Karen Ramming

I've been diving into content rabbit holes recently, and I keep seeing the same patterns. In many ways, the content feels less inspired than it did a few years ago, and I can't pinpoint why. Content production has scaled so much, & we compete with so much more. Because of that, pushing is harder today than it used to be. It requires unlocking a different type of creativity and way of seeing things. You can't just be good anymore; you have to be great. And remember, "great" is defined by your audience —not you. Achieving that also takes buy-in from the top with resources and buy-in from athletes with access and trust. Too often, there's a gap between what organizations want from their teams and the buy-in they actually have. But you can't get to the next level without real commitment. Do orgs actually understand that commitment? I also think social teams live under constant pressure—some internal, some external—but it's always there. Leaders need to help these teams shed unnecessary pressure and focus on what matters. Without that, you'll constantly spray and pray, chasing the wrong goals. I look at some of the accounts I really admire right now, all for different reasons — @celtics, @Stake, @MercedesAMGF1, @AstonMartinF1, @Vol_Football — and they're pushing at a different pace than others, all in their own ways. These accounts each have a clear edge— whether it's creative talent, buy-in, trust, or autonomy— that allows them to stand out and push boundaries. What lessons can we take from those who are raising the bar right now to make our work a little less predictable?