Greg Isenberg's two-goal framework for every piece of content he creates

When Greg Isenberg creates content, he thinks about exactly two things. First, how do I drive as much value as possible for the person consuming this? He stays constantly focused on the person in the other seat and how he can help them. That mindset also shapes his tone — it stops him from writing in a "you should do XYZ" voice, which comes from a place of "I'm better than you and I know everything." Second, he thinks about generating affinity. When you genuinely add value to someone's life, they associate that insight with you. They remember that you helped them see something in a new way, and that connection compounds over time.