DTC POD Liz Giorgi from Soona

1️⃣ One Sentence Summary
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Suna CEO Liz Giorgi talks scaling creativity in e-commerce.

🔑 7 Key Themes
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1. Ecommerce content creation and distribution 2. Importance of partnerships and collaborations 3. Scaling creativity and professional services 4. The role of AI in creative content 5. Value of storytelling and unique brand identity 6. The journey of entrepreneurship and learning from mistakes 7. Growth strategies and customer engagement tactics

💬 Keywords
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Santa, ecommerce platform, agnostic, brands, selling, marketing, shopping, Internet, podcasts, content, user-generated content, reviews, environment features, travel vlogs, UGC, partnership, leaders, Ramon, Zach, expansion, optimism, time, big brands, scaling creativity, integration layer, technology, product catalog, virtual photo shoots, professional services, AI, unique identity, stock content, human involvement, control, personal, authentic, co-founder, CEO, Suna, video ad content, creator, television editor, production company, YouTube, Vimeo, Facebook, Instagram, high-quality photos, Ecommerce, shooting, merchants, grandfather, business, canoe outfitter, northern Minnesota, Boundary Waters Canoe area, purpose, entrepreneurship, ideas, strategies, demo stores, SMS marketing, network, dog, cat models, aggressive dogs, stubborn, mental health, Techstars, browser-based experience, trust, email list, beta launch, orders, pandemic, remote participation, special period, headshots, growth hacking strategy, LinkedIn, Instagram, email marketing, Ecommerce platforms, Canva, investment, Instagram account, affordability, technology, waste, workflow, thought partner, success, live streaming, compression, curiosity, determination, value, platform, product launches, Amazon, Shopify, backgrounds, props, models, directory, professional models, stylists, planning, production facility, virtual shoot, shoppable assets, professionalize, affordable price, shorter timeframe.

🎞️ Clipfinder: Quotes, Hooks, & Timestamps
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Liz Giorgi 00:01:35 00:04:29

The Power of Visuals in Ecommerce: "There's not a single thing that we buy on the internet that doesn't have a photo. The photo is the most important part of the purchase making decision. It's the thing that makes you emotionally go, yes, I want that, or no, I don't want that."

Liz Giorgi 00:05:54 00:07:45

The Power of Entrepreneurship: "Starting a business and being part of a business, it gives a lot of purpose and meaning to life. It's like a reason for waking up in the morning."

Liz Giorgi 00:09:57 00:12:19

The Future of Affordable Custom Photos: "And we realized very quickly through talking about that that the only path to solving that was going to be technology, that we were going to have to use technology to cut out a lot of the waste...and create sort of a consistent workflow that made it possible for us to do this at scale."

Liz Giorgi 00:15:46 00:20:45

The Value of Customer Experience: "The kind of black box nature of most marketplaces, I think, is oftentimes a detriment to the experience because brands get excited about creating content, then they order the content, but they aren't part of the process. They don't get to experience the process."

Liz Giorgi 00:21:30 00:24:05

Growth Hacking Strategy for a Pandemic World: "That was a growth hacking strategy because think about this, in B two B, everybody needs a headshot. There are so few delightful experiences that happen in your B two B life. So to have kind of this like, oh, I had this great experience. I got to pick a ridiculous color backdrop. I got to interact with the photographer, whatever people would post about it on LinkedIn a lot. And so that was a huge growth hacking strategy. The Pandemic definitely gave us some wind at our backs."

Liz Giorgi 00:24:27 00:26:43

The Challenges of Innovation: "That's kind of why I say my philosophy has always been about this sort of like, be stubborn about the destination, but be flexible about how you get there because you don't know what's going to work always."

Liz Giorgi 00:27:40 00:31:32

Streamlining the Creative Process: "We've taken this process that was taking brands two to three weeks and lots of money and turned it into seven clicks. And I think that's what that time savings like."

Liz Giorgi 00:32:42 00:34:24

Scaling creativity is almost just as hard as doing initial creativity: "And we work with a lot of those big brands, right? Because scaling creativity is almost just as hard as doing initial creativity."

Liz Giorgi 00:35:18 00:38:15

The Growing Importance of User-Generated Content in Ecommerce: "I had gotten to know Ramon a little bit, but once we spent some serious time together, I spent time with Ramon and Zach and realized, why on earth would I try to build this? They've already done it. They've already done an exceptional job. They've already thought through the problems. They've already seen the problems firsthand, and they've already seen what success looks like."

Liz Giorgi 00:43:35 00:46:40

The Future of AI in Creative Industries: "Brands don't want to all look the same, brands don't all want to sound the same. And there's going to be a lot of places where AI is just going to create a lot of the same."

📚 Timestamped overview
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01:35 CEO of Suna created video production company

05:54 Entrepreneurship gives purpose and meaning in life.

09:57 Keen question on making photos affordable. Technology needed.

