creating content worth publishing

Content marketing is not intended to convert as a primary focus, but rather to create memory structures, associate the solution with the problem set and buying situations, and to reduce perceived risks around purchasing.

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

Why do I care about these topics ?

What is it about these topics that’s interesting to me ?

Whatever the answer is, that’s where your writing begins.

You’re just trying to find readers who have the same questions you do.

Which means that the act of writing for a reader is the act of trying to find those answers—those further questions beyond—together.

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.

“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.”

Meaning and point of view are essential for anything worthy of our attention. It’s about a sense of purpose and personality that goes beyond mere information transmission. It’s about paying attention, and not outsourcing observation. In a world increasingly populated by auto-generated content, the combination of substance and style will rise above