Creating “zero click” content
Creating “zero click” content As I mentioned a few weeks ago, a growing problem with Google is the number of “zero click” searches on there — searches that don’t lead to another click, because Google answered the question for you. It’s generally a good thing for users, but it’s a bad thing for companies wanting to get more website traffic. In the case of Google, there’s not much you can do. In other cases, though, it might be best to just lean into this trend. Most social media sites quietly ...
Grateful in the macro and the micro
Grateful in the macro and the micro When you ask someone what they’re grateful for, you often get the same kinds of things – health, family, friends, etc. Those are all wonderful things, and we should all be grateful for them, but being grateful for smaller things can sometimes have a bigger impact. In a recent episode of “My First Million”, the hosts (Sam Parr and Shaan Puri) interviewed Gary Vaynerchuk and it was a fascinating conversation. I encourage you to listen/watch the entire thing w...
Shortform for long books
Shortform for long books I’ve been using Blinkist for some book summaries for a few years now, and it’s great! However, I’m noticing a growing problem in the gap between long books and Blinkist, in that the “Blinks” just aren’t long enough to really share the heart of the book. Blinkist and most related platforms are proud of the fact that they give you “15 minute summaries”. Those are a fantastic way to get an overview of a book, but then they leave a bit gap between that 15 minute summary a...
Creating “zero click” content
Creating “zero click” content As I mentioned a few weeks ago, a growing problem with Google is the number of “zero click” searches on there — searches that don’t lead to another click, because Google answered the question for you. It’s generally a good thing for users, but it’s a bad thing for companies wanting to get more website traffic. In the case of Google, there’s not much you can do. In other cases, though, it might be best to just lean into this trend. Most social media sites quietly ...
Grateful in the macro and the micro
Grateful in the macro and the micro When you ask someone what they’re grateful for, you often get the same kinds of things – health, family, friends, etc. Those are all wonderful things, and we should all be grateful for them, but being grateful for smaller things can sometimes have a bigger impact. In a recent episode of “My First Million”, the hosts (Sam Parr and Shaan Puri) interviewed Gary Vaynerchuk and it was a fascinating conversation. I encourage you to listen/watch the entire thing w...
Shortform for long books
Shortform for long books I’ve been using Blinkist for some book summaries for a few years now, and it’s great! However, I’m noticing a growing problem in the gap between long books and Blinkist, in that the “Blinks” just aren’t long enough to really share the heart of the book. Blinkist and most related platforms are proud of the fact that they give you “15 minute summaries”. Those are a fantastic way to get an overview of a book, but then they leave a bit gap between that 15 minute summary a...
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Attention is a scare resource, so when someone is willing to give you their attention it’s wise to make good use of it. The Founders podcast recently released a fantastic episode that dug into this, and I encourage you to check it out.
The main idea is that while it can be tempting to unload everything that you want to share, the more you share the less likely that the other person will remember any of it. If you share one thing, they’ll likely remember that one thing. If you share six things, they’ll likely remember none of them.
Steve Jobs was fanatical about simplicity, and always pushed to keep communication simple. This simple communication matters for your audience, but it also matters for your team.
If you’re running an ad or a marketing campaign, you need to tell people the one main thing that you want them to know.
If you’re talking to an internal team, the same thing applies.
In both cases you likely want to share a ton of thoughts and ideas; new products, new features, new problems to solve, and more. To the extent that you can boil it down to the main thing to focus on right now, the more successful you’ll be in both arenas.
Attention is a scare resource, so when someone is willing to give you their attention it’s wise to make good use of it. The Founders podcast recently released a fantastic episode that dug into this, and I encourage you to check it out.
The main idea is that while it can be tempting to unload everything that you want to share, the more you share the less likely that the other person will remember any of it. If you share one thing, they’ll likely remember that one thing. If you share six things, they’ll likely remember none of them.
Steve Jobs was fanatical about simplicity, and always pushed to keep communication simple. This simple communication matters for your audience, but it also matters for your team.
If you’re running an ad or a marketing campaign, you need to tell people the one main thing that you want them to know.
If you’re talking to an internal team, the same thing applies.
In both cases you likely want to share a ton of thoughts and ideas; new products, new features, new problems to solve, and more. To the extent that you can boil it down to the main thing to focus on right now, the more successful you’ll be in both arenas.
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