Ep# 118 Content Fatigue Is Real: Here’s How to Create Without the Algorithm Owning You

Ever felt crushed under a thousand “shoulds” about how to post, how to niche, how to grow, how to be visible?

We’ve been online for over a decade and in this episode, we open the vault on what actually sustains a creator long term.

Spoiler: It’s not perfect pillars. It’s not copying trends. And it’s definitely not shrinking yourself into a neat box.

It’s owning your multi-brilliance.

In This Episode We Cover:

• Why “shiny objects” aren’t proof you’re flaky they’re proof you’re curious
• How to move through visibility wounds and embarrassment
• Why millennial conditioning keeps us trying to stay linear
• The real definition of personal brand (hint: it’s a feeling, not a colour palette)
• How to escape content fatigue and algorithm anxiety without disappearing
• Why creating before consuming changes your creative confidence
• How to find living themes instead of rigid content pillars

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(Keywords: personal branding, content burnout, content creation, multi-passionate entrepreneur, creative confidence, visibility wounds, algorithm anxiety, brand strategy, creator mindset, online business, millennial entrepreneur)

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Transcript

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Ten Years, Many Pivots

SPEAKER_00 0:21

There is a reason. I believe that 10 years later, I am still pushing my brand and my business online. And I am still working towards building. And I am still showing up constantly because there is a lot of people in my time that I've seen come in and go and come in with a thunder and grab all the goodies and then go. And then some people come in and try and grab the goodies and not get anything and leave and leave with distaste in their mouth. And I've seen that because I've I've been building an online business for 10 years. I've pivoted several times. I've kept some of those businesses in different lanes because they belonged there.

The Multi-Brilliant Urge

SPEAKER_00 1:02

And I suppose the thing that I keep coming back to, and the things that I see with my clients, and the things that I see inside the community, inside the Multibrilliant Club, and inside Evolution, our higher high-touch container, is there is a deep desire for these women to create something. Now, sometimes they don't know what they want to create. They just know that there's something inside them. And this is where this multi-brilliant masterpiece comes from. And this is why I'm so passionate about helping you own that brilliance. Because I can't tell you the amount of times that I was told to do things differently. Oh, I'm in a tunnel. Can you hear that? Yes, I'm taking you for a walk right now. We're going walking, we're getting out and about. But owning that multi-brilliance was really difficult for me because I don't know about you, but the amount of times I got told, well, you can't do that, you've got to do that. Or don't do that. What are you doing now? So what do you work on? You know, the amount of girlfriends I had that love them to death, but they'd say, So, what do you what do you do now? I've seen all this stuff you're doing online. Like, what is it? And so as a creator, you tend to keep that stuff quiet. And as a multi-passionate, potentially ADHD entrepreneur, you hide those facets because it's embarrassing, right? It's embarrassing to think you're doing something else. It's embarrassing to think that you're trying

Hiding Facets And Millennial Scripts

SPEAKER_00 2:10

something new. And what if it doesn't work? And what will people say? And as a millennial, here's the other kicker. We we grew up in an era where you went to school, then the next step was uni, the next step was get a job, the next step was working that job forever. Like there wasn't really a pathway different. And then what's happened as a millennial in this space is we've also been given this opportunity to be shown that we can do things differently and that we don't have to stay linear and that we can swap and change, and that we now have social media online as a fucking tool, and we don't really know what to do with it. And that's, I believe, my role in all of this is to help you own the fact that as a multi-brilliant entrepreneur, a multi-brilliant creative, it is okay to step into this space. And it can be embarrassing and it can be hard. And there are visibility wounds that are so fucking deep, sometimes you don't know how to heal them. And the thing is, is what I've learned in this space for so long is the only way to deal with them is to let them be out in the open and move through them in a way that allows you to get past it, that allows you to go, that's a thing. That's okay. I've seen that, I've noted that, and now I'm gonna move through that. And why I'm so passionate about my students and my community. No, why I'm so passionate about my community understanding their deep why

Visibility Wounds And Moving Through

SPEAKER_00 3:33

is because that deep why work helps you uncover a through line, helps you uncover a passion point, helps you uncover your multi brilliant facets that allows you to see that the pivots that you make, the shiny objects that you follow, the the energy that you are led to do creative shit and not understand why the fuck you're doing it, but there's something inside you that's like, oh, I really want to start that. They are all sensational data points. They are all incredible parts and facets of you. And that is what makes up a powerful personal brand, a dynamic personal brand. And, you know, online I see gurus left, right, and center telling you what a personal brand is. And again, I've been in this space for over 10 years. And when I first kind of started, the first business I created online, straight out of being made redundant for my corporate career, was a business called the Own It Project. Now, that in itself, the very crux of that, if you will, was all around teaching women to own, young women, school-aged women to own their space. Because I saw this opportunity that I was like, hey, if we you know, I worked in the corporate world, so I rewind a little bit. Welcome to my fucking brain, guys. We're we're in a fucking whirly wind. I worked in the corporate office where I worked with women at that time in my corporate career, I was between 21 and I left when I was nearly 31. And so I was able to see these women that when I was quite younger, I felt I had kind of, without being arrogant, more confidence than they did. They'd walk into a room and they'd they'd shrink and they, you know, they'd go and get the coffees when we had meetings and they'd do the the fucking chick work, right? They'd be the women that would get the coffees, they'd go and get everybody and they'd sit all the men down, okay. Does anyone need anything? I'll do everything, even though some of them were on par with these men, right? And so

