Creating content worth publishing

Value propositions aren't features or benefits. They're a clear articulation of the tangible outcomes your solutions enable. And, when done right, they don't just describe what your business does but make it unmistakeable why that matters to your customers.

His point was that there’s always a bigger story to be told that we alone cannot observe. Great reporting, or a great point-of-view, often requires the thoughts, experiences, and insights of others.

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

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.

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

1. Who? Who is the audience for each piece of content (fill in the blank, i.e., blog)? Who is the specific buyer persona you are targeting with this platform?


2. Why? Why are you doing this? What is the behavior change that you must see to call this content initiative a success? (Do you need to drive sales, save costs, or drive customer loyalty?)


3. Outcome?

... See more

Good value propositions are specific, defensible, and rooted in your audience’s reality. Think beyond product specs. What’s the human impact? How does it make someone’s job easier, their results better, or their life more manageable?