The Human Connection Podcast

Is your business’s growth stalled? Employee churn eating into your profits? Struggling with customer retention? 

You need stronger connections.

Every Tuesday, connect with an expert who’s sharing actionable advice for building stronger relationships with your customers, clients, and stakeholders. Hosted by Karl Pontau, a storytelling super-connector, content system strategist, and survivor of two childhood brain tumors, this podcast’s mission is to fix the underlying cause of workplace and societal dysfunction: the lack of human connection.

Learn more at www.thehumanconnectionpodcast.com

Podcast Host

Squash and Stretch Productions

My heroic mission involves guiding teams to bring visionary Content Systems and strategies to life. By fostering a creative environment where complex ideas transform into compelling visual stories, I've helped clients achieve remarkable results. What drives me is connecting clients' missions with audiences through visually striking content that sparks action. By nurturing talent and overseeing seamless workflows, I ensure our work not only captivates but also delivers on strategic goals.

▶️Led Enovix’s team to clearly and concisely explain the value of their innovative battery tech - taking them from a 45 minute explanation to a 2 minute video – supporting their $1.13B SPAC event and their $250 million contract with the US Army. Optimized creative strategy and message to grab and hold viewer’s attention. Navigated around two major holidays and an unexpected scope change to deliver on time and under budget.

▶️Recruited and managed the team, budget, and timeline for a collaborative animation project that convinced the San Jose City Council to require life-saving firefighting tech in high-rises, catalyzed adoption in 18 other cities, and contributed to a $100M IP sale for my client. 

▶️Designed flexible content system for La Familia's anti-Fentanyl campaign, enabling rapid pivot when major challenge arose; directed production and content adaptation while production team saved two lives through Narcan administration during new on-site shoot; final campaign successfully deployed regionwide.

Freelance Art Director / Senior Digital Creative Producer

SAE Expression College

As a Brand Story Coach, I've helped entrepreneurs translate their knowledge into actionable ideas for their ideal consumer. Additionally, in the classroom, I've had the joy of shaping future creatives. Through developing curricula and adapting to diverse learning styles, I created supportive environments where innovation thrives and students discover their creative potential.

▶️Advised a local coach on connecting client challenges to his solutions, boosting referrals and sales through improved value communication.

▶️Mentored college students at SAE Expressions in advanced motion graphics, editing, and branding, guiding them through complex software challenges to enhance their technical proficiency and creative output. 

▶️Inspired young minds aged 9-17 at iD Tech Camps, fostering creativity and teamwork while leading students through courses including web design, animation, and robotics.

Storytelling Coach / Teacher / Mentor

GuideSpark

My leadership journey began as a production team member, where I discovered my passion for contributing toward a shared vision. I learned that great leadership creates harmony in both team dynamics and the final product. I also learned that my favorite projects are socially impactful and profitable. Each project laid the foundation for my skills in leading cross-functional teams, managing end-to-end production, and turning creative challenges into opportunities for growth and connection. 

▶️Fostered open communication between animators and VFX coordinators and ensured director feedback was thoughtfully implemented as Animation Coordinator for The Glass Butterfly.

▶️Created intricate 3D facial animations for a confidential project, honing my ability to deliver exceptional work on time and under budget while honoring client trust at FlickerLab.

▶️Collaborated with a remote team to explain organizational change strategies and processes that help companies be more agile at Fire Tribe, Inc. 

▶️Contributed to a local team that created 1,700+ accurate employee benefit animations in 3 months at GuideSpark.

▶️Championed i-GATE's vision for a thriving Tri-Valley startup community that now brings new tech from local labs to the marketplace.

Contract Motion Designer

Health/Med Tech companies and nonprofits have vital - yet difficult - stories to tell. 

So, they struggle to explain their value and attract their best clients.

What makes a story difficult?

