Emmy Plaschy, cultural communications strategist, and Founder & Host of Orient Expressed, joins Bassel Sabri with a framework for how fintech companies can use content and storytelling to drive real adoption, not just awareness.
Her core principle is simple: before you create any content, identify the problem you are actually solving. A problem points to a need. A need points to a product. Once you have that clarity, content should never come from an authority perspective — it should come from a relatable, influential one. Show someone who had the problem and had it solved. That is what connects to people and drives adoption.
On personal branding for fintech founders, her answer is nuanced: not everyone is built to have a public persona and you should not push everyone to become one. The brand can be the persona. A mascot can be the persona. But if a founder does go public, coaching is essential, including for the family around them.