No matter what field you operate in as an entrepreneur, business manager or marketing executive, it is perfectly normal to feel like we are walking into a “whole new world” which is a little upside down and sideways with a line of vision akin to a being inside a well-shaken snow globe. Add more chaos every time we read that laws are changing to support a new political agenda and that another company has dropped its DEI and/or ESG policies and departments or changed its rules for just being kind to people in general. Yes, even Starbucks has reversed its rule that anyone can hang in their stores and use their bathrooms even if they don’t buy anything.

It’s true. Governing around values takes energy and money, which cuts into profits — but not for much longer. Meta and other corporate giants like Ford, McDonald’s and Walmart are canceling their key diversity, equity and inclusion programs now that the White House is canceling these programs across the Federal government.

So now the big question. Can small businesses, startups and entrepreneurs change their values and corresponding actions toward humanity, the environment and civility and thrive just like big box brands doing so seem to be doing?

Quick answer. A hard no. Never.

Amazon, Ford, John Deere, Harley Davidson, Toyota, Lowe’s and even Molson Coors and others announcing “values” changes will survive when pulling out of social celebrations like Pride Parades, end participation with the Human Rights Campaign (HRC) Corporate Equality Index, and axe departments and programs organized around ESG practices. Their brands have stood the test of time, and their sales revenues have remained and will continue to be. But a small company forging through the jungles of whatever industry they seek to break into needs more than a machete to succeed. Small businesses need to appeal to consumers on many levels to capture attention, trial and sales. According to research and consulting firms like PWC and Edelman, a company’s values associated with ESG issues — Environmental, Social and Governance — still matter to consumers.

According to one report, consumers are placing increased importance on ESG compliance when selecting brands in 2025 despite what big brands are doing or what a new administration might do to environmental and social laws serving as guardrails for safety and civility in the world we knew just yesterday.

Here are just three reasons why brand values should still and always be at the top of any entrepreneur’s operational priorities and every marketer’s agenda.

Related: Why Aligning Your Values and Virtues Leads to Entrepreneurial Success

1. Consumers care

Gen Z, Gen X and millenials, in large numbers, care to do business with brands that reflect their own values when it comes to environmental and social issues, and this does not look to change anytime soon. Research shows these consumers are heavily influenced by the values a brand presents and acts upon — for example, Edelman’s 2024 reports state that Gen Z, who make up 40% of consumers worldwide, will even go so far as to judge a person’s social values by the brands they patronize. Businesses in all sectors take note. This is the consumer group spending the most money. Various studies show that Gen Z’s spending power will reach around $12 trillion by 2030, while Gen X and Millenials will represent $6.4 trillion and $8.3 trillion, respectively.

So, while some consumers might begrudgingly go to Lowe’s despite their canceling support for social programs when they need that plunger in a hurry, they are not likely to become lifetime loyalists or advocates, both of which are important for any business. Defining ESG values, acting on them and communicating your impact will set you up to attract and retain the most powerful consumers in the market now and over the next few decades.

Related: Holding True to Your Values Is an Essential Decision-Making Metric

2. Investors remain green

According to Bloomberg Media’s Sustainable Future Study, ESG assets will hit the $50 trillion mark by 2025, showing strong sustainability in “sustainable” investing. This same report shows this trend continuing through at least 2030. Morninsgstar’s report, Emerging Trends in Global Sustainable Funds, shows a surge in EST investing in 2025 as well. Pension fund and asset managers still plan to make ESG investments to help mitigate risks and create sustainable value. Some investors report that companies with high ESG scores are more successful than those with low ESG scores and, therefore, present less risk and more opportunity for portfolio growth.

Regardless of where you are with your funding goals, pay attention. Funding is hard to get in uncertain markets, which will likely continue. Defining and executing ESG values and sustainability programs will help you compete for investment to further product development, staffing, capitalization, and GTM initiatives that can help you grow in any market.

