Flor Nieto Blog

Do you really need marketing? A reality check for the modern founder

Every so often, the entrepreneurial world circles back to a familiar debate: “Do we really need marketing?”

It’s almost charming how persistent this question is. Kind of like asking whether you really need oxygen because technically, you can hold your breath for a bit.

The confusion usually comes from a simple illusion: when marketing is done well, it looks effortless. The messaging feels clear. The visuals feel aligned. The brand feels coherent. Cognitive science calls this the fluency effect, when something is easy to understand, we assume it was easy to create. Spoiler: it wasn’t.

Many founders, especially in early stages, also feel pressured to stay “lean.” Lean is great. Lean is efficient. Lean becomes risky only when it turns into “Let’s skip strategy and hope for the best,” or “Let’s cut costs by hiring someone enthusiastic but inexperienced.” Energy is wonderful. Expertise is what prevents you from spending the next two years fixing the fallout.

A lack of marketing doesn’t usually create a crisis. It creates something subtler: chronic underperformance. You can absolutely run a business without strategy, but what you can’t do is scale effectively. You can’t command premium positioning. You can’t build trust fast. You can’t differentiate in a crowded market. You end up relying on luck, referrals, or being “found” organically, which is not a strategy—it's wishful thinking.

Neuroscience research consistently shows that humans form impressions of competence and trust within milliseconds. Before a single word is read, a visual cue, a tone, or a design choice shapes how we interpret value. Marketing controls that moment. When you ignore it, you’re essentially leaving your first impression to chance.

Experienced marketing professionals understand how to translate a business into perception:

positioning, narrative, visual coherence, market psychology, long-term relevance, credibility.

This is not about decoration. It’s about decision-making architecture. It’s about how your audience understands who you are and whether you belong in the category you aspire to play in.

So the real question isn’t “Do I need marketing?”

The real question is:

Do you want to grow intentionally, or are you comfortable with improvisation as your long-term strategy?

Do you want your brand to be interpreted correctly, or are you willing to let the market fill in the blanks for you?

Marketing is not an accessory.

It is the infrastructure of trust, relevance, and growth.

And when founders finally experience the difference, they rarely ask the question again.

If you need help with that, book your free first session at info@theinmediato.com

ROI is not likes: why your 5-like post might be your most profitable one

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Somewhere along the evolution of social media, we collectively decided that likes equaled success. As if the person who double-tapped your post at a red light somehow influences your revenue projections.

Let’s be clear: in B2B, professional services, creative industries, tech, and any complex business model, likes are attention metrics, not decision metrics. They measure visibility, not impact. The two are not the same. Not even close.

Digital-behavior research shows that around 90 percent of users consume content silently, without interacting at all. This phenomenon—known as the participation inequality principle—becomes even more pronounced among decision-makers. The CEO who never likes your posts may be reading them religiously. The operations manager who is “invisible” online might be forwarding your insights to her team. The investor who never comments might be evaluating you for a partnership.

In B2B, buyers move quietly.
They observe.
They evaluate competence.
They look for consistency.
They analyze your thinking.
They watch how you frame your value.
Then, one day, they send a message that begins with: “I’ve been following your work for a while…”

This is not accidental.
It is how humans make complex decisions—slowly, cognitively, and privately.

Different types of content serve different strategic roles.
Awareness content captures attention.
Educational content builds credibility.
Consideration content reduces uncertainty.
Conversion content supports the final decision.

Expecting all content to behave like a viral video is like expecting every employee to be the sales department. It misunderstands the system.

A post with 7 likes that clarifies a key concept for the right person can accelerate a deal faster than a post with 70,000 views. A precise thought leadership statement can position you as the safest choice. A clear explanation of your process can unlock a 12,000 euro contract. Quietly, efficiently, without applause.

The mistake many founders make is evaluating content as entertainment rather than strategy. If you’re trying to go viral, yes, likes matter. If you’re trying to grow a business, the metrics that matter are:
lead quality, conversion speed, brand authority, inbound inquiries, decision acceleration, trust signals, and revenue.

Likes are public.
ROI is private.

A mature content strategy is not chasing the algorithm. It’s supporting human decision-making. It’s shaping perception. It’s anchoring authority. It’s creating clarity.

