Instead of trying to build an audience... Build an association with a specific word or idea. • James Clear: Habits • Dan Runcie: Business x Hip Hop • Codie Sanchez: Boring businesses • Nick Huber: Sweaty startups • David Perell: Personal Monopoly • Wes Kao: Spiky Point Of View When you are associated with a specific word, phrase, idea, or movement, that connection spreads. As it spreads, it gets stronger. That association is what builds the audience – and a very targeted audience at that.