We’re excited to introduce you to the always interesting and insightful Nat GJ. We hope you’ll enjoy our conversation with Nat below.

Nat, looking forward to hearing all of your stories today. One deeply underappreciated facet of entrepreneurship is the kind of crazy stuff we have to deal with as business owners. Sometimes it’s crazy positive sometimes it’s crazy negative, but crazy experiences unite entrepreneurs regardless of industry. Can you share a crazy story with our readers?

In the vibrant world of entrepreneurship, you never quite know what’s around the corner. From shocking moments to surprising triumphs, there’s a vast spectrum of experiences. Let me share one of my most surreal tales from my journey as an entrepreneur.

Picture this: It’s 2018. Everyone is buzzing in the developer community, specifically about AI related to video sentiment tracking. I’ve always been at the frontier of technology, programming since I was 12, and had even graduated with a degree in multimedia from the Art Institute of Seattle. My previous agency, Reflection Labs, had been acquired by a Venice-based startup, Tonic, where we developed algorithms leveraging AI for video analysis. Our goal? Help publishers gauge audience reactions to their ad content.

Then came an offer from Amazon Web Services. They wanted me to beta test their cutting-edge Video AI. This was an AI that could analyze a video frame by frame, identifying everything from brands on a shirt to the emotions of the person speaking. For a tech enthusiast like me, this was like being a kid in a candy store. I thought of the perfect subject for my test: my wife’s YouTube videos. As a video content creator, her footage was a treasure trove of potential insights. So, I roped in a developer friend to set up the server and we started the experiment.

The initial results? Somewhat underwhelming. While the AI could gauge her tone and the general sentiment of her content, it didn’t provide the groundbreaking insights I had anticipated. Deciding there wasn’t much to glean, I shut the project down.

Fast forward nine months, and I’m slapped with an Amazon bill for $60,000. Panic set in. What was supposed to be a brief exploration into AI’s capabilities had somehow turned into an astronomical debt. It was like diving into a pool, thinking it was shallow, and realizing it was the Mariana Trench.

I soon discovered that the AI service, instead of being shut down, had been tirelessly analyzing the same video for months on end, endlessly repeating its tasks like Sisyphus pushing his boulder. The button to end the service? Glaringly evident. Somehow, my developer had missed it. Even more baffling was that the AI, with all its sophistication, didn’t have the ‘intelligence’ to recognize the redundancy of its task.

The subsequent months were a blur of legal consultations, emails, and negotiations. The bill was eventually waived, but the experience served as a powerful lesson: always be wary of the strings attached, especially when delving into the world of back-end services and APIs.

Yet, it’s these wild risks and rollercoaster moments that define entrepreneurship. While the bleeding edge of technology might occasionally make you bleed (or hand you a hefty bill), it’s these challenges that propel us forward. And today, in 2023, I’m harnessing the power of AI more than ever, always ready for the next big adventure, but with a little more caution in my stride.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Natacha, a seasoned digital strategist and the founder of SWOON, has carved a niche in delivering digital tactics that seamlessly align with laser-focused brand objectives. With her digital agency, SWOON, strategically located in Las Vegas, Nevada, she has orchestrated digital symphonies for a myriad of clients, ranging from startups to celebrities, and including notable heavy-hitters such as Pepsi, Coachella, Mattel, and Beats by Dre, to name just a few. Natacha’s portfolio is not only impressive due to its breadth across industries, including automotive giants like Ford and BMW, and tech leaders like Intuit, but also for its depth, reaching into various sectors from entertainment with celebrities like Snoop, to altruistic endeavors with numerous Non-Profits. An early adopter of technology, she thrives in conversations that dwell at the intersection of technology and spirituality, always eager to engage with individuals who share a similar affinity towards these diverse, yet interconnected realms.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

In the dynamic realm of the marketing agency world, building a reputation within the market is intricately tied to a blend of consistent results, innovative strategies, and authentic relationships. What significantly contributed to building my reputation was, firstly, an unwavering commitment to understanding the unique needs and challenges of each client, which enabled the creation of tailored, strategic marketing solutions that not only met but exceeded their objectives. Secondly, staying abreast of the ever-evolving digital landscape and integrating innovative technologies and methodologies into our strategies ensured that our clients were always a step ahead in the market, thereby solidifying our reputation as a forward-thinking agency. Furthermore, transparent and ethical practices, along with a client-centric approach, fostered trust and cultivated long-lasting relationships with our clients, which in turn, sparked word-of-mouth referrals and testimonials. Lastly, our involvement and visibility in the industry through thought leadership, participating in forums, and contributing to community initiatives have also been pivotal in establishing and enhancing our reputation within the market.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One pivotal lesson I’ve had to consciously unlearn throughout my journey in the marketing world is the notion that perpetual availability and an incessant need to prove oneself are requisites for client satisfaction and retention. The backstory unfolds through the initial years of my career, where an intrinsic desire to establish a foothold in the industry propelled me into a vortex of ceaseless work, often blurring the lines between professional commitments and personal well-being. While this approach did garner appreciation from clients, it simultaneously sowed the seeds of an unsustainable work ethic and blurred boundaries. The epiphany came when I realized that establishing clear, respectful boundaries with clients not only enhanced my work-life balance but also fostered a healthier, more transparent client-agency relationship. It underscored the understanding that quality and strategic insight should be the true metrics of value provision, rather than the sheer volume of hours clocked. Unlearning this involved a paradigm shift towards valuing the depth of my work and contributions, prioritizing mental and physical well-being, and cultivating an organizational culture that echoes these principles. This transition not only elevated the quality of our deliverables but also fortified our client relationships, built upon mutual respect and a shared objective of sustainable, impactful outcomes

Contact Info:

• Website: https://swoon.ai
• Instagram: https://www.instagram.com/ngjdontcare/
• Facebook: https://www.facebook.com/natachagj
• Linkedin: https://www.linkedin.com/in/natachagj/