Creating content worth publishing

Job insecurities Customers don’t just seek out content for industry updates — they turn to it to fill gaps in their own knowledge and skill set. The real content goldmine isn’t in what they know — it’s in what they don’t .

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

Before you can understand how to reach your customers, you need to understand how they work. Not just the sliver of their job that your product touches, but the full picture — their responsibilities, pressures, and strategic priorities.

This is why audience research starts with a conversation about their daily reality. What are they responsible... See more

The root of amplification is caring. People don’t engage-with, and platforms don’t amplify things they don’t care about. That caring almost exclusively comes from an emotional place, not a logical one. The process isn’t: “ is this high quality and reputable? If so, I shall share it. “

Instead, it’s, “ that made me feel something powerful, and I want... See more

“When you can’t talk to your audience, eavesdrop. The way they ask for and share advice reveals their pain points and the words they actually use.”

Under this definition, quality is not stated preference or value judgment, it is revealed preference. It is not an inherent property of a product but an emergent outcome of how consumers implicitly weigh its attributes in a particular context.

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.