Monica Ravi-Conway built her creator business using an engineering and product mindset. Instead of relying on instinct and trends, she focuses on the end user and iterates when something does not work, treating content like a test case. She credits this data-based approach for growing her audience and attracting brand opportunities. She also emphasizes building a system before hiring, since offloading production becomes easier when pillars, sprints, and spec sheets already define how content should be created. Hiring too early without clear definitions leads to outsourcing confusion. Her workflow includes concepting YouTube and short-form content through an established framework that supports collaboration.
"“When you're an engineer or a product manager, you're always thinking, who's the end user? Why is your code not working? If something's not working, you have to change it so your test case is passed.” That data-based iterative thinking is how Ravi-Conway has built a following and attracted opportunities with brands like Espoir, Armani Beauty, fwee, and MOB Beauty."
"“Having a system makes content production easier to offload to someone else,” she says, adding that a lot of her YouTube videos are concepted together using the system she already had in place when she was running her business solo, which provides a framework for collaboration."
"The order of operations matters. Pillars, sprints and spec sheets give a new team member a framework to think inside of, instead of forcing them to guess at taste. If you bring someone on to “help with content” before you've defined what content means in your business, you've just outsourced your own confusion."
Read at Inc
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