Yes, it’s 2025, and the first three days are Wednesday, Thursday, and Friday. WTF! (Shoutout to my friend for that observation.) But doesn’t it feel like the perfect metaphor for where we all are right now? Kicking off a new year, already playing catch-up, trying to process what just happened in 2024.

Let’s do it differently this year. Let’s recharge, reflect, and focus on what truly matters—putting humanity first. That’s the theme for the next few weeks and the driving force behind the Audience101 community, now officially open for business! Because let’s face it: How else are you going to save time, money, and stay ahead in 2025?

DEAL OF THE CENTURY - SAVE TIME, GROW SMARTER, AND BUILD TRUST

Why Join?

• More Than Events: This is your gateway to an exclusive, curated community of C-suite leaders, marketers, and innovators driving real-world impact.

• Tailored to You: Every interaction; whether through events, connections, or insights - is designed to align with your personal and professional goals.

• Real Value, No Noise: Skip the pay-to-play schemes and algorithm-driven chaos. This is a trusted space where authenticity thrives.

Secure a 20% discount^* and join as a Founding Member. Start 2025 with a smarter, more connected strategy.

Take the First Step: Apply now to shape your future alongside the best. (Referrals are preferred, however nail the application questions, and we’ll see you inside.)

*Limited-time offer with exclusive pricing and availability.

Did You Know?

It’s The Year of the Snake, influenced by the Wood element, symbolises wisdom, strategic planning, and growth. It’s about trusting intuition, embracing change with resilience, and creating space for creativity and introspection. Sound like what we all need right now?

Hackney Dave says, “I love the idea of creativity with a purpose. There has to be a reaction.”

That’s the vibe for 2025: Purpose-driven creativity that makes people stop and think. Whether you’re job hunting, building resolutions, or seeking inspiration, take a cue from Hackney Dave: Do something that truly makes you happy - and make it count.

Here’s What We’re Talking About Today:

Audience Insights & Future Trends: Humanity First

Let’s talk about how behavioral science can help us create businesses and marketing strategies that feel human

Here’s the Thing: 95% of decisions are subconscious. Humans run on gut instincts and emotional pulls - not logic. Brands that connect on this level aren’t just memorable; they’re magnetic.

Random but Relevant Quotes to Fire Up Your Imagination

• “The human mind does not run on logic any more than a horse runs on petrol.” Rory Sutherland

• “The f***ing customer doesn’t know what they want - they didn’t want Jimi Hendrix!” Noel Gallagher

• “Counterintuitive ideas make people sit up and notice. Because it’s unexpected.” Me, right now

💡 Takeaway: Inject joy, personality, and a touch of the unexpected into your marketing. It’s not about out-logic-ing the competition; it’s about out-humanising them.

Case Study: Guinness - A Masterclass in Authenticity

In a year when beer sales are down, Guinness is up. Why? They didn’t just anticipate change, they embraced it.

📊 The Data:

• Guinness sales in North America are up 6%.

• In the UK, sales are up 23%, while the market dropped 2%.

What They Did Right:

1. Cultural Relevance: Guinness doesn’t just join the conversation; they respond to shifts in consumer behavior.

2. Product Innovation: From classic stout to alcohol-free options, they balance tradition with innovation.

3. Authenticity: They stay true to their brand, proving you don’t have to be everything to everyone - just exceptional at what you do.

4. Engagement: Have you Googled "The Split G"? Playful, clever marketing that pulls people in.

5. Star Power: Guinness rode the wave of renewed interest in Irish culture, fueled by Paul Mescal’s rise to fame, check out his SNL appearance below, if you missed this. 

💡 Takeaway: Authenticity and innovation go hand in hand. When your brand feels real, people don’t just buy it, they root for it. Apply this to yourself as well, do what you feel is right and makes you happy.

Behind the Scenes: Building a Community That Puts Humanity First 

After 20+ years in business and marketing, I’ve learned that the people around you make all the difference.

There are two types of people in business: those who collaborate and those who use you as a stepping stone. Collaboration is overused in theory but tough to master in practice. That’s why the Audience101 community is so important to me - it’s a space built for meaningful, balanced collaboration through trust. 

What We’ve Achieved So Far (With Just 25 Beta Members):

• Two collaborations built around culture: one focused on well-being, the other on music.

• Three start-ups supported with client connections and global brand development.

• Five co-created skill-based learning modules launching this year to help members monetize their expertise.

• Mental health in business: A vital discussion started between members, already creating change.

• 21 speakers confirmed for our “always-on, always-connected” conference - a concept born from community discussions.

💡 Pro Tip: Collaboration isn’t just about working together; it’s about building trust. Ask yourself: Are your collaborations balanced? Does everyone feel valued? If not, it’s time to rethink.

A Little More Depth: Diversity, Inclusion and Building Bridges

How do we truly embrace diversity and inclusion in a world where micro-communities are flourishing?

For us at Audience101, it’s about one thing: collaboration. Inclusion isn’t about building walls, it’s about constructing bridges. That’s why we’re connecting with diverse communities to form partnerships that amplify voices, share ideas, and create real impact.

When communities connect, meet, learn, and collaborate, they inspire growth and innovation. For us, this is the ultimate new horizon, a future where everyone has a seat at the table.

That’s why we are supporting WednesdayWomen.org platform committed to increase visibility of executive women leaders.

If you’re building a community and want to create a bridge, let’s talk. Together, we can redefine what inclusion looks like in 2025 and beyond.

Mood Board: A Little New Year Entertainment

Call to Action (CTA)

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Final Reflection

Here’s my parting gift for 2024: Stop chasing perfection. Chase progress, purpose, and the occasional pint of Guinness (I’m sticking with the 0% alcohol option because a member introduced it to me). Whether you’re building a brand, starting fresh, or just trying to work out WTF happened in 2024, it’s all about embracing the mess, the magic, and the humanity of it all.

Now, go sign up for the Audience101 community - and let’s make 2025 our best year yet!