Viral is a Moment. Community is Everything.
Plus the BEST cookie cake, Persian food of my dreams, and a dermaplaning tool that actually works
Hello!!! Happy Friday. I think this is where we are going to land for our little weekly happy hour session / chats. Maybe Thursdays in the future. Who knows. July is a weird month. Everyone is either on vacation or wanting to talk about holiday campaigns or next year’s WGC retreats. It’s whiplash but let’s talk about something that’s been living rent free in my head lately….
Viral content.
Everyone wants it. Everyone’s chasing it. And honestly…I get it. The dopamine hit of watching something you made explode obviously feels great. Millions of eyeballs on one thing in a few short days. It’s fun. But… it’s not where I focus my attention. As I continue to get busier with work, raising a family, cultivating my community, spending time with my friends, this is something that’s been on my mind.
I did a podcast this week about building my business. How we started WGC. How we parlayed that into Dalkin&Co and how we launched a restaurant recently. I spoke about the failures we’ve had, the success stories and how the most important part of my business can be summed up in 1 word…. Community.
When something goes viral, you get an influx of new eyeballs. Tons of new people who found you because of one specific thing at one specific moment in time. Some of them stick around. Some of them don’t. And that’s not a criticism of anyone chasing that - it works, it has its place, and some people have built incredible businesses off the back of viral moments. Absolutely no shade in that game.
However, it’s not the game I’m in.
I am far more interested in investing in my community who is going to be with me for years. Someone who comes to What’s Gaby Cooking because they trust that whatever I put up is going to work and taste good and fit into their actual life. They know that they won’t be wasting $20-$40 on ingredients for a recipe that is just mid. Someone who opens this newsletter and sits down to read it like like they are hanging with their friends. That relationship would never happen because of one video that crushed on whatever platform happens to be the “it” platform of the moment. It happens because we show up for each other consistently, over time with no shortcuts. We have the interesting conversations over DMs, on IG lives, in person at book events and retreats etc.
Slow growth is quieter. It’s certainly less flashy. It’s not what people talk about. But, in my little world, it means more than viral ever will. It’s built on actual trust, actual connection, and actually knowing who is on the other side of the screen and what they need.
xx, G
Recipes on Repeat
Cookie Cake - made this for Thomas’ birthday and Poppy’s 1/2 birthday last week and honestly, it’s such a pro summer birthday move
Zucchini Pasta - if you turned into IG live, this was how we kicked off the week. It’s an incredible recipe when you’ve got zucchini coming out of your ears.
Ground Chicken Tacos - this makes an appearance on our table once a week. Either in taco form, burrito form, quesadilla, flautas etc. You get it. It’s foolproof. I’ve been using Chile Lime instead of Taco seasoning recently and its soooooo good with that real lime zip!
Where We Ate
Berenjak - perhaps the most incredible Persian food I have had to date. This downtown LA spot has the most gorgeous patio, beautiful indoor dining, the bar of my dreams, insane cocktails and the food was out of this world. I think it might have been my favorite meal of the year so far!
All Time - one of my favorite places in all of LA! All Time is what every neighborhood restaurant should feel like. Cozy, quaint, everyone knows everyone and the food is out of this world. Their summer side dishes are 10 outta 10. The corn is insane.
Mamie - omg Focaccia Sandwiches of my DREAMS. You need this stat.
Yume Sushi - if you’re from the valley, you know Ventura Blvd is home to some of the best sushi spots in all of LA. This is our current obsession and I can report that Finn is obsessed.
What I’m Watching
Would you believe me if I told you I didn’t watch anything this week except both FIFA soccer games. I need new show recs STAT. Lay them on me in the comments.
Influenced
Ok after we talked last week I was flooded with DMs about Derma-planing my face and I ordered this one which puts the disposable ones to shame. It’s incredible.
Snagged myself a new pair of light wash jeans which are on sale right now because that feels appropriate for summer.
This tank is perfection. Got it from one of my best friends who got a size too big and this paired with a pair of jeans or jean shorts will be my uniform for the next few weeks.
Adding in some codes that we will just always keep up to date for whatever brands are offering the WGC fam some extra discounts
Pistola - 15% use GABY15
One Grey Day - 20% use GABY20 (use it for the tank above)
Frame - 15% use GABY15
Monrow - 20% use GABY20
Crown Affair - 15% use GABY15
State Bags - 15% use GABY15
Alice and Oliva - 15% use GABY_15
Tinge Beauty - 15% use GABY15
Nyud Swim - 10% - use GABY
Things I Sent to the Group Chat
Please tell me you’ve watched this video about leaving a voicemail as a millennial v Gen Z. I am dead. I have watched it 100 times and I love it so much. Did someone send a PSA to our parents and teach us all how to leave a baller VM back in the day?
This New Creator Playbook is absolutely worth the read. Spoiler: experiential events are everything as are real relationships, giving creators moments that actually matter to them, and rewarding specificity over being a jack of all trades.
Ask Me Anything!
Hit me with any questions or topics you want answers to or a discussion about!!
Happy weekend all! Back your way next week!
xxGaby
We just finished season two of The Agency and it was amazing! (Paramount Plus)
Would love to listen to the podcast - link please?