3. Authentic accountability

Brands are constantly tooting their horns about something, but how often is that toot grounded in verifiable results and aligned with meaningful outcomes for others beyond the brand itself? Companies that act on policies for ESG sustainability, employee protocols, responsible sourcing practices and so on have powerful stories to tell. Reporting on how your ESG practices impact environments, elevate social justice for diverse populations, and govern your employees shows your promises and commitments are authentic, not just attempts to align with the times or politics when you really don’t care about the values you project. We are seeing a lack of authenticity for past social justice actions aligned with many brands now dropping support across social spectrums. Customers now and in the future will continue to seek out brands that authentically care to be accountable for promises made.

While the next few years seem to promise many changes across society, some welcome, some not, one thing remains steady for small businesses: values. You need them, you need to act on them and you need to report on how your values impact others, not just you.

More insights and ideas for implementing ESG and other value in your business operations can be found in Entrepreneur’s book, “Market Your Business – Your DIY Guide to Marketing,” released September 2024.

While many tasks associated with running a small business can be outsourced, some can be expensive, such as creating a website. Fortunately, it’s now possible for you to create a business website easily and quickly, even if you have no tech experience, with MaxiBlocks No-Code Webpage Builder. Best of all, new users can get a lifetime subscription to the Pro Plan with three licenses for just $59 right now.

The program was designed specifically to let people with no coding expertise build and customize high-quality WordPress sites. MaxiBlocks has extensive tools, including over 280-page templates and more than 2,300 block patterns, to help you create a website for your business quickly and efficiently. It also has a library of more than 17,000 assets you can use.

Using MaxiBlocks is so easy. Once you install the program’s plugin, you simply choose a Style Card and template, then customize your content using drag-and-drop with the intuitive interface. This is a full version of the program, so no features are limited.

There are 18 foundation blocks with design options that are advanced enough to create genuinely unique layouts and responsive designs that look wonderful on any device. You can create unlimited websites and have unlimited downloads.

MaxiBlocks is fully integrated with Gutenberg to provide you with a smooth WordPress experience. New templates are regularly added so you can consistently maintain a professionally polished image. You also get a lifetime of free updates.

Get a lifetime subscription to the MaxiBlocks No-Code Webpage Builder Pro Plan with 3 licenses for just $59.

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Few activities can cause as much frustration and waste as much time as dealing with PDF files. Fortunately, PDF Reader Pro can crush all those issues with ease, so you’ll never again struggle with those complicated docs.

So saving money on software that will save you time is definitely win-win, and there’s no better example than a Windows PDF Reader Pro lifetime license available for $49.99, a 68% discount off the regular price of $159.

It has a built-in converter to turn your PDF files DOCX, TXT and PNG. Add, delete, rotate and rearrange pages. Merge multiple PDF files into one or split a large PDF file into several small PDF documents.

View your PDFs as plain text, a single page, in double-page view or in full-screen mode. View multiple PDFs as tabs or present them as a slideshow. Scroll vertically, horizontally, or continuously. Search for text in PDFs and change the background color. Easily edit and fill out PDF forms.

Annotations are a breeze in PDF Reader Pro. It allows you to annotate PDFs with sticky notes, highlights, strikeout and underlined text, text boxes, shapes and even handwritten notes. Add custom stamps featuring time and date information, as well as pre-designed stamps, such as Confidential, Sign Here, Approved, and more. Easily insert images, an email address, target pages and links to external websites, then flatten all of your annotations before you share them.

Create and manage a library of signatures, then use them to sign contracts and agreements. You can also add and remove passwords or open password-protected PDF files. It’s no wonder PDF Reader has been recommended by Techradar, Techworm, Softonic and more.

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If there’s one thing I’ve learned from running businesses in incredibly competitive spaces, it’s this: Standing out is non-negotiable. Success isn’t handed to you; it’s earned through smart strategies and unique value. Marketing can be one of the hardest things to do when launching a new business but it can be so rewarding — and fun.

Here’s how I’ve navigated some of the most competitive markets (and how you can, too).

Know thy market

First things first, before you even think about opening your metaphorical business doors, ask yourself, “What do I bring to the table that’s different?” Competition is everywhere, but I promise you, there’s always a way to carve out your niche.

When I launched Tonia in Vegas, I knew the travel and hotel booking industry was highly saturated. Every other app or platform was competing to offer travelers the same stock-standard deals. Instead of blending in, I got hyper-focused on saving people real money on discounted hotels — because, honestly, who doesn’t want to spend less and experience more?

