content marketing Identity + purpose Startups

What makes an entrepreneur rock ? clearing the unclear path.

Tara is a fantastic femme that I have run into over the last 7 years, both in Europe and in the US. She did a talk for TEDxConcordia a while back about being a startup entrepreneur – a new opportunity for her to conquer, after being one of the coolest and smartest authors and marketers that I have ever met. The talk is entitled “the unclear path” and it made me think hard about my own path as an entrepreneur and as a business owner.

One of the things I personally struggle a lot with, is that I don’t think I do enough as an entrepreneur. There’s not enough hours in the day to have me do everything I want to do. Also the financial insecurity kinda sucks (as fx. now where we have two rents because we haven’t sold our apartment in CPH yet (oh and if anyone is interested in the coolest new yorker apartment 12 km outside of CPH you can see it here and you can buy it from me =) It’s the space where I’ve build Toothless Tiger and written my book so it just oozes with curly  creativity =))

The thing two rents has taught is to not be lazy and to think smarter. So as I see it the unclear path is a freedom to me – and also the path that without a doubt has taught me the most. I feel so rich in experiences and everytime the clients from hell doesn’t pay on time and I want to throw it all away and it doesn’t work out, I think about what a 9-17 job would mean to me and my family and I feel like a caged tiger. And I quickly change my mind again and I’ve realized there’s no way Im going back.

So what makes an entrepreneur rock ? For me it’s both to take the unclear path and make it more and more clear as you go. Getting more and more people in with different expert areas and grow the vision in that way. (ps. I wrote a free ebook a while back called “why every company should be a rockband” – you can get it here)

I’ve teamed up with amazing people. I have some kickass advisors and a fantastic partner in Toothless Tiger who is giving me structure and helping me out driving my dream forward, it’s something I realized I needed a while back because I was driving myself down like the struggling artist I am, thinking “I don’t do enough, and I don’t manage the business well enough” Well I found someone who can manage the business, My business backbone as I call him, and I can focus on my art: the art of marketing, branding and identity.

And YES I see marketing and branding and identity as art. It’s the art of the glorified word “virality” and it’s something that needs constant planning and taking-care-off.

It’s my art and I am an artist who thinks bigger and crazier and more curly than most other people. It’s how I see that I save the world and make it a better place day by day, especially since I only want to work with people who wants to make a difference.


Community content marketing Identity + purpose Social media

Should you “like” your own stuff on facebook?

Two days ago I got a lot of traffic on the “should you “like” your own stuff on facebook” sentence. I thought that it would be cool to elaborate a bit on it in a blogpost. So here goes:

My take on liking your own stuff on facebook is that it’s a big no no. It sends a desperation signal that I don’t want to align my identity with. I like to share stuff and I love to get shared, but Im not desperate.

Also if you’re the first who likes the shared stuff on facebook and not one of your peers, I would firmly believe that the likeliness of the content being liked by someone else is decreasing. It’s a personal thing and I can’t really tell what other people would do, only from my own perspective. To me liking your own stuff first on facebook, is like being the first to comment on a blogpost you wrote yourself.

Now that we’re at it, let’s talk about people who retweets when they are being retweeted. Sometimes if the retweet from a person adds something new to the discussion, I would retweet it to my network. I for sure wouldn’t do it as a religion and retweet everytime someone mentions me. I don’t see this a lot in the danish twitterstream, but it has occured from some of the profiles I follow.

so liking my own stuff on facebook, to me, is a no no.

Retweeting a retweet can happen, if it has added value to it and it brings something new to the table=)

Business Creativity Identity + purpose

A storyliving web without competitions?

I don’t really like competitions. I think they are incredibly mainstream, and I don’t do mainstream very well. I do Storyliving very well indeed.

I constantly deal with competitions in social media as a tool for content marketing, because competitions have become the commodity on the internet. That is the first thing you can think of when it comes to involving people in your brand on social media: competitions.

‘Giving people cake’

I’m biased as I write this because I know that a lot of companies out there are trying to grasp the social media and win over more and more people to like them, involve them, engage them, follow them around like puppy dogs, digging what they do, making them into a cool company and brand. Adding them to an ever-growing community.

However, my idealistic, outsider-ish self says that it becomes too much of a commodity for the public to sell their personal Facebook identity – and their network to win a competition on a Facebook page. You are giving these companies permission to be right in your center of attention as well as those around you: the newsfeed! My dismay is not the competition in itself. Heck sometimes I, myself even enter and win stuff (and I’m happy when I do!). My point is that;

1. It’s filling up my newsfeed on Facebook. I evangelize that with social media you have a hands-on tool to save the world for the better, and you decide to earn your own fame instead, by doing Facebook competitions? What happened to storyliving ? aka. When you, in addition to telling the story (storytelling), document it on the social web?