Stories that…

😨Cover emotionally triggering subjects... (Cancer, Overdoses, Fetal Alcohol Syndrome)
😵Focus on complex or abstract ideas... (Battery tech, Air Tank Refill Systems)
😳Reveal deeply personal experiences... (Founder Stories, Mental Health, Loss)

...are all difficult to effectively tell.

But, I am uniquely equipped to solve these challenges because I:

💗 Show empathy and compassion for clients, team members, and audiences via active listening
🧠 Bring a deep understanding of human decision making and behavior to every project
🚀 Employ an entrepreneurial mindset honed from running my small production agency

I was inspired to focus on these skills after overcoming two malignant brain tumors when I was 15, and am forever grateful for my family, friends, and medical team for showing me what can be accomplished when people care for each other, clearly communicate, and work towards a common goal. 

Once you optimize your story, you’ll need to get it in front of your audience.

That takes a Content System.

These:

💡 Starts with a comprehensive Content Strategy
📚 Delivers a custom asset library for your brand
📲 Generates adaptive content for multiple platforms
💰 Results in greater cost savings and ROI over time

For example:

🎉 Led Enovix’s team to clearly and concisely explain the value of their innovative battery tech - taking them from a 45 minute explanation to a 2 minute video – supporting their $1.13B SPAC event and their $250 million contract with the US Army. Optimized creative strategy and message to grab and hold viewer’s attention. Navigated around two major holidays and an unexpected scope change to deliver on time and under budget.

🥂 Recruited and managed the team, budget, and timeline for a collaborative animation project that convinced the San Jose City Council to require life-saving firefighting tech in high-rises, catalyzed adoption in 18 other cities, and contributed to a $100M IP sale for my client.

If you are interested in discussing how I can add value to your team and accelerate your company's growth, please email me at kpontau@gmail.com or send a DM.

Let's talk!

(I’m open to contract or full time employment.)

Karl Pontau

Ashley Wright

Want to scale your brand to $100k+/mo with TikTok Shop?👋

Are you struggling to see the results you want on TikTok Shop?

Over the past two years, I've generated over $80,000,000 on TikTok for some of your favorite brands.

A few of our current and past clients include:
- Loop Earplugs
- Divi
- Petlab
- Mylee
- SNOW
- Stars + Honey
- Surreal
- Style Edit
- Thread Beauty
- Little words project

This success isn't just luck it's about understanding the platform, pushing boundaries, and being unafraid to test what works.

Brands used to doubt TikTok's ROI potential, but that's never been the case. With TikTok Shop, the ROI is clearer than ever.

If you're ready to create a whole new revenue channel with TikTok, here's how I can help:

1. Follow me on LinkedIn for daily TikTok Shop insights (scroll up and hit the bell to get notified).

2. Download my FREE TikTok Shop Workbook (DM me "Workbook").

3. Want my agency to manage your TikTok Shop? (DM me "Support" and I'll share the details).

Glad you dropped by. 
To your success!

Mentor

1:1 video mentoring sessions with the world’s most in-demand startup mentors.

Most brands are going to get destroyed on TikTok Shop in 2026. And it's not because the platform changed.

But because they're still playing the 2024 game.

I just spent the last month analysing what's actually working.

There are 6 specific shifts happening in 2026.

The brands that understand them will scale.

The ones that don't will get left behind.

I recorded a quick video breaking down those shifts, trends and predictions 
for 2026.

Comment "2026", and I'll send it over.

Helping 8+ Figure Brands Win on TikTok Shop | CEO of Social Tale | Speaker | Social Commerce Growth Expert | DM for growth, audits, or collabs

I hope everyone in TikTok Shop is noticing this shift happening. It's so clear, and yet hardly anyone is doing it in a serious way.

The brands that know how to build creator relationships will be the ones who win at a far easier, more efficient, and faster rate over the next 2 years.

It's no longer enough just to win on paid ads and boost posts.

It's no longer enough just to win by sending samples to 100 random creators.

It's no longer enough to hire a VA to spam DMs in your market.