The clients you want—the serious ones, the long-term ones, the high-ticket ones—do not care how many likes your post had. They care whether you understand their problem and whether you can solve it with intelligence.

When content is built for impact instead of applause, the results look very different.
Quiet.
Consistent.
Profitable.

And, often, far more impressive than anything the algorithm could ever measure.

If you need help with that, book your free first session at info@theinmediato.com

Better marketing, bigger opportunities

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People judge in seconds. They decide if your product is worth buying, if your place is worth visiting, if your brand is worth trusting.

This is not superficial. This is human behavior.

Our brains use visuals to make quick decisions. According to research from Google, users form an opinion about a website in less than 50 milliseconds. The first impression shapes the entire buying journey. If a brand looks amateur, the mind automatically assigns low value. If it looks intentional, desirable, and premium, the mind assumes a higher value and better experience.

Beauty is not vanity. It is influence.

Marketing is the engine of business growth

Marketing is not something you add at the end to make your brand look cute. Marketing sets the strategy and the perception that drive sales and opportunities.

A brand that communicates poorly stays invisible.
A brand that communicates with clarity becomes undeniable.

Before and after strategy enters the room

Before:
• You post to fill space
• You compete on price
• You get attention for seconds
• You hope people find you

After:
• Your content becomes a conversion tool
• Your value lets you price higher
• Your brand is remembered and sought out
• You attract the right audience across borders

Design attracts. Strategy converts

Design makes someone stop. Strategy turns that attention into action. This mix is what turns marketing into money.

Brands that invest in strong branding and strategic content:

• Rank better online
• Sell without pushing
• Open global opportunities
• Reduce the need for discounts
• Become the category reference

The marketplace rewards brands that look premium and act premium.

The choice that changes everything

Your brand is one decision away from global. You can keep looking local, irregular, and inconsistent. Or you can look like the business you want to become worldwide.

Your content tells the world how to treat you.

Make sure it says you are worthy of investment. Worthy of trust. Worth flying across oceans for. Worth paying premium.

If you want a brand that looks premium and performs like it, let’s talk.

Schedule a call: info@theinmediato.com

Why I Started Writing Again (and Why the Internet Needs More Art)

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In 2017 I wrote a book inspired by Instagram and the internet, designed to be read in fifteen minutes. Nearly 200 pages, but conceived as an object-book meant to be marked, altered, intervened. It’s called Escritos Impacientes para gente sin tiempo (something like Impatient Writings for People with No Time)

I wanted to say a lot with very little, in a world already overflowing with too much of everything.

But now everything is short, fast, hook-driven. Everyone is selling something, everyone claims to have the perfect formula. Trends last less than a second, and brands produce content like sitcoms: five seconds of attention, six seconds to forget.

I love the internet. I studied it for my thesis, with Radiohead’s In Rainbows as a kind of manifesto. And long after that too. Even now. I was fascinated by the idea of sharing information, learning anything, listening to every piece of music in the world, changing something.

The problem isn’t speed. Speed can be fine. The problem is the lack of depth—and worse, the lack of soul.

That’s why we need more art. The kind that stays with you for the rest of the day after just five seconds.

All of this to say: I needed to start writing again. And reading. A lot.

__________✨

En 2017 escribí un libro inspirado por Instagram e Internet, para leerse en 15 minutos. Tiene casi 200 páginas y es una obra-objeto para intervenir. Se llama Escritos impacientes para gente sin tiempo.

Quería decir mucho con poco en un mundo de tanto todo.

Pero ahora todo es corto, rápido, con hook obligatorio. Todos venden algo, todos tienen la receta perfecta, los trends duran menos que un segundo y las marcas producen contenidos como sitcoms: cinco segundos de atención para olvidar en seis.

Amo Internet. La estudié en mi tesis con In Rainbows de Radiohead como manifiesto. Y mucho después también. Todavía. Me fascinaba la idea de compartir información, aprender cualquier cosa, escuchar toda la música del mundo, cambiar algo.

El problema no es la velocidad. Es la falta de profundidad, y peor: la falta de alma.

Por eso necesitamos más arte. Eso que en cinco segundos se queda con vos por el resto del día.

Todo esto para decir que necesitaba volver a escribir. Y leer. Mucho.

