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So if you are just meeting me for the first time, you may not know that I lead a very eclectic life. Aside from running my business, I work as a flight attendant for my favorite airline. This is stage of my life my colleagues once criticized me for but eventually, as the world changed, would come to not only understand but praise me for.

I Am Free…

I am the founder of a digital story telling agency (Sofrito Media Group) that collaborated with brands and corporate entities to enhance media initiatives that often involved creators or influencers as they were once called. It all started with a blog I started back in 1997 called Sofrito For Your Soul, a tribute to the lessons in community building taught to me by my grandmother Gloria Del Rio. It was also the first online publication of it’s kind in the history of the internet. After 10 years of working for T-Mobile in management, I decided to go full time as a creator / producer in 2014. I thought I wanted the big office and the staff but after a few years… I felt like I was losing my creative edge. In just three years, during the height of my financial success and before the pandemic I decided to shut my office space in Williamsburg Brooklyn and take the whole team remote.

I did this for a lot of reasons but mostly to set myself free from a self imposed 9-5 grind… I mean I became an entrepreneur to be my own boss, it didn’t sit well with me that it looked just like a job. One of my favorite clients was an airline, I had been working with them for years as an ambassador and extension of their marketing team. My friend and acting class partner Nereida made me aware of an opportunity to join their inflight team. I jumped at the opportunity.

If you’d told me a few years back that my time as a flight attendant would be training ground for mindful entrepreneurship, I would have laughed you out of the room. But here I am, almost 30 years into building a social media brand and community, realizing that a lot of what I have learned at “36k feet” in just the past 5 years have significantly impacted the pivot since I started working in the sky. I learned almost immediately, that my work (in both spaces) isn’t just about getting from point A to B; it’s about the journey and how you handle the challenges you encounter along the way.

I want to share with you how my years of safety and service training have influenced my entrepreneurial journey since I joined my favorite airline.

I Learned to Roll With the Unexpected

As I have seen first hand, on a flight, anything can happen. One moment you’re handing out drinks; the next, there’s turbulence, and everyone’s clutching their travel companions (or strangers) praying to various versions of the creator. I’ve learned to remain calm in those moments because, well, passengers count on it. It’s not much different in the social media landcape. When a platform changes its algorithm or a post doesn’t perform as planned, I adapt.

Flexibility isn’t just a nice skill; it’s literally the the key to survival in this industry.

I Help People Feel Seen

One of the best things about being a flight attendant is connecting with people. Even if it’s just a smile or some friendly small talk, that moment matters. It matters to some more than others. It’s the same with my work at Siembra Connect. Social media isn’t just about reaching numbers; it’s about making deep connections that count. I try to engage with my audience in a way that’s personal and real, because honestly, people can tell when you’re being genuine (and when you’re not).

It is all about the energy you bring to the encounter.

Every Detail Matters

In aviation, you’re trained safety protocols and procedures down to the smallest detail. That laser focus on detail has definitely carried over into my work now. From curating content to planning my posts, I’ve learned to double-check everything.

That’s what earns trust, and in entrepreneurship, trust is worth more than gold.

I Embraced Unexpected Lessons

Flying during the pandemic added a whole new layer to everything. Overnight, the job became more challenging and more intense. We were masked up, sanitizing every inch of the cabin, and navigating the anxiety of flying while the world felt upside down. Those flights were quieter, more cautious, and sometimes downright eerie. But that experience taught me resilience on a whole new level; the kind you need when everything around you changes, and you have to adapt without missing a beat. As an entrepreneur, I carry that sense of resilience with me. The pandemic showed me how to keep moving forward, even when the path ahead feels uncertain.

It’s about embracing the unknown & still delivering for the people counting on you.

Resilience: Show Up, Keep Going

There are days on the job when you’re running on fumes (pun intended), but you show up anyway. That resilience is key in my entrepreneurial life. Building something from scratch takes that same energy; it’s about consistency, even when it feels like you’re the only one in the room who believes in what you’re doing.

I Personally Survive Every Day By Checking in with Myself

And a big part of that resilience comes from taking care of my mental health. Whether you’re a flight attendant, an entrepreneur, or both, life can throw a lot at us. It’s okay to pause, check in with ourselves, and seek support if we need it. Just like safety checks are essential before a flight, mental health check-ins are essential for navigating life’s turbulence.

Last but Not Least, I Travel Light

When I pack for a trip, I pack only what I need, which has taught me to keep things simple. In business, it’s easy to get weighed down by every new trend or platform. But I’ve learned to focus on what matters most to my brand and let the extra noise go.

This and the level of peace that I feel exploring different cities, connecting with new people, creating new experiences and incorporating all of it in what I teach creators… gives me an edge over my competition that they simply cannot keep up with.

Flying ultimately, taught me that we’re all just trying to get somewhere, but the way we travel makes all the difference. From the cabin to the digital world, I’m bringing those lessons with me and it is helping shape my work at Siembra Connect.

