Between cows and KPIs – How to be taken seriously as a creative professional
Or: How I learned to embrace the Excel spreadsheet without taking off my glitter hat.
Let me get this out of the way right away: I am a cow (or Carsten, you can find out more about me here). I wear turtleneck sweaters and regularly wonder whether my content also works outside the barn. I mean, sure: a cow that does AI satire and philosophizes about work-life moo-balance—is that art, strategy, or a social media accident with hoofprints? Do you want to be taken seriously with something like that?
Spoiler alert: Not always. But sometimes... moo-tiful.
I understand the impulse. Anyone who posts cow content is quickly considered playful, weird, or not entirely KPI-focused. But what if that's exactly where the strategy lies?
Creativity with calculation—yes, it's possible!
I Alma invent Alma because I thought, "Oh, a cow would definitely work well for business conversions." I invented her because I thought, "This world is so over-optimized, it needs someone who moos." But that's exactly what strategy is. Because Alma
breaks with expectation (which attracts attention),
remains approachable (because she shows weakness),
uses humor (which creates bonds),
and can be used across different media (whether text, image, AI, story, or podcast—it fits in everywhere like hay in a cereal jar).
Between content creation and content criticism
It's not about how loud you moo, but why. My content has attitude—even if it sometimes trips over itself ironically. I don't just want to perform, I want to ask:
What makes content relevant today?
Answer: Attitude. Craftsmanship. Humor.
In exactly that order.
Wait a minute, isn't this just for fun?
No. It's brand building with added value. Storytelling with substance. Self-promotion with a double meaning.
I know SEO, CTA, targeting. But I think it's okay to philosophize about existence while doing it—in a secondhand café with a cortado and career opportunities.
Between case study and self-doubt
The other day, someone asked me:
"What does Alma do for you?"
I said:
"She's my thinking space. My mirror. My test lab."
(And yes, also my pitch deck on four legs.)
Because whether it's LinkedIn, Insta, Squarespace, or Portfolio—anyone who Alma understands that I don't just produce content, I position it.
(Hopefully.)
What you can take with you (except hay):
Creativity is only wild if you don't set any boundaries for it.
Self-irony doesn't kill your image; it boosts trust.
If content just shouts but says nothing, it will quickly be forgotten.
And: cows with attitude are better marketers.
Conclusion in a nutshell:
"Those who shout are not taken seriously. Rather, those who remain true to themselves—even if that self has four legs and a sarcastic gaze."
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Yes. Satire is a precise tool for positioning. It breaks down expectations, attracts immediate attention, and signals a high level of intellectual confidence. It is crucial that satire conveys a clear stance and does not become an end in itself.
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No. Alma as a strategic filter and psychological mirror of the modern working world. She makes it possible to analyze complex topics such as systemic alienation or KPI belief in an accessible way without moralizing. I have also planned an entire story with her up to 2027.
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Humor boosts trust and lowers the barrier to complex messages. In a highly optimized world, authentic self-irony acts as a differentiator. As long as communication remains consistent, intelligent, and clear, it supports the brand rather than diluting it.
More about the "Cow Alma" project and her observations on the modern working world here.