14:18 Having a destination, values, and curiosity unlocks progress and success in projects and businesses like Suna. It involves building a network of creators and customers.

15:46 Long approach to Tech SARS, developed novel technology, gained beta sign-ups, launched virtual photo shoot platform, pandemic accelerated business.

21:30 Remote headshots grew with pandemic, Instagram boosted.

24:27 Many failed attempts in business, remain adaptable.

27:40 Platform streamlines photo and video content creation.

32:42 Integrated technology scales creativity for big brands.

35:18 Santa is ecommerce platform agnostic, partnering with leaders in UGC.

38:15 Brands need omnichannel content for success.

43:35 AI can support creativity, not replace it.

49:11 AI is artificial, people want authentic. Connection with content, storytelling, performance is deeply human. Human contributions are important to culture. Don't want a universe run by computers.

51:53 Learn more about Suna and Trend at Suna co trend. Follow Soona Studios on all platforms.

❇️ Key topics and bullets
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- Introduction to Liz Giorgi and her company, Soona - Soona's approach as an ecommerce platform agnostic company - The belief that shopping will become a feature of everything on the Internet, including podcasts - Expanding types of content needed as shopping becomes a feature, including user-generated content, reviews, travel vlogs, etc. - Decision to partner with leaders in user-generated content space instead of adding it to Soona's platform - The importance of who Soona works with and the potential of partnering with Ramon and Zach - Challenges of scaling creativity and working with big brands - The integration layer of Soona's technology and unique features like the product catalog and virtual photo shoots - Scaling professional services and the importance of software for seamless scheduling - The role of AI in the creative process and the need for brands to maintain their unique identity - Concerns about the decline of stock content and the value of storytelling-oriented and brand-oriented content - The importance of human involvement and control in the creative process - Being brave in choices and preferring a personal and authentic approach to work - Liz Giorgi's background as a creator and starting Suna - Suna's focus on creating high-quality photos for ecommerce - Suna's achievements in shooting millions of ecommerce assets and working with thousands of merchants - The speaker's personal connection to business through their grandfather's canoe outfitter - The journey of entrepreneurship and the importance of purpose and meaning in work - The speaker's experiences with failed ideas and challenges, including demo stores, SMS marketing, and dog and cat models - The importance of being stubborn about the destination but flexible about the approach - Emphasis on maintaining good mental health and learning from mistakes - Joining Techstars and developing unique technology for browser-based photo experiences - Building an email list and sharing the Techstars experience on YouTube - Beta launch and gathering feedback to improve the product - The impact of the pandemic on remote participation in virtual photo shoots - Successful period for Suna and growth in headshot photography - Growth hacking strategy of providing a unique and delightful experience for clients - Focus on email marketing, cultivating the list, and providing helpful guidance - Integration with ecommerce platforms and investment in building a strong Instagram presence - Making photos affordable compared to stock photos and the role of technology in streamlining workflow - The importance of finding a thought partner and curiosity in delivering value - Soona's platform for planning and executing photo shoots for product launches - Customization options for backgrounds, props, and models - Simplifying the process of planning a photo shoot with just seven clicks - Virtual photo shoots with live views and feedback from brands - The final assets becoming shoppable on Soona's platform - Soona's ability to professionalize businesses at an affordable price and in a shorter timeframe.

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[Upbeat music playing] Hey there, entrepreneur business rockstars! 👋 Are you ready for some game-changing insights from our latest podcast episode on DTC POD? 🎙️ Well, get ready, because we've got Liz Giorgi, the co-founder and CEO of Suna, spilling the beans on all things e-commerce content creation and more! 🚀 Here's the lowdown in 45 seconds: Santa, the company Liz founded, is all about creating content for brands wherever they want to sell and market their products. With Santa's integration layer technology, brands can easily order high-quality images and product catalogs for their inventory. 📸✨ But here's the kicker: Liz believes in the power of human creativity and not relying solely on AI-generated content. It's all about showcasing your brand's unique identity! 💡 Oh, and did we mention that Santa's virtual photo shoots during the pandemic were a massive hit? Remote participation, unique backdrops, and engaging with followers on Instagram—talk about taking the photography game to the next level! 📷💥 Are you tired of wasting time and money on stock photos? Suna's got you covered! With just a few clicks, you can plan and execute personalized photo shoots that professionalize your business and won't break the bank. 🌟💰 So, if you're ready to level up your e-commerce content game and make a lasting impact, grab your headphones and listen to Liz's incredible insights on DTC POD! 🎧💪 [End with DTC POD logo and tagline] Remember, folks—creativity, personalization, and a touch of human magic are the keys to success in the ever-evolving world of e-commerce. Let's make waves together! 💫🌊 #DTCPod #Suna #Ecommerce #ContentCreation #Entrepreneurs #BusinessInspo