It's no longer enough to post organic content and hope the algorithm picks it up.

Instead...

It is about who locks in 5-10 creators on retainer before their competitors do.

It is about who can get creators to post consistently about their products month after month.

It is about who can create content that drives GMV, not just views and likes.

It is about who can figure out a creator strategy that compounds over time, so everyone in your niche recognizes your brand.

It is about who can get creators to drive sales simply because they've built genuine relationships with them.

TAKEAWAY

All of these opportunities are wide open on TikTok Shop still (but most certainly will not be in 2 years):

- Creator retainers at affordable rates
- Untapped audiences in every niche
- Algorithm rewards for early movers
- Zero-friction checkout conversion
- Halo effect across all sales channels

The brands moving now will dominate their categories.

"Charge low until you prove yourself."

Worst advice I've ever heard in the agency space.

When you charge too low for pitching to bigger brands, they don't see the full value.

Then it's nearly impossible to raise your prices later.

You've locked yourself into low margins for years.

Maybe that's fine as a solo freelancer.

But when you want to grow, you're stuck.

Instead, charge what you believe you're worth.

Break down the components.

Show them exactly what they're getting for the cost.

Then let your delivery prove you were right.

This approach does something else, too.

It allows you to hire A-players from day one, instead of scrambling to find those who can "just get the job done."

Your pricing dictates your quality.
Your quality dictates your clients.
Your clients dictate your business.

Don't trap yourself at the bottom.

$1.4M in 4 months.

328% growth and 35,507 orders for one of our clients.

Here's how we did it on TikTok Shop:

1) Started creator outreach in August

Locked in 5-10 top creators on retainer before the competition heated up. Sent 200-500 samples to build a pipeline of content ready to post.

2) Posted content 30+ days before peak sales periods

Gave the algorithm time to learn what converts. Content from August/September trained TikTok on their best-performing formats before the November spike.

3) Ran small tests in September to validate what works

That early spike wasn't luck - it was a controlled test. Identified winning creators, hooks, and products before scaling hard in November.

4) Built infrastructure to handle volume spikes

Synced shop inventory, created urgency overlays and bundles, set up creator communication channels (Discord/WhatsApp) so they could handle 2,000+ orders a day without breaking.

Don't wait until Q1 to start planning.

The brands that win in March are building right now.

If you want help getting your TikTok Shop strategy dialed in, send me a DM.

$165K in 7 days.

That's what one of our clients did in the first week of BFCM.

Everyone thinks BFCM is won in November.

It's not.

It's won in September.

BFCM on TikTok Shop isn't a sprint.

It's the finish line of a 90-day marathon.

The brands crushing it right now didn't start prepping last week.

They started in September when everyone else was sleeping.

Momentum takes time to build.

But when it hits, it compounds fast.

If you want your brand ready for Q1 (yes, Q1), DM me "2026" and I'll walk you through what to start doing today.

Just wrapped up Affiliate World Bangkok 2025 last week.

The energy was unreal.

It is always a privilege to get on stage and break down what we are seeing inside TikTok Shop right now, especially in a room full of sharp operators who actually get it.

Huge thanks to the Affiliate World Conferences team for having me.

The event keeps leveling up, and the conversations this year were some of the best yet.

Great to reconnect with familiar faces and meet so many new people who are building real businesses.

25 video hooks that drive TikTok Shop sales:

(Your next 7-figure month starts with the right hook)

