Behind the Scenes at Craft and Commerce 2025

Episode 513

Finding My People: Lessons and Revelations from Craft and Commerce 2025

Surrounded by People Who Get It

There’s something truly magical about being surrounded by people who fundamentally understand your struggles, dreams, and the specific language of your industry. This past week, I experienced that magic at Kit’s Craft and Commerce 2025 conference in Boise, Idaho—my third consecutive year attending this transformative event, and I’ve already purchased my ticket for 2026.

Conversations That Don’t Need Explaining

The power of this conference lies not just in the keynotes or workshops, but in those moments of recognition when someone mentions email conversion rates or landing page optimization, and nobody’s eyes glaze over. As one attendee confessed to me, “It wasn’t until I came here that I realized these are my people.” In our regular lives, discussing opt-in rates or content calendars can make even the most supportive friends and family members stare blankly. But at Craft and Commerce 2025, these conversations flow naturally among creators who understand the unique challenges we face.

Mastermind Moments and Honest Insights

This year’s event began with an exclusive mastermind gathering of about 60 high-level creators, including industry titans like Jay Clouse, Pat Flynn, Chenell Basilio, and Nathan Berry. In this intimate setting, we moved beyond superficial networking to engage in genuine masterminding—not just talking at each other but truly listening, being vulnerable, and offering thoughtful insights rather than hasty advice. I found myself raising my hand to share some deeply personal struggles and received clarity I hadn’t expected, along with fresh perspectives I’d never considered.

Redefining Consistency to Avoid Burnout

One of the most powerful discussions centered around sustainable content creation without burnout. I shared my approach of having clear “non-negotiables”—the content commitments I always fulfill regardless of circumstances: publishing a weekly podcast episode every Tuesday, a YouTube video every Thursday, and a weekly newsletter. Notice what’s missing? Daily social media posts, reels, shorts, and other content types that often lead to creator burnout aren’t on my must-do list. This revelation resonated with many: your version of consistency doesn’t need to match anyone else’s. The most successful creators have their definition of “consistent.”

Community Beyond the Conference Room

Beyond the structured sessions, the magic continued in spontaneous hallway conversations and during the vibrant evening events. At the welcome party at Tree Fort Music Hall, creators connected in a dark, moody, intimate space that encouraged genuine conversation. I received warm hugs from people I’d admired for years, including Jay Papasan, who greeted me by name—a full-circle moment that reminded me how this community transcends the digital space into meaningful human connection.

The Compound Effect of Showing Up

Perhaps the most gratifying aspect of the conference was witnessing how showing up consistently creates compounding opportunities. I’d long wanted to meet Pat Flynn, and this year I finally gathered the courage to approach him, have him sign my copy of his bestselling book, and take a photo together. These small but significant moments accumulate when you commit to consistently showing up—not just at events but in your content and community engagement as well.

Celebrating the Journey and Planning the Future

The conference closed with an energetic party where creators let loose after days of intense learning and connecting. Despite being exhausted from the packed schedule and time zone adjustment (something about the sun still shining at 8:45 pm in Boise threw me off completely), I danced and celebrated with this extraordinary community of people who understand the unique joys and challenges of the creator journey.

Write to Your Future Self

As I sat journaling on Saturday morning after the conference, reflecting on the connections made and insights gained, I decided to adopt a fellow attendee’s suggestion: writing a letter to my future self to open just before attending next year’s event. This practice acknowledges how our past decisions—like attending this conference the first time despite knowing nobody—lead to tremendous growth and opportunity for our future selves.

An Invitation to Find Your People

If you’re a creator seeking your tribe, consider joining us in Boise for Craft and Commerce in 2026. The organizers have promised to keep the event small and intimate, which means tickets will sell quickly. Within a day of opening registration for next year, they’d already sold 100 tickets. Whatever investment is required—financial, time, or emotional courage—I can personally attest that finding your people is absolutely worth it.

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