2. It is filling up my RSS reader – the place I turn to daily to get my ladies magazine kick and getting to know what smart people think about business.

3. Competitions are so widely successful that it is the ONLY thing that a lot of companies do on Facebook to involve people. You can WIN! Wow. I want to be a winner! It reminds me of all those times where I have sat in agency meetings talking about a new concept and the finishing touch to that concept often becomes: “let’s  get some celebrities to endorse this”. People will identify themselves with the celebs and we sell, sell, sell. I really hate those concepts.

BUT: I am willing to cut you some slack people. I am willing to accept that you need to do this in order to get more people involved in what you’re doing, on one condition:

Start doing Storyliving

Here’s some advice for what I would do if I was you (in addition to the Facebook competitions):

Find 3 things in the soul of the company. Communicate them. Storylive them and get people to see that you’re not just a lottery company, you do cool stuff as well.

Practice strategic creativity. Don’t just put up stuff on the internet that is going to get you Facebook likes and followers and stuff, because it’s cool. Define how the creativity is going to bring in the dough. What is the strategic flow of your actions on the social web?

You may say I’m a dreamer: I’m madly in love with companies that dare to tell the world what they dream about for the future. I get euphoric when I see that they are working towards it in a targeted way. Have you told the people around you (aka. your peers) today what you dream of, why they should give you the money instead of the competition, Because you’re sassy, cool and you dream and act big, not just for the sake of the company you work for, but for the whole world.

I look forward to seeing how you’re storyliving out there.. =)

Identity + purpose

Why do you fail to show who you really are?

Suddenly you get this urge inside of you thinking “that wasn’t my point” or “that’s not me”. Face it: you feel misunderstood by your surroundings. You’ve failed to show who you really are. Here’s what probably happened:
-You haven’t communicated clearly.

-You portraited yourself more like a supermarket than a cool startup through your ads.

-You thought for a brief moment that personality wasn’t key to begin with, and you decided to go ahead without making your branding human.

– You’ve gotten some really bad advice from a mediocre agency where they said it was more about selling xx product, than showing who you are + giving relevant and valuable input to your surroundings. They where wrong.

Identity + purpose

How your google search adds to your brand

I must be honest with you, I haven’t done enough of optimizing my stuff to be searchable on google. It’s not something I think about. I don’t spend a lot of time googling myself.

But for the sake of your amusement, I just googled myself.

And I really came to think of that what it says about me out there, is how a lot of people who is curious about what I do, might find me. Or people who has heard my name or knows about my work around companies, social media, identity, viral effects and coolness.

I only googled myself this time and this site ( came up first (luckily – it really should). I think my google search gives a good view of what has been written about me and what I do in my professional life – but still not quite. How do you read a googlesearch ? I mean so I have a lot of links about me – big deal – a lot of it is simply noise and not relevant about me. Something I have signed up for, or an interview I did years ago, is suddenly on the 2nd page of my googlesearch and I really haven’t thought about having that video clinging on to my google foot for the rest of my digital life.

but then I decided to find out how my google search really was adding to the perception of me. So I read the first 4 pages in the search results and noted down the words that was stated the most in connection with “henriette weber”.

1. it says social media/ social web

2. it says return on involvement

3. there’s a lot of links to social networks (facebook, twitter and linkedin as the primary)

4. it says toothless tiger and viral/marketing/branding

5. rockbands and rockbandism

6. blogger/geek girl meetup and jaiku came up a bit too

So I guess it’s a pretty good picture of the professional side of me and it adds to my brand. One of the things I realised is that I have to be much sharper on my words around my name on the internet. I suggest you do too, because it does give a perception and you really want that to be correct. I will keep that in mind for the future.

Another thing, one that I found quite annoying was that some of the big communities – that doesn’t really say anything about me, popped up in my search because I have a profile there. It just said “henriette weber is on facebook/kforum twitter” something that doesn’t really say anything – apart from that I have a profile in a lot of communities.

But ask yourself this: how do you want to be perceived on google – what needs to be attached to your brand? It’s definitely going to change how I introduce myself digitally, also in videos that are going to be 4 years old at some point =)

Identity + purpose

Is Lady Gaga’s identity created by the internet ?

photo by fuckdelacroix

disclaimer: I wrote this article about Lady Gaga’s identity a couple of weeks back on my Danish blog on erhvervsbladet. People where really happy about it, so I decided to share it here as well, in English naturellement =)

Why is Lady Gaga the only artist in the US who has to hold concert after concert? when artists such as Rihanna, Christina Aguiliera and John Mayer has to cancel concerts because the audience is too small ?

What is it she promises us ? what is it we’re aligning with ? who do people want to be categorised as “little monsters” (as she calls her fans and whom she communicates with via twitter, facebook etc.)