From Patagonia to Split: The Story Behind Adriatiko Barbershop

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Two years ago, we packed our lives in Argentina and moved to Croatia with nothing but courage, determination, and a dream of building a future connected to our roots. Today, that dream has taken shape at Adriatiko Barbershop — our third barbershop, but the very first in Split.

A Story of Return

Axel and I met in high school, long before we knew we were both Croatian descendants. Life took us down different paths for a while, but over ten years ago we reconnected — and this time, we never split again. In 2023, we married, and a few months later, we made the leap to Croatia with our little daughter.

For both of us, coming here wasn’t just moving abroad. It was a homecoming. Axel’s grandfather, Antonio Turk, and my great-grandfather, Nikola Karaman, were both Croatian. We grew up with stories of the sea, of migration, of building new lives on foreign shores. In 2024, after a long process, we became Croatian citizens — and Split officially became our home.

The Barber’s Journey

Axel Bosch is not just a barber — he is a craftsman, an instructor, a mentor, and an entrepreneur. He founded Atlántico Barbería Patagónica in Argentina, a traditional barbershop inspired by Patagonia’s pioneers and marked by its anchor symbol. In less than a year, Atlántico grew into two locations, becoming a cultural landmark in southern Argentina.

Axel trained with some of the best barbers in the world — Arcaicos (Colombia), Figaro’s (Portugal), Greaser Festival (Argentina), Santiago Green (Russia), and Joy’s Birth (Greece). He also became the official distributor of Fighters Pomade, the #1 barber product brand in Latin America.

For him, barbering has always been more than a profession. Every cut is a ritual, every shave an act of trust, every client a story shared. And he is amazingly good at it.

From Atlántico to Adriatiko

Adriatiko Barbershop was born from this same spirit — but with a new meaning.
It’s not just a place for haircuts. It’s a space with soul, where roots and stories matter. Where Croatians, returnees, and even the growing Latin community in Split can feel at home. A place where coffee is shared, sometimes a mate too, and conversations flow in Spanish, Croatian, and English.

Our walls are filled with photos of our families — grandfathers who rode motorcycles and built lives far from home, weddings that started new stories, and Patagonia landscapes that remind us of the Atlantic. Adriatiko is a tribute to them, and to the sea that always connects us back.

Building in Split

Opening a business in a new country is never easy. It has taken us months of patience, paperwork, and pure hard work. From searching for the right location to bringing our vision to life, every detail was made with love and purpose.

We chose the name Adriatiko because it carries the same spirit as Atlántico — a connection between two seas, two histories, and two identities. It’s about honoring the past while building the future.

More Than a Barbershop

For us, Adriatiko is:

A social club disguised as a barbershop.
A tribute to craft, brotherhood, and community.
A space that carries the courage of those who left, and the spirit of those who came back.

And for Axel, it’s also proof that with steady hands, patience, and passion, you can build something meaningful — no matter how far from home you start.

📍 Adriatiko Barbershop — Slavićeva 12, Split
www.adriatikobarbershop.com

Is it weird to model your career after a musician? Good

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Some people model their careers after thought leaders, CMOs, or iconic CEOs.

Me? I picked a musician who wrote about girls and parks and identity crises in the ’90s, founded a virtual band, composed an opera, and somehow made all of it make sense. Damon Albarn is my anti-template. And also, very much, my template.

He’s multidisciplinary. He’s unpredictable. He’s still deeply trusted.
And that’s exactly the kind of career I want.

Albarn didn’t pick a lane — he paved his own road. He went from Britpop frontman in Blur to voice and brain behind Gorillaz (a band made of cartoon avatars), to scoring operas, to collaborating with African collectives and musicians in Mali long before “cross-cultural collabs” became a trend. He didn’t just stay relevant — he stayed interesting. And that's much harder.

Most people see a career as a ladder. He made it a collage.

And through that, he built something rare: longevity without rigidity. A body of work that’s constantly evolving but always unmistakably his. A style, yes. But more than that, a spirit.

That’s the kind of energy I try to bring to my own creative work. To branding. To marketing. To storytelling. And honestly, it’s what I want to help other people unlock in themselves, too.

