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Hi YATMers, I’m Emily Sedgwick. Here I am on a hike day, at Haresfield, near Gloucester.
My business is Maerke Marketing. I started the business 9 months ago after realising the corporate world no longer aligned with my values.
My word for 2024 was freedom—taking control of my life and work—and for 2025, it’s thrive. I’m focusing on building genuine connections and stepping out of my comfort zone, both personally and professionally.
I work with Health & Wellness and Hospitality brands, helping them make their mark with marketing that works. I love being part of a business’s journey.
I moved to Bournemouth in 2018 and fell in love with the area. You’ll often find me hiking or along the coast with my young family (usually with a child on my shoulders!) or enjoying sea dips, thanks to the YATM community.
My recommendation today is Better Man. Initially, I didn’t have high expectations for a film about a ’90s pop star—who also happens to be a monkey—but it turned out to be incredibly moving. The story is a poignant reminder that even those who seem to have it all can struggle with self-doubt and imposter syndrome.
Let's make sure we connect today.
Here I am on LinkedIn
Where I work here.
We can do the things that AI cannot touch and the experts miss.
When you feel connected to others in a shared space, you can explore new ideas, develop insights and act on them.
The ‘right way’ isn’t always the only perspective to consider.
When you know you feel supported, we can all contribute and bring new ideas to life. Having the freedom to experiment, try new things that are new (and nervous) and innvovate, can come from you as well as unexpected people and places.
The act of creation, whether through tangible projects or innovative ideas—helps personal and collective growth.
In 2025, there is every reason to lean into creativity and experimentation to discover what’s truly possible.
What Makes It Easier To Experiment
When you feel supported, it takes the risk out of experimenting.
No one likes to step into a space when there is unfamiliarity, apart from your own willingness to do something new and exciting. I have tried this and if it doesn’t hit you on your pocket, it can blow your confidence.
When embarking on something entirely new without any groundwork, few people will show up when needed. If it doesn’t connect to a larger idea and remains isolated, it can leave you feeling disheartened.
For example, I have experienced events being cancelled before they were delivered because there wasn’t enough interest. Additionally, when leading workshops down a particular path, some participants left as it wasn’t suitable for them.
Experimenting was challenging because many people were unfamiliar with each other. Often, I found myself standing in front of a crowd as a stranger (particularly if it was someone else’s audience). However, when you realise that you have an audience alongside you, it boosts your confidence in front of everyone.
People give up too soon, it’s not because of the novelty and quirk of the idea, it’s because people were not on the same side. When you know there are others with you, you don’t need permission from anyone, you find the new norm.
Community As A Foundation For Innovation
Community can become a co-learning space where everyone benefits from collective knowledge, support, and encouragement.
What happens over time is that experimentation and doing something new doesn’t rest solely on the shoulders of the person who stepped forward first; it also involves others who feel a connection to the community.
In YATM, members don’t just consume content—they contribute, shape, and lead. This reflects the collaborative spirit we aim to achieve, where people exchange ideas, support each other, and innovate together.
In February, we are launching YATM Lunch Club, in London. It’s hosted by community members Catherine Turner and Jon Burkhart.
Then we head to Poole where Anne Rutherford leads. I wanted to share this because it highlights how empowering others to take the lead can elevate the entire community.
It encourages people to step out of their comfort zones and try things they haven’t done before, showcasing their bravery and willingness.
Unexpected Contributions
While social platforms and AI are helpful, the true power lies in human ingenuity and being unafraid to do things the way ‘it’s always been done.’
Tools are secondary to the creativity of people.
Innovations often arise from unexpected sources: the person who has never spoken in front of an audience before, or the person who captivates others by being entertaining and engaging, despite never being chosen in the past.
The source of innovation is often where you least expect it.
How You Can Think About It & Push The Innovation Button
Here are practical ways to approach creativity and experimentation in 2025.
Success comes not from perfection but from a willingness to engage with the unknown.
1. Work On What Can Pay Off
Concentrate on projects that align with your overall message or initiative. Ensure there is a clear connection between your work and your reputation.
When people can see that link, they’re more likely to engage and support your efforts.
For instance, the YATM Conference started in 2018 as an idea to bring people from the wider community together. By testing different formats, we learned what resonated most with attendees, it was being around each other.
This is why we now have YATM Creator Day where the focus is connection and friendships made. Our willingness to experiment transformed an initial concept and a traditional conference format into a flagship event.
2. Accept That You Won’t Get the Results You Wished For
Sometimes your best ideas won’t land as expected or out of your control. That’s ok. In 2020, YATM tried to launch an in-person event in Bristol. A month later, COVID struck, and the idea had to be put on hold. While disappointing, the effort laid the groundwork for future projects.
Not every attempt will succeed, but each one builds experience and resilience. It’s the iterations you make that are important. You cultivate a culture where mistakes and experimentation are not only accepted but supports growth.
3. Timing Isn’t Everything
If you wait for the perfect moment, you’ll likely miss it.
Curiosity and the willingness to take action are much more important. Start small and iterate as you go.
