In our pre-show interview series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to talk about on stage.
In this episode, Nathan Allebach, Social Lead at Ramp, shares insights on streamlining creative assets, emphasizing iteration, and embracing curiosity over bias. Below are a few highlights. Tune in to the episode for the full story.
Invest in the "Upfront" Stage of Creative Work
At Ramp, “time is money,” and Nathan kicks off new projects by diving into audience research and creative audits, followed by brainstorming ideas with wordplay and puns. Paraphrasing Mad Men’s Don Draper, “Think about it like crazy and then don’t think about it.”
Taxonomy: Keeping Your Memes on the Shelf
Think of your creative resources like books on a bookshelf. Organize memes, ads, and content for easy reference, adding value to future projects.
Iteration is Key: Don’t Overthink It
Nathan discusses doing time/value math. “Between our salaries,” how much of our collective time does this one piece of content merit? Be mindful of where you invest your energy and avoid over-committing to content that doesn’t deliver the impact you need. Just post and iterate. You learn by doing.
Replace Bias with Curiosity
The Scout Mindset by Julia Galef is on Nathan’s recommended reading list. Instead of falling back on “factory settings,” embrace curiosity when encountering new ideas or challenges to pre-existing beliefs. The author proposes trying to retrain your brain, when you see things that are outside of your bubble, and approach them with curiosity—instead of a black and white mindset.
Press play to learn more about Nathan’s go-to resources (like the Per My Last Email podcast) for staying connected to the zeitgeist—without getting stuck in the “the slop”—and his strategy for more mindful media consumption.
Follow Ramp on social to see what Nathan is currently working on.
See You At The Summit
Join Nathan for his session, Organic Social, at the summit, Future of Finance Marketing.
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