If you’re through changing, you’re through. That’s Martha Stewart’s motto that’s served her well in her 84 years, she said in her keynote address at the Salesforce Connections Conference in June in Chicago.
Stewart is always looking for the new and the good, she said. Her intuition, taking risks and surrounding herself with young people are some of the keys to her success as one the most successful tastemakers for decades.
Jump In On New Technology
Stewart has weathered many media shifts, from starting with publishing books to now managing many digital channels. In fact, Stewart says she still manages her own Instagram account.
The key to not getting stuck, Stewart said, is to let the technology lead the way. Her team was one of the first to design “Martha Stewart Living” Magazine on a Apple’s Macintosh computer, a fact Stewart said they were particularly proud of.
Not every technology push was a success, but that’s OK. When Stewart launched a digital version of her magazine, she thought a third of the readership would be digital in the first year — and it was only 5%.
“People were not adapting that quickly,” she said. “And then all of a sudden magazine started to shut because we couldn’t get advertising. Advertising moves faster than we did as publishers.”
The important thing is to not ignore technology and be willing to try it.
Embrace the Slog
A lot of what Stewart does looks glossy as advertising with Stewart today often means big budgets and commercials directed by top-level directors. But what’s not pictured is all the work that has to be done to make this happen.
“It’s 12 hours, 20-hours-a-day of work — it’s not a rocket ship. It’s a big slog,” Stewart said. “I like slogging. I don’t sleep much, so I like slogging through a day.”
Take Risks
Stewart has taken many risks in her career, including going on the Comedy Central Roast of Justin Bieber, baking cookies with Snoop Dogg and posing as the cover star of the “Sports Illustrated” swimsuit issue at age 81.
Those were risks on paper, and “risks in real life,” Stewart said. But they’ve led Stewart on a blossoming path that has led to continuous new initiatives, such as multiple collaborations with Snoop Dog. Part of what makes the risks successful is because they are unexpected.
“The element of surprise is extremely important,” she said. But that surprise is also what makes it fun, she adds.
Look For The New & Authentic
Part of staying relevant is looking for the new, Stewart said. For example, Stewart praises the recent “tradwife” lifestyle trend, which is short for traditional wife and highlights at-home domestic labor.
“I thought, ‘Gosh, this is new. This is different,’” Stewart said about influencer Hannah Neelman, who founded the Ballerina Farms brand that sells meat boxes, sourdough kits, baked good and other items promoting her rural lifestyle on her Utah farm.
“Finally, they’re coming back to the earth,” Stewart said. “They’re milking the cattle, they’re killing the hogs. They’re making their own bacon and they’re making bacon at the same time.”
And it works because the founder is authentic, she said.
“Can she really make cornbread? I watch her and I see that she can make cornbread,” Stewart said. “Can she milk a cow? And she can milk a cow.”
And the ultimate test — she made sprinkles for her children’s birthday ice cream cones. That’s hard and takes real kitchen chops, Stewart said.
Have Young Friends
Part of how Stewart stays sharp is by surrounding herself with younger people, as the average age of her friends is around 45, she said.
“I’m 84 years old. It’s not what I really want to be,” she said. “They’re much younger and it’s not because they’re better, it’s because they’re more interesting than most of my older friends. They’re not talking about their health and they’re not talking about their illnesses; they’re talking about stuff.”
And that way Stewart can learn. But it goes the other way, too, Stewart said. She likes to give people help when she can, such as reposting a picture taken by a teenager who is an aspiring bird photographer.
“That gives him an opportunity,” she said. “That’s what all of us can do for the younger generations is help them and help them learn what is an opportunity.”
‘If You’re Through Changing, You’re Through’
And she’s not done yet. The entrepreneur’s next endeavor, which she continually promoted throughout her keynote address, is a home management platform called “Hint Home.” (It’s not live yet, but consumers can sign up at hinthome.com/waitlist.)
The goal will be to save consumers time and money when managing their home. The platform is powered by artificial intelligence and will provide guidance to help make complex decisions, stay ahead of tasks and reduce costs related to their home.
