223. How do you make an important announcement?
Ready for some big news? 📰 All good things must come to an end, including this podcast. After nine years with Phil Pallen Collective, Lauren has decided to pursue her side business full-time. As a result, Brand Therapy will be concluding. This podcast has been a platform for collaboration and brainstorming, but increasing media commitments have made it challenging to maintain. With Lauren’s departure, continuing the podcast isn’t feasible. However, new projects and other media endeavors are on the horizon. Stay tuned for the remaining episodes and what’s next for Phil Pallen Collective.
Episode transcription
Phil
All good things must come to an end. That includes a few things. Let's just rip the band aid off, listener. It includes this podcast. Not yet. We still have a few episodes in the can. But why don't you explain, since you're the real star of this show.
lauren
The real star?
phil
No, I'm the real star, but you're the, you're the.
lauren
My picture from 2017 on the cover?
phil
You're the real star of this news.
lauren
Oh my gosh, of the news, yeah, of this somber announcement. Well, listener, after nine years working with Phil Pallen Collective, I have decided to pursue my side business full time. So, as part of that, even though I still believe firmly that Phil should continue with Brand Therapy in my absence, but as part of that, at least for now, Brand Therapy will be coming to an end.
phil
Correct.
lauren
So, this is a pretty serious episode.
phil
Serious news. Serious stuff. Well, first of all, don't lead the listener on into thinking that this podcast will continue because it won't, and I'll explain why. It's not that I'm absolutely against it, but I just I mean, the podcast has always been us or this podcast has always been us.
And it's been our opportunity to collaborate and brainstorm in our very busy schedule.
But, when this podcast started, I didn't have the amount of media that I have today. And so, truth be told, I already struggle a little bit with finding the time to dedicate to this podcast and, and do it a hundred percent because I've got YouTube videos and I've got events now, which I love, you know, in person and virtual. I've got a ton of work that involves content creation, and so the podcast is just not quite at the top of that list. And so once we subtract you from that, I'm like, hell no, hell no. But, that being said, there will be lots of other media that is created, maybe new projects.
I don't know, but it takes some time to figure it out. But Brand, Therapy will be no more. Can you tell people more about your side hustle, even though we peppered it in to episodes this year, because it's obviously grown very big for you. Why don't you tell the listener exactly what that is?
lauren
Absolutely. So about two years ago, I started using TikTok a lot for fun, but I was just a passive consumer of it.
I didn't even have a profile photo, but I was spending a lot of time on it as many people during the pandemic did. And Phil, you were like, well, if you love TikTok so much, then why don't you post there? Correct. I did say that. Yep. And so I started thinking, okay, maybe this is a fun medium. I like that it feels kind of anonymous.
It's not like posting to Instagram and then, you know, your aunts and cousins are all up in that. And so I was like, okay, I guess, you know, I'll, I'll post about TikTok. Books, something low pressure, something not related to work at all, because I've always been an avid reader and have an English degree and the book talk community over on TikTok is really active and thriving with people giving book recommendations.
And so, long story short, it started taking off pretty quickly and I started really, really enjoying the medium. And in April of 2023, I shared this random idea that I had for a book club weekend where we would get together and rent out a nice place and have wine and go to bed at a reasonable hour and talk about a book.
And that post went viral, unexpectedly. Very unexpectedly, because if I had expected it, I would have probably worn makeup and had, you know, a nice hairdo or whatever.
phil
And no, then it wouldn't have gone viral. That's the rule.
lauren
I know, it's always like when you're not wearing a bra and when you're like, not wearing makeup and look like shit that it's guaranteed to go viral.
phil
I don't wear a bra on my videos, but in my most viral video on YouTube, which I think is at half a million views, which is obviously a lot for YouTube, I'm wearing the ugliest shirt that I had packed. It's gray. It is my worst color and that's the one that I wore for the video. Video 32 out of 300 that, of course, everyone sees.
lauren
It's always when you're looking terrible that it's going to do well, basically. Yeah. So anyway, the, the post, there was tons of interest. People started commenting, wanting it to happen and for it to be organized. I'd never done anything like that before, but there was enough interest that I thought maybe I should try.
So I put together this survey that people could fill out with 30 different questions about these retreats, like how long it would be for, where they'd be, where people were coming from, what books we would focus on, if they'd want a roommate, you know, what price they'd want. And 2,400 people filled it out from around the world.
So I organized my first ever reading retreat and then flash forward to today, I've sold out six of them. And, um, also I have a virtual book club with a bunch of members and I've grown pretty significantly on social media and my newsletter and it just kind of feels like I need to go after this and see really where, where it takes me.
phil
Lightning in a bottle.
lauren
Lightning in a bottle, as Phil's heard me say 5, 000 times to clients over the past two months as I let them know.
phil
Well yeah, that'll be the next question is, Phil, when do you, when did you know? And Phil, what the hell are you going to do? Because you know, the listeners know that Lauren has basically run the show.
