How Showing Up is Transforming Creative Boom – and Me
Over the past six months, I’ve made a pretty big shift: I’ve started showing up more. Creative Boom is no longer the faceless media platform I’ve been building for so long. I’m now at the heart of it. Vlogging (yes, vlogging). Sharing myself on Instagram and TikTok, attending more events and getting up close and personal like never before.
There are three main reasons for this. First, AI. Social and search are being massively disrupted. Trade media is under major threat. However, a silver lining from the back injury I’m still recovering from is the confidence it has given me. And the freedom that comes from not giving two fucks anymore. And thirdly, I realised it might actually be fun.
The response so far? Overwhelmingly positive. People are noticing. They’re sending the kind of emails that make your bottom lip wobble. Messages on Instagram. Comments that feel less formal and more like old friends checking in. There’s a closeness to Creative Boom that I haven’t felt in years. By stepping out from behind those friendly CB eyes, I’ve invited everyone else to step in closer, too.
And that closeness is powerful. It’s reshaping partnerships. Brands now want conversations, not just numbers. They want to know me. Trust is strengthening in ways that a logo alone could never achieve. Opportunities feel more aligned, more genuine. It feels like Creative Boom is moving into a healthier, more sustainable chapter.
The funny thing is, this isn’t new. In the early days, what helped Creative Boom take off was that I was so obviously behind it all. I built a community on Twitter. I showed up. I was present. That energy gave the platform momentum. But as the magazine matured and a team formed around it, I stepped back. I thought I had to hide to be taken seriously – to look more like the other “proper” media outlets. For years, I disappeared into the background.
Now it’s come full circle. Social platforms are shifting. Algorithms can’t be relied upon. And we’ve launched our own private space with The Studio – a return to community on our own terms. A place that feels more alive precisely because I’m part of it.
Showing up has made everything more human. It’s not about vanity metrics or chasing algorithms. It’s about trust. People want to know there’s a real person behind Creative Boom. Someone who understands the messy bits of running a creative life, not just the polished highlights. And hey, I’m a creative too. I’ve been through the same battles. I’ve got plenty of scars to prove it.
And here’s the unexpected joy of it all: it’s good for business and for me. Creative Boom feels lighter. More playful. I feel freer to experiment – to try things, even if they don't work out. I’m no longer carrying the weight of proving we’re a “serious” platform. Instead, I’m letting it be what it really is: a living, breathing community. That mindset shift has been quietly life-changing.
So yes, showing up has changed the shape of Creative Boom. But it’s also changed me. It’s reminded me that being seen, flaws and all, is worth it. That might make me vulnerable to attack. Some might even dislike this new direction. But that’s ok. After spending a year floored by pain, my gut has never been stronger. And I’m finally listening to it.
Starting The Studio in February felt like the next natural evolution of Creative Boom. And as it’s grown into something valuable, I realised I’d unwittingly become the face of my brand again – after spending the last decade trying to do anything but. These days, I’m front and centre on socials. Recording myself talking to camera and sharing my deepest thoughts.
Some have told me I’m “brave”. Honestly? It wasn’t a strategy. It just felt like the right thing to do. I’m still finding my feet. I’m not a YouTube star just yet, and I’m not too precious about whether that happens. But it all feels fun again. Perhaps Creative Boom is remembering its roots. Maybe I’m leaning into who I truly am, too. Perhaps we all are. After what’s been a hugely challenging period, I think we’re all craving something tangible and real. A big dollop of optimism. Kindness. Community. Even a bit of comedy.
Someone said to me today, “I love what you’re doing on socials. You’re just so authentic!” Truth is… I don’t know how else to be. It just took a back injury that floored me for 12 months to finally see the light – that sometimes we have to remember why we started, why we do what we do, and what we hope to get out of this life. For me, it was always about building a community that felt warm and inclusive. I just forgot that people need people to make that happen. So here I am. And I’m having the time of my life.