Build Ecosystems, Not Empires
Written by Gelaine Santiago
Navigating this 💩 storm while keeping our values, sanity & businesses intact
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TLDR: Join my free virtual coworking session on Jan 31st where you, me and other biz owners will make progress on our big, dreamy projects - the ones that'll move our businesses & visions forward but always get pushed aside. RSVP here.
Hi Reader,
As you probably know, a lot happened this week and honestly, it's heavy. Allow me to rehash the marketing side of things:
Meta announced several changes to their platforms, including firing all their fact-checkers, pushing more political content in their algorithms, and shutting down all of their Diversity, Equity & Inclusion programs.
Meanwhile, TikTok was banned in the US, reinstated the same weekend, and then posted a gushy thank you to Trump for “saving” them – part of a growing wave of far-right propaganda that’s going to be normalized in the coming years.
It’s a lot to process, and as values-driven business owners, it’s clear: the road ahead won’t be business as usual.
I’ve been reflecting on how to navigate all this while staying true to our values and our communities. Here’s what's been helping me:
1. Reduce dependence on big social platforms.
My business used to rely on Instagram for 80% of our sales. Over the past year, we’ve worked to move our audience to email and grow our newsletter. While we’re still dependent on IG, we’re intentionally shifting to other platforms to create more stability.
If you haven’t already, start diversifying where you engage your community. Social platforms are unpredictable, but the connections you make outside of them—like email—are yours to keep.
2. Stay outspoken (as much as you’re able).
As words like “diversity” and “inclusion” are villainized, more brands will self-censor to avoid backlash. But those who stay rooted in their values, even when it’s hard, will earn deeper trust and loyalty. They're the ones that customers will flock to.
Your community cares about what you stand for. Trust that your community will have your back along the way. (Of course, speak up in a way that aligns with your capacity—you don’t have to do it all.)
3. Prioritize community safety.
Moderation matters more than ever. Meta’s platforms already struggled with harmful content, and reports show things will only get worse (warning: the examples in the article are upsetting).
Don’t hesitate to use the block and delete buttons to keep your space safe. It’s your job to make sure your community feels protected and supported, both online and offline.
4. Focus on real human connections.
With the flood of AI content (and Meta’s new rollout of AI-generated users literally nobody asked for 😭), people are craving authentic connection more than ever.
Host in-person or virtual gatherings. Share voice notes. Create spaces for honest, human conversations. The personal is universal, and these connections will matter more than any algorithm.
5. Slow down as much as you can afford to.
With so much happening at once, it’s easy to feel overwhelmed especially when you've got salaries to pay and people counting on you. Give yourself permission to pause.
That might mean delaying a launch, rethinking priorities, or being honest with your team about needing time to regroup. You don’t have to have everything figured out right now.
6. Lean on your squad.
This journey will be long and hard, but you don’t have to do it alone. Lean on your squad. Embrace community over competition. Surround yourself with fellow biz owners and communities that inspire and lift you up.
If you’re looking for a place to start, join one of my monthly virtual coworking sessions. It’s a space to reflect, make our dreams come alive, and connect with other purpose-driven founders.
Or just hit “reply” to this email—I’d love to hear from you.
Sending you a big hug,
Gelaine
Thoughtful Finds 🌸
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