The Proffitt Podcast
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The Proffitt Podcast
Behind the Scenes at Craft and Commerce 2025
"Kit just blew my mind!" I'm coming off my third consecutive Craft and Commerce conference in Boise, Idaho. This annual gathering, hosted by Kit, brings together influential creators in the economy for a unique experience of genuine masterminding, where deep listening and vulnerable sharing lead to unexpected insights.
In this behind-the-scenes episode, you'll hear various parts of the trip, including my walk-and-talk thoughts before the event, event secrets I kept (until now), and recaps.
The conference concluded with a closing party with an amazing DJ (every Millennial's dream!), where I celebrated alongside fellow creators who truly understand the challenges and victories of our industry. I’ve already secured my ticket for 2026, and I encourage anyone interested to join us—finding your community is invaluable. Don’t forget to subscribe to my podcast for more conversations with the amazing creators I met in Boise!
If you've wondered why nothing is working in your business in 2025, you need a clear strategy. Download our free guide, Build Your Business's Strategic Foundation, where I'm walking you through a business model canvas and a customer journey map. You'll see how we use this at Proffitt Media, plus find templates for you to create your own. Go to krystalproffitt.com/strategy to download today.
Click the "Send Krystal a Text Message" link above to send us your questions, comments, and feedback on the show! (Pssst...we'll do giveaways in upcoming episodes so make sure you leave your name & podcast title.)
I'm recording this at 5.30am on Monday morning and this episode's going live Tuesday tomorrow and I wanted to just be really honest and real and transparent with you. I am coming off of my trip to Boise, idaho, for Craft and Commerce 2025, this may be the fastest turnaround that I've ever done on one of these recap pieces of content, but I just could not wait to share with you all the goodies from what I learned there, what I'm thinking about, what I'm going to be changing and implementing in my business based on some of the things that I learned at this conference. And what's really fun is I recorded so many clips while I was there that I wanted to share them with you. So, from walking in the street to recording in my hotel room, to even recording in the airport in some instances, this is going to be a really different episode because of the different dynamics that I have just in the behind the scenes and everything, and I'm so excited to share with you my insights, kind of as they were happening in real time, and I hope that you enjoy this. We're going to have a full behind the scenes video released later with the B-roll and actually what you know what happened behind the scenes so you can get a full visual of the entire conference. But I thought this would be really fun to have a very special episode to share with you the behind the scenes of Craft and Commerce 2025. So let's get right to it.
Speaker 1:Welcome to the Profit Podcast, where we teach you how to start, launch and market your content with confidence. I'm your host, crystal Profit, and I'm so excited that you're here. Thanks for hanging out with me today, because if you've been trying to figure out the world of content creation, this is the show that will help be your time-saving shortcut. So let's get right to it, shall we? I'm so pumped. I'm ready for this next week at Craft and Commerce in Boise, idaho.
Speaker 1:This is Kit's annual conference. It's the third year in a row that I've gone and haven't really announced this publicly, but I'm going to be going to this mastermind. Before the event, I got an email that was like Crystal, we're inviting you to come, we'd love for you to join us. I mean, it was like took me half a second to think and I was like, absolutely Like. I think I even responded heck, yeah. In the email back to the group that invited me and I don't really know what to expect, other than there's going to be some VIP people there. There's going to be speakers that are going to be talking at the conference. There's going to be some VIP people there. There's going to be speakers that are going to be talking at the conference. There's going to be some of the kit team. They're going to be joining us and it's like kind of like day zero, like when, like the very first day, when everyone's checking in and registration and all that. So I'm nervous, I'm excited. We've been telling the boys that's called nerve-sided right, like you're about to get on a roller coaster and your heart is like pumping, like that's where I'm at. I'm nerve-cited Probably be even more so the day of the thing happens, but I'm just really excited. These are my people. I love this conference. Like I said, it's the third year in a row. People, I love this conference. Like I said, it's the third year in a row. Every year I go I have a front row seat to every keynote I sit in the exact same chair. I'm going to try to sneak in and get that chair every single time today. I know it's such a nerdy thing that I do, but I love it and, yeah, I'll update you as we go and let you know all the behind the scenes.