Data Points Build Personal Brands

SPEAKER_00 5:20

that in itself kind of showed me a few things. And then as I kind of stood my own ground and was comfortable and confident in the pushback and not being told kind of what to do, and I was quite comfortable and strong in who I was. And so in those meetings, when, you know, the men would look at me be like, Can you get the coffees? I'd be like, your own fucking coffee. Clearly wouldn't say that, but there would be a very clear indication in the room that Kristen wasn't getting up to get anybody's fucking coffee. We're all on the level playing field here. And so when I left corporate, the thing that I wanted to do with the Onit project was instill in these young women to own their space, to build resilience, to understand that bullies will be bullies, but that's on them, not you. How you cope with that, how you handle that, how you hold yourself, that strength isn't, you know, fitness and and moving your body isn't for getting skinnier. It's for getting stronger, stronger in mind, stronger in body. And that was the whole messaging, right? Because I figured if we could transform a generation, if we could transform a generation of young women, that meant the next round of young women would have more courage, more resilience, more power in who they were. And that was the whole point of the INET project. And look, we did a fucking cracking job. We were in a few, I don't know, ten or more schools in South Australia. We spoke to thousands of students. We were on the radio, we had we were um backed by Anytime Fitness. We we did amazing well, amazingly well. And really the only reason that that fell to the wayside was I had my kids. And at the time, I didn't understand how I could juggle that kind of a workload. And I lived rurally, so it was it was difficult and it was challenging. And at the time, it was just where now I look back, I wish I'd fucking known about online courses because Jesus Christ, that would have blown our business to the fucking sky. But online business, online um digital courses were like just on the cuss. I think they about 2014, like I'm sure it was sooner uh earlier, but about 2014, 2015, 2016 was kind of the rise of the digital course. That's when it was coming

The Own It Project Origin

SPEAKER_00 7:22

to the forefront, I suppose. And so the INEP project wound up in 2016. And that need for helping women own their space has never left me. Because for me, this is what I'm talking about when I mean personal brand. It's this through line, it's this core, it's this very essence of who you are that kind of never leaves you. But what it does do is it keeps showing up. And building a brand online and building a brand that you can monetize online is you collecting those data points and is you trying different things and feeling safe enough to try different things and then reflecting on those data points and going, well, that wasn't failed, and that wasn't failed, and that didn't work because of that. And now I can see why that didn't work because it didn't have this alignment, or it didn't have this clear outcome, or I didn't feel it because of this. It wasn't, it wasn't in my you know, it wasn't it wasn't in my data, it wasn't in my DNA. And that to me is a personal brand. When you can look back at your through line and you can pull this little fucking thread, and that little thread, that is the magic, because it's everywhere, it's through everything. I can go back to voice notes right now, and I'll see if I can find a clip and put it in this podcast for you of the voice note I left myself the night I decided what the onet project was going to be. Because basically, in that, and being multi-brilliant and a little bit spicy, I've just realized my point was that when we started the Onit project back in 20, end of 2014, 2015, the idea was that's when we coined personal branding. Now, clearly I didn't fucking make up personal branding, but it was not talked about. I spoke to my business partner, I was like, because I was clearly in brand and marketing. And I said, your personal brand and your business brand are the same thing. They have a story, they have to create a feeling, there

Confidence, Corporate, And Level Fields

SPEAKER_00 9:10

has to be a vision and a mission and a through line and a passion point. And if you don't have that, you don't really have a brand. So building a personal brand was exactly the same as building a br business brand. And so when we spoke to these young women, we we shared that with them and shared with them that when they're building their resilience, when they're building who they are, when they're stepping into their true identity and understanding the ebbs and flows of being a teenager and, you know, working in the workforce and all that, there will be things that you do that align with who you are, that become your vision, your mission, your through line and your personal brand. And how you leave others feeling after being around you, that is your greatest gift. That is your greatest gift. That's your trademark. And there's a full quote that we used to use at the INEP project that was all about that. But leaving somebody with a feeling, that's your personal brand. That's your trademark. You're stamping who you are on somebody because you made them feel something. And that's exactly the same as what a business brand needs to do, what a business brand should be doing. When you're trying to create content, and you know, back to my very start of this podcast. Hey, if you're still here, welcome to my mind. But there's always a point. I always come back, I always do a loop-de-loop and I come back. Why? Because I'm buddy psycho. And I realized in doing this podcast on my walk, I love podcasting, but I really fucking hate the video aspect. Like I love video, clearly. You guys know me, love a video. But I don't like the thought of having to perform on a podcast and having to then create social media. Like all of that is a hassle to me. Like right now, I just need this out of my brain and into yours because I know that as somebody that has been in this industry now for, like I said, over 10 years. I can tell you that the last six months have been the most challenging for me, messaging and content-wise, because I am a manifesting generator. So I already have a pure manifesting generator too. So I'm like quite

