Before you write one more “new year, new content strategy” list, I want you to listen to the content you already created in 2025.

Because whether you meant to or not, your content has been subtweeting your brand all year.

Not just your branding—the fonts and colors.
Your brand: the story people tell about you when you’re not in the room.

This week, instead of jumping into a new plan, I want you to do something quieter and much more honest:

​Let your own content tell you who you’ve been.

Off of last week's post inspired by the New York Times' op-ed asking whether “Liberal Feminism Ruined the Workplace," I thought more about one of the things that stood out in that article.

The word “woke” (or a version of it) came up at least 50 times throughout the op-ed. It felt like a teenager discovering a cool new term and wouldn’t stop using it.

But that repetition isn’t accidental, stylistic, or neutral. Because when a single word shows up that often, one of two things happens:
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It either becomes weaponized or meaningless. Let's explore what happens in either of these situations.

In my first year of undergrad, I marched into my Art History TA’s office hours to ask why she gave me a C on a paper I was sure I nailed.
Her first words? “Are you a lit major? Because you write beautifully…but it’s not what I’m looking for.”
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That moment taught me a lesson I’ve never forgotten: good writing doesn’t matter if it’s not written for the person receiving it.

Coming from Hollywood, I’ve worked with many egos. Often they are blatant, narcissistic egos. But sometimes big egos aren’t loud. And they’re just as harmful to the work itself–quietly hijacking every decision, every word, every moment of potential brilliance.

​Early in my freelance writing days, I had the chance to ghostwrite for a male CEO of a tech start-up. He had some thought-leadership pieces he wanted published, and his team knew he wasn’t the strongest writer. That’s why they hired me.

You’ve probably heard the word “decolonize” tossed around a lot. “Decolonize marketing.” “Decolonize your diet.” “Decolonize your faith.” “Decolonize language.”
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In my work as a messaging strategist and copywriter for equity and social-impact driven Women of Color entrepreneurs, I often think about what it means to decolonize messaging, and how we might use language to build a culture rooted in truth, equity, empathy, and possibility.

If there’s ever been a time to shed old ways of thinking and get strategic about how you speak to and connect with your audience, it’s now, as we step into the Year of the Wood Snake. The Wood Snake blends intuition, flexibility, and growth, and if the Year of the Dragon felt very high energy, then you may be relieved to hear that the Year of the Snake should be a nice change of speed. I know I am!


I’ve already started adjusting my mindset to lean into an intentional slowdown for purposeful growth and deeper alignment.
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If this sounds like the energy you need to be channeling for 2025, here’s how you can do that with your messaging.