Do your homework. Conduct thorough market research. Watch — I mean, analyze — your competitors. What are they doing? More importantly, what are they not doing? That’s where you’ll shine.

Related: The Best Strategy to Stand Out in Today’s Competitive Market May Not Be What You Think

Be extra (and proud of it)

You’ve got to bring something extra to the table. Plain and simple. Customers aren’t looking for “just another business.” They want an experience or service that fills their needs in a way no one else does.

At Tonia in Vegas, we decided to take it one step further and offer not just discounted hotels, but exclusive deals on activities and experiences that were tailored specifically for our users. This extra touch set us apart from the competition and created a loyal customer base.

Don’t be afraid to think outside the box and push boundaries. Be creative and innovative in how you provide value to your customers. This will make your business stand out and attract attention.

Build relationships (and leverage them)

In competitive markets, it’s all about who you know. Building relationships with other businesses or influencers can give you a leg up when it comes to marketing your product or service. Partnering with complementary businesses or influencers can help expand your reach and attract new customers.

Also, don’t underestimate the power of customer relationships. Building a strong rapport with your customers creates loyalty and encourages them to spread the word about your business. Utilize social media and other platforms to engage with your audience and show appreciation for their support.

Stay relevant (and stay ahead)

The world is constantly changing, and so are consumer needs and preferences. It’s important to stay up-to-date on industry trends and adapt accordingly. This may mean regularly updating your services or offerings or even pivoting entirely if necessary.

Innovation is your best frenemy

If you think you’ve nailed a solid idea, great! Now make sure it stays fresh. Because in today’s business world, nothing is worse than falling behind. Competitors will always be updating their practices, strategies and offerings. How do you stay ahead? Innovation.

For my company, that means constantly exploring partnerships, renegotiating deals with hotels and finding new ways to add perks that are irresistible to travelers.

Niche markets are goldmines

Here’s a little insider tip that’s made all the difference in my businesses — find your niche and own it. Broad marketplaces can be overwhelming and incredibly tough to break into, but when you identify a specific audience and dominate that space, you set yourself up for success.

For example, instead of trying to compete with massive online booking sites that cater to everyone, Tonia in Vegas focuses specifically on travelers headed to Las Vegas. By narrowing my target, I’ve been able to create tailored offerings and build trust with a loyal customer base.

Think of it like this — being everything to everyone will leave you exhausted and invisible, but being the go-to for a specific something? That’s where the gold is.

The pop culture style toolkit for action-takers

Okay, time to get practical. Here are your fast and fun steps to dominate your market:

1. Do your research. Know your competitors. Spot gaps. Then create your own killer story.
2. Add your flavor. Be unforgettable — whether it’s through a unique product offering, stellar service or just plain you.
3. Stay adaptable. Tweaks and innovations can make a good product into a great one.
4. Go niche. Find your tribe and make them feel understood and celebrated.
5. Engage your base. Whether it’s through social media, post-purchase follow-ups or offering a killer subscription deal — talk to your audience. Be real.

Related: Don’t Sit Around and Wait to Be Noticed — Follow These 4 Ways to Be a Standout in Business

Final thoughts

Market competition can be fierce, but guess what? That’s where the fun begins. It’s the ultimate game where innovation and differentiation are the keys to leveling up. Whether you’re breaking into real estate, SEO or discounted luxury travel, remember — it’s all about understanding your customers and delivering what they need better than anyone else can.

If you’re in business or dreaming about starting one, take that first bold step. Do the research, figure out what makes you different and hit the ground running. It won’t just set you apart from the competition; it’ll help you build something truly meaningful.

Almost 60% of entrepreneurs worked in the corporate world before starting their own businesses, according to data from accounting software company Xero. So they are probably used to working with Microsoft Office programs. It’s always easier working with familiar programs, but a Microsoft 365 subscription is fairly pricey. Fortunately, for a limited time, you can get a great deal on the top eight MS Office programs with a lifetime license for MS Office Professional 2021 priced at $59.97.