We actually counted, well I counted, you've had four jobs at PPC. You've been account and project manager, creative director, and copywriter.
lauren
And sales.
phil
There's probably more too. And sales. So there you go, five jobs. And Lauren was very kind and told me many, many months ahead. So I found out in January. Also, when she called me, I already knew what she was going to say.
I just knew.
lauren
Because I just came back from the second retreat.
phil
Yes. But, you know, the truth is, life is all about evolution. And business is about evolution. And when you kind of take a step back and go, God, I mean, it's about time. I mean, when you think about it, nine years. Yes. You put nine years of work into this business, which. is mine, not yours, but you treat it like it's your own. So it's like, it's time. Obviously, like, I freaked out. Well, I didn't freak out. I went, holy shit, what am I gonna do? But I've also had this interesting kind of realization you've given me a few months of like, you know, notice.
One, it's forced us with a deadline to like, get our shit in order. So much of the business has run from both of our heads. Which is just not scalable, but there hasn't been a deadline to like, kick us into gear to actually get all of our processes documented, which we started last summer, but like now we're getting close to the point of finishing it or getting close to finishing it so that someone else can take over.
But my come to Jesus moment happened I think about a month after you told me when I realized the business doesn't need to be what it's always been. And the truth is, I've been much more removed from client projects, I'd say from the last three to four years. And that headspace has given me the opportunity to grow the content side of the business, which for me at this particular moment is more fulfilling than a client project.
lauren
You love it.
phil
I love it. And it was more than 50 percent of my income last year. And the truth is, I always wanted to be a TV host. Not that this is about me, but people are going to go, Phil, what are you going to do? And that's why I'm answering that question proactively. Because it's cool, it's kind of poetic.
You're leaning into your business that's driven by content. I'm also leaning into my business which is driven by content. It's not to say I'm not going to work on client projects, but I'm going to work on way fewer client projects than I'm used to, or than I have been used to in the last decade plus.
Because there's just other things.
lauren
Yeah, and I don't know if you feel this way, but I really, really believe that you don't necessarily need a full agency treatment to find success online. You need an expert to be able to guide you in the right direction, or you might need visual assets or guidance or things handled on a website front.
But I don't think it's the same kind of make it or break it mentality, at least that, that it was maybe like five to eight years ago.
phil
A hundred percent.
lauren
I think now a lot of, yeah, now a lot of people more just need like expert guidance. And so that's why I'm really excited about the membership program that you're going to be launching this summer that I'm sure listeners will be like hearing more about as they follow you on social media.
But I think it's really, really exciting time to be an entrepreneur. And I definitely, definitely never, ever expected that this would be the situation I'm in when I first started posting on TikTok. And it just goes to show that If you bring like your whole authentic self to whatever it is that you're doing, whether it's like you on YouTube videos or me on TikTok or something, that you can make a business out of it.
You can be connected with an audience that really wants to engage with you and buy from you. And, you know, that's really thrilling.
phil
Yeah, that's a good point. That's a good point. So much of branding, or at least the components that remain, is not democratized by things like AI and even, I mean, You know, being able to hop into Adobe Express for, for example, and make a logo or create a really cohesive brand identity.
The things that I'm teaching now, I'm like, I feel like I'm spending more time these days teaching people how to do this for themselves. It's not to say we aren't going to have requests for one to one work, but I think there's going to be a widening of the gap between, here's how to do it for yourself, and here's how I can do it for you with my team.
That is inevitably going to become more premium. And I'm seeing that happen in the agency model. I'm seeing that happen with solopreneurs. There's a widening of the gap. And the truth is we've been very focused on the one to one for many years because it's just what we're used to. And there's always been a constant demand.
There hasn't been a huge necessity to switch. But now this really has been the catalyst for, I think, a lot of positive change. I mean, I'm an optimist, so I'll always see the optimistic side of this, but I'm more fulfilled by teaching than I am by serving clients one to one. Again, it's not to say I'm not going to have one to one clients, but I'm going to have far less, and I'm going to focus on my work as an educator, which, got a book deal, book is done, publishes in the fall, AI for small business.
Adobe has really given me a platform in a variety of ways to use their products to teach other people how to build their brands. And that's been probably the most fulfilling project in my career. No, not probably. It is. It has been the most fulfilling project in my career. More than any fancy celebrity we've worked with, more than any other stage that I've been on and around the world.
But how cool is it that we kind of wrap this podcast, this isn't the last episode, there's still a few more coming down the line. But how cool is it that we can wrap this up with a bow and say, here we are with very fulfilling content driven careers. Listener, you have the ability to create this for yourself if that's not what you have right now.
lauren
Absolutely. I'm actually thinking of our, shocker, Strengths Finder results right now as you're speaking. Because your top five are all about, educating and getting things started. Whereas mine are all about like creativity and strategy. And it's just kind of fascinating actually to see that the different directions we're going are really like embracing our strengths, which is really cool.
phil
Absolutely. Listener, what are your strengths? This is a good moment to just ponder, right? It's not sad. You can still follow Lauren on social media. You can follow me on social media, but this might be a good little moment to pause and go, what the heck? Is it that you're good at? We love the StrengthsFinder test, but there's all of these tests that are just reaffirming, saying to you, holding up that mirror and saying, Hey, here's what you're good at.