Speaker 1:So I'm actually in my parents' RV right now because this is where I'm staying. I'm dropping the kids off here for them to hang out. I'm repacking my bag because we've been here for a few days and now I have to see, like, what are only the essentials that I need to take to Boise. So I still have all my podcasts here, right, and then I have my journals, my notebook, taking my water bottle, and it's empty so I can go through the airport. And then I have this little, my little blanket travel pillow that I can use close for tomorrow. I've already repacked what's in here. I'm only doing a carry on in my backpack because I hate checking a bag. So I'm excited. It's tomorrow. It is tomorrow. I'm flying out to Boise. I have an eight o'clock it's like an eight 30 flight, so I have to be there at six 30. My parents live about an hour away from the airport, so it's an early day tomorrow, but I'm super excited to get this party started. Hi.
Speaker 1:So I wanted to do a version of get ready with me, because I legitimately have to get ready, um, but also I wanted to do kind of a brain dump recap of everything from yesterday. So I'm at Kits annual event. It's called craft and commerce. So I'm at KIT's annual event. It's called Craft and Commerce, and we have, like my mind's already blown and it's only been like 60 creators or people of influence in the creator space, like Jay Klaus, pat Finn, chanel Basio, like I mean, it was so many different people Barrett Brooks, nathan Berry was there, like it was. It was pretty freaking incredible, I'm not gonna lie. And I got the chance to get some coaching and hear stories, like it was incredible.
Speaker 1:And then I had a chance to sit down with folks and really do actual masterminding, not just talking at each other or you know, know, someone gets the floor and another person gets the floor, but was anyone really listening? Or maybe someone was giving too much advice? Uh, none of that was happening. Ah, and you're in real time seeing me waste just so much makeup. Oh, my gosh, the pressure of the airplane yesterday exploded my makeup. That's not cool.
Speaker 1:Um, but so yesterday I arrived in Boise and it was from 12 to 5 at this hotel hotel renegade, which was super awesome and we ended up getting in small groups, we ended up working together in a big group and kind of staying in community. But at the end of the day, the biggest thing was being vulnerable and being willing to put yourself out there and I raised my hand and shared some pretty vulnerable stuff that I feel like I got a lot of clarity. I even got like some oh man, I never thought about doing it that way before, I never thought about that before, and just it was pretty, it was pretty freaking, unbelievable. And then after that we had the kit welcome party and that was at the tree fort music hall, which is, uh, literally right across the street from the hotel I'm staying at, and it's such a cool venue like it's really dark and moody and just has this really cool ambiance of um, I don't know it, it's just it's very intimate.
Speaker 1:So yesterday's group was the mastermind group, was about 60 people, I think they said officially like 62. And they said that this event this year is 400 attendees and it was sold out. I think it sold out probably a few weeks leading up to the event, but it's my favorite event of the entire year. It's so much fun. I loved getting to see people that I only see here, I only know them in this context, like getting really big hugs from people that I'm like, oh my gosh, I've looked up to this person. They were literally my favorite author. I met Jay Papasan last year and it was so cool to like. He's like Crystal, how are you? And members of his team were like Crystal how are you? It's only been a year.
Speaker 1:It feels like it's you know it was yesterday that we were here together and it's just really like full circle moments like that that I'm just I don't know, I'm having the freaking time of my life and, like I said, it's only just now officially day one, and yeah, I'm, I'm really excited for what's to come today.
Speaker 2:So I'm going to give you a little bit more of a debrief on what happened at the welcome party and everything like that. So stay tuned for more, because now I need to go iron all of my clothes because if you traveled before with the type of shirts that I have, the blouses, if you will, the button downs are super wrinkled, like not just wrinkled but rankled, if you know, you know and I have to go see if I remember how to use an iron, because I usually don't buy shirts that you have to iron.
Speaker 1:So I'm gonna go do that. So last night was the welcome party, which is like the main event, right, it's like all the introductions are made, like Nathan came out on stage and introduced himself and then, you know, some of the folks that are the presenters and sponsors were there. But you know, I got a custom T-shirt made like in real time, and that is something I've never seen at an event, where it was like they had screen printing. I don't remember what the name of the company was called, but they had, um, just like, hey, pick out which one you want. And of course, there were already, like you know, pieces of it were already ready to go, and then they would say all right, what logo do you want, what colors? You want blue, you want white. And that was really cool. So I have another custom kit shirt. And then what else? I just I felt so much energy and it was exactly what I needed.