Why is she the only living artist in the world that has more than 10 million “likes” on facebook, people who has chosen to be continuously updated several times a day about her ? (sources are saying that she’s on the verge of topping Michael Jackson on facebook)

How can she sell 40 million records in no time ? is it because she communicates well, is it because she has important messages and good songs ? Yes. Partly

But the most important is her identity, and how her continuous story is building on it, day by day. We can see ourselves in her. and no matter if we like it or not,we have to take a stand, because she’s there in our consciousness. There’s always something she’s touching in people, and she does things that artists normally don’t do. She reaches out in ways that are grounded in normally and have nothing divaesque about it, fx. when she bought pizza for a lot of starving fans waiting for her autograph you don’t just talk about her music, but all the stuff that has been builded with her identity in focus, behind the music. The iconic self promotion, the art and whatever it is that makes us identify ourselves with her.

It’s really not about what you sing/say. it’s about what you do.

The internet might not be the main cause behind Gaga’s identity, greatness and art. But I am very sure it’s the accelerator and the machine. The internet is really just a tool. But the biggest tool I have ever seen. Delivering great content in a good way.

ps. check this presentation out about “10 ways to become a marketing genius like Lady Gaga” – If you are inspired and want more=)

pps. I decided to add this video around a half year after I wrote the blogpost, it’s a 1h15mins interview with Gaga at Google and it rocks =)

Branding Identity + purpose

One-liners to boost your confidence while being yourself and a personal brand

There’s a lot of talk about being a personal brand vs. insecurity and lack of self-confidence these days. Here’s my creative advise in a couple of one-liners to boost your confidence while being yourself and a “personal brand” which in my case means – erhm : Henriette Weber.

Here’s my boosting one liners:


1. be thankful for who you are
2. ignore everybody
3. believe that you’re NOT misunderstood
4. if you don’t feel like a princess, a style icon, a glamazon – it’s OK I don’t either – I feel like me.
5. don’t listen to what other people say
6. start creating – be active and proactive
7. do epic shit
8. state stuff. Maybe even do a personal manifesto
9. get going everyday – don’t do too much
10. don’t believe that you have to be perfect
11. live in the now
12. don’t focus on the negative – focus on the support from people who love what you’re doing
13. Creativity is the way to differentiate
14. look gorgeous no matter what size you are
15. embrace your faults
16. interview people and ask them for your opinion on you
17. if you did something that sucked (hey it happens sometime) don’t linger – get back up on your horse
18. find out how you should start selling – what fits your personality and go after it
19. Get THOSE shoes – they’re probably worth every penny they boost your self-confidence
20. don’t hide behind social media – participate
21. be thankful for the challenges you get
22. stand out
23. if you see something and think it’s cool – it really is
24. keep writing/going
25. follow-up
26. network strategically
27. Love
28. And (- I’ll personally get really upset if you don’t do this one =) rock on.

Identity + purpose

DAC 2005 – communication

I have to touch on Heilemanns blogpost about communication at the DAC2005 conference at ITU.

I was listed as a participant, but decided not to go – because one of the initiators of the conference said to me that they didn’t need “pre and post hypes” at the conference ( to get the network going) because everybody “allready knew eachother at the conference”..

this is absurd to me, and I have been joking about it since..

now it’s out in the light…

but nice to touch on the subject of communication – it looks like it goes through the initiators as well..

Identity + purpose

In Danish: fortal Henriette hvad du syntes om foreslagende til Hekon’s logo

hun har brug for jeres feedback – hvad syntes i ?

jeg er mest til det mintgr?med lilla tekst..

Identity + purpose

The silent revolution manifesto

here it is. my silent revolution manifesto:

silent revolution manifesto

The silent revolution is a movement WITHIN people to cope with the everyday information overload due to consumerism and marketing.

Nowadays we get so much information that there is no way that we can cope with it.

Not convinced? take a look at your inbox, or television or kids. Add your rss feed and your personal network. Stir it up with the products the media wants you to buy. Add a little touch of whatever the society wants you to be like – and you are almost there

Every company in the world wants you as it’s target group. They customize and scale themselves across branches and media.

In the world of today (and tomorrow) you will always be pressured. Deal with it!

What we need now is the best tools to make more time available – and they are currently being developed and marketed.

As a PR person, by now I know, that the chances of getting through to your audience via mainstream media ( TV, Radio and newspapers) are almost nonexistant.
It’s deathexpensive too.
And it doesn’t succeed.

There is nothing new under the sun. Companies are desperate looking for growth, and still, everybody ( including your neighbor) wants to sell you something.

I know, you want to sell something too.

So what happens?

People start to make their own media, global mikro companies, freelance companies etc.

You can even start your own bank now.

Everything is possible.