✏️ Custom Newsletter
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Subject: 🎧 New Episode Alert! Learn How to Scale Creativity and Simplify Ecommerce Photo Shoots 📸 Hey there, podcast fans! We're back with another exciting episode of DTC POD, and this time, we have a guest who will blow your mind with their insights on scaling creativity and simplifying ecommerce photo shoots. In this episode, we had the pleasure of chatting with Liz Giorgi, the CEO of Soona, an incredible company that's revolutionizing the way brands create high-quality photos and videos for their online stores. Let's dive right in! 🎙️ Episode: Liz Giorgi from Soona 🔑 Key Takeaways: 1️⃣ Why it's crucial for brands to expand their content creation for wherever they sell and market their products. 2️⃣ The future of shopping becoming a feature of everything on the Internet, including podcasts. 3️⃣ The power and potential of user-generated content (UGC) in enhancing brand storytelling and engagement. 4️⃣ The integration layer of Soona's technology that simplifies ecommerce photo shoots and allows for seamless collaboration. 5️⃣ Balancing the role of AI in content creation while maintaining authenticity and uniqueness in brand identity. 🌟 Fun Fact from the Episode: Did you know that Soona's CEO, Liz Giorgi, worked as a television editor for seven years before venturing into the entrepreneurial world? Talk about a background in storytelling and content creation! 🎧 Round up and Outro: As we wrap up this episode, Liz Giorgi shares her journey as an entrepreneur, the challenges she faced along the way, and her unwavering determination to provide a delightful experience for her clients. There's so much to learn from her insights and experiences, making this episode a must-listen for anyone interested in ecommerce, content creation, and scaling creativity. 📢 Call to Action: Ready to take your ecommerce content creation to new heights? Check out Soona's platform and discover how they can simplify your photo shoots, provide unmatched quality, and help you professionalize your business affordably and efficiently. Don't miss out on this opportunity to revolutionize the way you create content! 🎧 Listen to the episode now on your favorite podcast platform, or simply click here: [INSERT EPISODE LINK] And remember to subscribe to DTC POD for more captivating conversations with industry experts and innovative entrepreneurs who are shaping the direct-to-consumer landscape. That's a wrap for this episode! Stay tuned for more exciting content coming your way soon. Keep rocking, Blaine and Ramon Hosts of DTC POD

🐦 Business Lesson Tweet Thread
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🔥THREAD: Essential Best Practices for DTC Brand Operators!🔥 1/ 💥Hook: Building a DTC brand? Here are some killer tips based on the insights shared by Liz Giorgi from Soona on our latest #DTCPod episode!💪💼 2/ 📢 Operate Agnostically: Don't tie yourself to a single ecommerce platform. Stay agile, adaptable, and ready to conquer any platform your customers love!💥 3/ 🌐 Expand Your Content Universe: Shopping will soon be EVERYWHERE online, even in podcasts! So, consider user-generated content, reviews, vlogs, and more to connect with your audience on different platforms. 🌟 4/ 💡 Collaborate to Scale Creativity: Don't underestimate the value of working with other talented entrepreneurs. Partnering up, like Soona did, expands your creative reach and amplifies your success! ✨ 5/ 🔌 Embrace the Integration Layer: Make the most of technology! Build an ecosystem that integrates seamlessly with your brand's infrastructure to offer unique features and experiences. 💻 6/ 📚 Leverage the Power of Product Catalogs: Streamline the process of adding missing content to your inventory by ordering professional images for every item. Efficient AND visually delightful! 📸 7/ 🌟 Intelligent Scheduling is Key: Scalability means intelligently organizing schedules and efficiently managing different models for each image. Work smarter, not harder! ⏰ 8/ 🚫 AI Can't Do it All: Embrace AI as an incredible tool to support and enhance creativity, but don't rely on it to generate your entire brand identity. Be unique, authentic, and maintain human control! 🤖❤️ 9/ 🛍️ Storytelling Content Stands Out: While stock content declines, high-quality, brand-oriented content will captivate and engage audiences. Your story is what sets you apart! 📚🎥 10/ 💪 Empower Your Decision-Making: Founders, be brave! Reject a world where creativity is driven solely by AI. Trust your instincts, follow your vision, and create a personal and authentic brand experience! 🦾✨ 11/ 🔑 Purpose Over Profits: Find a sense of meaning and purpose in your entrepreneurial journey. Like Liz Giorgi from Soona, stay focused, resilient, and passionate about the purpose behind your brand! 💼🌟 12/ 🏞️ Bonus Tip: Remember the importance of nature and family! Just like Liz's inspiration from her grandfather's canoe outfitter in Minnesota, stay humble, grounded, and fuel your entrepreneurial fire! 🌲⛺️✨ 🙌 There you have it, rockstar DTC operators! Incorporate these best practices, keep hustling, and watch your brand thrive!💥💼 #EntrepreneurLife #DTCPodcast

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