With a lifetime license for Excel, Word, PowerPoint, Teams, Access, Outlook, Publisher and OneNote, you’ll find everything a professional needs in one suite of programs, Microsoft Office 2021 Professional. It’s the perfect choice for anyone who needs to handle documents and data. It has so many new features that will help you become more productive in tasks from processing documents to designing presentations from scratch.

Users will appreciate the familiar ribbon-based interface that makes all the available features, customizations and tools so easily accessible. Quickly customize a wide variety of details, including layout, font, indentation size in documents and much more. You also won’t need to sacrifice work-related functions such as creating presentations or formatting emails just to make your documents more aesthetically pleasing.

This one-time purchase includes an MS Office Pro 2021 license for a single PC with Windows 10 or 11 installed that you can use at work or at home. Please note that the license will be connected to the device on which it’s installed and NOT to your Microsoft account.

You’ll receive your download links instantly by email as soon as you complete your purchase and access your software license keys immediately. Free customer service is also included, so you’ll have the best support.

Get a lifetime license for Microsoft Office Professional 2021 for Windows while the price has been dropped to $59.97 through 11:59 p.m. PT February 23.

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For many entrepreneurs and other professionals, travel is essential for business growth, networking, and expanding opportunities. However, the rising cost of airfare makes it more difficult to justify frequent trips. Instead of wasting hours hunting for discounts, Matt’s Flights Premium Plan does the work for you—scanning airlines daily for mistake fares, exclusive flash sales, and the lowest ticket prices available.

With a lifetime subscription for just $79.99 when you use code SAVE10, professionals, entrepreneurs, and frequent travelers can book flights at up to 90% off, making both business and personal trips significantly more affordable.

The best part is that once you’re a premium member, these incredible deals land directly in your inbox, eliminating the stress of price tracking and last-minute searches.

It’s sort of like having a personal travel expert at your disposal whenever you need to book a flight. Matt’s Flights takes this to another level, providing unlimited custom search requests that tailor airfare recommendations based on your specific needs.

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The managed service provider (MSP) market is at a breaking point. As businesses demand more from their technology partners and new competitors flood the space, the old approach of selling technical services alone is no longer enough. In 2025, MSPs must make a bold shift: Stop selling services and start building brands.

This isn’t just about a shiny new logo or a slick website — it’s about redefining the way MSPs connect with their clients. The MSPs that thrive in the years ahead will be the ones that transcend commoditized IT services, positioning themselves as indispensable partners in their clients’ success.

Related: These 4 Elements Are Key to Branding Your Business

The problem with selling services

For too long, MSP marketing has relied on a predictable playbook: Focus on technical expertise, promise cost savings, and stress reliability. While these are essential, they’re no longer differentiators — they’re the baseline.

Businesses now expect all MSPs to provide uptime guarantees, proactive monitoring and robust cybersecurity. When every competitor is saying the same thing, potential clients are left to choose based on price. And when price is the deciding factor, everyone loses.

In 2025, buyers are no longer looking for vendors — they’re looking for trusted partners who understand their challenges, align with their goals and inspire confidence. To stand out, MSPs need to stop pitching services and start crafting narratives that resonate emotionally and strategically.

Why branding matters for MSPs

Branding is often misunderstood in the MSP space. It’s not about aesthetics or flashy slogans — it’s about creating a perception in the minds of clients that you are more than a service provider. It’s about establishing trust, showcasing value and demonstrating that you’re invested in their success.

The best MSP brands build trust through transparency, create a sense of partnership and showcase thought leadership. In a time of data breaches and cybersecurity fears, clear communication about services, pricing and performance metrics is critical. Clients want to feel like their MSP is an extension of their team, not just a vendor. By adopting a consultative approach and providing actionable insights, MSPs can position themselves as indispensable experts.

Related: 5 Ways to Build Brand Customer Trust (and Why It Matters More Than Ever Before)

Building brands clients can’t resist

Understanding your ideal client is the first step. Too many MSPs market themselves as “everything to everyone,” resulting in generic messaging that appeals to no one. Focus on a niche market — small law firms, mid-sized manufacturers or retail chains — and tailor your messaging to their unique pain points. Specializing not only differentiates you but also builds credibility as an expert in that vertical.

