On making “content”

“Where does this format fit into your target audiences’ lives?” . Build a scenario that explains when and how they engage with your format, and what they need to do to build a regular habit around it.

As we think about a title for episode one, we ask them to imagine the title for episode ten of the third series. We then ask them to imagine, or write down, all the episode titles in between. This serves two purposes: it helps them develop a title format and aids in visualising their content as an archive, which it will become if they fully commit ... See more

To find a topic that is right for you:

1. Follow your energy . What topics give you energy to think about, write about, and talk about? What saps you of energy? Spend more on the former and less on the latter. This one trick will tell you a lot.


2. Make sure it’s based on your real-life experience. You need to know what you’re talking about. People can t

... See more