Creating content worth publishing

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.

Every next question you ask and every next thing you publish is a chance to further develop your IP and become known for your ideas. Those ideas and that IP supersede every project or offering for your business. In other words, upstream from what you're selling and the content you create is the premise you wish to own and the surrounding material... See more

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.

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

If something is happening in your sector, who will it affect? How do they feel about it?