Be Ready When Luck Happens

Welcome to Creatives Anonymous, a weekly newsletter that explores what it means to be a modern-day creative through essays, interviews, and commentary.

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Last week, I went viral. Like almost-a-million-views viral (as I’m writing this, I’m approaching the 800K mark).

→ THE VIDEO IN QUESTION 

For context, I decided to experiment and start posting on TikTok a few weeks ago as a way to do some additional marketing for my business and see if there is an audience for what I discuss. My videos got a modest amount of views, but nothing to brag about. 

And then this happened. 

Needless to say, it was not on my bingo board for 2025. Or ever. 

Suddenly, I have people reaching out to work with me, partner with me, pick my brain, and collaborate. It’s been absolutely wild. 

So naturally, I have some thoughts. 

Here are 15 of my unfiltered thoughts about going viral: 

1. It’s the most overwhelming and overstimulating feeling ever. You literally don’t know what to do or how to keep up with all the engagement. 

2. Watching the views and followers increase gives you so much dopamine. Ngl, it’s a fun feeling to experience.

3. I don’t think I’ll replicate this ever again, so it’s truly a once-in-a-lifetime moment.

4. While it’s so exciting, it feels so unnatural to me because I’ve never been the “in the spotlight” type.

5. Ironically, the two things I’ve always avoided—video and being in front of the camera—are the things that feel most natural to me and have brought me the most visibility. I think that the things you’re called for are the things that are the complete opposite of what you thought they were. 

6. How can I capitalize on this to keep the momentum going? There’s an opportunity here to carve out a niche with resources, education, and services to fill in the gap.

7. There’s SO much pressure to keep delivering valuable content. I’m not going to lie if I didn’t say I feel like every video has to perform now that the bar is set as high as it can go.

8. Just because I don’t think my expertise is that “interesting” because I’ve been doing it for so long doesn’t mean others don’t find novelty and value in what I have to say.

9. I’m extremely thankful, blessed, and grateful to have had this opportunity and created something that resonates so deeply with people. 

10. This whole experience has been nothing short of miraculous—especially how it came after such a long waiting season. But at the same time, I know I’ve put in the work and planted the seeds, so it feels like I’m reaping a reward. 

11. It’s crazy how fast things work and how quickly your life can change. One day, one week, one month is all it takes.  

12. Will this be my “big break”?! Is this me finally doing work that’s in true alignment with what I like doing and what I’m good at?

13. I can officially say I’ve gone viral now (but how much cred does that really give you?)

14. What happens next? Where do I go from here? This could very much move my business and my life in a completely different direction.

15. Let things evolve naturally, and let me gravitate towards what feels natural and authentic to me. 

It’s taken me almost a week to come down from this high. But, something that I’ve been reminded of throughout this whole experience was something from Ina Garten’s memoir, Be Ready When Luck Happens. In the book, she talks all about her unexpected career twists and turns and how they led her to be doing what she’s doing today:  

"I concentrate on what's in front of me, and work hard, because I love what I do, and have fun doing it; and then I leave the door open, so I'll be ready when the luck happens.” 

And that’s exactly how I’ve been feeling. I love what I’m working on right now and am having a great time doing it. This moment came because I was my most authentic self. I’m excited to see where it all leads, but right now, I’m just enjoying the ride.

Creative Corner

• 🎞️ What I’m Consuming: The new season of Dancing With the Stars.

• 💡 What I’m Loving: Watching and participating in the conversation, discourse, and feedback on this video.

• 🎨 What I’m Working On: New offers and resources around this idea of “entrepreneurial journalism”

• 💭 Weekly Musing:

Thank you 💕

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I’m so grateful for all of your support!

Alexa Phillips is a writer, brand strategist, and multi-passionate creative. She is the founder of Bright Eyes Creative, a Seattle-based consultancy that helps founder-led consumer brands and creators design an editorial-driven brand experience.

Where to find me:

• Learn more about my services 

• Listen to my recent podcast episodes.