creating content worth publishing

The name of your idea is just as important as the argument behind it.

When we collapse our thinking into a phrase, meme or name that’s easy to pass on, we give our ideas the best possible chance to spread. The best names feel like inevitable

additions to our collective vocabulary (“1000 True Fans”, “Radical Candor” even “web3”). They spark interest... See more

Your unique point of view is your brand’s truth, the belief that you want to scale. Your key premise represents the non-negotiable story of your view of the world – what the organization believes. It is your answer to an overall question.

It's time we reframed this work to see it more clearly. We're not creating content. We're developing IP. We are not an experts. We are investigators.

Differentiation gets easier if we don’t narrow our perspective . If we keep a broad view on things, turning inward to think or going outside our echo chamber entirely. Rather than start with someone else’s vision for what someone like us should do in our situation, we apply our own personal vision for what WE should do. We start with what feels... See more

Why do I care about these topics ?

What is it about these topics that’s interesting to me ?

Whatever the answer is, that’s where your writing begins.

You’re just trying to find readers who have the same questions you do.

Which means that the act of writing for a reader is the act of trying to find those answers—those further questions beyond—together.

What we control are (A) whether or not we pay attention to and pursue our curiosity, (B) whether or not we create consistently, and (C) whether not we approach our work with confidence, so we can stop holding back from what we're trying to say and how we're trying to say it.

Resonance: The sudden urge to act created by a message or experience which aligns so closely with your beliefs or identity that your thoughts, emotions, and abilities feel amplified.