Matilda Lucy, Broken Growth
💭 Thoughts on Slow Burn the podcast, running the Greenwich Park 10K, and building community invested from the very beginning.
Matilda Lucy is a freelance digital strategist and newsletter author interested in reimagining how and why we grow brands online. With over 10 years of experience growing consumer brands like Pamono, Lime, and Weleda she’s spent a lot of time thinking about how we use the internet and how it uses us.
Matilda has an anti-growth-at-all-costs approach, helping brands to redefine growth goals and break free from relying on algo-ruled spaces in favour of sustainable, playful opportunities via consulting and her Substack newsletter Broken Growth.
You’ll often find her swimming in dirty London ponds just to feel close to mother nature and escape the internet for half an hour.
🎯 Current focus
I launched a new service called the Anti Social Growth Audit this month that I’m so pumped about. It zooms out on a brand’s digital ecosystem and then into where the fun opportunities to grow away from social media are. Supporting people to move away from depending on the Meta ads machine to grow sustainably in other ways feels good.
📌 Sublime the app
I’m loving the app Sublime – whose slogan is a place to save anything that makes you go “whoa” – I use it like a Pinterest for memes and ideas. Recent faves include:
I’ve been playing the song “Not Rick” by Anna Erhard a lot. It’s the subtle audio roast of Rick Rubin that I didn’t know I needed.
🕉️ Mantra of the moment
How can we make this as simple as possible? My love language is people explaining complex ideas in basic ways.
🏃🏻♀️ Greenwich Park 10K
I’m really looking forward to running the Greenwich Park 10K in a couple of weeks. It will be the first “race” I’ve done since having my son 18 months ago and it will feel like a big achievement if I manage to drag my changed body round the hilly park. What I’m really looking forward to is the post run pint and roast.
Audio is where it’s at for me at the moment. I think it’s partly to do with the fact my hands and eyes are often occupied with keeping a toddler alive and partly because I love to consume deep dives which are the perfect match for podcast formats e.g. currently loving the Slow Burn podcast season that examines the creation of Fox News. I’m also enjoying listening to, rather than reading, Substacks.
👥 Building community invested from the very beginning
BEAME is a new suncare and wellness brand that’s currently raising a Kickstarter round to launch their first product, an SPF face mist called Something You Mist™️.
Founder Eniye Okah has been all over my LinkedIn timeline counting down to the end of the fundraise and has been wildly successful - smashing her fundraising target and getting featured in Thingtesting, Trendhunter etc. In a landscape where new founders are struggling to raise capital, BEAME already stands out because Eniye took people on every step of the BTS journey before products have even been made. She’s built a community of people invested in the product and story from the *very* beginning.
Follow Matilda on Instagram & Linkedin and check out her website here.
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