In other cases, Superconsumers repeatedly buy the same book over and over again as gifts. (Think about how many times you’ve bought the same book—for yourself, for friends and family, etc.)

How you maximize “the value of your value” as a creator is by monetizing Obvious or Non-Obvious content in Non-Obvious ways.

In fact, some of the best Non-Obvious creators became famous after their death. That’s because when you present the world with a radically new & different POV, you have to accept that you might not reap the dividends of your efforts for many years—maybe ever. (If

Audit today’s newest, hottest, most popular solutions. Solutions create problems, and problems create categories.

Which means the way you think about “content creation” that has the potential to “make” you and/or your company should follow this blueprint:

orthogonal thinking

“white belt for life”...

the new model for becoming a legendary writer, creator, and even company is 180 degrees different from the old model.

(Another example: the best sales copywriters in the world don’t charge per word, or per hour, or even per asset. They charge per sale their sales copy facilitates. The outcome they are selling is: “I will write, or rewrite, your sales page, and I am so confident I will increase your sales that I don’t want you to pay me any money upfront. But I