We’re in the middle of a shift.

Scroll through your feed for five minutes, and you’ll see it… someone’s morning matcha, a new supplement product they “can’t live without,” a brand that suddenly feels familiar because you’ve seen it everywhere.

That’s creator culture — the new engine of modern marketing. And whether you’re a global brand or a boutique shop in Santa Barbara, you’re part of it.

The other day, I was talking with a business owner who said something I hear all the time:

“I’ve been thinking about posting a blog or newsletter for the last two years... I just don’t want to be annoying.”

And I get it.

No one wants to feel like they’re shouting into the void or adding to the endless noise of the internet. But here’s the thing — blogging, when done with intention, isn’t annoying at all.

When I first started designing websites, I thought the goal was simple: make something beautiful. Clean layout. Good photos. Great fonts. Done.

But over time — after helping small businesses and boutique brands refine their online presence — I realized something much bigger…

For a long time, I thought “showing up online” just meant posting. Sharing a photo, writing a caption, and checking the box. But after working with small businesses, I’ve realized it’s so much more than that