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
https://www.facebook.com/TheBafflerMagazine • The Hatred of Podcasting | Brace Belden
Ideas become insights when they meet the following criteria:
Novel—is this idea new or is it at least a fresh take on an existing idea
Actionable—can my audience immediately act on the idea?
High-leverage—when my audience acts on the idea, can it meaningfully change their work or their lives?
[Julian Shapiro]
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
Paul Venuto • feed updates
"So What"?
canva.comThink of narratives as a layering process:
- Start with your value propositions to clarify what makes your brand unique.
- Map these to relevant CEPs to anchor your messaging in real buying situations.
- Use consistent themes and stories to build memory links that stick.
More than (key)words: A better approach content strategy for 2025 and beyond

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
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
Steve Bryant • “You don’t get it. You aren’t the point.”
“If a sentence is not contributing to your thesis, it’s just taking attention away from those that do.”