1. POV: you just discovered a product that solves [daily problem]
2. Unboxing my [product category] haul from TikTok Shop
3. 5 must-haves under $50 that actually work
4. De-influencing [expensive product] (and what to buy instead)
5. POV: you're a [target customer persona] and this changed everything
6. My everyday essentials that are worth the hype
7. POV: this product just made your life 10x easier
8. You saw the [trending product] and now your cart is full
9. Things I didn't know I needed until TikTok showed me
10. This solves a problem you didn't know you had
11. [Product name] vs [cheaper alternative] - honest comparison
12. Watch me use this for a week straight (results)
13. POV: you finally bought the thing everyone's talking about
14. I tested viral products so you don't have to
15. This one thing replaced 5 products I used to buy
16. Before and after using [product] for 30 days
17. The [product] your FYP has been hiding from you
18. I was skeptical until I tried it myself
19. This is what [price point] gets you on TikTok Shop
20. POV: you stopped scrolling because this actually works
21. Showing my [partner/friend/mom] this viral product
22. I bought the dupe and here's what happened
23. The only [product category] you'll ever need
24. This did what [expensive brand] couldn't
25. POV: you're about to save this and forget to buy it

Bookmark this 🔖

Most people think TikTok Shop is for cheap impulse buys.

One of our clients just did £6,676 in 7 days selling TVs.

High-ticket works on TikTok Shop.

You just can't use the same playbook as $15 skincare.

The strategy changes when AOV goes up.

You don't need viral moments for high-ticket.

You need the right audience to see the right message.

29 sales might not sound impressive.

But at this price point, it's more revenue than brands doing 500 orders on low-ticket products.

TikTok Shop isn't one-size-fits-all.

The brands that understand this are the ones scaling.

If you're in the high-ticket space and want to crack TikTok Shop, DM me "Strategy."

Your first 3 seconds on TikTok Shop can break or make your product.

A high-converting video shows:

- The frustration (make them feel it)
- The product solving it (demo in action)
- A real person using it (not scripted)
- The transformation (satisfying result)

Brands that nail this formula are doing 6-7 figures on TikTok Shop.

TikTok Shop just did $2.5 billion in November.

The daily average was $84.5M in sales.

While other brands were complaining about iOS updates killing their Meta ads, TikTok Shop brands were printing money.

77.2 million units sold in 30 days.

That's 2.6 million products moving every single day.

This is only the US market.

The platform's barely 2 years old here.

Most brands still aren't on it.

Which means the ones who ARE on it, they are capturing market share while everyone else is still "figuring it out."

If you're not building your TikTok Shop strategy right now, you're going to miss the next wave.

The data doesn't lie.

$2.5B in one month is just the beginning.

I almost didn't post my first piece of content on LinkedIn.

I was worried about what people would think.

Friends from school. 
People I used to work with. 
Anyone who knew me before I started the agency.

I kept thinking:

“What are they going to think about this?”

In those first few posts, I was genuinely worried.

Rewrote it, then didn’t post it.

I was scared of the judgment.

But then I just said screw it and hit post.

And you know what happened?

I got over it really quickly.

Because I realized something important:

It doesn't really matter what they think.

The people who matter don't mind.

And the people who mind don't matter.

Once I understood that, everything changed.

I stopped worrying about old school friends scrolling past my posts.

I stopped caring if someone thought I was "too much" or "showing off."

I just focused on sharing what I know about TikTok Shop and helping brands 
scale.

And that's when things actually started moving.

If you're holding back from posting because you're worried about what people 
will think:

Just start.

You'll get over it faster than you think.

And the people who actually matter will support you.

From award-winner to the top-selling body-care brand on TikTok Shop in 2024.

In late 2023, Maëlys, a premium body-care brand, entered a platform many assumed was built for cheap impulse buys.

By the end of 2024, they became the top-selling body-care brand on TikTok Shop, took home the 2025 Glossy Pop Award for Best Use of TikTok Shop, and ranked as a top-five earning Shop in the personal care category in Q1 2025.

During one campaign, they drove an 800 percent increase in total orders, with 87 percent of customers being first-time buyers.

Here’s how they pulled it off:

1. 𝗧𝗵𝗲𝘆 𝘄𝗲𝗮𝗽𝗼𝗻𝗶𝘇𝗲𝗱 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻𝘀

Most brands pay influencers for polished reviews.

Maëlys built a system around real women sharing their journeys.

