Chief Milestones

Building An Authentic Personal Brand As A Working Mom Creator | Suhashini Nathan | Part 2

Reshma Vadlamudi Episode 60

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0:00 | 32:22

In Part 2 of this conversation, Suha gets into the decisions she's made as a creator that most people don't talk about - which metrics she actually tracks, why she stopped planning her posts so carefully, how she handled her first negative comment, and the parenting moment that made her realize how much she'd grown.

She also talks through her long game: what would actually have to be true for her to leave her W2, why financial independence matters more than follower count, and how she thinks about scaling without losing what matters at home.

What you'll hear:

  • Why reach matters more to her than likes or comments - and the distinction most creators miss
  • Her pre-shoot homework system for restaurants and brand partnerships
  • The pandemic creative risk that connected her to a whole new creator community
  • Why she dropped the planning and started just posting - and what changed
  • The 911 call with her son, and what it showed her about herself

This is Part 2 of 2. Part 1 covers her content pivot from fashion to motherhood, her travel system with a toddler, and why she keeps her creator life hidden at work.


Reach out: ChiefMilestones@gmail.com

Chief Milestones is a video podcast featuring honest conversations with founders, parents, and investors about building real businesses, staying healthy, and raising families.


New episodes release Tuesdays and Fridays.

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Apple Podcasts: https://podcasts.apple.com/us/podcast/chief-milestones/id1861185226

Views And Reach Over Likes

Suhashini Nathan

Views and reach matter to me. Likes and comments on I wouldn't say noise. I would consider them on um level three. It would get stuck on their brain, but not everyone is going to hit the light button and take the effort to go in and comment more than just building. People do see me as a brand. Not like just selling things to them, but they do look up to me, they can relate to me. You're not the face of any brands, you become your brand. That's what I always tell myself.

W2 Stability While Growing Online

Reshma Vadlamudi

So do you see yourself transitioning out of W2 or is this going to be hybrid?

Suhashini Nathan

I wouldn't say I would transition out at this phase of my life being a new mom because I hung through in the most, you know, difficult phase of the life where I had a newborn, still went back to work at 12 weeks postpartum. So I want to hang tight at least for a few more years. And then maybe I would transition out and, you know, concentrate more on content creation, maybe in the future.

Reshma Vadlamudi

Okay. Yeah. What kind of partnerships or content feel aligned for you?

Partnerships Sustainability And Authentic Legacy

Reshma Vadlamudi

And which ones are a hard no?

Suhashini Nathan

Right now I feel more aligned on restaurant invites, food, and anything on mental health, motherhood, all those are a big yes. And I'm declining a lot of fashion and you know, main on sustainability. Right now I am putting a pause to fast fashion. So I'm not really promoting or working with brands who are into fast fashion and I'm more into sustainability and which is more relatable in this phase of my life.

Reshma Vadlamudi

Yeah. Yeah. Okay. W okay. When you grow your platform, what legacy do you want it to leave for your family and your audit audience?

Suhashini Nathan

I want them to feel that, hey Suha, you are authentic. You did take us through different phases of your life and you did make it more entertaining for us. That is what I want them to see and understand. And for my family, I want them to be happy that I put myself out and I build this community for myself and I did do it. That's it.

Journaling Apps And Daily Nonnegotiables

Reshma Vadlamudi

Yeah. Favorite app for batching content?

Suhashini Nathan

I use Lightroom for pictures and I use Cap Cut for videos.

Reshma Vadlamudi

Okay. Non-negotiable in your daily routine?

Suhashini Nathan

That three minutes of journaling is something that is non-negotiable. It's either a m or p.m. I want to have that three minutes. It's not five minutes, but it's three minutes because that's the bare minimum I can have.

Reshma Vadlamudi

Yes. So is it is it like a gratitude or is it Yes, it's a gratitude journal.

Suhashini Nathan

I I have two. I sometimes have like a yapping list where I just want to get things out of my brain. And I also have a gratitude journal. I do both. It depends on my mood.