Speaker 1:My husband, seth, wasn't able to come with me this year and he was saying you know, just go, go be with your people, right? Go fill your cup and just enjoy getting to do this because it's the third year that I've been able to come to this event and he was so right Like I personally just didn't realize how much I needed to be around other people who get it right, people that understand the same struggles, that understand like, hey, I'll be right back. I have to go finish scheduling my newsletter, which is exactly what I was doing like in real time this morning. I forgot my workout in, I had to go and schedule my Friday newsletter and I've just been traveling all week and it's just like some of these small challenges that we probably face in silence or alone, and or even if we try to tell other you know, family members or close people to us, but they don't really get it like unless you're creating content.
Speaker 1:You I've had people say, like, can you just miss a week? Like, why, why do you have to post something like all the time? And I'm not talking about social right. When we were in the mastermind yesterday, I was saying we were talking about how to just show up sustainably and not burn out, and one thing for me is I offered up like well, I have non-negotiables in my content, and one thing that I've always said from the beginning is I don't want to show up and share my whole life on Instagram every single day, or really any platform for that matter. It doesn't matter if it's YouTube or anything. I don't want to do a daily vlog or I have to right it's that have to have to have to mentality. I don't want to do that, and so the result for me is to only do the things that I've committed to, and for me, that's publishing a podcast episode.
Speaker 1:Every Tuesday, it's putting out a YouTube video. That's usually some version of the podcast episode. Every Thursday, I'm publishing a weekly newsletter. Do you notice how? I didn't say I have to put out my YouTube shorts. I have to post on Instagram. No, because that's the part that stresses me out Like, as soon as I start saying, well, I have to do this or I have to do that, like it's just, it ends up being too much, it ends up being a lot. And so I offer that advice to you, that if you're, you know, listening to this, watching this, and you're struggling with trying to figure out, like, what is my or what are my non-negotiables, just think about it. What are those things that you can commit to that you can say you know what? I can't push myself away today. Maybe, maybe that's you, maybe you find yourself in the same boat as me. What can you do? Can you show up once a week? Can you show up three times a week? Can you show up once every other day? Can you post a youtube video twice a month? Can you put out a podcast episode twice a month? Like the consistency fallacy is that your version of consistency looks like everybody else's and it's not true for me, right, and I look at some of the really big creators. They have their own version of consistent. So, if that's something you've been struggling with, just think about what are those non-negotiables that you have and what are the things that you can commit to, even when you're on vacation, or right, or because I don't want you always thinking that you can't get a break and you have to work or create content when you're on vacation. But what are some of those things that, if you don't get them done, that you know you can do on the fly.
Speaker 1:For me, I can create content from anywhere, which is fabulous. I can write my newsletter from anywhere, which is incredible and I can edit it and upload it from anywhere. As long as I have an internet connection, then we're good to go. So for my newsletter specifically, I look at do I have an internet connection? Can I get most of it done to where? Maybe all of it lives in kit, but isn't necessarily the like. Maybe it's not all done, but maybe a good portion of it is right. I know I can write the first draft and get it almost complete before I leave and have it in kit, which is exactly what I did.
Speaker 1:I wrote it earlier this week, actually last week, wrote it in my journal and then I uploaded it to Google Doc. I edited it, I added our content that we need to talk about this week and then this morning today's a Thursday I edited it to where the only thing I have to do is, once today's YouTube video goes live, I just have to add that link. I schedule it for tomorrow and boom, it's done, because that's my version of consistency. I did about 75, 80% of it or I left, and then now I'm going to finish the last little percent and go on about my way. So I did not forget how to iron. I feel so proud of myself. I ironed my shirt fully.
Speaker 1:For those of you just listening, you're like what has she been doing? What are those noises? That's the creak of the hotel ironing board board. Very sturdy. I'm gonna grab my pants real fast. I'm gonna get those equipped on here and then I'm gonna get ready to go, and I wish that I could continue this.