Now reflect what you're doing day to day. Does it align with those things that you're doing? We know you're good at.
Yeah.
So just a good little reflection, I think.
lauren
And I also think it's so important to just get started with posting online because you never know where that's going to take you years from now.
I think, Phil, your first YouTube video was January 2020, was it not?
phil
Yes, it was.
lauren
So over four years ago was your first YouTube video and now you're doing significant brand deals. With, not only in volume with tools, but also with arguably the leading creative software company in the world. Yes. Which is Bananas.
It is. Yeah. And then I, again, like with my posting, I would have never thought that it could have turned into a business at all, talking about book recommendations, like what? So you just never know. And I think that if there is one thing that I've learned from working with PPC clients over the years, it's that a lot of people come to us wanting to sell something, but they don't have the community there yet. And frankly, if you don't have the community, then you're kind of years behind already. So it's important to just start now because it can lead to some pretty, pretty cool things.
phil
We are proof. We are proof. Proof in the pudding. Uh, let's end this podcast with some pudding. So tell people where they can engage with you and your book world.
lauren
So my TikTok is bookhuddle, B O O K H U D D L E. My Instagram is letsbookhuddle, for now, because some person has bookhuddle and they haven't posted for two years and I keep reporting their account because I want their handle.
I message them so many times. So anyway it's let's book huddle on Instagram and then my website is bookhuddle.com. That's where I'll be announcing upcoming reading retreats. I'm going to be doing eight in 2025 and I'll start selling tickets for those soon so if you like books, fiction, romance, thriller, or fantasy genres, and you're looking to be connected with avid readers and beautiful places, then you might want to come to a retreat someday.
phil
There you go. And Lister, you will notice a shift in my content, I would say by the summer. Lauren mentioned the membership. We're launching a membership that that's kind of Lauren's final project with me, which is getting that in order and really building. a library and a community that I'm so proud of that's going to champion people to build their brands themselves. Giving you the resources, the tools and the support and the accountability with not just me, but also a community of my good peeps to be able to do this for yourself and bringing in guest experts. And we have all kinds of really exciting stuff planned. So be on the lookout for that. And on Instagram is probably the first place, maybe second place would be YouTube, where you'll see me talk about this.
So it's @philpallen, as you probably already know. Listener, as we said, this isn't our final episode. We still have some great, great guests coming up in the final weeks, but we wanted you to hear it from us. A little primer before it happens. This summer, our last episode will be, I believe, early July. So stick around for more.
We still have two great months of awesome content. Well, less than two months. A month plus of great content. And we appreciate you. You've heard it from us that we appreciate you. Thanks for sticking with us all of these years.
lauren
Yes, thank you for listening to hundreds of episodes and giving me the opportunity to get better at speaking in complete sentences.
I'll be forever grateful. We had, I want to know actually, Phil, but while we round this off, do you have a favorite episode that we've done?
phil
Oh God, um, no, the short answer is no, I don't. I've enjoyed so many of them. Do you?
lauren
I do have one favorite.
phil
Okay, what is it?
lauren
It was the episode with Claire Shiels.
phil
I knew you were going to pick that one. I love that that's your favorite.
She's so great. Yeah, that was a very good episode.
lauren
Yeah, that one really had me on the edge of my seat while we were speaking with her. I thought she was just such a genius and I loved how practical her strategy was. I can't remember what episode number it was.
No, I can't either. I'm not even gonna, someone can go back and look it up. I don't even. Uh, well, hold on.
lauren
Oh, actually episode 142.
phil
142. There we go.
lauren
Yeah, that's my favorite.
phil
I loved our little reflective episode recently with Lupe, since Lupe played such an important role, even. Like, in the story arc of, you know, like, discovering us.
That was the first one that came to mind when I think about favorites, but it's also what it represents, which was Lupe discovering me through Adobe and then going to listen to every single episode of Brand Therapy, listening to multiple episodes. Again, and then being able to work with us one on one and then more recently actually brought Lupe into studio in San Francisco for a two hour live stream.
I'll make sure we link to that in the show notes for this episode, but that to me represents the power of podcasting and again, the power of like showing up for your people. And I don't mean a people, a huge room of people, I mean one person, all it takes is one person listening. for you to make an impact.
And so that's really cool. I think that I'm gonna have to pick that little moment as my favorite.
lauren
Yes, even just meeting Lupe and having Lupe in our lives because of this podcast is monumental in itself because she's such a fabulous person, but also getting to help rebrand her was just epic.
phil
Yes, yes, yes. Well, Everyone listening, we've appreciated you. Again, stick around for more episodes coming up. But thank you, thank you. Thank you, thank you. You're the best.
Lauren
Bye bye.