Reshma Vadlamudi

Yes, yes. I think for me it became like the I started with writing physically ahead. Uh, but then what happened was during the day when something comes up, I have to just either type it out on my phone sometimes. That's like even something I don't count on a daily basis how many times. But that really like just dumping that thing onto the phone actually really helps me now. Uh, and then actually after I bought this iPad, it's also that's why I have the Apple pencils. Uh all I do is just write all this thing off, and then yes, the gratitude, like you said, yes, uh, I like to do that, but then at this point, I'm not even doing that three-minute thing. Like, there is no way I can I can't find that right now. But then the other one, if I don't do it, it's like yeah.

Suhashini Nathan

Yeah, you're a mess. You just want your I have to dump that thing out. Your emotional bin is just getting out.

Reshma Vadlamudi

Yes, yes. Okay, so dream brand collab.

Suhashini Nathan

Dream brand collab. I have hit a few. Uh you you won't believe this. When I badly had 4K followers, I worked with Dyson. Oh. I had they gifted me a Dyson straightener. So that was a dream come true collab a few years back. Right now, I I don't really have dream collabs because I'm figuring it out myself. So whatever comes my way, I'm really happy and I'm feeling blessed for each and every brand that I've worked with.

Reshma Vadlamudi

Yeah, yeah. Last thing your kid said that made you laugh.

Suhashini Nathan

Oh my god, he keeps saying dada. He calls me dada. The other day he he wanted to tell something. He said he said, dada dada dada. I'm like, no, I did that. Yeah, dad, he's calling me here.

Reshma Vadlamudi

What's a W2 perk that you actually love?

Posting Without Overthinking For Growth

Suhashini Nathan

Stability.

Reshma Vadlamudi

Yeah.

Suhashini Nathan

Um but at this market I'm grateful and blessed, but yes, I would say stability and growth. I'm really happy for the growth and the exposure that I have. Yeah, those those will be the two main things I would say.

Reshma Vadlamudi

Do you have a checklist or a mental framework when planning a post or reel that you want to perform well?

Suhashini Nathan

I used to have those, but now the more I plan, the more it doesn't do well. And all creators and all these people who talk about Instagram, they also tell tell you to do the same. Just post. Don't overthink, don't overcomplicate it, just post. So I stop giving too much thought and too much planning and time on it. Rather, I would more invest more time on how to create and what type of content I want to make on the creation part more than the thinking part.

Reshma Vadlamudi

Okay, so more than uh more than like trying to frame things, you just have to do it and do it consistently over time. Totally. So that's the only thing that will click, and you have zero clue on what's going to click.

Suhashini Nathan

Yep. Now did Instagram have this trials video. I haven't personally tried a lot, but people say it's it is the Instagram group gurus, they are mentioning that it is helping with growth.

Reshma Vadlamudi

Oh, okay. What is it? Trials?

Suhashini Nathan

Yeah, yeah. There's Instagram Real Trials where your reel gets to be shown to your non-audience and it picks up and yeah, something like that.

Reshma Vadlamudi

Okay. Wow. Okay.

Long Game Vision And Financial Goals

Reshma Vadlamudi

Yeah. What's your long game vision as a creative entrepreneur?

Suhashini Nathan

Long game vision is down the lane. Maybe I take some break from my full-time job and jump into creating content and then maybe open like a jewelry brand or a clothing store. That's something that's running in my brain, but that's like a long road. I need to hit that road a couple years.

Reshma Vadlamudi

What what would make you like say, okay, now I uh I want to make the switch happen? Is that a financial goal or is it uh or a number of audience goal? Or what is the goal that would make you say, yeah, I think I'm ready to make the switch now?

Suhashini Nathan

I wouldn't say it's the audience goal, because the more authentic and real and good content I post, I I know I would hit a good amount of audience and I will be able to reach. I would definitely say financial independence is something that it will play a very, you know, key role in this because if I am doing like a new brand, if I'm building a brand that's going to see not much of you know a return the initial couple of years. So financial would be number one, and number two, maybe the location where I am. I I don't know if I want to be in the US or if I want to go back to India and do that. And it it also depends upon Culkin, you know. The more he needs me, the more I cannot do it. The more the less he needs me, I can put some time for myself and put my creative hat and think all this and do that.

