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
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
Tell the internet a story
Hooked on Writing Hooks Swipefile (2025)
docs.google.comWhy does this article exist?/What is the point?
Nicole Kohler • Content Marketers Ask "Why?" Before You Write a Single Word - Animalz
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.
Robert Rose • How To Use POV Architecture To Create Trust | Content Marketing Institute
Let me show you the four levels that separate content creators from category leaders:
Level 1: The Knowledge Trap
You're creating solid content—guides, posts, tutorials. But here's the uncomfortable truth: AI can now generate this content in seconds. Knowledge sharing alone won't set you apart
Level 2: The Experience Edge
This is where... See more
Level 1: The Knowledge Trap
You're creating solid content—guides, posts, tutorials. But here's the uncomfortable truth: AI can now generate this content in seconds. Knowledge sharing alone won't set you apart
Level 2: The Experience Edge
This is where... See more
Max Bernstein • How to Build the Frameworks That Shape Industries
Content adds strategic value when it equips the reader with a new conceptual framework, a new first principle, or a new perspective.
Cassie (former VP Operations at Animalz) • The Content Value Curve - Animalz
Understanding why things work is far more valuable than simply knowing what works.
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.