Who gets to create content anyway?

A response to the Substack heard 'round the world, and a travel listicle for ironic good measure.

me in Tuscany this summer, on the day I committed to making content while on vacation

I’m writing this jet-lagged, iced coffee in hand, watching the sunrise and I just finished Emily Sundberg’s “The machine in the garden,” her insightful take on the current state of Substack.

I appreciate her candid approach because honestly, I’ve felt similarly about content on other platforms for a while now. I often refer to it as “lowest common denominator content” — giving the people what they want simply because it performs well.

Since my last Substack post on Jim Henson (which, by the way, no one asked for and took me countless hours of research and writing), I’ve been reflecting on legacy and the work we put into the world. As a millennial who spent years working six-day weeks for top-tier brand builders, I’m naturally drawn to intentional storytelling. I love the process of researching, taking care, and crafting something with meaning… but I also toggle between the reality of the digital world we live in now and the speed required to tread water (and thrive) online.

Earlier this year, I had a few realizations about creating content:

1. Attention Spans: I used to assume the audience was smart — but the truth is, even the smart ones (hi, I see you), no longer have the attention span. It’s not our fault, there’s too much content and too many platforms so the meaty stuff doesn’t always get surfaced in the algorithm.

2. Care Less About The Outcome: Bite-size pieces of content at a high frequency is the way to win today. If you have tendencies towards being a perfectionist, this is a hard one to transcend. I care a lot and sometimes I wish I didn’t— some of the best and most successful influencers I know just ship it and don’t overthink. It’s a superpower that keeps them moving.

3. Give the people what they want: That’s usually the same thing, in the same format, over and over. Because there’s so much content, people want to know what value you’re adding to their lives the second they see your handle or byline.

Talking about making content can feel silly when it’s not your core gig, but the truth is, we live in a world where few can transcend this reality if you’re in a creative field.

This reminds me of the early days when leadership teams would hire a “Social Media Manager” but never fully grasp the importance of the role. Social Media Managers do more than just post photos—they’re often the most critical line of communication for a brand, running a 24/7 job that demands both care and vision. Rachel Karten has been articulating this beautifully in her newsletter Link in Bio for years now, and her insight applies to all our digital footprints today.

Over the last few years, I’ve had this exact conversation more times than I’d like to admit. Whether it’s friends searching for their path or founders figuring out how they show up online, most people I know struggle with defining the importance of their online identity and coming to terms with the reality of how much time it can take to make content.

The general takeaway from these conversations is the sense that if you’re not sharing something, it can feel like you’re failing to figure out how to present yourself to the world… or like you’re missing out on all that sweet, mysterious affiliate revenue all these influencers and writers appear to be raking in.

my “final photos” folder for easy upload access — something I never had before getting into the content creation game

From the outside, it seems easy to create content online, but the truth is that it can be very time-consuming. Sometimes, for me, an embarrassing amount of time compared to the other work I do for the business. I was reminded of this recently, sitting in an airport with a friend who was putting together a thoughtful post for his wedding anniversary. For context, this friend is one of the most capable and successful people I know—so you’d think a social media post would be quick and easy, right?

Spoiler alert: it took him two hours to tee it all up before hitting ‘share.’

There was the photo selection process, cropping each image to fit properly into the grid (requiring a different app, of course), organizing them so they didn’t format weirdly on Instagram (oh, the formatting bugs), writing a thoughtful caption, tagging everyone involved, and then, finally, pressing ‘post.’ It was a reminder that when this isn’t your core focus, it can take an outsized amount of time.

To those who have mastered the art of posting seamlessly, locked into the flow, I salute you. It really is an art form.

Every quarter, I set a goal for myself to become a "content machine," but I’m always a step behind because the mane thing is still my main thing. At the same time, I know that crushing content and leveling up as a content creator could be a huge unlock for my business. Content creation wasn’t where I started this journey, so I’m trying to have fun with it and just do my best.

In all of this, I remind myself that my focus isn’t on how many people I reach, but on how many people I move. Maybe that’s a bit at odds with today’s fast-paced content world, or maybe I need to let go and care less about the outcome.

The comments on Emily’s post highlight the complexities of this conversation—the unique nature of this platform, and the broader question of who gets to create content, not just on Substack but everywhere.

All this is to say: I care deeply about quality, whether it’s content or anything else I create. And when it comes to digital content, I have so much admiration for those of us out here, giving it our all and hitting ‘post’ (almost) every day. It takes a level of effort and consistency that deserves celebration… even when it’s for something as simple as a listicle.

And speaking of listicles…

I just got back from 25 magical days in Europe. Here are a few pro travel tips that helped me along the way.

(left) Timeshifter app, (middle) favorite travel supplements, (right) Klein Tools pouch for all of my cords

1. Timeshifter ($25/year, free for your first trip, 30-day free trial)
   This app is designed to help regulate your circadian rhythm and ward off jet lag. A few days before our flight to Rome, it started sending reminders—when to cut out caffeine, when to go to bed, and when to soak up some sunlight. It was incredibly helpful for our trip to the EU, and I can imagine it being a game-changer for longer hauls to places like Asia or Australia. I wish I’d had this for my 2019 trip to Japan.

2. Supplements I could write an entire post on my 20+ supplements-a-day routine (and maybe I will). This past year, I dove into the world of functional medicine, taking my health more seriously, and it’s been transformative. Being a supplement queen is all well and good when you're home, but it's trickier on the road. I travel with three of these trusty cases ($10) to hold my weekly protocol, and below are a few travel-specific supplements that really helped me out:

• Melatonin by Quicksilver Scientific ($36) I took this on my overnight flight to Rome, and I slept through most of it. It’s the first melatonin I’ve found that genuinely knocks me out (in a good way).