Reshma Vadlamudi

So yeah, there's a bunch of things I would say. Yes, yes. And then oh gosh, they get they get hands-off pretty quickly, is what I have noticed. Um after four, you'll start seeing the effects of it. But now I could like at six, I know like she's totally hands-off. All they would need is it's just the reassurance from you. And because I still have that one-year-old who who needs a lot from you to yes, so that's why I am like trying, you can't compare like the kids, but then it's also like how much they need you at one year old is going to be totally different, and then Maya would need you too, like at some point, like when she had some kind of issue with her friends.

Suhashini Nathan

I know.

Reshma Vadlamudi

Um yes, that's when they will need you. They would they would still need you, but in a totally different way. Like, but then that's the words that you have to use and those uh how to set the boundaries or whatever that they don't know about, right? It'll still be there, but they won't you're not needed. You don't feel like now it's like you sacrificing yourself to be with them, right? Um that that will go down. Yeah.

Suhashini Nathan

I I hope it goes down.

Reshma Vadlamudi

It does. I know it doesn't look like it right now, but then it does.

Handling Hate And Staying Relatable

Reshma Vadlamudi

Which metrics actually matter to you and which ones are just noise?

Suhashini Nathan

Views and reach matter to me. Likes and comments are I wouldn't say noise, I would consider them on a level three, not even level two, I would push them to level three because a lot of people would just see content and the it would get stuck on their brain, but not everyone is going to hit that like button and take that effort to go in and comment. So I'm that's the main reason I'm pushing it to level three. Not that I don't want anybody to like or comment in my post. Please do. But yes, I would definitely consider the reach and the views to be more important.

Reshma Vadlamudi

What is reach?

Suhashini Nathan

Reach is the number of audience your content reach. So for example, I could just have 900 followers, but my content would have already hit 50k people. 50k would be the views, and uh the reach would be some 56 or 58. Oh 58k.

Reshma Vadlamudi

Okay, okay, okay. So the views are not necessarily your reach?

Suhashini Nathan

Reach could be a little higher or lower than your uh views.

Reshma Vadlamudi

Okay, so that reach in the sense it just means other than your audience, someone else saw my audience and my non-audience. Oh, okay, got it.

Suhashini Nathan

It's a combination of both.

Reshma Vadlamudi

Okay. Okay. Has your relationship with social media changed as you have grown?

Suhashini Nathan

Yes. The more I grow or either phys uh in my age physically or with social media, I care less. I I am becoming least uh considerate about people g throwing shade or becoming a negative energy on my growth. I I'm not bothered about them anymore.

Reshma Vadlamudi

Yeah, yeah. So is it the audience comments or do they DM you to like saying?

Suhashini Nathan

It could be a mix of both. Okay. It could be a mix of both. And uh the more honestly, if somebody gets a negative comment in your video, you should be a little happy it means that photo or video is going viral.

Reshma Vadlamudi

Oh.

Suhashini Nathan

When I got my first negative comment, I literally had tears because that was the very first negative comment from a random female. And my friend, this is exactly what my friend told. You should be happy that your video is going viral. That's why random people are throwing shade at you. So that's what I always tell myself. Yeah, yeah.

Reshma Vadlamudi

And then is it did you because I heard from so many other people from the content creators saying there are more women doing this than men.

Suhashini Nathan

Yes. Honestly, even I have seen a lot of women doing it, or I don't know if men are doing it from a women account. I I have I don't know what's happening in there, but yes, I see a lot of women doing this purposely using very vulgar words to pull you down. It's it's not nice when that happens, but I'm being very least considerate about it and it is fine of life.

Reshma Vadlamudi

Yes.

Suhashini Nathan

And I also tell them tell my friends, please don't be bothered about it.

Reshma Vadlamudi

Yes. How do you handle the paradox of being both highly curated and relatable?

Suhashini Nathan

It it is a little bit difficult because uh I used to be highly curated. My content would be like every second, and everything was I I had a plan, I would go by the plan, but now it's becoming more like a vlog, you know. This is what I did in the afternoon. I cannot plan. I is it's it's it's a very casual vlog. If I plan it and curate it, it takes out the rawness from it. So it depends on the content that I'm doing. Some fashion content still, I do a minimal amount of get ready with me kind of content. I curate them, I know what I'm going to showcase my audience, what helped me get ready as a mom very quickly in a five-minute phase. Yes. Or something like that. And then there is raw vlogs which I just do, you know, whatever comes, we just go with the flow.

