If you’re kicking off the year with executives pushing for massive growth in 2026, you’ll probably appreciate this creator’s grounded perspective: “Your brand doesn’t need to be loved by everyone. Even if you’ve captured just 3% of the market, your brand can stay alive.” Sure, “staying alive” sounds more like a disco classic than a marketing KPI, but the message is spot on: Trying to win over everyone in 2026 is unrealistic—and unnecessary. You’re far better off building sharp, resonant marketing that speaks to a devoted niche than throwing a Hail Mary with a flashy Times Square billboard.
Jemma Wu
Integrated Marketing & Partnerships Strategist
Fun fact: She joined the founding team of instant beauty brand Never Have I Ever alongside friends from the creative world. In only two years—fully bootstrapped and built from the ground up—they expanded into retailers like Urban Outfitters, PacSun, and World Market, while generating $1.5M in combined DTC and wholesale revenue.
Claim to fame: Wu has helped brands such as The Ordinary, CeraVe, TikTok Shop, and Crocs drive an average 51% sales lift in just six months by focusing on genuine audience connection and fully integrated marketing strategies.
Lesson 1: Great marketing happens where big-picture vision meets close-up detail. Wu evaluates TikTok content and fashion using the same framework. “Coming from a designer background back in the day, I was a doer. Now, whenever I see something, [whether it’s] marketing content or a garment, my first reaction is:…”