Shifting from features to outcomes is equally important. Clients care less about what you offer and more about why it matters to them. Instead of leading with services like “24/7 Network Monitoring,” emphasize the result: “We ensure your business runs smoothly, no matter the hour.” Outcome-focused messaging is more relatable and memorable.

Storytelling is a powerful tool that many MSPs overlook. Real client success stories — highlighting how you’ve helped businesses expand operations, recover from cyberattacks or migrate seamlessly to the cloud — humanize your brand. Stories resonate emotionally and demonstrate value in a way that technical specs can’t.

Investing in thought leadership can further enhance your brand. Publishing blogs, research reports or hosting webinars positions your MSP as a trusted advisor in the IT space. The goal is to provide insights that help clients make smarter decisions, which builds credibility and fosters trust over time.

Meeting clients where they are is also critical. In 2025, digital marketing is the backbone of any successful strategy. MSPs must prioritize search engine optimization to rank for terms like “cybersecurity for small businesses,” leverage LinkedIn ads to target decision-makers and nurture leads with educational email campaigns. The days of relying solely on word-of-mouth referrals are long gone.

Finally, your internal culture directly impacts your brand. Happy, engaged employees provide better service, strengthening client relationships. Transparency, training and a supportive workplace are essential for building a culture that reflects your brand values.

Examples of MSP branding done right

Some MSPs are already setting the bar high. Electric, for instance, positions itself as an IT partner for fast-growing startups, branding its services as modern, scalable and startup-friendly. Align focuses on financial services, crafting a brand narrative around security and compliance for highly regulated industries. Dataprise emphasizes thought leadership with a robust library of content addressing IT trends and challenges.

These MSPs don’t compete on price — they compete on trust, expertise and their ability to understand their clients’ industries.

Related: These 5 Branding Factors Will Take Your Business to the Next Level

The stakes are high

The MSP industry is growing, but so is the competition. Businesses have more options than ever, and the ones that stand out are those that inspire confidence and foster long-term partnerships.

Building a brand isn’t optional anymore — it’s the difference between being a commodity provider and becoming an essential partner. In 2025, the MSPs that thrive will be the ones that stop selling services and start creating brands clients can’t resist.

The question isn’t whether you can afford to make this shift — the question is whether you can afford not to.

AI is no longer a futuristic buzzword; it’s here, and it’s reshaping how companies operate. From automating repetitive tasks to offering insights that were once impossible to uncover, AI has become integral for businesses looking to scale smarter, not harder.

But with the rise of AI agents — tools capable of interacting autonomously — we’re on the cusp of a new chapter in how AI integrates into daily processes. For industries like education, Web3 and beyond, the key is learning where AI excels (and where it doesn’t) to make the most of this game-changing technology.

Related: Why Entrepreneurs Still Need To Leverage People (Even With AI)

The power of pattern recognition

One of AI’s greatest strengths lies in its ability to identify patterns at scale. Companies like Netflix and Spotify have been leveraging AI to recommend content based on user behavior for years, but recent advancements take this to a whole new level. Take Grammarly, for instance. In the past three years, the platform’s AI has evolved beyond just identifying grammatical errors to providing tone, style and clarity suggestions, helping users write better emails, essays and even social media posts. For businesses, this means less time spent on mundane tasks like proofreading or data entry, allowing teams to focus on higher-value activities.

For startups in education or Web3, pattern recognition can unlock similar efficiencies. Imagine an educational platform that identifies which students are struggling with specific concepts and provides tailored lessons. Companies like Khan Academy are already experimenting with AI tutors powered by OpenAI, which can adapt lessons in real time based on a student’s progress. In Web3, AI can analyze blockchain data to detect irregularities, flagging potential security risks faster than any human team could.

If your business involves large amounts of data, AI should be your go-to tool for finding actionable insights. Use it to automate repetitive processes and identify trends, but don’t expect it to make creative leaps or nuanced decisions — at least not yet.