Reshma Vadlamudi

Yeah. Okay.

Travel Food Storytelling And Shooting Prep

Reshma Vadlamudi

So, how do you design your travel and food content with both creativity and virality in mind?

Suhashini Nathan

If I think more about virality, it's going to kill my creativity and what I want to do. So I think a little less about what goes viral. That always works for me. The more I think it should go viral, the more it doesn't do well. So I focus more on, hey, this brand or this restaurant wanted me to focus on their latest spring menu. That's what I concentrate on. I want to help them cater more audience, reach more audience. I focus on that more than being viral. But I don't ignore the viral part completely. Maybe I use like a viral music into it or a viral, you know, a catchy, you know, like uh edit or something like that. I try to bring it in, but that is going to be secondary in my content creation. I don't give more or prior importance to it.

Reshma Vadlamudi

Yeah. When you're in a new place or tasting something unique, how do you decide what becomes the content, what stays personal?

Suhashini Nathan

Less tastes personal, more becomes content because I want someone else also to go try it and you know feel good about it. Uh, if something is really not pleasant to me, that's something that I keep it to myself. I I don't post about it. And I also don't post more negative about it because I may not like it, but someone else might like it. So I don't want to curb them from trying something new. So yeah.

Reshma Vadlamudi

Yes, yes. And I definitely think food is more personal. Exactly. Yes. And we it could also be like you might not like it now, maybe in the future down the lane, sometimes us might change. We just don't know. So yes, exactly. Okay. So do you think of yourself more as a storyteller, a brand, or a business? Or is it something totally different?

Suhashini Nathan

Okay, I am a storyteller, that's a nice word. Or I am bringing content to you. I just create and you just see, you just see uh, you know, experience what I have experienced. So I'm more of that rather than putting that thought in your brain of hey, do this, do that. I just want to showcase my rare moments for you to decide what do you want.

Reshma Vadlamudi

Yeah, yeah. How do you translate the vibe of a place or meal into the visual story?

Suhashini Nathan

I try my best to capture the exact vibe so that people can relate more to it. I try my best to add more edits to exactly capture what my eyes captured. So it it's a balance of both shooting it right and editing it right. So I don't have a team or I don't have someone who can do that for me. I do it for my content creation. So I try my best. That's what I'm going to say. I have nice apps and tools, I use them, but I also make sure I capture the raw, you know, vibe of the place.

Reshma Vadlamudi

So I know you said it's about the shoot and then the edit, right? So when you go into a restaurant or when you go to a rooftop or something, and then you would go there and you would shoot it from all the angles, or when you go there, how do you know which one you should be capturing? Because the editing part, you'll be home. You can do it however you want. But then in the moment, what do you here's what I do?

Suhashini Nathan

Before going to a place, I check their Instagram page, I check all their social media pages on what is the most captivating, you know, like the shot or which which is it, whatever that is. So I I do my homework, that's what I call as my homework. Before hitting a new spot or even partnering with the brand, I try to understand them. What story are they trying to say? What is their speciality? So then I'm not just blank at that place. So capturing at that right spot is a crucial moment. If I hit if I miss it, I don't capture the story to edit, go back home, edit, and tell my audience. So I do some homework on that. And then when I'm I'm there, I'll be like, oop, yeah, this is I want, this is what I want. I just take all the shots that I need. But some events are impromptu, you know, it's it's a curated event. Like last week we went for a summer event at JW Marriott. It was entirely new. I just knew there's a pool, but the rest of the story was supposed to be captured there. So I had to be real quick. And there were like seven other fellow creators who was doing that. So that that was more fun.

Reshma Vadlamudi

Yeah, yeah. So those are the that was actually would be my follow-up question. Let's say if there is a soft opening or if there is something that you haven't seen before, and then at that point, would you just go try to cover it from all the angles?

Suhashini Nathan

Yes.

Reshma Vadlamudi

That's the best way that you could.

Suhashini Nathan

Cover it from all the angles, capture as much as possible, and then editing is a different story. It's on you. You try to see which was the best that worked. Yeah. So yeah.

Reshma Vadlamudi

Yeah, yeah. Okay.

Viral Risks Breaks And Business Mindset

Reshma Vadlamudi

Okay. So what's a creative risk you took that really paid off?

