With just 14 days until Christmas, the rush of the season can feel overwhelming. But here’s the thing - change is a constant, whether we like it or not. The challenge isn’t just how we adapt digitally; it’s how we embrace change physically, emotionally, and mentally.

I’ve learned that when it comes to navigating change, one of the most important things we can do is create space for meaningful moments; whether that’s taking time to reflect, resetting our priorities, or reconnecting with the people around us. As we enter 2025, I believe this will be the year we strike a better balance between humanity and innovation. It’s time to ensure that technology supports our lives rather than defining them.

Here’s What We’re Talking About Today:

Audience Insights & Future Trends: Let’s stop challenging tech and embrace it.

Case Study of the Week: How Brian Chesky managed not to lose Airbnb.

Behind-the-scenes: How I leverage tech to be more human.

A Little More Depth: Let’s get “deep” and talk about your subconscious.

Mood Board: Things that inspired this newsletter and me.

👉 P.S. Did a friend send this your way? Sign up for free here.

Audience Insights & Future Trends

The Tech-Humanity Balance in 2025

📊 Key Trends:

• Algorithmic Control: Jay Graber highlighted platforms like Bluesky, which empower users by shifting control away from Big Tech’s centralised models

• AI as Infrastructure: Jensen Huang discussed how AI is now foundational and embedded into every industry and aspect of life

• Connection, Not Content: Gina Bianchini, Founder of Mighty Networks, shared that while content remains important, the real value lies in discussions, collaboration, and support

💭 A Thought:
The debate over ‘Tech vs. Humanity’ feels so 2024. Technology is here to stay, it’s part of our infrastructure. Instead of fixating on the divide, let’s focus on using tech to improve, not interrupt, our lives. That simple shift could transform how we approach change.

💡 Takeaway:
Navigating 2025 requires optimism, collaboration, and the courage to embrace both digital and physical tools for building meaningful connections. It’s not about the quantity of content or tech features, it’s about the quality of the moments they enable.

Case Study: Reinvention and Resilience

Lessons from Brian Chesky and Airbnb

Why I chose this:

Brian’s journey epitomises navigating change at a monumental scale. He redefined his business, proving that crises can ultimately catalyse transformation.

The data:

• Global Impact: Airbnb boasts over 4 million hosts and 1.5 billion guests across 220+ countries

• Pandemic Fallout: Within weeks, the company saw its business drop by 80%, likened to slamming the brakes on an 18-wheeler going 80 miles per hour

• Recovery and Reinvention: Today, Airbnb generates some of the highest free cash flow percentages in Silicon Valley, redefining resilience and innovation

The Insights

1. Presence, Not Absence:

   • Great leadership isn’t about stepping away; it’s about being hands-on and present.

2. Reinvention Through Focus:

   • The company doubled down on addressing user pain points and refining its core offerings before expanding.

3. The Power of Physical Experiences:

   • In a world obsessed with AI and digital innovation, Chesky stressed that life’s most meaningful changes happen in the physical world.

4. Optimism in the Face of Division:

   • Chesky believes people are fundamentally good. Airbnb’s success is a testament to how physical experiences bridge divides and foster empathy.

🪞My Reflection: Chesky’s story resonates deeply with me as we consider the future. His insights remind us that while technology is an enabler, it’s the human element - our creativity, resilience, and ability to connect - that drives real change. The emphasis on presence, reinvention, and fostering physical connections aligns perfectly with the challenges and opportunities of 2025.

💡 Takeaway: Embrace change with optimism, focus on what truly matters, and use technology to enhance, not replace human connection. As Chesky put it, the internet’s ultimate promise was to bring us together, but it’s the physical world where the magic happens.

Behind the Scenes:

At Audience 101, adapting to change isn’t just a strategy - it’s in our DNA. Here’s how we approach it:

1. Building a Hybrid Foundation: Back in 2017, I took a leap of faith by building a hybrid business model. People thought I was crazy, and some team members left. But by staying focused on insights from trusted sources and leveraging existing tech, we navigated the pandemic to achieve our most profitable years.

2. Balancing AI and Human Skills: I encourage my team to use AI to reclaim their time and boost productivity. However, I always ensure human creativity and judgment lead the work.

3. Outsourcing with a Personal Touch: I outsource many day-to-day tasks, but that doesn’t mean I simply delegate. I stay involved in the process, ensuring my experience, personality, and vision shape every piece of work.

💡 Pro Tip: Think of collaboration as a barter system: you get out what you put in. Whether working with people or tech, success comes from mutual investment and shared purpose.

A Little More Depth: How the Subconscious Can Help with Change

Lucy Russell, a clinical hypnotherapist and founding member of the community, highlights the power of the subconscious in navigating change. By facilitating focused relaxation, hypnotherapy allows the unconscious mind to surface, addressing deep-rooted concerns and fostering new, positive patterns of thought and behavior. This process helps clients resolve past traumas and reframe their experiences to embrace change more effectively.

Why It Matters:
Humans naturally resist change - it’s stressful and often overwhelming. But through the insights I’ve gained from working with Lucy, I’ve learned the value of allowing my subconscious to process information; by seeking out knowledge and letting it settle, I’ve found it easier to approach change with clarity and confidence.

💡 Takeaway:
This holiday season, challenge yourself to seek new perspectives and let them sit. Use the downtime to process, reflect, and align your subconscious with your goals for 2025.

Mood Board

Call to Action (CTA)

Join the waitlist: If you want to put humanity back into business and marketing, then be part of a movement and join us.

Final Reflection

As we head into 2025, the pace of change will only accelerate. But it’s not a battle of extremes. The future belongs to those who can find balance - blending innovation with humanity, data with trust, and technology with values.

Let’s navigate this together!