AI’s limits: Sophistication and decision-making

While AI excels at recognizing patterns, it’s not ready to make sophisticated decisions that require intuition, creativity or context. Case in point: autonomous driving. Companies like Tesla and Waymo have made significant strides in using AI for self-driving cars, but true Level 5 autonomy — where vehicles can navigate any scenario without human intervention — remains elusive. Why? Because real-world driving involves split-second decisions and unpredictable variables that AI struggles to process without human oversight.

This limitation is just as relevant for businesses. AI can help a Web3 company analyze wallet activity to spot trends, but it won’t tell you whether launching a new token is the right move for your community. Similarly, in education, AI can flag students who are at risk of dropping out based on attendance and grades, but it can’t have a heart-to-heart conversation with those students to understand the underlying issues.

The business takeaway: Use AI as a tool to support decision-making, not to replace it. Empower your team with AI-driven insights, but remember that the final call should come from a human who can factor in context and nuance.

Related: Here’s What AI Will Never Be Able to Do

Integrating AI into daily processes

So, how can businesses integrate AI into their day-to-day operations without falling into the trap of over-reliance? The answer lies in striking a balance between automation and human input. Let’s look at how some companies are doing it right.

Slack, for example, has integrated AI into its platform to help teams stay organized. Its AI can suggest channels, prioritize messages and even automate routine workflows, freeing up employees to focus on strategic initiatives. However, Slack doesn’t pretend that its AI can replace the creativity and collaboration that happen in team discussions. Instead, it positions AI as a tool to make those discussions more productive.

In education, Duolingo has embraced AI agents to provide personalized feedback to language learners. By analyzing user mistakes, Duolingo’s AI can adapt lessons to each learner’s weaknesses, keeping users engaged and improving retention. Yet, the platform still incorporates gamification and human-designed curricula, ensuring that AI enhances rather than overshadows the learning experience.

The takeaway here is that AI works best when it’s integrated as a complement to your team’s existing workflows. Start small: Identify repetitive tasks that drain time and energy, and test AI tools to see how they perform. From there, expand AI’s role while ensuring that humans remain at the center of creative and strategic decision-making.

The future of AI and your business

As AI continues to evolve, the businesses that succeed will be the ones that understand how to use it effectively. This doesn’t mean jumping on every new AI trend or tool; it means aligning AI capabilities with your company’s specific needs and goals. For example, if you’re in Web3, use AI to enhance transparency and security, but don’t expect it to replace the trust-building that’s central to your community. If you’re in education, leverage AI to scale personalized learning, but don’t lose sight of the importance of human teachers and mentors.

Related: The Robots Are Coming — But They Can’t Outsmart Us When It Comes To This Particular Skill.

AI is a powerful ally, but it’s not a silver bullet. It’s excellent for accelerating processes, identifying patterns and providing data-driven insights, but it still needs human oversight to make meaningful, context-rich decisions.

So, as you consider integrating AI into your business, ask yourself: Where can AI save us time and uncover opportunities? Where do we need human judgment to lead the way? By answering these questions and keeping a balanced approach, you’ll not only stay ahead of the curve — you’ll redefine what’s possible for your industry.

When my wife, Maria Baradell, posted Instagram and TikTok videos of herself kneading sourdough on an international flight, I knew it had the potential to capture attention. It was quirky, visually interesting and relatable — all the ingredients of a social media hit. What I didn’t expect was how quickly it would jump from TikTok to major outlets like CNN, The Guardian and USA Today.

The results were extraordinary: According to CoverageBook, Maria’s in-flight sourdough story generated 95 pieces of media coverage, reached a combined audience of 1.26 billion people and earned 11.3 million estimated views across digital and print platforms. With an average domain authority of 70 for the publications covering it, the story didn’t just resonate online — it became a global conversation.

For journalists, Maria’s video wasn’t just a fun human-interest story — it was exactly the kind of content they love to cover. Visual? Check. Built-in quotes from TikTok comments? Check. Proven public interest via likes, shares and views? Check. No need to leave the desk or make a single phone call? Double check.

In a media ecosystem shaped by tight deadlines and shrinking newsroom resources, social media has become the primary fodder for journalists. Viral content doesn’t just suggest public interest — it proves it. For brands and PR professionals, this presents a massive opportunity to connect with audiences by crafting moments that check the right boxes.

