Luc Cheung

Only decades ago, the average person had one source of information, if any — the local newspaper. It’d take an hour, tops, out of their day. 1 hour out of 16 waking hours, or 6%. The rest of the day was spent making, creating value, conversing with others — 94%. Desires were simple — work for food and housing and a way to get around, find love,... See more

Jobs would often test people, asking them, “how many things have you said no to?” Ive was up to the task of answering, only he didn’t mean it, and Jobs read right through him.

I would have these sacrificial things, because I wanted to be very honest about it. And so I’d say, “Well, I said no to this and no to that.” But he knew that I wasn’t

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One of the most difficult things to forecast was our adoption rate. We were a public company, though, and while Jeff would say, publicly, that "in the short run, the stock market is a voting machine, in the long run, it's a scale," that doesn't provide any air cover for strategic planning. It's your job to know what's going to happen in the future... See more

Focus forces brutal prioritization

Making few bets forces you to make hard decisions. It’s extremely hard to measure the value of something against some abstract and absolute notion of value.

Proponents of diversification argue that it takes the edge off of making a mistake. That would be a good argument if people acted the same way independent of... See more

Finding Your Niche

You want people to eventually be interested in you for you, to “be the niche,” but you’ll need to start with some focused topic to get picked up by the algorithm.

Finding the right niche on TikTok is a combination of:

1. What topic do you have a meaningful competitive information advantage in?


2. What topic are people already following?

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Testing and Iterating

After the first two weeks of posting twice per day, I had a pretty strong idea of what would do well and what would not. I would throw a bunch of ideas at the wall and see what sticks first, and then focus in on what style you know is resonating with your audience.

Once you’ve figured that out, you can slow down to one video... See more

So let’s start with ingredients. How do we cultivate the right ingredients for great idea fermenting?

III: Ingredients

There are two levels of thinking going on in our heads at any time. There’s the more active and conscious part of your brain that’s reading this article and which you think of as doing the “thinking.” Then a subconscious,... See more