you will get the motivation to make moves with yours.?

An excerpt:

In 2016, I did not have many career prospects and was working a dead-end job. I decided I needed to change my career trajectory and financial future. I had already dabbled into some entrepreneurial pursuits in 2012 and 2013. Entrepreneurship was that outlet. I would help individuals with headshots, videography, video editing, photo editing, publicity, and social media management. Around 2016, I became more diligent in my pursuits. I started acquiring clients with Nadya Rousseau, my business and life partner. These clients needed social media, publicity, and content creation. As our productized services became more sophisticated, we began expanding our team. Over the next four years, we introduced influencer marketing, an influencer division, press pitching, marketing strategy execution, and marketing packages. To date, we have served over 600 customers and clients worldwide and have a team of fifteen individuals.

Read more here: Hidden Gems: Meet Lauren Jones of Alter New Media - Voyage LA Magazine | LA City Guide

Don’t Forget To Subscribe, Like, and Share!

Don’t Forget to Subscribe to this newsletter for more content like this! Doing something noteworthy and want a feature or interview? Reach out!