Curating a brand and building a community requires vision, strategy and many a tool. A flood of new creative productivity apps makes it all seem more accessible, but actually they’re only raising the bar for digital contents to capture anyone’s attention even for a few seconds. If you have tried doing it alone or in-house, you surely know the struggle.

One way to communicate what you do without going crazy is to embrace tenderness towards yourself and your audience. Going tender means turning your communication smarter, more cost-effective and more authentic. It values quality over quantity, focusing on the people that you actually need to reach and who will genuinely love hearing from you.