Can we change the world by changing how we consume media? Ashwath Narayanan, co-founder and CEO of Social Currant, thinks so. In this episode, he discusses how purpose-led organizations can further their impact by embracing and investing in the rapidly evolving creator and media landscape.

Episode Summary
Ashwath Narayanan joins host Kt McBratney to talk about his work in the evolving media landscape and how investing in people (creators) rather than platforms (TikTok, Instagram, etc) is a winning strategy for change. He shares the challenges faced by nonprofits in adopting new strategies, and the significance of creativity in impact storytelling. They also touch on the complexities of content strategies and tactics, and the realities of being a content creator. Ashwath shares insights on learning from mistakes, trusting one's instincts as a founder, and the significance of building infrastructure to support the impact ecosystem.

Key Themes:

• Media consumption is a key factor in changing societal behaviors.
• Investing in people is crucial for the impact space and leads to more authentic storytelling.
• Nonprofits are beginning to recognize the value of content creators.
• Building capacity within organizations is crucial for success. Building infrastructure is key to supporting impact organizations.
• The disconnect between decision-makers and media consumers is significant.
• Finding joy in work is essential for sustaining energy. Rest and recovery is essential for sustainable work.
• Trusting your instincts is vital as a founder.

Sound Bites

• "Consumption is how we change the world."
• "Invest in people, not platforms."
• "It's all about connecting with people."
• "Long form never died."
• "You can't do everything all the time."
• "Being a content creator is a real job."
• "The algorithm doesn't listen to you."

Links & Resources

• Learn more about Social Currant
• Connect with Ashwath and Kt on LinkedIn 
• Read and subscribe to Keeping it Currant, the newsletter sharing insights on how to navigate the intersection of the creator economy and the political and social impact space.
• Building and/or investing with purpose? Sign the Pledge!  
• Subscribe to Founded on Purpose