Hodinkee’s CEO Update & “In The Comment Section”

Hodinkee (the watch editorial and ecommerce site) used to be the go to example of what a content brand could be.

It used to be a signal of how to create a media business around a theme, in their case luxury watches.

I have spoken to five businesses in the last five years who all have mentioned Hodinkee and their approach as the example of what they were attempting to replicate in their business. In most cases the investment costs to even consider this will put most businesses off.

Media Companies Of The Future: I do believe every company will become part media company - some channels and media will be a natural media fit based on their business vertical, while many others will struggle to make the transition.

The shift to commerce was a bumpy one for Hodinkee and in their recent CEO update (“A Note On The Future Of Hodinkee”) suggested they were going back to their roots. Their sub-header said it all “Spoiler alert: It looks a lot like its past, and I think you're going to like it.”

Speak With Not To: This blog post is a shining example of how to speak to and with your customers while knowing your customers and their they would respond…

“See you in the comments section!” cemented knowing how to speak to their audience while knowing them and their expected reaction(s), with 453 comments and counting this is highly unusual.

Would any other company get this feedback on-site in 2024? - I highly doubt it.

Moving into August many brands are disconnected from their customers and from knowing how to speak with and to their key audience, it is great to see a brand admitting they made a couple of strategic missteps and embracing feedback on site, rather than social media.

Best of luck to Hodinkee and if there was a coaching moment here, it would be to embrace your audience, keep them front and centre of your messaging and don’t be afraid to admit a mistake and guide them into the future.