Suhashini Nathan

Creative risk that I took that paid off. All the viral reels during the pandemic. I'm not sure if you remember it, but during pandemic, there were like hundreds of reels that were going viral. So I did take the risk of shooting a bunch of them, and I did post a bunch of them. That was a real game changer in my content creation life. I got connected with a lot more fellow content creators. We were on Instagram groups, WhatsApp groups. I had a chance to be more present and reach more audience, and I was building that community. So following trends for a brief period did pay up.

Reshma Vadlamudi

Yeah. And not anymore though.

Suhashini Nathan

Um I don't have the time and energy at this point. Now it's more into, you know, what can I do? What would be more relatable at this phase of my life?

Reshma Vadlamudi

Yeah. Okay, so how do you keep creativity flowing when You're posting consistently.

Suhashini Nathan

I do take a break sometimes. It your creative brain doesn't that river doesn't flow non-stop. Sometimes I have to put a pause because I don't want to hit my audience with boredom. But I want to create some quality content. I do take a break of a week or so. Just taking a break has my creative brain much better. Yeah, I do that.

Reshma Vadlamudi

Yeah, so every time, like I think it happens with all every time you could pause, your brain starts thinking a little bit again. Exactly. Yes.

Suhashini Nathan

So that break is essential if you are in the creative field, be it anything, you get a creative block sometimes.

Reshma Vadlamudi

Yes. Yeah. Any unconventional content idea that surprised you by going viral? Is it that five-second thing?

Suhashini Nathan

I would say that it was unconventional, honestly. It was that time it was not my regular content. Couple content was something I was trying to do, but it was not my prime focus. But it took off. And not just that, a bunch of my couple content really went viral. We had like 100k on many, many videos. So yes.

Reshma Vadlamudi

Okay. When did you first realize I'm building a business and not just growing on Instagram?

Suhashini Nathan

I realized that when things started going viral, yes, I I would get random appreciation from strangers on comments. And even now I find like a r fellow mom who's who's sitting in another corner of the world, she would say, Hey, I really do relate to your content. You are a mom who's juggling so much, and I I can relate to you. That's when I see that more than just building, people do see me as a brand. No, I'm I'm not like just selling things to them, but they do look up to me. They can relate to me.

Reshma Vadlamudi

Yes, yes, exactly. I think that's that's the that's the thing. Like you become your brand, right? Exactly. Become your brand.

Suhashini Nathan

You are not showing off any brands and you are not the face of any brands, you become your brand. Yes. That's what I always tell myself.

Reshma Vadlamudi

Yes, yes. It's people want to relate to you. Um, people buy those things because they look good on you, and maybe they think that they would look good on them.

Suhashini Nathan

Exactly. That's because they're able to relate to me. That's that's the game changer. Not just people, not just other people. I look up to a bunch of content creators and I'm like, oh, that that really looks like a good product. I want to have my hands on that. And if that worked for me, I would also give a shout out to that content creator and my audience are gonna try that out.

Reshma Vadlamudi

Yes, exactly. So, what's your philosophy on scaling?

Suhashini Nathan

I want to be financially independent, but I also want to be very available for my family and my kids. So it it's it's going to be a balance. To achieve that, it's going to take a lot more patience, energy, time, a lot to build there. But yes, the end goal is to live life. You want to live your life. I I don't want to remember how hard it was. I just want to remember the memories. The memories are going to last forever. I want to save a lot of good memories towards the end. So earning that would be the philosophy. What about you?

Reshma Vadlamudi

Yeah, for me, it's about the same. Spending that quality time has always been my biggest thing. So, whatever I do, even when we come on business trips like this, whatever we did this morning, like that, like three to four hours undivided time with them at the place that they like and the food that they want to eat, and where I'm not pushing them that they should be eating certain protein or they should be eating certain, they should not be eating pops all the time, or so those are already gone, right? I also want to be a chill mom, but then if I want to be a chill mom and have the healthy kids all the time, it might not work, right? So I can be the chill mom on vacations, I can be all those things too. Yeah, I hear so yeah, that that's like the main goal. Like for me, scaling is like having that financial independence, and then those expenses are only going to go up with the kids that we have, their expenses are going to go higher.

