Is It Whiplash Content, Interest Media, or Manufactured Chaos? Do We Really Want to Build Cult Brands This Way?
I used to think of social platforms as purely social spaces. A place to connect, share, and grow relationships. And while that’s still true in pockets, let’s be honest: the algorithm doesn’t care about connection. It cares about interests.
That’s why I’ve started calling it interest media. The rules we thought we had to follow—niche down, post at the same time every week, never confuse your audience—don’t actually hold up anymore.
The way forward? Test. Try different types of content, different messages, and different hooks until you figure out what pulls your perfect people in. Because ultimately, interest is what earns you the opportunity to deepen the relationship through your funnel.
The 3S Hook Strategy
When attention is fragmented, you need a way to consistently grab eyes without manufacturing chaos. That’s where my 3S system comes in:
Stop – Use a visual hook to stop the scroll.
Stir – Trigger curiosity or emotion with your words.
Say – Land your message with a strong point of view.
This is how you create posts that cut through fatigue without relying on staged drama or forced discourse.
Why Orchestrated Chaos Doesn’t Work Long-Term
Look at how celebrity brands or major retailers launch: orchestrated drama, PR stunts, and “manufactured chaos.” Sabrina Carpenter’s album rollout. American Eagle’s recent controversy.
Sure, it keeps their names in circulation. But does it build community? For most of us—creators, founders, entrepreneurs—that kind of attention is empty attention.
What we want is sticky attention: the kind that builds emotional connection, sparks trust, and positions you as a voice people come back to. Sticky attention is what converts followers into clients, community members, and superfans.
Storytelling in the Age of Meaning Collapse
Our feeds are chaotic right now. One minute it’s cultural drama. The next it’s global crisis. Then it’s a beauty brand launch.
That whiplash creates what I call meaning collapse. And if you’re trying to build a brand in that environment, here’s the truth:
Storytelling has to be fluid. Your narrative isn’t one big message. It’s a series of micro-moments your audience pieces together.
Language consistency matters. Say your mantras over and over until they stick. For me, that’s “no gatekeeping Smart Girls,” “kind, caring creatives,” and “out of office entrepreneurs.”
Repetition builds recognition. Most people won’t catch your message the first time they see it. Or the fifth. Or the fifteenth. Say it again.
The Cult Brand 101 Framework
If you want to stand out in the noise, focus on the basics that still work:
Positioning – Know exactly where your brand sits in the market.
Dream People – Get crystal clear on who you serve and why.
Brand Codes – Establish consistent visuals, tone, and messaging that act like your bat signal.
Advisors + Community – Surround yourself with mentors, consultants, or mastermind peers who push you further than you’d go alone.
Unique Strategy – Don’t emulate someone else’s business model. Build something distinctly yours.
This is exactly what we help founders refine inside the Obsession-Worthy Mastermind.
Why Pitching Matters More Than Ever
Pitching isn’t just for influencers. It’s a career-shaping skill.
I pitched Flowdesk to sponsor our Creator Summer School workshop—they said yes.
I pitched Google and Pinterest after they first approached me, and those pitches turned into bigger partnerships.
I’ve pitched Bento, Masterclass, and Amex Global Travel this month alone.
Pitching opens doors whether you’re looking for investment, partnerships, or brand collaborations. And it’s one of the fastest ways to build authority around your business.
Upcoming Free Workshop: Pitch Please
If pitching feels intimidating, join me for Pitch Please: Out of Office, Into Income.
What you’ll learn: How to land brand deals and partnerships without sounding like everyone else.
Tools included: A behind-the-scenes look at Bento’s AI pitching platform (free to start using today).
Who it’s for: Founders, creators, and entrepreneurs ready to build visibility and dreamy collaborations.
It’s free, and you can sign up here.
Final Takeaway
You don’t need orchestrated chaos to win. You don’t need to go viral every week. You need the right people to see themselves in you.
That’s what builds cult brands. That’s what creates sticky attention. And that’s what drives real conversions.
🔗 Links & Mentions:
Sign up for Pitch, Please: Out of Office, Into Income
Follow Casa Noon on Instagram — and get on the list for live events
Join Out of Office Club
Get your co-CEO strategy tools at Oui We Studio