Speaker 1:Get ready with me a little journey, but the next stage is blow drying my hair and I'm pretty sure pretty sure you will literally hear nothing, and I don't want to scream because it is still early. It's a little early here. It's 7 am when I'm recording this. I've been up since 4 am because that's 5 am in Texas and I just don't always sleep well when I go on vacation. I'll usually sleep better the second night if I'm super tired, but honestly, I slept really bad.
Speaker 1:The night before I was up at 3.30 on my travel day I don't know if it was just nerves excited the boys and I call that nerve-sided right Heard that from Glennon Doyle. I love that, stole that from Glennon Doyle. I love that, stole that from her. But, um, yeah, I think there was a lot of nerves yesterday, just really anxious and excited to get here. And then yesterday I got here and then I realized oh yeah, there's time difference, it's an hour earlier, and I looked down. I was like why am so tired? And the sun does not go down here. Y'all, if you live up here in, uh, you know, boise, oregon, like up here it's, it's so pretty in Idaho and I love everything about it, except for the one thing that I would don't think I'd be able to get used to is the time that in the summer it's great, like the sun was literally coming up over the mountains at 5 45 this morning, but it was not. The sun was not down last night when I laid down at 8 45 and look like it was five o'clock outside still. So, uh, yeah, and I've heard from friends that live here they're like oh yeah, in the winter it doesn't come up. The sun doesn't come up until eight and it goes down at like four o'clock, so I don't think I could do that. But anyway, that's. That's the end of this portion of get ready with me, so thanks for following along.
Speaker 1:Okay, so this is my recap of day two iCraft and Commerce 2025. First of all, I've already bought my ticket for 2026. If you want to know how things are going, I'm going to be here again for the fourth year in a row and I told the team at Kit I was like I'm actually going to create like a reserved, like you've seen those like in churches and stuff where they have like you know, this is a reserved seat, or it's like this really nice piece of fabric that just says reserved on it. I'm going to make that and bring it with me next year. So, haley, you've been warned. I did already tell her this in person. My brain is melting. I know they said that last time about day one or day zero, whatever we're going to call. I don't even know. I've at this point, I don't even know where I am Right. It's uh.
Speaker 1:It's been such an incredible, incredible time. That's exactly what I needed to refuel, fill my cup and just really indulge in the incredible creators that I can connect with here. I'm so grateful Like I got to, you know, chat with Nathan Berry and Pat Flynn, like while they're on stage, and ask them a question that I was genuinely curious about and they answered it so honestly and so openly and it was about parenting and entrepreneurship and what that looks like for them over the next few years, and I'm just so extremely grateful for the honesty and vulnerability of this community in a very authentic way. It doesn't feel like forced authenticity or anything that's ingenuine. It's just such an incredible, incredible thing. I'm gonna have all the takeaways from all the different my keynotes.
Speaker 1:I actually didn't get to attend workshops today because instead I was recording three podcast episodes that I cannot wait for those to come out. They are going to be melt your face off, melt your brain, like, because I have just met so many incredible people. Actually, les Alfred I didn't know who she was before this. We actually ended up in a mastermind together and then she spoke today about creating your own luck, and I feel like I have in some way like that's happened multiple times every day here Like a situation where all of a sudden I'm like it'd be really nice to meet Pat Flynn. It's been on my to-do list forever and it's like you know, opportunities have come and gone and it should never happen. And then I was like, oh wait, I can just put myself out there and be vulnerable. I know that he's going to be here. I'd love to chat with him about his book that he recently published. It's now, you know, a bestseller in a lot of different places and I got him to sign my book and take a picture with me and then, like it's just, it's these little opportunities I feel like have compounded from showing up consistently.
Speaker 1:So the message around here for a long time has been about just showing up. And we're taking it a step further and saying you need to show up consistently, whatever consistent looks like to you. But that's really the message that I want you to embrace going forward. It's like, how can you stay consistent? And it doesn't mean forever, it just means for the next 30 days. What does that look like? What does that look like for you? So I'm going to explore more about what that looks like to move forward with that message, because that's what I'm really excited about is sharing behind the scenes with you how I've been so consistent.
