What happens when we put the HUMAN back into marketing?
Everyone keeps telling us to get paid to be ourselves.
Okay, but WHICH self? And how does the life we've actually lived become something other people can recognize, connect with, and buy?
Welcome to the very first episode of Second Nature.
We're Nina and Elena, two former CMOs who have spent decades studying what moves people to care about and BUY things. And we've both become increasingly fascinated by something that traditional marketing strategy doesn't always make room for.
The person doing the marketing.
In this first conversation, we're getting into why we created Second Nature, the relationship between lived experience and commercial marketing, and why we believe the future of marketing needs a different place to begin.
We talk about getting caught inside someone else's launch formula, the relationships and unexpected opportunities that don't fit neatly into a content calendar, and the possibility that your work is just ONE expression of a much bigger world you've been building your entire life.
And we get into how we've actually been living this approach while creating Second Nature together.
From California to Germany, through voice notes, big conversations, wildly different ways of working, and a launch calendar we pretty much abandoned on day one.
Somewhere along the way, we started making things neither of us had originally planned.
Including this podcast. Ha.
And as the conversation unfolds, we get into something even more personal: collaboration, trust, letting go of control, and what becomes possible when you stop trying to do everything yourself.
IN THIS EPISODE
“Get paid to be you.” But which YOU are we actually talking about?
Why knowing your audience matters, but knowing the human behind the work matters, too
How Human Design, identity-based coaching, and lived experience can inform the way we create and market
Why another person's launch strategy might work beautifully for them and feel completely foreign to you
What we really mean by world-building, and why your offers are only one expression of that world
How to recognize the connective tissue between your experiences, convictions, ideas, and work
Why the most resourceful marketing doesn't necessarily come from following a rigid launch calendar
What building Second Nature together has taught us about creativity, receiving, collaboration, and trusting each other's gifts
One of our biggest convictions?
Marketing is actually the easy part.
The harder, more interesting work is recognizing the potency of the world you're already living in, finding the words for it, and learning how to give it organized expression.
Because you should be able to talk about your work even when you have absolutely nothing to sell.
And when the next idea comes along, you shouldn't have to reinvent the entire story.
We're not here because we've figured everything out.
We're here because we're deeply interested in what becomes possible when we start with the human and build from there.
Welcome to Second Nature. We're so happy you're here. 🐚
Our founding six-week live marketing experience begins November 9.
Through Human Design, identity-based coaching, world-building, and commercial marketing, we'll explore your HUMAN, uncover the WORLD behind your work, and give it organized EXPRESSION.
Explore the experience and join us:
https://ninachin.com/second-nature
And please come say hi. We love a voice note, a good question, and a really interesting conversation.
Nina + Elena 🐚
Second Nature on IG
COME INSIDE SECOND NATURE
