June 30, 2025

Hi there,

Years ago, I was once left out of a meeting because, as someone put it, I still had light in my eyes.

At the time, I didn’t know what to make of that. Was it a compliment? It didn’t feel like it.

I now understand, in marketing, that “light” fades when we spend too much time buried under complex processes and squeeze creativity into the ten spare minutes between deadlines.

Most of us didn’t get into marketing because we love dashboards, attribution models, or fighting with spreadsheets (though some of you do, and I salute you). We got into it because we love stories. Or because we like creating something that resonates with people.

Whatever it is, let me remind you that you can still do that. But only if you build the right systems to protect the work you care about.

Recently, I acted in our new product video. Not just acted, scripted, concepted, and worked with a fantastic agency to bring it all to life. (Years ago, I’d have been thrilled just to write the script. Now, I get to stand in front of the camera.)

Was it scary? Hard yes. 

But it also reminded me why I fell in love with this work in the first place. And I couldn’t have done it without the support systems that freed up my time to focus on what lights me up.

If you feel like the light in your eyes is dimming, don’t just push harder. Redesign your systems.

If the spark is fading

1. Outsource the energy drains
   Free yourself from the work that feels like busywork. Whether it’s with a partner, platform, or agency, protect your time for the stuff that matters.
   
   
2. Use AI as a co-pilot, not a crutch
   Automate the repetitive. Let AI clear your runway, so you can spend more time flying.
   
   
3. Plan for passion projects
   Block out space for the work you want to do, whether that’s launching a skit-style video, starting a new content series, or finally writing that bold piece you’ve been putting off.

When the systems are solid, you get to rediscover the joy. 

Unfortunately, most content leaders do not operate in this manner.

From our upcoming report:

• 52% of marketers report feeling stretched too thin often or constantly.
• 84% of teams outsource. The other 16%? Probably too tired to answer our survey.
• And as one respondent told us: “AI promised to save us time. All it’s done is make us do more.”

It’s no wonder so many of us feel like we’ve lost the spark. 

Grab the wand, don’t wait for magic

If this sounds like you: don’t wait for the system to fix itself. Grab a wand.

The teams that will thrive aren’t the ones that do everything. They’re the ones who build systems strong enough to let them do the right things!

👉 Our full report is dropping soon, packed with benchmarks, blunt POV, and the kind of insights that make you nod, laugh, or question your life decisions. Stay tuned.

Until then, here’s to keeping the light in your eyes,

Penny

Penny Warnock

Senior Content Marketer

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