Strength Over Skinny For Teens

SPEAKER_00 11:05

a lot of a manifestor and a manifesting generator. So I have this energy that is basically I was born to lay the path and then walk on it. I wasn't born to walk somebody else's path. I get quite aggravated when somebody tells me how I need to do things and how I should be doing things. And so when I'm scrolling my social media and I'm seeing all these people telling me how I should do it. Neurotypical, people telling me how I should do this and I should do this, and you should post here and you should say this, and other people are telling me why my business isn't working and what they can do to help me. And the noise is fucking overwhelming that for the last six months I have just become a shell of who I am. And it's only been, maybe it's the shedding of a snake. It's only been even as of last night, as of this morning, as of this walk right now, that I am feeling the confidence to drop the facade. Like I've never pretended to be someone I'm not. Do not get me wrong. But I can't stand B-roll with text on screen. Because what the fuck? It means nothing to me. I want you to talk to me. I want to see you. I want to have us a moment where we feel like we're locking eyes, where I feel like I can get you. And you know, the TikTok algorithm, I love it and I hate it. And so then you get your 200 views and you start second guessing yourself, I'm not good enough, no one wants me, maybe this is and then all of a sudden you're listening to all these podcasts and these gurus and you're scrolling and you're not creating content. And that has been my biggest fucking enemy is not creating content. And so this morning I thought, fuck it. I'm going on a walk, I'm gonna create a podcast. And luckily for you or not, you might be like, What is she talking about? It's just coming out with what I need to tell, tell you and what I need to share with you. And that's my manifesting generator energy. That is, I don't want it in my head anymore. And so these kinds of podcasts are gonna be happening more and more, whether I'm walking, whether I'm just sharing it literally on my phone, then I'm gonna pop it into Riverside, we're gonna tune it up a bit, we're gonna make it there, we're in the wind, we're gonna make it a little bit more awesome, but it's going to be real and authentic and hopefully challenge you. But if content for you has

Winding Down And Missed Online Chance

SPEAKER_00 13:05

content and messaging has started to feel difficult and challenging and like you're trying to fit into everybody else's box. If nothing else from this podcast, I would love my point to be. Please stop consuming unless it lights you up and it's giving you joy and you you can comment and be like, wow, thanks. That was so helpful. Create first. This we are in a create first fucking era, motherfuckers. And as a multi-brilliant creator and entrepreneur, please, please do not dim your light by consuming content that does not add value to your soul. Create the content first, put it out to the universe. Sorry about the wind, put it out to the universe. And once it's out in the universe, sure, consume some content. That's never gonna go away. I'm not telling you not to, and I'm not telling you fucking anything to do. You do you, Boo? But what I am saying is the reason I have been so challenged over the last six months as somebody that has been online for 10 years building multi-six-figure businesses. I am sick to fucking death with people telling me how to do something when I know how to do it. I just haven't been doing it because the noise is so fucking noisy. My head hurts at the end of the night. And I crave for that morning when I wake up to nothing and no one and the ability to just sit in my own space and become more creative. So all I ask for you for today is please, obviously, after you've consumed this podcast, lol, don't let the social media and the content you're consuming stop you from becoming the person you want to be, for stepping into who you are and understand that your personal brand is you creating content. And the more content you create, the more you will see what you stand for, the more you'll understand your purpose, and the more then you have data points to look back on and be like, instead of content pillars, you can look back and be like, that one, that one, that one. That's all a theme. Wow, I'm passionate about that. That's a theme I can talk to now forever. That's building content pillars, if you will. You're building themes of who you are as a multi-brilliant creative. Anyway, I gotta go to appointment because I've been walking and I've been talking and it's been an absolute fucking blast. And I want to do more of this. And if

Defining Personal Brand As Feeling

SPEAKER_00 15:02

you love this, please let us know on the socials. Let me know on I Am Kristen Werner and the Multi Brilliant Project. Let us know because we do this, I do this because I hope it helps you. So if you're listening to this, please screenshot it, please share it, please let me know that it's made a difference. Because if I'm making a difference to your day, even if it's for half an hour of your day or I've I've transformed the way that you think, that is what drives me in business. That is what continues to excite me and stimulate me to keep creating for you. So anyway, I really gotta go. Gatcha! Cheap podcast. So many good ones, too.