• Viracid ($44) This supplement boosts immune function, soothes throat irritations, and maintains normal inflammatory balance. Anytime I felt like I might be getting sick, I’d reach for this, and it worked wonders.

• Biocidin TS ($29) I’m obsessed with this throat spray. It’s a botanical blend that was my go-to for before and after flights, keeping me feeling good throughout the journey.

• Gaia Gas & Bloating Herbs ($29) Bloating happens, especially when traveling. These herbs were a lifesaver for everyone on our trip.

3. Earplugs ($16) Earplugs are one of those things you start to think about in your 30s. Whether it’s investing in high-fidelity ones for concerts or these wax pillow ones for better sleep while traveling, they’ve become essential for ensuring a quiet night’s rest.

4. Klein Tools Pouch ($11) The ultimate cord organizer. I’ve been using this for years, and it’s hands down the most durable and perfectly sized pouch I’ve come across. It’s a staple at the bottom of every tote I pack.

   

   (left) LESET Silk Barb Pant, (middle left) Uniqlo baby tee, (middle right) YSL 2001 Mombasa Bag, (right) 2006 Balenciaga Denim Jacket

5. Capsule Wardrobe
   Though I packed plenty of dresses and fun pieces for this trip, these four items were my MVPs:

• Leset Silk Pants ($260)

• 2006 Balenciaga Denim Swing Jacket (resale, ~$400)

• Uniqlo Baby Tee ($15)

• YSL 2001 Mombasa Bag (resale, ~$600)

A silk pant, a white tee, a denim jacket, and a black bag for evenings—these are my travel non-negotiables.

6. Comme Si Socks ($30) I used to be a no-show sock millennial but I’ve started to evolve. These were my gateway into mid- and high-rise socks, and I’m never going back. Comme Si is my go-to for every day, but I also like Set ($14) and Aritzia’s (3 for $20) options for workouts and activities.

7. Skims Fits Everybody Thong (3 for $36) These are so compact, you can easily pack 30 in your bag. Even with laundry access, I always overpack underwear—just in case. Skims also makes the best everyday bra I own: it’s comfortable, flattering, and checks all the boxes. Kimberly really nailed it with this brand.

8. MZ Wallace Tote Bag ($295) The Mary Poppins of Mary Poppins bags. It fits almost as much as a carry-on, but at the airline gate, it’s giving personal item. It's water-resistant, fully zips across the top, and has what feels like endless pockets. This bag is a classic for a reason. Bonus points if you pair it with the Crown Affair collaboration toiletry case.

   

   my favorite combo for heatless waves

9. Crown Affair Favorites The Towel ($55), The Air Dry Mousse ($38), The Clips ($54), The Travel Leave-In ($18) When I’m traveling for more than two weeks, I bring most of the Crown Affair collection (some for me, the hubs, and friends to use), but these four are my holy grail for nailing the perfect air dry while on vacation. I’m more active when I travel (hopefully in water most days), so I wash my hair at least every other day. That means my twist-and-clip method for heatless waves is key to making sure my air-dried hair looks just right.

10. Japanese Hard Gel ($20 for the pot, check if your salon carries it) This is more of a travel prep essential, but nailing your nails is key. Two years ago, I made the switch to dry manicures with Japanese gel, and my nails have never been healthier or stronger. I go to Vanity Projects in Miami (they also have a location in NYC), and since making the change, my nails are thriving.

11. Solawave Bye Acne Spot Treatment ($69) If traveling with a full red/blue light mask feels a bit unhinged (but props if you do!), this compact device is the next best thing. My dear friend Lisa introduced me to it on our trip, and the second my hormonal acne flared up, she handed it over. Just three minutes of targeted red and blue light (let’s call it purple) therapy, and my skin was clearer and brighter. I was instantly sold.

12. Aquaphor Lip Repair (2 for $8) If the beauty industry trends have shown us anything this last year, it’s that we’re all really obsessed with lip balm. While I have dozens within reach (with U Beauty’s Lip Plasma ($68) being a favorite), Aquaphor’s simple $4 Lip Repair is my go-to. It’s perfectly sized for every bag, and no matter where I am, my lips stay hydrated.

13. Canon G7x ($699) It’s been years since I last reached for a digital camera (shout out to the Sony CyberShot days, when hours of editing in iPhoto led to meticulously captioned Facebook albums). After hearing endless praise from YouTubers and influencers, I caved and bought the Canon G7x—and they were right. The flash on this camera is amazing. I’m still getting used to reaching for it instead of my iPhone, but every time I do, I don’t regret it.

And of course, let’s finish with a haircare tip :)

(left) Hayley Williams of Paramore, queen of vocals and vivid hair, (right) clean styling essentials if you color your hair

Today’s tip is for anyone with color-treated hair!

Part of my personal hair journey—and a piece of the vision behind formulating Crown Affair’s products—is extending the time between washes, which is essential if you color your hair.

1. Upgrade your dry shampoo:
   To preserve your color, washing less frequently is key. That’s where our magical, multi-award-winning Dry Shampoo comes in. Even Hayley Williams from Paramore (one of my middle school faves) swears by it—and if there’s anyone who knows the importance of maintaining vibrant color, it’s her.

2. Ditch alcohol-based styling products:
   Alcohol can dry out your hair, and for color-treated strands, it can cause faster fading. Switching to alcohol-free products helps preserve your color’s vibrancy. Opt for a clean, non-aerosol hairspray—bonus points for the fact that our Finishing Spray is travel-size friendly but concentrated, so equals to two full-size aerosol cans.

3. Choose a clear, hydrating hair oil:
   If you have light or blonde hair, steer clear of tinted oils, as they can transfer color and leave an unwanted tint. Stick with a clear, nourishing hair oil, like our five-ingredient hair oil, to maintain your hair’s natural shine and hue.