Because being multidisciplinary isn’t messy — not if there’s intention. Being unpredictable isn’t risky — not if you’re consistent with your values. And being cool doesn’t mean being cold — Albarn is also a present dad, a mentor to new artists, and someone who genuinely shows up for people.

He's proof you can build a legacy and be low-key. Be successful and soulful. That you don’t need to explain every decision, over-strategize every post, or burn out trying to stay in a box you never fit in.

So yes, I model my career after a musician.
Not because I want to be famous, but because I want to be free.

Free to reinvent. Free to experiment. Free to go weird. Free to go deep. Free to mean something.
And free to be trusted even when no one quite knows what’s coming next — but they still know it’ll be good.

Just like Damon.

Yes, I had a meeting, a photoshoot, a walk, and then Burger King

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I used to think days had to follow a structure. That you had to pick a lane: either be the chic entrepreneur with back-to-back Zooms and a glowing calendar, or the kind of person who wanders aimlessly through the city and ends up eating fries in a plastic booth.

But turns out you can be both. In fact, that contrast might be the most honest way to live.

The other day, I had a strategy meeting for a new brand, jumped into a quick photoshoot for a client, walked a few blocks while mentally planning my next column, and then — without even thinking — went straight into Burger King. It wasn’t planned. I wasn’t glam. It was just… needed.

And it felt perfect. Not ironic, not contradictory. Just real.

Sometimes people ask me how I balance the “aesthetic” with the chaos. How I switch between a pitch deck and a Winnie the Pooh puzzles. Between brand archetypes and ketchup packets.

The answer is: I don’t switch. I stack.

The meeting, the creative work, the walk through the city I now call home, and the spontaneous burger — it’s all me. It’s all part of the rhythm.

I no longer try to separate my identities or edit out the “non-strategic” moments. Because the best ideas often come between one thing and the next — when you're sitting in a booth with greasy fingers and your brain finally exhales.

There’s beauty in not always curating everything.
There’s freedom in the mess.
And there’s power in being able to show up as the same person, wherever you are.

So yes, I had a meeting, a photoshoot, a walk, and then Burger King.
And it was a perfect workday.

Not for everyone (and that's the point)

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Here’s something I wish more people said out loud: if your personal brand is meant to appeal to everyone, it won’t resonate with anyone.

We’re often told to “grow an audience,” “be more visible,” “get engagement,” and all of that has its place. But visibility without identity is just noise. And popularity without clarity is usually short-lived.

When we talk about personal branding, people often assume it means being liked. Being followed. Going viral. But the truth is: good personal branding isn’t about pleasing everyone. It’s about attracting the right people and gently repelling the rest.

What does that look like?

It looks like saying what you actually believe, even if it’s not trendy.
It looks like choosing depth over reach.
It looks like showing up in a way that’s consistent, not for clicks but for coherence.
It looks like being recognizable to the people you actually want to reach.

When you try to be universally likable, you dilute the sharp edges of your voice, your point of view, and your difference. You start writing captions that sound like everyone else. You pick colors and fonts that feel “safe.” You talk in generalities so no one can disagree with you. And eventually, you disappear into the scroll. Clarity, on the other hand, is magnetic. It tells people: “This is what I care about.” It gives others the chance to connect deeply, or walk away. And that’s exactly the point.

How do you get clear?

You ask:

What do I really want to be known for?
Who do I actually want to work with (or speak to)?
What do I not want to compromise on?
Where am I trying too hard to fit in?

You start shaping your brand like a mirror of your real values, not just your aspirations.

You let your brand evolve with you, and not as a performance, but as a reflection.

And yes, it might feel uncomfortable

People might unfollow you.

You might feel “too much” or “too niche.”

But over time, that specificity becomes trust. Recognition. Credibility. Work.

Because you’re not here to be for everyone. You’re here to be undeniably you, and unforgettable to the people who matter.

So say it with me:

You’re not for everyone. And that’s exactly why your brand works.

Want support in building a clear, compelling personal brand? The Inmediato can help, we offer strategy sessions and content mentorships to help you refine your voice and presence ✨

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The Inmediato Marketing & Social Media in Split

Do you really need marketing? A reality check for the modern founder

ROI is not likes: why your 5-like post might be your most profitable one

Better marketing, bigger opportunities

Marketing is the engine of business growth