creating content worth publishing

tell an audience a story about themselves.

That is, to tell a story about an aspirational topic that exists between you and your audience and is born of mutual interest.

What they care about is what will change their business life:

Does it seem like you have a camera in their office?

Are you speaking to issues that they are losing sleep over at night?

Will they have an “aha” moment after they take a break from their day and spend it with you?

When someone reads your stuff, does it contain a fresh insight they want to... See more

Why does this article exist?/What is the point?

Successful content aims to provide one single type of value—tactical or strategic

What we control are (A) whether or not we pay attention to and pursue our curiosity, (B) whether or not we create consistently, and (C) whether not we approach our work with confidence, so we can stop holding back from what we're trying to say and how we're trying to say it.

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

It's time we reframed this work to see it more clearly. We're not creating content. We're developing IP. We are not an experts. We are investigators.