They spotlighted creators documenting visible changes in stretch marks, loose skin, and other body-targeting concerns.

This wasn’t about curated aesthetics.

It was about proof, and proof converts.

2. 𝗧𝗵𝗲𝘆 𝗶𝗻𝗰𝗲𝗻𝘁𝗶𝘃𝗶𝘇𝗲𝗱 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀 𝗹𝗶𝗸𝗲 𝗮 𝘁𝗲𝗰𝗵 𝗰𝗼𝗺𝗽𝗮𝗻𝘆

Instead of relying on standard affiliate commissions, they rolled out an incentive program with prizes valued at up to $275,000.

Top creators weren’t just earning revenue.

They were competing for a Ritz-Carlton yacht experience and luxury handbags.

This turned creators into true partners and unlocked high-quality content at scale.

3. 𝗧𝗵𝗲𝘆 𝗺𝗮𝘀𝘁𝗲𝗿𝗲𝗱 𝘁𝗵𝗲 𝗚𝗼𝗹𝗱𝗲𝗻 𝗧𝗿𝗶𝗮𝗻𝗴𝗹𝗲

Maëlys built a three-part system documented in TikTok’s official case study:

• Organic content for trust
• Paid media to scale winning creatives
• Creator partnerships for social proof

Organic content de-risked ad spend.

Ad spend amplified creator performance.

Together, they created a growth flywheel.

4. 𝗧𝗵𝗲𝘆 𝘁𝗵𝗼𝘂𝗴𝗵𝘁 𝗯𝗲𝘆𝗼𝗻𝗱 𝘁𝗵𝗲 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺

Even while dominating TikTok, Maëlys expanded the moment offline.

They went live with a digital billboard in Times Square and ran a TikTok Shop-exclusive 30 percent discount to create urgency.

This wasn’t just a Shop strategy.

It was a full-funnel brand play.

---

Maëlys proved that premium, considered-purchase brands can win on TikTok Shop.

They understood that TikTok isn’t only a sales channel. It’s a community.

They didn’t sell body cream. They sold confidence.

And they built the system to scale it.

One of our US beauty clients just cracked $100K in a single month.

$107K in GMV to be exact.

Up 15% from September.

1,828 orders.
2,515 items sold.
1,768 customers.

Most beauty brands think you need to go viral to hit six figures on TikTok Shop.

You don't.

You need consistent creator output and offers that convert.

This brand didn't have a single mega-viral moment in October.

Just steady volume.
Multiple creators posting daily.
Products that actually solve problems.

The algorithm rewards consistency.

If you're a brand stuck under $50K/month and want to break through to six figures, DM me "Scale" and I'll show you the exact framework we used here.

How to dominate Q5 on TikTok Shop in 2 words:

Start now.

...

That's it.

All this gift guide content, holiday bundles, New Year messaging... are simply tactics on top of these 2 words.

Start now.

Then add on from there.

Here are the content angles that crush Q5:

Last-minute gift solutions
New Year transformation hooks
Post-holiday self-care positioning
"Treat yourself" messaging
Bundle deals with urgency
Resolution-focused product benefits

Focus on these 6 angles, and you're going to win.

What's working on TikTok Shop right now:

Discovery commerce beats interruption ads.

Here are 3 things winning brands are doing:

1) Creator retainers over random outreach

Brands still mass-DMing 100 creators, hoping something sticks. Meanwhile, smart brands locked in 5-10 creators on retainer back in September.

Those relationships are printing money right now.

The right handful beats the wrong hundreds.

2) 30-day algorithm prep

Content posted today performs better in December than content posted on December 1st.

The algorithm needs time to learn.

Brands posting now are building momentum.

Brands waiting are already behind.

3) Hook + demo = instant sales

The first 3 seconds grab attention.

The next 10 seconds show the product working.

That's it.

Stop overthinking it.

TikTok Shop rewards speed and relationships.

Not perfectionism.

