Creating content worth publishing

Content adds strategic value when it equips the reader with a new conceptual framework, a new first principle, or a new perspective.

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

How we measure successful writing changes depending on what the writer is trying to accomplish, and good writers are flexible enough to adapt to different scenarios. They make intentional decisions around three elements: audience, purpose and context. Who am I writing for, to what end and in what circumstance? Answering these questions can offer... 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.

“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.”

Job insecurities Customers don’t just seek out content for industry updates — they turn to it to fill gaps in their own knowledge and skill set. The real content goldmine isn’t in what they know — it’s in what they don’t .

According to psychologist Bill O’Hanlon, who wrote a book to help other therapists become published authors (so meta), there are four main energies that fuel our work: Blissed, blessed, pissed, and dissed.

• Blissed is fired up about something you can’t stop thinking about.


• Blessed is compelled to share a gift.


• Pissed is just plain angry.


• Dissed is

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