Earlier this week, I posted something on Threads that I hadn’t planned, hadn’t strategized, and definitely hadn’t slotted into a ‘content calendar’.
If you know me, you know I don’t really do content calendars. As a Mani Gen in Human Design, I simply don’t work that way.
The post ended up going kind of viral, something like 7K likes.
It wasn’t part of a campaign.
It didn’t tie back to a launch.
I just… had something to say.
And I said it.
It was polarizing, tbh. Probably a little risky. But the truth? People want to know your values. They want to understand the ethos behind the team they’re joining — whether that’s your audience, your customers, or your collaborators.
And honestly, that’s usually how it goes with the posts that hit hardest.
They’re not planned.
They’re not softened or sanded down.
They’re a strong POV, said plainly, even when you know not everyone will agree.
And lately, I’ve been noticing how many founders and creatives are in the opposite space: stuck in their heads, posting what feels safe, saying “the right things” and wondering why it’s not working.
They’re doing everything the experts say —
…but they still feel invisible.
I’ve been hearing versions of the same thing again and again:
“I’m showing up, but it’s like no one’s seeing me.”
“My feed doesn’t sound like me anymore.”
“I’m trying to be strategic, but it’s falling flat.”
“Everyone says my content is good… so why isn’t it growing?”
“I feel like I’ve outgrown my brand voice, but I don’t know what’s next.”
If that’s where you are, you’re stuff isn’t broken. You’re just bumping up against a container that can’t hold the version of you you’re becoming.
Because here’s what I know:
The content that actually moves people?
It’s rarely the most polished.
It’s almost never the safest.
It has a good hook, sure, but it’s definitely not the most “strategic.”
It’s the post where you say the thing you’ve been thinking for months. The moment you write like you mean it, and trust your audience to come with you.
Now, let’s get into this week’s Unschool drop 👇
✨ Cult Brand Move I’d Steal
The Cult Matchbook
feat. Khaite at Horses, Los Angeles
Designing merch for your brand can be haaard. It's often expensive, wasteful, and honestly… just kind of forgettable.
So how do you actually do it well?
Fashion brand Khaite hosted a private dinner at Horses in LA a few nights ago. Not such a novel idea — brand dinners happen all the time. From what I could see, the right people in the fashion world were there. But what actually got attention?
The matchbooks.
Minimal. Red and white. Total ‘90s nostalgia. Marlboro-coded. Branded with Khaite’s Los Angeles in crisp serif type. A tiny merch moment that instantly felt iconic.
This is Khaite doing what they do best: designing a moment that’s cool without announcement.
If you were there, you got it. If you saw it, you wanted to be there — and you wanted one of those matchbooks to take home.
I can totally see these styled in people’s bathrooms as a little “look where I’ve been” flex.
Steal this:
→ Don’t over-brand. Create objects people want to touch, photograph, and keep.
→ When planning an event, think in textures. What’s the one detail someone would toss in their bag without thinking — and post later without being asked (and maybe even style in their home)?
→ Trust your taste. If you’re building a cult brand, your audience should feel your point of view before they ever hear your pitch.
Founders and Creators To Watch
Helen is a pilates instructor, embodiment guide, and all-around NY cool girl who’s redefining what modern wellness looks like… follow her and you’ll immediately see what I mean: less rigidity, more resonance. She’s part of the current cohort inside the Cult Brand Accelerator, and she’s got such a creative point of view that’s impossible to scroll past.
Her work lives at the intersection of movement, nervous system education, and feminine energy, but what makes it different is how seriously un-serious it feels in the best way. There’s room for poetry, play, and performance. It’s pilates, but make it sensory, stylish, and a little subversive. Equal parts art direction and cultural commentary: sharp, irreverent, and totally her. I loveee this carousel.
Helen’s content feels like if The Row taught group reformer classes. It’s grounded, cinematic, and confidently offbeat. She moves between studio clips, downtown outfits, and moody visual metaphors — and it all just works.
Follow her here → @helenvphelan
And if you’re in NYC or online (that’s all of us, duh)… book a session.
💫 Things We’re Quietly Obsessed With
Magnetism as a Metric
Lately, there’s been a shift in what “good content” even looks like — especially from founders. High-performing clips aren’t the most rehearsed or high-def. They’re the ones that feel real. Held eye contact. A slightly shaky iPhone clip.
This might help:
We’re moving from charisma-as-performance to magnetism-as-presence. You’re not convincing anyone. You’re not “on.” You’re just… there. You’ve got aura. And that’s the part that’s working.
Takeaway: The best founder presence right is a little undone, but has serious rizz (did I actually just type that? Yes I did, and I mean it). And that’s why it lands.
The Return of the Anti-Feed
The second account is back, yeah, kinda like a friendstagram, but it’s not for friends only or as a backup account. It’s for, well, maybe freedom?
Across my feed, I’ve been seeing creatives quietly spin up alt accounts that feel like notebooks: blurry film, unsaved drafts, screenshots, things that don’t need to go “viral.” It’s soft. It’s slightly cryptic. And it’s kind of irresistible.
F1 driver Lando Norris did this a while back and you’ll get what I mean when you see it.
This is his anti-feed account vs. his everyday Lando is a racecar driver account.
The idea: there’s no grid planning. No sales copy. And it’s a really fun way to experiment.
Takeaway: If your main account feels tight, try starting a side feed. Not for growth. For relief. That’s usually where your next wave of clarity comes from anyway.
💼 Smart Girl Opportunities
A tight little trio this week: for the marketing queen, the artist in her off-grid era, and the founder ready for a breakthrough. Each one feels like a chance to step into the next version of your work without losing the plot.
1. Flamingo Estate — Retention Marketing Specialist / Manager (Hybrid / LA)
I mean, the brand of all brands is hiring ya’ll. If you're fluent in LTV, obsessed with customer storytelling, and know Klaviyo like the back of your hand, Flamingo Estate is looking for a Retention Marketing lead.
📍 Hybrid 3x/week in Highland Park (if you get the job, invite me to the office, okay?)
🔗 Apply on LinkedIn
2. Elevated Spaces — Artist Residency (Spring 2026)
Two weeks. A private space to create. This independent artist residency offers a fully off-grid stay on a property designed to support deep creative work. Hosted by Elevated Spaces — applications are open now.
🎥 Tour the space
🔗 Apply online, deadline 12.31
3. The Breakthrough Grant — $5,000 from Her Agenda
Her Agenda is offering $5K to one woman entrepreneur ready to break through — not just financially, but creatively. You don’t need to fit a specific niche, just show you're building something meaningful. Note: You’ll need to be subscribed to their newsletter to apply. Volume II is open now.
🔗 Apply here
Hot tip:
Want to post your own “ISO a Smart Girl” or an opportunity that could be helpful to the community? Reply here so we can get you in the next issue.
Before we go…
How to be the founder to follow:
Set the Vibe: Before anyone hears your message, they feel your energy. That’s your first impression, and your first chance to build trust.
Drop the Value: Once people feel safe, they start looking for proof that following you actually matters. Make your content useful and repeatable.
Lead the Conversation: The goal isn’t just visibility. It’s leadership. It’s a seriously strong POV. Show up with a take. Ask better questions. Don’t be afraid to challenge what’s typical in your niche.
Want more Unschool in your ears? I’ll be talking about this all on the show this week.
Listen to the Unschool Podcast here.