Here’s to showing up, connecting genuinely, and finding purpose in the journey. Please find how whatever you are doing in your day job, can compliment what you are doing creatively… I promise there are lessons there.

See you in the skies or online, either can be the case.

George ✈️

About George Torres

Digital Storyteller | Community Builder | Serial Entreprenuer

As the founder of Siembra Connect, George Torres has been a trailblazer in empowering creators to turn their passions into sustainable businesses. Recognized as the creator of the first blog in the Latino online community, George has built a legacy of cultural innovation, storytelling, and connection. With decades of experience championing the voices of underrepresented creators, George continues to lead the way in amplifying impact and fostering sustainable growth in the creator economy.

You can sign up for his newsletter at http://siembraconnect.beehiiv.com

A social media audit is your chance to hit the reset button and ensure your online presence aligns with your goals. It helps you identify what’s working, what’s not, and where you can improve. By reviewing your content, engagement metrics, and audience insights, you can streamline your efforts, strengthen your brand, and create a strategy that truly connects with your community. Whether you’re a creator or a business, regular audits keep you focused, efficient, and ready to grow.

Here is an audit, I used to use in my “Why Aren’t You Crushing It” cohort and it was created by Hootsuite, one of the tools I have been using for years with both my platform and the clients I serve. I hope it helps you set up for the new year. We

Enjoying My Content? Let’s Take It to the Next Level

I’m glad you’re finding value in the content I share—it’s designed to inspire, educate, and empower creators like you. But sometimes, free content can only take you so far. If you’re ready to dive deeper and need tailored strategies, personalized guidance, or solutions for challenges that my posts can’t address, let’s connect.

Whether it’s one-on-one consulting, strategic planning, or unlocking new opportunities for growth, I’m here to help you level up and thrive. Let’s make it happen!

Many of you may not know this but my initial interest in the digital space is deeply rooted in Gaffitti and Poetry. Most of my work in branding comes from the culture of visibility that the hip hop culture ingrained in me.

Yesterday, I had the opportunity to attend the Brooklyn Pop Exhibit curated by our creator of the week, Mister Kaves. This was the most incredible exhibition I have ever seen that literally hits on the highlights of my life. I will share more in a future piece but today I just want you to meet the man behind the experience.

Mister Kaves
Artist | Musician | Film Maker | Entrepreneur

Michael McLeer, better known as Mister Kaves, is a multidisciplinary artist and pioneer from Bay Ridge, Brooklyn. Rising to fame in the 1980s as a graffiti artist, Kaves was part of the iconic train car movement, with his work featured in Henry Chalfant's legendary book Spraycan Art. He later transitioned his creativity into multiple arenas, co-founding the hip-hop group Lordz of Brooklyn with his brother, producing groundbreaking albums like All in the Family (1995) and Family Reunion (2020).

Kaves is a world-renowned visual artist, celebrated for his fine art, graffiti murals, and illustrations, including collaborations with Metallica, the Beastie Boys, and Aston Martin. His children’s books, such as Hip-Hop Alphabet and The ABCs of Metallica, showcase his unique ability to bridge cultures and generations through art.

As a thespian and filmmaker, Kaves directed The Shoemaker (2010), which earned Best Short Film at The Art of Brooklyn Film Festival. He has acted in numerous projects, including The Many Saints of Newark. As an entrepreneur, Kaves has run tattoo parlors, co-authored Skin Graf: Masters of Graffiti Tattoo, and founded The Brooklyn Firefly, a restaurant and creative hub for artists.

Through his murals, books, music, and business ventures, Kaves continues to encapsulate the energy and resilience of Brooklyn, blending artistry with a deep commitment to his cultural roots and community. His work is a testament to the power of reinvention and storytelling, making him a true cultural icon.

If you are in NYC, experience his work first hand.

Stay Ahead in the Creator Economy

The creator space is constantly evolving, with new tools, trends, and opportunities shaping the industry every day. From groundbreaking monetization features to the rise of AI-powered workflows, we’re tracking the stories that matter most to creators like you. Explore the latest headlines, insights, and updates to stay informed, inspired, and ready to thrive in this ever-changing landscape.

Pa'l Pueblo Holiday Jam: Spreading Joy, Together

This holiday season, let’s come together as a community to celebrate life, create lasting memories, and share the spirit of giving. Through our Pa'l Pueblo Holiday Jam, we’re bringing joy to underserved kids by collecting and delivering toys to brighten their holidays.

It’s more than an event—it’s a celebration of community, culture, and compassion. Join us as we make the season magical for those who need it most.

Together, we can make a difference, Pa’l Pueblo.

We Have Partnered with Grapevine.a To Help Monetize Your Creativity

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Whether you’re creating stunning visuals, writing compelling blogs, or crafting viral social content, Grapevine.ai is here to help you connect, create, and thrive.

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