LaTecia Johnson

Founder @ INGENIUS // Brand Strategy + Growth Consultant //
Helping brands move at the speed of culture

[LaTecia Johnson @Lateciarising]

Absolutely cool to see @IngeniusOS featured by Forbes!

We talk about the rise of creators, the future of media, and why brands need better tools to meet the moment.

A lot can happen in a year.

Here’s what we’ve been building → https://t.co/LTy9SHfqpJ

[LaTecia Johnson @Lateciarising]

a brand came to us after running their creator program in-house for two years.

they had spreadsheets. a shared drive. a slack channel for "influencer stuff."

and exactly zero way to tell which creators actually moved the needle.

when we audited it, we found they'd paid for 40+ campaigns and had performance data on maybe 6 of them.

the rest? vibes.

this is more common than people admit. most in-house programs aren't programs. they're one-off posts loosely tied to a budget line.

a real creator program has a scoring system, a talent bench, and measurement baked in from day one.

that's what we build at INGENIUS.

https://t.co/7pyioebmXg

[LaTecia Johnson @Lateciarising]

Every company is also a media company, they just don’t know it yet.

[LaTecia Johnson @Lateciarising]

If your process takes longer than the cultural moment lasts, you have already lost.
Reorganize for speed.
Orchestrate, don't just schedule.
Like and comment if you are seeing this shift in your industry.

[LaTecia Johnson @Lateciarising]

Brands aren't truly struggling with creator talent.
The overlooked issue is an infrastructure gap that slows everything down, demanding completely new orchestration systems.
Brands' creator problem is SPEED.
🧵

[LaTecia Johnson @Lateciarising]

This is the shift from "vertical" to "operating system."
We are watching Fortune 500s restructure marketing around content creation.
10% of budgets are moving to partnerships.
The question isn't "why do we need this?"
It is "how do we survive without it?"

[LaTecia Johnson @Lateciarising]

The next one million creators aren't going to go to platforms to build their advantage - they'll operate communities at scale + drive outsized returns for their audience.

[LaTecia Johnson @Lateciarising]

Used to pray for times like this to shine like this

[LaTecia Johnson @Lateciarising]

$1M to $100M in 2 years is an incredible run... and also incredibly hard to do, but also should be baseline if your chest is $100M.

[LaTecia Johnson @Lateciarising]

two ways to look at the world:

1 - is as though everything is against you
2 - optimism that everything for you will find it's way to you

I remain a perpetual optimist.

[LaTecia Johnson @Lateciarising]

99% of execs live their lives on mobile.

Text = on their agenda for current quarter
Email to team = off my desk & someone else's call

Some food for thought as we head into circle back szn

[LaTecia Johnson @Lateciarising]

The most important thing to me right now is building a good business. And, today good businesses are profitable.

[LaTecia Johnson @Lateciarising]

Every AI company is racing to establish a brand identity beyond tech because they understand a fundamental truth:

winning the next decade means winning in people's mind first.

The only way to do that is through great design + a brand people can't stop thinking about.

[LaTecia Johnson @Lateciarising]

There is no substitute for hard work. Just do the work

[LaTecia Johnson @Lateciarising]

I used to have major imposter syndrome, then one day I asked @MandelaSH how she dealt with it.

She told me to start keeping a receipt box of all my wins + refer to them when I need a reminder of my greatness.

[LaTecia Johnson @Lateciarising]

Expect it to take longer than you think it should but to arrive exactly when you need it to.