creating content worth publishing

I speak from long experience that it’s difficult for most people (including myself) to express complex thoughts on a podcast. Frankly, complexity can work against you; what you want are sound bites, sections produced memorably enough to snap listeners out of their fugue and rewind fifteen seconds to hear it again. Most listeners are half-listening,... See more

But the 95% who are NOT in-market are not up for you telling them what they need to know or do.You want to shift their thinking about the Category Problem in ways that align with your own product's unique worldview.Every product has a set of opinions baked into the design of the product about how the world works and the best way to address the... See more

Think of narratives as a layering process:

1. Start with your value propositions to clarify what makes your brand unique.


2. Map these to relevant CEPs to anchor your messaging in real buying situations.


3. Use consistent themes and stories to build memory links that stick.

The point of an awareness strategy is not to capture dollars by selling a thing. The point of an awareness strategy is to capture attention by selling an idea adjacent to that thing.

By capturing attention with ideas you own that idea. By owning the idea, you own the audience.

By owning the audience you can tell the audience what to pay attention... See more