Most brands think creating content that sells is a straight line.

Set a goal, create content, and make sales.

But here's what actually happens when you're building TikTok Shop content:

You set a goal to hit $100K on TikTok Shop.

1) You start reaching out to creators.

Half don't respond. The ones that do want samples.

2) You're learning what hooks actually work.

What you thought would convert doesn't.

3) You start doubting if TikTok Shop is even worth it.

Your first 20 videos get decent views but zero sales.

4) You're failing to get traction.

Competitors are posting similar products and crushing it.

5) You're practicing what works.

Different angles, Flash Sales.

6) You feel lost because nothing's consistent yet.

One video does $5K, the next 10 do nothing.

7) You're getting it.

You find 3 creators who actually move product.

They are not the easiest to work with, but when you find that 1% it’s all worth it.

8) Then you're struggling with a new problem.

Fulfillment can't keep up.

You're out of stock on your best SKU.

9) Finally, you achieve it.

Consistent daily sales.

A creator network that posts weekly.

Momentum that compounds.

The brands that win aren't the ones who avoid the mess.

They're the ones who push through it while everyone else quits.

And set the assigned budget for TikTok Shop for 12 months, not 3.

----

♻️ Repost, bookmark, or share with your network if you found this post helpful.

Follow me, Ashley Wright, for practical insights on TikTok Shop and eCom growth.

Everyone tells you to "take your time and don't rush."

Then you wonder why you're outperformed by your competitors and why they're taking your market share.

I've never agreed with this because I've always believed in the "just do it" approach like Nike.

You can fix things along the way.

But you can't fix momentum you never built.

When you're planning 3, 5, 10-year goals, ask yourself:

Why can't you condense that into one year?

The buffer you think you're creating is actually killing your business.

You want to be ahead of the herd.

Whether you're doing it right or wrong, you'll figure it out faster by moving.

Stop waiting for perfect.

Start building now.

I just walked a room full of brand founders through our TikTok Shop 2026 playbook.

And I could see it click for them.

The ones crushing it aren't doing anything magical.

They're just not making the same mistakes.

Like thinking TikTok Shop works like Amazon.

Well, it doesn't.

Your customer didn't know your brand existed 10 seconds ago.

That changes everything.

The brands doing $100K+ per month figured this out:

- Presence before profit.
- Speed over perfection.
- 5-10 posts per day organically, not once a week.

I recorded the full session, breaking down the 2026 playbook.

Comment "recording" and I'll send it to you.

"I'm probably getting fired for this."

This hook works insanely well for Black Friday.

People love feeling like they're in on a secret.

When a creator posts your BFCM deal early with a "leaked codes" or "you didn't see this from me" angle, it doesn't feel like marketing.

It feels exclusive, like they're getting access to something they shouldn't have yet.

How to use this:

Give your top 3-5 creators early access to your BFCM bundles.

Tell them to post it with angles like:

• "I'm not supposed to show this yet, but..."
• "Black Friday deal leaked early."
• "Delete this before my brand partner sees it."
• "You didn't get this from me."

Try these and see your Black Friday sales explode.

TikTok Shop has a hidden timer that most brands don't know about.

Content posted 30 days before your sale performs 3-5x better.

Here's why:

The algorithm needs time to:

- Learn who converts on your content
- Build audience trust through repetition
- Identify your best-performing hooks
- Optimize delivery to buyers, not just viewers

The algorithm already knows exactly who to show it to.

This is why brands doing 6+ figures on TikTok shop started 3 months early.

By the time the sale hits, they've already:

• Tested 50+ pieces of content
• Identified their top 3 converting hooks
• Built momentum, the algorithm rewards
• Warmed up their audience over weeks

You can't hack the 30-day rule.

You either respect it or you lose to brands that do.

Start your content NOW.

taplio

The Battle

Karl Pontau

Ashley Wright

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The Battle

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Ashley Wright

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ashley Wright's LinkedIn Performance

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