It’s exciting to hit reset and focus on something new: Ami Gan | Mindset Matters

Mar 02, 2024

Today’s guest: Ami Gan

Ami was the CEO of OnlyFans, joining in September 2020 as the chief marketing and communications officer. In June 2023, she left to create her own company, Hoxton.

We met while I was at Reface. As CEOs in tech and entertainment, I reached out to her on LinkedIn (apparently, my cold message wasn’t lame like 99% of our inboxes)

We've since hung out at WebSummit, Slush, and on numerous other work-related and casual occasions.

That’s how I gained a +1 fellow executive with whom we discuss everything from life and tennis to our perspectives and what lies beyond being a CEO of a notable startup.

Ami is that type of American who doesn’t oversell themselves.

Kind of a rare type, you know.

Doesn't try to make you like her either.

She’s sincere, deep. This hooks much better.

Hi there! I'm Dima, entrepreneur with investor background. Co-founder and former CEO @ Reface. Ukrainian. Scout @ a16z. Investor.

I launched the Mindset Matters to share thoughts and lessons I've gathered from conversations with serial entrepreneurs, top-notch VCs, builders, and doers I admire and respect. About more than just work.

~~Bi-weekly~~ . Well, mostly monthly. Free. In your inbox and here, on Substack.

Confession from my side: As Ami, just like myself, stepped down from the CEO position to embrace new journeys, I anticipated this interview even more.

It was impossible not to ask her a few questions about the transition period, her new venture, and views on content creation as a whole.

Surely, I followed up with more questions to understand what shapes her mindset, how she makes decisions, and what inspires her.

Without further ado: here are her answers, unfiltered.

Let’s start with this one. Could you tell readers about Hoxton, your new venture?

Hoxton is a strategic advisory that empowers forward-thinking businesses to expand their influence and achieve their goals.

While that sounds like buzzwords, what Hoxton does differently is we work directly with CEOs, founders, and C-suite executives to address what their goals, pain points, and needs are for their business and then work alongside them on execution - something most consultants don’t do.

My roots are in marketing, and I’ve been able to couple that with my operator and executive mindset from running a global platform.

I’m personally very action-oriented and say we’re like a Swiss Army Knife, on how we’re able to work to provide real solutions. This has ranged from optimizing logistics and margins to shaping and developing a new brand.

Isn’t it even scarier to start a new venture after successfully running a widely known product company? Did you feel the pressure?

It’s exciting to hit reset and focus on something new.

Hoxton has given me the freedom to collaborate with a range of different companies without fully taking the reins of another organization. I really like the excitement that stems from a new company getting ready to launch or an established one that’s going through a shift. That’s where my team and I can jump in and support to achieve goals.

How has your daily routine changed since you stepped down? Like, tell about “a day in a life of stepped down CEO”.

Haha, I have been better about not getting sucked into my phone early in the morning. I’ve spent January in Miami so it’s nice to walk my dog outside, and then workout, before diving into things. I really enjoy having a morning before focusing on work.

Bonus question: How many times have people asked you, “So, what’s next?”

Pretty regularly, but I’m already doing what’s next, and what’s yet to come has yet to be written, so stay tuned.

Having had such a great time at OnlyFans, why didn’t you launch a product company yourself next? Why advisory, not product?

Who says I’m not doing any of those things? ;) I’m experimenting with the idea of Hoxton Concepts, which is like an idea studio under Hoxton where we can develop products and brands. Given that I was able to hit ‘reset’ a bit, I’ve been taking this time to hone my tools and do diligent research into potential markets for CPG products. I’m also looking at companies in the tech sector I’d want to join or put my name on, whether that’s as an advisor or a deeper role.

Ok, let’s switch the topic to creator economy. Given the rise of AI-generated content and a ton of new tools available, how do you see the future of it?

We are at just the beginning of what the creator economy is and will become.

Anyone with a phone can become a content creator, so we’re seeing niches popping up on all different platforms. It’s easy to find a community of people who have similar interests to you. Key words are community and connection, as that’s what a lot of people are searching for.

Depending on your age, you may be seeing your friends post less or leverage their ‘close friends’ more. There’s an entertainment factor along with a genuine curiosity to see how people are doing.

Social media overall has become a reality show - and like reality TV - not all of it is real.

So, what about AI-gen content and its impact on creator economy?

There will likely be a premium for human-generated content vs AI-generated content. However, AI helps with content ideation, creation, editing, captions, messaging, and more. It’s really on each creator to be transparent about their AI usage or how they leverage it. I’m a fan of chat GPT and leverage it for ideas, content, and editing. However, I still do a good bit of editing on anything that comes from it and work to make sure any of its answers don’t sound GPT-ish.

Now let’s do some blitz with classic “Mindset matters” questions.

1. What's a common "meaningful life" advice that you just can't stand?

“Drink more water” or “things will work out”.

Things only work out because you’re making some sort of effort.

And yes, drinking water is important but sometimes you want a fizzy beverage or a coffee.

2. What's a big lesson life has taught you?

Life is short, you should enjoy it. Don’t over worry about things out of your control and don’t overwork either.

3. What's one thing you wish someone had told you when you started your career?

Nothing you end up doing you could’ve ever predicted at all.

The way the world is now never could’ve been imagined when I was in school.

4. Have you read, watched, or heard anything lately that really stuck with you? Why did it strike a chord?

“Everything is temporary” – I’m actually not sure where I picked that up, but it’s a quote that has really stuck with me and I find it inspires change or will help you get through a challenging period.

5. What moments make you feel like your life is genuinely wonderful?

Put down outside distractions and be in the moment, you don’t have to record or capture everything. Sometimes it’s better to just let your phone be and not check it so you can be fully present during travel, with family and friends, etc.

6. If could only ask one question to understand how someone thinks, what would you ask?

This is my go-to job interview question but I’ll use it sometimes just to strike up a conversation or break the ice: ‘What’s the best concert you’ve ever been to?” it’s very disarming and gives a really good insight into who a person is outside of a professional setting.

That's all for today.

If Ami's words resonated with you, feel free to leave a comment or share this newsletter with someone who might need to see these insights today.