Today I walked

Hey there, 

I discovered this X account recently called @hikingshawty.

Every single day, before dinner, this girl goes for a walk. Posts photos from her walk. Then another of what she ate after. That’s it.

No heavy captions. No morning affirmations. No “today I’ll teach you how to grow.”

Just her life.

You should take a walk too.

@hikingshawty grown her account to 190k followers and a 20k-member community.

It sounds simple, almost too simple,  but that’s exactly why it works.

Scrolling through her posts, you start to realize how rare it is to see something that doesn’t want anything from you. No hooks. No conversions. Just a quiet, consistent presence that makes you feel like you know her.

That’s the magic of relatability, the nice, almost nostalgic feeling of “same.” 

The one that reminds you we’re all just people trying to find our rhythm.

And honestly?

We’ve forgotten about that feeling.

Somewhere between brand guidelines, briefs, and endless CTAs, we started mistaking connection for conversion.

Relatebility

Crypto brands, in particular, we live in a strange space.

We’re selling the future, to people who don’t trust easily, because they’ve seen it all.

The most viral content in this industry has never been the smartest.

It’s always been the most familiar. Cause we mostly do shit for the shits and giggles.

Think about it: one of our most successful marketing tactics is the “intern” and memes. It reminds people they’re not the only ones trying to figure things out in this chaos.

And that’s the one thing brands keep underestimating, the human desire to belong.

Relatability is a metric I think every brand should have on its radar. Because when people relate to you, they start trusting you. And in crypto, trust is one of the hardest KPis to achieve.

And that’s the thing about @hikingshawty, she built it by showing up consistently, being herself, and giving people a sense of rhythm.

You can scroll her feed on a bad day and just feel… calmer. That’s her brand.

That’s also what the best crypto brands should aim for: emotional consistency.

You don’t have to be serious. You just have to be real.

Sooo maybe stop trying to sell all the time

Here’s the uncomfortable truth: not everything needs to be a CTA.

Sometimes you post because you want to connect, not convert.

Because attention built on trust always outperforms attention bought with tactics.

We’ve hit a point where audiences can smell “strategy” from a mile away.

They know when they’re being marketed to.

And the more you try to polish everything, the more it starts to feel fake.

So yeah, drop the fake urgency.

Share the small, simple things that make your project feel human.

You’ll be surprised how much people start to care.

In the end

In a world obsessed with metrics, we forget that people follow people, not funnels.

We don’t need every post to “drive action.” Sometimes the action is just feeling something.

So today there won’t be any CTAs in this newsletter, just a reminder to take a walk cause you’re either in group 7 or you don’t know what the fuck that means. 

Got questions? Feedback? You know where to find us 📞, we’re here to help you get organized, even if we’re still figuring out our own lives.

Until next lesson,

stay cookish. 🍪