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06. Jess Hellens | Part 2 - Business Beyond the Algorithm: Strategy, AI & Staying True to Yourself
In Part 2 of her conversation with Nicole Engelmann, Jess Hellens - founder of Wild Coworking - returns to dig into the realities of building a business in today’s fast-changing, hyper-digital world.
Together, they explore how to create a marketing strategy that actually aligns with your personal values and goals (rather than the latest trend), why relying solely on social media is risky, and how to adapt in a world shaped by AI, capitalism, and constant noise.
This episode is packed with insights for anyone who wants to build something meaningful, sustainable, and human, while navigating pressure, uncertainty, and the ever-growing list of “shoulds” in business. Jess also shares powerful reflections on what really matters, and how community, boundaries, and creativity are more important now than ever.
Host & guest info:
Nicole Engelmann
Nicole is a London-based personal branding photographer and videographer, working with small business owners and creatives across the UK and beyond.
She’s here for the camera-shy, the visibility-dodgers, and the “I’m not photogenic” crowd - turning nerves into magic with scroll-stopping visuals that feel so you. Whether it’s in the streets of London or on a retreat in Ibiza, she’s got your best angles (and your brand) covered.
Nicole's website: www.londonbrandingphotos.com
Follow Nicole on Instagram: www.instagram.com/londonbrandingphotos
Connect on LinkedIn: www.linkedin.com/in/nicole-engelmann
Sign up to her newsletter: www.londonbrandingphotos.com/newsletter
______________
Jess Hellens
Jess is the Founder of Wild Coworking, a community ofself-employed women and non-binary people that launched over 6 yearsago. Her background and obsession is marketing strategy, her mission is to make business ownership feel more inclusive, welcoming and achievable for those who don't feel seen and/or heard in traditional networking groups.
Follow Jess on Instagram - www.instagram.com/jesshellens & www.instagram.com/wild_coworking
Memberships reopened 1 July www.wildcoworking.com/join
Beyond the Bubble workshop starts 14 July www.wildcoworking.com/beyond-the-bubble
______________
Timestamps:
00:00 Foundations of Marketing Strategy12:05 Goal Setting and Achieving Milestones22:20 Safeguarding Your Business Against Risks23:07 Navigating Business Promises and Pressures26:00 Defining Personal Business Goals28:44 The Journey of Continuous Learning31:36 Adapting to Change and Evolving34:29 The Role of AI in Business37:07 Craving Authentic Human Connection39:57 Engaging with Community and Resources42:47 Outro
______________
Takeaways
- Marketing without a clear goal is just noise — start with what you want.
- Numbers matter, but they shouldn’t define your worth or success.
- A solid foundation is more powerful than any trending tactic.
- AI is a great tool, but it can’t replace your creativity or voice.
- Community and connection are essential - especially when the online world feels overwhelming.
- Don’t build your business on platforms you don’t own.
- Clients & consumers are craving real, honest, values-led brands.
- The most impactful courses are the ones rooted in practicality, not big promises.
- Building a business today means learning, unlearning, and adapting - constantly.
______________
Keywords:
authentic marketing, small business strategy, AI, entrepreneurship, creative business, burnout prevention, women in business, business alignment, self-employed life, capitalism and creativity, ethical marketing, community for female business owners, community for non-binary business owners, adapting in business, social media risk, values-led business, personal branding, WILD Coworking, marketing strategy, AI in business
View all episodes
By Nicole EngelmannIn Part 2 of her conversation with Nicole Engelmann, Jess Hellens - founder of Wild Coworking - returns to dig into the realities of building a business in today’s fast-changing, hyper-digital world.
Together, they explore how to create a marketing strategy that actually aligns with your personal values and goals (rather than the latest trend), why relying solely on social media is risky, and how to adapt in a world shaped by AI, capitalism, and constant noise.
This episode is packed with insights for anyone who wants to build something meaningful, sustainable, and human, while navigating pressure, uncertainty, and the ever-growing list of “shoulds” in business. Jess also shares powerful reflections on what really matters, and how community, boundaries, and creativity are more important now than ever.
Host & guest info:
Nicole Engelmann
Nicole is a London-based personal branding photographer and videographer, working with small business owners and creatives across the UK and beyond.
She’s here for the camera-shy, the visibility-dodgers, and the “I’m not photogenic” crowd - turning nerves into magic with scroll-stopping visuals that feel so you. Whether it’s in the streets of London or on a retreat in Ibiza, she’s got your best angles (and your brand) covered.
Nicole's website: www.londonbrandingphotos.com
Follow Nicole on Instagram: www.instagram.com/londonbrandingphotos
Connect on LinkedIn: www.linkedin.com/in/nicole-engelmann
Sign up to her newsletter: www.londonbrandingphotos.com/newsletter
______________
Jess Hellens
Jess is the Founder of Wild Coworking, a community ofself-employed women and non-binary people that launched over 6 yearsago. Her background and obsession is marketing strategy, her mission is to make business ownership feel more inclusive, welcoming and achievable for those who don't feel seen and/or heard in traditional networking groups.
Follow Jess on Instagram - www.instagram.com/jesshellens & www.instagram.com/wild_coworking
Memberships reopened 1 July www.wildcoworking.com/join
Beyond the Bubble workshop starts 14 July www.wildcoworking.com/beyond-the-bubble
______________
Timestamps:
00:00 Foundations of Marketing Strategy12:05 Goal Setting and Achieving Milestones22:20 Safeguarding Your Business Against Risks23:07 Navigating Business Promises and Pressures26:00 Defining Personal Business Goals28:44 The Journey of Continuous Learning31:36 Adapting to Change and Evolving34:29 The Role of AI in Business37:07 Craving Authentic Human Connection39:57 Engaging with Community and Resources42:47 Outro
______________
Takeaways
- Marketing without a clear goal is just noise — start with what you want.
- Numbers matter, but they shouldn’t define your worth or success.
- A solid foundation is more powerful than any trending tactic.
- AI is a great tool, but it can’t replace your creativity or voice.
- Community and connection are essential - especially when the online world feels overwhelming.
- Don’t build your business on platforms you don’t own.
- Clients & consumers are craving real, honest, values-led brands.
- The most impactful courses are the ones rooted in practicality, not big promises.
- Building a business today means learning, unlearning, and adapting - constantly.
______________
Keywords:
authentic marketing, small business strategy, AI, entrepreneurship, creative business, burnout prevention, women in business, business alignment, self-employed life, capitalism and creativity, ethical marketing, community for female business owners, community for non-binary business owners, adapting in business, social media risk, values-led business, personal branding, WILD Coworking, marketing strategy, AI in business