Crear con alma sin perder tiempo

Summary

Justine Standaert shares a repeatable way to create business content that feels personal without spending excessive time or relying on constant productivity. Drawing on 12 years of running her business, she argues that highly polished, AI-generated content can feel impersonal and weaken connection with an audience. At the same time, creating “from the soul” still needs a practical system, because a business must generate sales and income.

She cautions against making relentless work and optimization the default. That approach has led her to burnout and health problems, she says, and she recommends using intense work periods only in short bursts. Sustainable creation, in her view, requires respecting personal capacity and building a calmer, repeatable routine.

Content-Creation Playbook

1. Practice creating. Set aside 10 minutes a day, Monday to Friday, for free creation—writing, drawing, taking photos, or recording video. Keep it low-pressure so it becomes a habit rather than another deadline.
2. Document the business. Capture everyday work and ideas for later use. This might include behind-the-scenes footage, orders, hands, a computer screen, or other details; showing your face or personal life is not required. Standaert also uses a bullet journal to note one notable event each day and capture ideas.
3. Play with the material. Combine documented moments and creative work, and explore how they connect to what you want to communicate.
4. Publish before it is perfect. Treat imperfect or unfinished posts as part of the process. Standaert recommends publishing daily rather than spending excessive time polishing content.
5. Filter for relevance and boundaries. Share content at the intersection of what the ideal client needs and what the business owner knows, has experienced, or is good at. Decide deliberately what to keep private; entrepreneurs are not required to share everything.

Standaert suggests allowing about 20 minutes a day for the broader creation process and adapting the system to fit the business. Over time, consistent practice should improve the work without requiring long hours.

AI and Tools

Use AI selectively for specific tasks, but do not let it create all of the business’s content. Standaert’s concern is that relying on it for everything can make communication feel disconnected from the person behind the business. The aim is to systematize the workflow while preserving the creator’s judgment, voice, and experience.

Metrics and Examples

• 12 years: Standaert’s stated experience running her business.
• 10 minutes per weekday: Suggested free-creation practice.
• About 20 minutes per day: Suggested time for the overall creation workflow.
• Around 9 million Instagram posts per day: A figure she cites tentatively to illustrate the volume of content competing for attention. It is not presented as a verified metric or business KPI.
• Standaert refers to a productivity message about working so hard that success becomes unavoidable, associating it with Alex Fromi. She advises filtering that approach rather than adopting it as a universal business model, especially when personal or caregiving responsibilities affect capacity.

Presenter/source: Justine Standaert.