Thoughtful content

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?”

Content design is the work of meeting a human’s need for information in the best way for that person to consume it.

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

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

“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.

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