Commodity content with no personality is the lowest-leverage content you can make
If you're only creating commodity content — factual, useful, but interchangeable — with no personality component, you have to be honest with yourself: you are creating the lowest-value form of content in your topic. It's not worthless, but it has the least leverage. The lens of asking 'what are we actually creating here, and what is the value?' forces that reckoning. A small amount of creativity lets you give yourself permission to add personality content on top of the commodity foundation. And the ultimate goal is to spend enough time crystallizing your thinking through writing that you eventually produce original content — ideas that are genuinely attributable to you and no one else.
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Writing about everything guarantees you'll never say anything original
There's a real irony when people say they want to write about everything. In doing that, you deprive yourself of ever going deep enough to arrive at something original. All you end up doing is typing and repeating commodity ideas all day lo
Why one great tweet a day beats a high volume of mediocre posts
For X specifically, the winning strategy is simple: if you can get one good tweet out every single day, that's all it is. Content is a hits-driven business, and fewer high-quality hits are what actually matter. That means you can batch your
'Company brains as a service' is an untapped B2B startup opportunity
There is a clear startup idea sitting in plain sight: building company brains as a service. The concept is to come in and construct the foundational digital brain and content library that a company's entire marketing machine runs on. Greg I