This Framework Helps Brands Earn Global C.L.O.U.T.

1. Controversy as a Catalyst

Rule #1 of the internet: If it makes people mad, it makes people talk. 

At the time, there were already a bunch of “lazy girl” trends on TikTok. Lazy Girl dinners. Lazy Girl workouts. Lazy Girl morning routines. Most of them were aesthetic and light. I kept seeing content like that and thought, “We’re all working remote jobs. Let’s talk about that.”

So I said it: Lazy Girl Jobs. 

I knew the phrase would be provocative. If you weren’t familiar with how these trends worked, it could sound like I was calling women lazy. 

But, what I meant was something else entirely. I was talking about jobs that offer more balance. More freedom. A version of work that doesn’t run you into the ground.

It was also a way to split the conversation. I’ve always believed that the fastest path to attention is when some people love what you’re saying and others strongly disagree. That dynamic helps ideas move. And, I knew I could handle the deeper conversations that came out of it.

I saw it happen quickly. Within a few days, The Young Turks covered the post on air. Cent Uygur, the CEO of The Young Turks pointed into the camera and went off on the idea. Then, other outlets followed — Sky News, BBC, Fox, MSNBC. 

Once that wave started, it didn’t stop. And I realized I had tapped into something a lot of people were already feeling — they just needed the words to name it.

3. Own the Narrative

From the start, a lot of people misunderstood what Lazy Girl Jobs meant. I expected that. I also knew that if you don’t frame the story, someone else will. 

People online said I was anti-work or anti-ambition. Some assumed I was encouraging women to stop trying or take shortcuts. But that wasn’t the point. I was speaking to people who felt overworked, stuck, or burned out, and who were starting to question whether the way we’ve been taught to approach work actually makes sense.

Even now, I’m still in the process of clarifying what this all means. I don’t want to be out of touch with my audience. Not everyone following me has the same level of flexibility or autonomy. Some people are just trying to make it through the day. So, I meet them where they’re at.

That might mean talking about how to recognize a toxic boss, or what it feels like to be in a work environment that doesn’t value you. I pay close attention to comments and what people are saying in response to my content. That gives me direction. I want to create content that actually helps people navigate what they’re going through.

At the same time, I still share the things I’m doing, like speaking gigs, big moments, and personal wins. That’s part of the story, too. And sometimes, people call it out. They’ll say, “Wait, you’re anti-work but you’re doing all these projects?” That’s when I’ll post carousels or stories that explain my definition of anti-work in more detail. I never assume people know the full picture.

I also bring stats into my videos when I can. Usually right after the hook. It helps ground the message. I’ll pull from .org sources or economic data that backs up what I’m seeing in my audience. That’s especially important when I’m talking about structural issues. I can show that I’m not just making things up or reacting emotionally.

That’s what owning the narrative means to me: making sure people feel seen, but also giving them tools to see things differently.

4. Use Every Platform Differently

One idea, five executions.

I never just copy and paste content. Each platform has its own vibe, pace, and expectations. If you’re posting the same thing across TikTok, LinkedIn, Instagram, and Substack, people can tell. I always try to adapt what I’m saying based on where I’m saying it.

On TikTok, I’ll lead with a personal hook or a hot take that speaks directly to the camera. That same idea might show up on LinkedIn as a carousel post or a one-liner with a stat and commentary. On Instagram, it could be a remix of someone else’s reel or a swipe-through post with quotes. On Substack, I go long-form and bring people into the full context of the message.

One idea can stretch pretty far if you take time to make it platform-native. That’s been a big part of how I’ve stayed visible without needing to constantly invent something new. I’m saying the same thing across platforms. I’m just changing how I say it.

If something works in one place, I pay attention to why. 

I’ve had TikToks cross 5 million views, and that same theme has taken off later on LinkedIn in a totally different format. It’s not about forcing content into every feed. It’s about knowing how your message can travel in the language each platform speaks.

Why the C.L.O.U.T. Method Works

I didn’t grow Lazy Girl Jobs with a team of PR professionals or a big budget. I did it by staying close to the conversation, speaking clearly to people’s lived experiences, and showing up every day with intention. 

The C.L.O.U.T. method came from that process. It wasn’t something I planned. It’s what I figured out by doing the work, by testing things, responding to feedback, and learning what made people connect. This framework helped me stay in control of the narrative and build something real off of one idea that hit at the right time.

The outcome? Tens of thousands of media mentions. Six figures in subscribers. A platform built on values. And most importantly, a community of people who feel seen, heard, and validated in how they work.

None of this was accidental. It was built one stitch, one comment, one repurposed post at a time. And, it’s a strategy you can do, too.