A decade of insight on what actually drives growth.
After more than ten years in the industry, Paulina Patrykowska offers a candid perspective on what works, what doesn’t, and what really drives sustainable growth.
Paulina Patrykowska is the Director of SLT Media and has seen the industry reshape itself through new platforms, emerging technologies and shifting client expectations. In this conversation, she reflects on what those changes really mean for founders and why experience still matters more than trends.
How the marketing industry really changed over the last decade.
Paulina has seen marketing reshape itself through waves of new technology, from social media to AI. What surprised her most wasn’t just the technology itself, but who started using it, and how quickly. Paulina explains that agencies like hers were often early adopters, adapting their services and workflows as new tools emerged. But over time, clients began adopting the same tools too, and in some cases, using them to bring marketing in-house. That shift placed real pressure on agencies. When clients feel they can “do marketing themselves”, particularly with AI, the relationship changes. “At first we were the adapters of the technology, then the clients got interested and started marketing themselves, which left us in a pickle,” Paulina explains. “So we had to adapt quickly and constantly keep an eye on the shifts, because technology can work in your favour, or it can work against you.”
Why technical skills are no longer enough.
Early in her career, Paulina believed that strong technical skills, such as photography, web design and graphic design, would be enough to stay competitive. Over time, that assumption changed. She now believes that the ability to communicate clearly and connect with people matters just as much as technical expertise. “Those skills mean nothing if you can’t speak to people,” she explains. For founders especially, interpersonal skills are no longer optional, they are essential. And for those who struggle with that side of the business, Paulina is pragmatic: learn the skill or bring in someone who can support you.
Advice clients don’t always like hearing, but need to hear.
One of the most difficult conversations Paulina regularly has with clients is around who marketing is actually for. She recalls a recent project where a client disliked a creative decision because it didn’t align with their personal taste. But in reality, the work wasn’t designed to appeal to the client, it was designed for the audience. This, she explains, is a mistake many businesses make: creating materials they personally like, rather than content that resonates with the people they want to reach. And while that’s often uncomfortable to hear, it’s a necessary shift if brands want their marketing to work.
Why most brands misunderstand differentiation.
From Paulina’s experience, many brands struggle to stand out because they focus on the wrong things. Having published 18 websites across different sectors just in 2025, she’s seen the same pattern repeatedly: businesses assume differentiation comes from prices, services, or technical features. In reality, many competitors offer similar packages, operate in the same locations, and claim the same expertise. What’s often missing, she explains, is the human side. Paulina has consistently noticed that marketing performs better when brands show the people behind the business, the team, the director, and the individuals doing the work. “The more faces of the team, the director, the better the results are and engagement is better,” she explains. For her, differentiation isn’t about inventing something entirely new. It’s about visibility and honesty. You might share similar services and experience to competitors, but you stand out when people can see who you are, not just what you sell.
When trends don’t translate into results.
One of the most common mistakes Paulina sees brands make is assuming that popular platforms automatically work for everyone. She points to TikTok as a clear example. While it can be incredibly effective for B2C brands, she has seen far less success when businesses attempt to force it into B2B strategies simply because it is trending. Rather than chasing visibility for its own sake, she stresses the importance of understanding who a platform is actually designed for, and whether it genuinely supports a brand’s goals, not just its reach.
Marketing isn’t a shortcut – it’s a long-term process.
Paulina admits she doesn’t always love the word marketing, largely because of the expectations it creates. She often sees businesses rely heavily on AI tools for scheduling or content creation, assuming this alone will deliver results. While AI can be useful for speeding up processes, she believes ideas, voice and direction still need to come from people with real experience, whether that’s an agency, a freelancer or an internal team. When brands lean too heavily on AI-generated content, audiences can usually tell. A lack of human input can signal low effort and reduce trust. For Paulina, the issue isn’t using AI, it’s using it without balance. She also regularly encounters businesses who expect instant results: launching a website, posting on social media, or running campaigns for a few weeks and anticipating hundreds of leads. In reality, marketing rarely works that way. Without an existing reputation, strong recommendations or a clear structure in place, results take time. There are no real shortcuts. Sustainable growth, she explains, comes from consistency and patience, building trust over time rather than chasing quick wins.
Why engagement doesn’t always turn into interaction.
Paulina has also noticed a recurring gap between strong impressions and actual interaction, something she sees clearly through managing social media for around 40 different businesses. In December, her team asked clients to share photos of themselves in their Christmas jumpers to their socials. The difference was immediate. Businesses that shared those images saw noticeably higher engagement and interaction, while those who didn’t struggled to achieve the same response. For Paulina, this reinforced a clear lesson: audiences respond more to people than to polished messaging. To improve likes, conversions, and meaningful interaction, brands need to be more relatable, sharing day-to-day moments, behind-the-scenes content, and real people. This becomes even more important in the context of AI. As automation increases, Paulina believes people are becoming more selective about what they engage with. “People don’t just want to see the sales and offers,” she explains. “They switch off.” What still cuts through is content that feels genuine, familiar, and human. As she puts it simply: people buy from people.
What she would do differently if she started again.
Looking back, Paulina is open about the changes she would make if she were starting her business today. Practically, she wishes she had set aside money for taxes earlier, something many founders underestimate. More personally, she reflects on visibility. For a long time, she stayed in the background, relying on her team or her husband to be more front-facing. In hindsight, stepping forward sooner would have helped. She also wishes she had embraced change more quickly. When something works for years, it’s easy to become comfortable, sometimes too comfortable. Learning faster, adapting services sooner, and staying agile are lessons she now values deeply.
Closing Reflection: Visibility, Networks and Reciprocity.
Paulina reflects on visibility, and how it’s often misunderstood. Being present and active can sometimes be seen as being “artificially busy”. Comments like “you’re everywhere” are familiar. But for Paulina, visibility has always been intentional, not performative. Her involvement in accelerators, Chambers of Commerce and industry programmes isn’t about collecting logos, it’s about building genuine, long-term relationships. She explains that consistent presence, remembering details, and responding quickly has allowed opportunities to emerge naturally. Networking, in her experience, only works when it’s grounded in real connection. She also emphasises reciprocity. Being part of ecosystems like Warwick Innovation District and The Climb isn’t just about being seen, it’s about giving back. Supporting others, sharing knowledge and contributing to communities often leads to unexpected opportunities later on. Ultimately, this has reinforced one belief for her: growth rarely happens in isolation. It comes from trust, shared value and environments where opportunities flow both ways, a mindset that continues to shape how she runs her business and engages with the wider ecosystem.
Find out more about SLT Media and their services: https://sltmedia.com/
