2024 at a Glance: Adapting

 
 

Looking back on 2024, it has been about making intentional choices, focusing on quality over quantity, and surrendering to the fact that things are always going to be changing. This is the fourth year I’ve been running Copy & Co, and it has taught me that growth isn’t always about doing more. Sometimes, it’s about doing less, but doing it better.

The rise of generative AI has forced me to adapt in ways I didn’t expect. Before knowing exactly how to dive into this new AI-driven world, I’ve had to take lots of little pauses throughout the year and slow things down to reassess where I even want to go, and how I want to approach it.


Researching AI

Since the end of last year, I’ve been setting aside more time to read, reflect, experiment and learn as much as I can about all the new tools. As I research, I’m not just looking at what generative AI can do… but what it can’t. Okay, it can handle the basic tasks — and can be so useful for summarising information, generating lists, and speeding up research.

But when it comes to humour, creativity, quirks, and nuance (all the things that make any good story or content truly resonate) AI falls short. Yet it’s clear it will play a big role in the future of content creation, and debates rage on about whether or not it’ll replace us human writers entirely. AI optimists claim it’s about finding new ways for us to work alongside these tools and focus on what makes our writing unique. The question is: how?!

I’m as interested in the technology as I am in the ethics that come with it. AI is moving FAST (!), but not everyone has the same access to it. I work with challenger brands that are all about innovation, and small businesses with big goals, but they don’t always have the resources to stay on top of the latest tools or understand how to use them properly. Some are excited about the potential of AI, but there’s a gap when it comes to learning the ins and outs of these technologies.


Slowing down to move forward

Early on this year, I made a conscious decision to take on fewer clients and be more selective with the projects I take on. It’s been a big shift from the early days of Copy & Co, when I said yes to everything. But this year, for various reasons, prioritising personal health and stability has been key.

The benefit of taking on fewer clients has been more focus. I’ve been able to dig deeper into each project, and outside of Copy & Co, I’ve also been able to do more book writing and personal writing than ever before.

In September, I was thrilled to start working with an AI company in the States that truly inspires me. Their mission is all about using AI in a way that’s both innovative and responsible. The team is made up of super smart, driven people who genuinely care about the work they’re doing, and their investors back that vision with more than just funding. It’s been energising to be part of something so aligned with my values.


Building a right-paced business

One of the most impactful things I did over the summer was to share my thoughts with Jenni Gritters about creating a right-paced business. Jenni’s approach to balancing ambition with well-being has always really resonated with me. The conversation reinforced something I’ve been learning over the past few years: sustainability in business isn’t about working harder, but about finding a pace that suits the season of life you’re in at the moment.

What I love about zooming out on the bigger picture is that it often helps bring clarity. When you step back from the day-to-day, you remember that constant hustle isn’t the only way to grow or succeed. Jenni’s insights have helped me to remember that slowing down intentionally can actually accelerate the work that really matters to you in the long run.


Growing as a writer

In April, I graduated from a six-month novel writing course at Curtis Brown Creative. “Writing can be hard, but it doesn’t have to be lonely,” said Glenn Leibowitz, and this course has really reminded me of that. It’s amazing to be part of a group of like-minded writers where we can be brutally honest with our feedback. It’s helped me build more confidence in my voice and given me new tools for writing (and editing) which I find myself using in Copy & Co work too.

As well as working on my fiction novel, I’ve started working on Authentic Ambition, a non-fiction series that’s been a natural extension of the work I do at Copy & Co. It’s all about helping people, especially millennial women, redefine success on their own terms. I’m excited to keep working on it and see where it goes.


Looking ahead, I’m feeling optimistic in general but also very realistic about what AI means for our industry. Rather than seeing it as a threat, I see it as a nudge to evolve Copy & Co’s offerings. Like with anything else, those who don’t adapt to change will eventually get left behind. The world leaps forward, and if we miss the bus, we risk spending the rest of our days at the bus stop (where nothing exciting happens).

As we move into 2025, I’m looking forward to new opportunities in the AI space. Yes, the goal is growth, but in a way that stays true to what matters most: crafting stories that resonate enough to be shared.

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