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Hey, good marketer!

 

This weekend I made the brave choice to hit the Starbucks drive-thru in my PJs. 

 

No big deal, right? 

 

Wrong. 

 

Turns out, the “giant tub of coffee” I ordered can’t actually be handed through the window—ya gotta go inside. 

 

Which is how I found myself walking into Starbucks in pajamas that literally said: “Unfriendly and not outgoing.” Perfect. 

 

OBVIOUSLYYYYY the shirt is an inside joke between friends and couldn’t be further from the truth (obviously. lol). 

 

 

 

 

 

When I had my first kid in 2021, I found myself in the same boat as millions of new parents: scrolling social media at 2 a.m., desperate for answers. Suddenly, my feed was full of advice about “gentle parenting,” “not traumatizing your kids,” and the collective push so many parents were making to simply be better for the future of their families.

 

One of the loudest, most grounding voices in that moment was Dr. Becky Kennedy, founder of Good Inside.

 

Before 2020, Dr. Becky was a private practice psychologist. She didn’t even have Instagram. Then the pandemic hit. Parents were home with kids 24/7, and emotional chaos was everywhere.

 

On March of 2020, she posted about wiring kids for resilience during lockdown (and y'all I tried to find this post and failed—best I could find was this article. My fingers hurt from all the scrolling). 

 

Anyway, it went viral almost instantly (which btw, this “resilience” topic is still VERY much alive in a ton of her content). She had tapped into a global anxiety at exactly the right time, with a voice that felt both professional and human.

 

What followed was a masterclass in turning traction into a movement:

 

 

Speaking of the app: I’m an active subscriber to her platform, and the way she delivers content is brilliant. When you download the app, you’re prompted to set up push notifications at the exact times of day you usually struggle with your kids.

 

So instead of a generic reminder, you’ll get a nudge at 6 p.m. that says: “Your child isn’t a bad kid. They’re just having a hard time.” Which, if you’re a parent… you know 6 p.m. is meltdown o’clock.

 

That level of empathy + timing + personalization is what makes her platform so STICKY.

 

I actually met Dr. Becky this past summer—in the most random place, a Walgreens in New York. What struck me most was that she was the same in person as she is online: real, approachable, and pure in her presence. That authenticity is a big part of why people trust her and, more importantly, keep paying for her content.

 

In 2021, Dr. Becky raised $10.5M in venture capital. That’s what allowed Good Inside to become the global platform it is today.

 

And if you do the math—$84/quarter for the app x 60,000 members = over $21M/year in recurring revenue. From the app alone.

 

She’s still at the center of the content. She hasn’t stepped away from the brand, even at this scale. That’s rare, and it’s powerful.

 

 

1. Timing is everything.
Dr. Becky’s growth was rocket-fueled by the pandemic. It was right place, right time, right message. You can’t replicate that exact moment—but you can look for the moments when your audience is desperate for help.

 

2. Prove the concept, then scale.
She didn’t launch an app day one. She started with content → built community → tested demand → then layered on podcasts, books, and tech. Validate before you scale.

 

3. Stack your channels with intention.
Podcast = new discovery channel. Book = PR moment. App = sticky daily engagement. Each new layer BUILT on momentum from the last.

 

4. Stay SO DAMN CLOSE to the product.
Even at $21M/year, Dr. Becky hasn’t outsourced her voice. She’s still the “why” behind the brand. If you are the founder and the face, staying connected to your audience may be your strongest advantage.

 

5. Authenticity compounds.
From Instagram posts to Walgreens run-ins, she shows up the same way everywhere. Consistency builds trust—and trust builds businesses.

 

💡 My takeaway for youuuuuuu:
Don’t try to copy Dr. Becky move-for-move. Instead, I want you to focus on her sequence: meet the moment, prove the need, layer in new touchpoints with intention, and never lose sight of the human at the center.

 

 

Pls, no “No tricks, just treats!” in your subject lines