Suhashini Nathan

The lifestyle that they have to afford for that lifestyle.

Reshma Vadlamudi

Yes.

Suhashini Nathan

It's a lot of wet and blood to hit that spot.

Reshma Vadlamudi

Yes, that's why. Like that's the so the money goal becomes important because eventually I don't want to be in this grind. It's not about the grind right now, it's about the collecting those moments, but then eventually it's all about those moments, but nothing else in life. Yeah. And I know people say money is nothing or whatever, but that's if money is nothing, there is no way. Like if my if my mom gets sick or something, I need to be there. It won't happen.

Suhashini Nathan

Like, and and then bills are not gonna be paid by themselves. People do say, even I would say money is not priority, but it depends when and where. When you have to choose between your family and money, then yes, my bonds with my family is a priority, but to take care of them, I do need that money. I have to save that up.

Reshma Vadlamudi

Yes, and then let's just say when uh someone needs that, someone in your family needs that, and then you know you're in your physical capacity that you can do that, and you're not even being available to provide that for them, is also going to kill you eventually.

Suhashini Nathan

Oh, yes.

Reshma Vadlamudi

So that's that that's the episode for me that the whole philosophy is trying to be more present where I don't have to keep thinking about money.

Suhashini Nathan

Yeah, yeah, that's that's relatable, yes.

Reshma Vadlamudi

Yeah, yeah.

Shared Notes Calendars And Workflow

Reshma Vadlamudi

So, what's one tool, platform, or process that changed the game for your workflow?

Suhashini Nathan

Um, I'm going to say notes.

Reshma Vadlamudi

Yes.

Suhashini Nathan

Because getting my brain trash out, putting that into a vision was very essential. Like you said, writing in paper, yes, it it helps, but having it organized in notes. I I have different notes, you know. I I even have manifestation for 2025, which I read every night. So that's one that's an instant Apple app. So I'm going to tell that. But yes, I also have a bunch of other apps which help me schedule my content and schedule my works and my family's schedules. So yes, I do have.

Reshma Vadlamudi

Yeah. So is it mostly do you use the calendar where you could sync all these together? And does Kathik have have the access to that? Exactly.

Suhashini Nathan

We share, I I don't remember the name of that on top of my head, but we share that calendar where he and I can both add our, you know, student task or whatever this aim to this aim we are doing. We can uh add it and we both can see that share it.

Reshma Vadlamudi

Yeah.

Suhashini Nathan

And even notes, you can I add him as a collaborator. So if he wants to add something to it, he can add it.

Reshma Vadlamudi

Yes, yes, the listing and all. Yes. I'm so bad with the calendar, but then I I like I dump all of it on Chris, and then he actually puts it on the calendar and takes care of it for us. So yeah. Actually, I used to push it off so much, but then now it's becoming social calendar, you cannot keep up.

Suhashini Nathan

You definitely need to.

Reshma Vadlamudi

And then all that has to be on it, and then on top of it, with the podcast, what's happening is if we don't block off that thing, the guest would go book that specific time.

Emergency Parenting Moment And Resilience

Reshma Vadlamudi

So, what's one personal or parenting milestone you have had lately that made you pause and go, Wow, I am doing this?

Suhashini Nathan

So recently we had a not so good experience where Kalkin had a fever and we had to rush him to the emergency. We had to call 911, get on the ambulance and go to the emergency. I did not cry. I was there for my son and for Karthik. Karthik was shivering because both me and Karthik, this is our first time, but I had to pull myself together at that moment. And Tatwood, he was good, he got better, we came back home, and the next day my emotional I caught on the emotional wheel. I couldn't stop crying nonstop for two days. But all this started only when Culkin got better. I prioritized them and I I felt that oh my god, I really did a d do a decent job here because if I would have panicked and got more scared, and if I kept crying, Kartik would have got more scared, and Kulkin would be like, wait, you both are crying, what do I do? So I felt a little proud, not a little, I actually felt proud of myself because I caught myself up, I went through the situation, and once we were out, I put some emotional time for myself, and I went out and I got better. So I would say that was one moment for me.

Reshma Vadlamudi

Yeah, yeah. These kids they show you your own strength.

Suhashini Nathan

Oh yes.

Reshma Vadlamudi

Yeah.