Speaker 1:I keep telling people I've published over 1500 podcast episodes and I can introduce myself. I've introduced myself 50 different ways and I can see people kind of be like oh yeah, like that's great Love, what you do, like that might or might not be helpful for me. But then when I say I've published over 1500 podcast episodes, I get different versions of what Holy you know, like holy crap, that's amazing or wow. Even if they're not interested in creating content, the way that I create or teach, they just are like wow, that is an accomplishment. So things are going to be, you know, changing as they do after I get off the high of coming to one of these, but I'm just really excited. I'm so grateful.
Speaker 1:I cannot wait for tonight's party. We do Kit does a closing party every year. I didn't get to go last year because I had the family and like I was like guys, I just want to go hang with the fam. You know, see you later. But this year I'm going to go dance my face off, have so much fun. Still probably leave pretty early because, let's face it, I'm exhausted, but I'm looking forward to it. So stay tuned for more.
Speaker 1:And so it's Saturday morning after craft and commerce 2025. I'm exhausted. I feel like I was yell screaming at everyone. Last night there was a closing party, which you know I'll share footage of it. Um, it was incredible, it was so much fun and I am just extremely grateful for this event. I feel like it's um, I said like I've already got my ticket for next year. It's done, I'm coming in 2026, like, signed, still delivered.
Speaker 1:Um, but I'm just sitting here reflecting, I'm doing my morning journaling and, um, I really am just so floored by the connections that I've made. Um, the people that are here are so high caliber, so high quality, and I mean that by they are genuinely vulnerable and just share so openly about their journey, whether it's a win or it's a struggle or it's something. I met someone that they were saying like man, it was not until I came here that I realized, oh, these are my people, because when I start talking about email conversion rates or I start talking about opt-ins on sales pages or landing pages, like to my normal circle of friends or family, you just feel very awkward, right? Um, they don't get it and they're just like what are you talking about? What are you talking about? You want to quit your job and you want to. You know, go start this business. Or you know you want to invest a ton of money to see if this dream will come true. Um, but all these folks here have done it or they're doing it and um, that's what's super, super inspiring. So I thought I would share some, like some thoughts, some wisdom, um, and just, yeah, I'm so excited about next year and implementing the things between now and then.
Speaker 1:Someone had a really good idea yesterday. She said, okay, if you know you're coming, because there was like a circle of us and we were like we already bought for next year, like, see you next year, babe. She said I want you she's like an encouragement, like coach, basically like I want you to write a letter to yourself for next year and open it right before you get on the plane, or maybe open it on the plane when you're coming here. I was like that's genius, that's really genius, that's um. So I think that's something I'm gonna do, um, and have it. You know, I don't know, like I just I love this idea of your past self thinking or my future self thinking, my past self for doing stuff, and one thing is for coming to this conference the very first time, even though I really didn't know anybody and, um, I had aspirations of who I would love to meet here, but it's turned out to be really freaking cool. So there you go.
Speaker 1:Well, I hope you enjoyed this recap version of craft and commerce 2025. I have already purchased my ticket for 2026. It was funny, they like in real time. At the event, they were like, okay, you know, here's the link to purchase for next year and before the end of the day, they had already sold 100 tickets for next year's conference. So if you're even remotely interested in going, I suggest buying it, because they will continue to keep this conference small. That was like one thing they guaranteed us while we were sitting there in our seats. They were like we're going to keep this you know event in Boise and it's going to continue to be small. So there will be a limited number of tickets and they will just continue to get more expensive as the year goes on and continues. But I will see you in Boise 2026, if you're going to come, because it's worth it.
Speaker 1:Oh my gosh, is it so worth it? Y'all? I got to meet Pat Flynn. Are you kidding me? I get to meet Pat Flynn. Talk to him get a signed copy of his book. I got to chat with Nathan Berry and the VP of product at Kit. I got to meet just so many incredible people that are doing amazing things in the creator space and I just can't wait to continue to unpack everything that I learned there. But I hope you enjoyed this very different episode today and, yeah, stay tuned. There's a lot lot to come and lots of changes happening around here and I hope that you stick around for all of them, but that's all I have for you today. So make sure you hit that follow or subscribe button wherever you're listening or watching today and, as always, remember, keep it up. We all have to start somewhere.