Related: How to Create a Viral Video Smash Hit

Why Maria’s video captured the world’s attention

Maria’s video resonated because it wasn’t just a quirky clip — it hit all the marks that make a story viral and newsworthy.

The act of kneading dough mid-flight was unexpected, immediately grabbing attention and sparking curiosity. It felt authentic, showcasing Maria’s passion for baking in an unscripted and relatable way. The video also evoked an emotional connection, blending admiration for her creativity with humor over the absurdity of the situation.

However, what really gave the story momentum was the controversy it stirred. While most viewers found the video amusing or inspiring, others were genuinely upset. Critics questioned the hygiene of kneading dough in such a confined public space, while some labeled it inconsiderate to fellow passengers. These strong reactions fueled heated discussions, driving engagement on social media and making the story even more appealing to journalists.

Finally, the video’s visual appeal — a baker rolling dough at 30,000 feet — made it a natural fit for headlines. It wasn’t just a story people wanted to share; it was one that outlets could easily illustrate with striking imagery.

These elements worked together to ensure the video didn’t just resonate online but transitioned seamlessly into global media coverage.

It has since led to Maria appearing on cooking segments on major-market morning TV, being interviewed on top baking podcasts and appearing on national streaming services to share tips for the perfect holiday feast.

How to create media-friendly social media content

For brands and PR professionals, Maria’s story offers a blueprint for creating social media content that bridges the gap to traditional media. To succeed, your content should combine emotional resonance, compelling visuals and broader relevance.

1. Focus on strong visuals: Great visuals don’t just perform well on social media — they’re essential for media coverage. Invest in imagery or videos that stand out and grab attention immediately.

2. Tap into emotions: Stories that make people laugh, admire or debate are far more likely to be shared — and picked up by journalists. Think about what emotional response your content will evoke.

3. Add depth and context: The most successful social media stories touch on broader cultural themes. Consider how your content can connect to trending conversations or universal experiences.

4. Engage your audience: Encourage comments, questions and debates around your content. Journalists love to pull quotes from comment sections to illustrate public reaction.

5. Be ready for the crossover: Viral moments don’t stay online. When your content gains traction, journalists may come calling. Prepare in advance with clear messaging, spokespeople and follow-up content to keep the momentum going.

Related: 4 Unconventional Marketing Campaigns That Demanded Media Attention — and What Your Brand Can Learn From Them

Why social media is the perfect newsroom fuel

Social media stories like Maria’s work because they come with all the elements newsrooms need to turn around a quick, engaging piece.

Maria’s video was highly visual, came with ready-made quotes from TikTok’s comment section and had proven public interest through its likes, shares and views. It required no additional reporting, making it easy for journalists to cover in minutes. For outlets juggling tight deadlines and shrinking budgets, stories like this are gold.

The growing reliance on social media as a source for news presents a unique opportunity for brands. By creating content that resonates emotionally, sparks discussion and is visually striking, you can position your stories to bridge the gap between social platforms and traditional media.

The takeaway: Social media drives modern journalism

Maria’s sourdough moment wasn’t just a quirky viral video; it was a textbook example of how social media fuels modern journalism. For many outlets, stories like hers are the perfect package — visual, engaging and pre-approved by the audience.

For brands and PR professionals, the opportunity is clear. By crafting content that combines emotional resonance, visual appeal and relevance to broader conversations, you can significantly increase your chances of transitioning from social media to traditional media.

In today’s media landscape, the best stories don’t just travel — they get amplified. Sometimes, all it takes is a ball of dough, a tray table and a little creativity to spark a global conversation.

Related: How Social Media Can Help With PR

I’ve never believed in the Silicon Valley idea that you’ve got to work 24/7 and sacrifice everything to build a successful company. For me, building a business and raising a family go hand in hand. These contrasting views are perhaps best illustrated with a personal anecdote.

Long ago, when a former business partner and I were raising our A round for a company we’d founded, I found myself sitting across some investors from Silicon Valley. I knew they wouldn’t have flown out to meet us unless they were fairly serious about investing — they weren’t the type of people to waste time and money on something they didn’t believe in.