Back in 2020, we thought YATM’s Bristol event was perfectly timed (see above). However, it turned out not to be, but the effort put into it was still valuable. Seize the opportunity while the idea is still fresh.
4. Make a Worthy Go of It (You Can’t Give Up Too Soon)
Good ideas encounter resistance. Before giving up, it’s important to consider making adjustments or reassessing the situation.
YATM began quietly, but momentum really picked up when I personally reached out to subscribers.
In 2016, when we started hosting live events, I contacted subscribers who I noticed were local to me and invited them to meet up to get to know each other better.
People who attend your events often become contributors, actively shaping the culture and direction of what you aim to develop.
Every idea goes through a phase of conflict, and you must decide whether it’s worth fighting for. If you find that you’re losing momentum, sometimes the best option is to take a pause.
5. Go Where The Risk Is Low
Rather than going all in on one big idea and delivery, it’s sensible to make gradual, manageable steps.
Test out formats before making the decision to scale up. For instance, if you want to deliver a big event for over 150 people, start small to build awareness and your own confidence. This initial event can serve as a testing ground for familiarising yourself with the structure and approach that works best for you.
Should it feel relaxed, or should it feel more direct and information-led?
What this allows is reducing risk and allows to you pivot and change if needed.
6. Know Where Your Strengths Are
Lean into what you’re naturally good at. If your strength is storytelling, find ways where narratives come together. If you’re great at building connections, host events or lead discussions.
When you work from your strengths, you create a solid foundation for your creativity to flow.
This approach feels much more comfortable than entering a space where you are completely inexperienced. While you will learn over time, it’s beneficial to begin with the skills you already possess.
Let’s Round-Up
We need to embrace our willingness to try, even when we feel uncertain at times, and to iterate on our efforts.
The real question isn’t whether you can create—it’s about what you will create next.
The future belongs to those who are willing to experiment, adapt, and share their perspectives with others.
Take one bold step today—whether it’s a conversation or sharing an idea you’ve been sitting on. The act of doing will reveal what’s possible.
Listen To The Audio Deep Dive
I'm testing out NotebookLM. I'm prompting AI with additional notes to create a show on today's theme of 'experiments' (tell me what you think?)
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Time Wasting
See a photo and then guess where it is in the world.
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Book Creator Day (15th May)
If you haven't booked yet for Creator Day, do it before the end of Jan. It is currently £199 and goes up to £270 from Feb. Let's make you feel at home.
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This Week Around The Web
GROWTH, CREATION & YOUR INDEPENDENCE
Make smaller, more meaningful interactions - from Kyle Campbell
Ten book recommendations - from Matthew Cone
THE COMMUNITY YOU CAN BUILD
Moments create lasting connections - from Bernie Mitchell
In with community, out with social media - from Bri Leever
GROWING YOUR NEWSLETTER
Grow your newsletter *Without* social media - from Chennell Basilio
10 (Profitable) newsletter ideas to start in 2025 - from Greg Isenberg
Settling Into 2025 Can Be Tough, It Shouldn't Be
Every Monday and Thursday morning in YATM Club we have Work Together sessions. It's about focus with friends. Above, is a post from Michelle on Tuesday.
Starting again can feel a lonely time when it's all on you. It shouldn't be that way.
If 2025 is the year you want to feel a part of a team, with talented people on your side, join YATM Club (it's quarterly or annual membership).
All of us is smarter than one of us.
Book in 20 minutes with me next week, do it here. I'll show you how YATM Club works - so you can decide if it’s the right fit for you.
Becoming Confident
Finding confidence when producing work and discovering a medium that can act as a pillar for your content, such as a blog, podcast, or video, helps you stick around for the long term.
Growth comes from learning to trust yourself more.
Too many people think they have to present like a seasoned BBC host, but in reality it may be that it’s just about starting something and then keeping going.
It begins by doing – make 2015 the year you made a start.
People Of YATM
"Having a sense of belonging is so vital to the human state, and as a sole business owner, I definitely find communities, like YATM, where we have similar aims and goals, be beneficial.
Communities help us with finding that companionship and support which keeps us going on the down days and cheers us along on the up days. It can be hard for others, who are not running a business, to really understand the issues that we juggle everyday.
Pulling together to create something together really helps foster companionship and in turn community - it’s why when I was at Uni I did the Musical Drama Society, as that focus to bring about a big vision together was priceless. Friendships were started there that have lasted 30 plus years on.
I believe that the community is built in the building. It’s in the moment, it’s visible for all to see and join in with. Then together we celebrate the successes of all."
Join In With Team YATM
Here is what's teed up in the coming weeks. Our Lunch Club London event on Thursday 6th Feb is now sold out.
🏡 This morning at 9.15 is Working Together in YATM Club, join here
🍕 Thurs 16th Jan is sharpening your creativty with Ann Handley, Club time here.
💥 Thurs 13th Feb is YATM Lunch Club Poole on 'relationships' book here
Click here to watch the end of newsletter video. I'll see you soon.
