The future of content creators
We no longer lack tools for creating content. When content production and distribution is infinite, the important aspect is its primary function in crafting and proliferating culture*.* In other words, the value of content today comes primarily from its use in cultural production.
Luxury Media
Creation isn’t just about output. It’s a process of becoming. The best work shapes the maker as much as the audience. A founder builds a startup to prove they can. A writer wrestles an idea into clarity. You don’t just create heavy things. You become someone who can.
Anu Atluru • Make Something Heavy.
In a world of shallow takes and fleeting focus, deep conviction rooted in insight is a rare competitive edge.
Algorithm-driven echo chambers ensure that we only ever hear from people we already agree with. It’s not that people don’t argue anymore—we argue constantly —but the nature of the debate has changed. The goal is no longer to explore or challenge ideas, but to perform intelligence and “win” whatever discourse is currently relevant. The effect is an... See more
The death of the public intellectual
Ultimately, the power of an idea-centric approach to content marketing boils down to one thing: focus. You cut through the clutter and make a lasting impression on your audience by rallying your content around a singular, resonant theme.
It's not about churning out more content; it's about making every asset serve a bigger story.
It's not about churning out more content; it's about making every asset serve a bigger story.
Distribute Ideas, Not Content - Animalz
“The greatest communicators of all time,” says communication expert Nancy Duarte—who has spent her career studying the shape of superb presentations—start by establishing “what is: here’s the status quo.” Then, they “compare that to what could be,” making “that gap as big as possible.”
Adam Grant • Originals: How Non-Conformists Move the World
We create more than ever, but it weighs nothing.
Anu Atluru • Make Something Heavy.
Make something heavy.
The future does not fit in the containers of the past.