How Jacob Gaynor Made AFL Content Feel Human Again

Rachael Webb on the Psychology Behind Great Marketing

This week on #seen, Lach sits down with Rachael Webb [https://www.linkedin.com/in/rachaelcwebb/] from Sticki and DataSauce for a conversation on creator partnerships, internet culture, human behaviour and why the best marketing rarely follows a formula. They get into the psychology behind why people buy things, why smaller brands are often moving faster than legacy players, the tension between originality and efficiency, and why creators should be trusted to “cook” instead of being over-managed by brands. There’s also chat around influencer marketing blowing up into a billion-dollar industry, the emotional side of agency life, relationship-led growth, reality TV brain rot, Coke Zero addictions, frozen pizzas and a genuinely elite nacho business concept. If you work in social, marketing, partnerships or creative, there’s a lot in this one. Proudly brought to you by Sked Social [https://skedsocial.com?utm_source=chatgpt.com] — the social media workspace for teams who take socials seriously.

Maddi Daffara on Staying Real on the Internet

Everyone wants to grow online. Very few people talk honestly about what it does to your brain. This week on #seen, Lach sits down with Madeline Daffara [https://www.instagram.com/madelinedaffara/] for a super honest conversation about content creation, community, burnout, vulnerability and trying to stay grounded while building a presence online. Maddi works inside Kic [https://kicapp.com/?utm_source=chatgpt.com] as a Content Manager while also building her own platform across Instagram and TikTok through storytelling-led content focused on wellness, balance and authenticity. The two unpack the pressure of constantly being perceived online, why authenticity still cuts through more than polished content, the mental toll of comparison culture, balancing personal content with brand work, and why community has become one of the most important things modern brands can build. They also dive into creator burnout, AI in content creation, storytelling, trends, social media habits and the difference between building an audience versus building trust. Proudly brought to you by Sked Social [https://skedsocial.com/?utm_source=chatgpt.com]. Start your free 14-day trial now.

Canva's Jack Delaney on Creativity, Discipline and Internet Brainrot

Everyone wants the shortcut. Nobody wants to do the boring work. This episode with Jack Delaney [https://www.linkedin.com/in/jack-delaney-hi/] goes deep into the overlap between elite sport, creativity, discipline, and why most people are chasing hacks instead of building actual skill. Jack went from professional rugby into the world of creative strategy and performance marketing, eventually landing at Canva [https://www.canva.com] — where he now works across paid media, creative systems, storytelling, and growth. We spoke about: * Why strategy is actually action, not “thinking” * The death of generic AI copy * Why brands are becoming allergic to sounding human * The hidden value of copywriting in 2026 * What great creators understand about repetition * Why volume matters more than perfection online * The psychology behind content hooks and audience retention * How elite sport shaped Jack’s mindset around work * Why execution beats ideas almost every time * The difference between making content for algorithms vs people There’s also a very honest conversation around burnout, identity, frameworks, and the weird state of modern creative work. This episode is proudly brought to you by Sked Social [https://skedsocial.com] — the social media management platform built for brands, agencies, and teams who take socials seriously. Start your free 14-day trial now.

Most Brands Aren’t Bad, They’re Just Forgettable

If your content looks perfect but no one cares, this is why. Bit of a different episode this week. Lach jumps in solo for a quick, no-BS breakdown of what’s actually happening across social right now. In 9 minutes: * Why “perfect” LinkedIn posts are getting ignored * The real reason Instagram reach is coming from shares, not likes * What’s quietly shifting on TikTok * What’s underplayed vs completely overcooked Plus a new segment: Worth clocking → the stuff experienced operators feel, but don’t always say out loud If you run socials, this is designed to get you thinking differently — fast. This podcast is proudly sponsored by Sked Social [https://skedsocial.com]. Start your FREE 14 day trial now.

Kelsey Denouden and the Future of Human Marketing

Most brands don’t have a content problem. They have a trust problem. This week on #seen, Lach is joined by Kelsey Denouden [https://www.linkedin.com/in/kelsey-denouden-557b82170/], founder of Have and Hold Marketing. They chat about her unconventional path from performing arts and retail into running an agency, why authenticity is getting harder to fake, how to create content that works in an AI world, the psychology behind customer behaviour, managing burnout, and why listening is still the most underrated growth strategy. If you work in content, social, branding or marketing, there’s plenty in this one. Proudly brought to you by Sked Social [https://skedsocial.com]. The platform helping teams plan, collaborate and schedule socials without the mess.