Thoughtful 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

we have to compete with the biggest and the best in each category of content we produce. But no, we don't need to BE them to compete with them. In fact, I'd posit there is no objective or academic way to declare something like a newsletter or a podcast or an expert or a brand as "the best." Everyone is making subjective, emotional decisions, then r... See more

Your premise is the specific, defensible purpose for a project or your overall platform, pulled from your personal vision for your audience . Most work is too generic to resonate, too forgettable to become anyone’s favorite. But by developing our premise — and forcing ourselves to test just how differentiated it truly feels to others — we stand a g... 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

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If you find yourself angrily or excitedly replying in paragraphs to someone else’s writing or creations, you should stop and ask yourself, “Is this my curiosity demanding to be unleashed?”

I have been thinking a lot about the continued and increasing lack of importance being placed on the idea of conversation , things over the past few years can feel so transactional. Thing is, like everyone, I love the one-way form of conversation that exists via the abundance (and abundance of forms) of content that is out there that drives me to c... See more

Many of us are wired to look at work as something that should produce monetary rewards. Or at least with writing, some amount of attention, or new followers. But on the internet, sustained attention may take years to materialize, if at all. And too many people are focused on short-term followers instead of the genuine credibility that can come from... See more

Instead of trying to build an audience...

Build an association with a specific word or idea.

• James Clear: Habits

• Dan Runcie: Business x Hip Hop

• Codie Sanchez: Boring businesses

• Nick Huber: Sweaty startups

• David Perell: Personal Monopoly

• Wes Kao: Spiky Point Of View

When you are associated with a specific word, phrase, idea, or movement, that co... See more