My wife Rachel and I had recently learned that Rachel was pregnant with twins. The pregnancy wasn’t planned, which meant that we’d gone from thinking we were going to have zero more kids to discover we were actually having two at once in the blink of an eye. I was about to become the proud father of not four but six highly energetic daughters.

To break the ice, my co-founder shared the above with our would-be investors. In most cases, spicing up generic small talk with a story about unexpected twins is at least entertaining. But the investors weren’t amused.

The senior investor — I’ll never forget his name, even though I won’t mention it here — was as serious as a heart attack. He looked straight at me and said, “You know, I have a hard time taking guys like you seriously. Why would you have a family when you should be dedicating your whole life to running your business?”

Without missing a beat, I responded, “That’s interesting — I’ve always struggled to understand guys like you. What’s the point of making money if you don’t have anybody to enjoy it with? Where’s the satisfaction in being a single, 45-year-old guy living in a penthouse on University Avenue in Palo Alto? Wouldn’t that feel empty and old after a while? For me, my work is filled with purpose; I get to go home and play with a bunch of adorable little kids who love me.”

I said this in a calm, philosophical way as if I were simply sharing an alternate point of view instead of countering an insult. My co-founder, meanwhile, appeared to be devastated that he’d brought the whole thing up — the meeting was as good as over now.

But you know what? The second those words came out of the senior investor’s mouth, I knew I didn’t want his money. Family means too much to me to partner with someone who could dismiss it so cavalierly.

Related: An Open Letter from an Entrepreneur Dad to His Kids on How to Find Success

Family and business

Family and business are not mutually exclusive, but let’s be realistic. Running a business is highly difficult, stressful and unpredictable. There will definitely be times when you have to power through setbacks, seemingly at the cost of spending time with the ones you love most.

The problem begins when obstacles and opportunities are treated as marathons rather than sprints. Every entrepreneur faces a sprint at one point or another — something goes off the rails, or there’s an opportunity you want to capitalize on, so you spend more time at work than you normally want to.

A marathon, on the other hand, is what occurs when you’re working around the clock merely to alleviate the inevitable anxieties of entrepreneurship. You tell yourself that you must work around the clock because it makes you feel better to do so — “If I’m working, I’m not failing.”

Make no mistake, this is a lie. Like all lies, it’ll end up hurting you temporarily, no matter how good it makes you feel.

Related: You Don’t Need to Sacrifice Your Family to Pursue Being an Entrepreneur. Here’s How to Save Yourself 500 Hours Per Year.

Sacrifice versus rewards

It’s a dismal picture: you put in a thirteen-hour day and get home at seven or eight to find that you’ve missed dinner, the kids are already in bed and your partner’s angry that once again you’ve chosen work over family. In this case, you aren’t alleviating the stress of entrepreneurship as much as adding to it unbearably. You’re pointlessly exhausting yourself while avoiding your greatest resource for inspiration and renewal.

My general rule of thumb for balancing family and work throughout my whole career has been to take advantage of travel. When I’m out of town, I work constantly. I shove five days of work into three. When I’m in town, I’m always home by six or six-thirty. When I’m home, I’m always present with my kids, present with Rachel. It’s only when everyone’s asleep that I grind out extra work hours if needed.

I can’t imagine trying to crank out those same hours and being distracted by the fact that you feel like a loser because you’re missing dinner yet again. It’s the same number of hours regardless — why not go home, take a break, clear your head, invest in a purpose outside of work and then go back to that work once you’ve fulfilled your obligations as a parent and partner?

To begin with, it recharges your batteries. Brain science has taught us that you have a limited amount of time each day to perform at the highest level. After a certain number of hours, there are diminishing returns on the energy you expend versus the quality of the results.

Trust me— when you’re feeling good about yourself as a spouse or a father or mother, it’s like a shot of pure energy. Putting in the extra hours after you’ve reaffirmed your love for your family will be a much more productive experience.

There’s really only one rule when it comes to spending time with family: be present, be present, be present. It’s not about pretending to be there when your mind is still brooding in the office. To achieve a balance between work and family, you’ve got to put down your phone, close your computer and give yourself totally to the moment.