Was gerade bei Long-Form-Content funktioniert

0:00What's working right now? [sighs and gasps] >> Is that that depressing? >> Yeah. Right. [laughter] Um, I'll say on the content side, I'll go I'll go longs and shorts. I'll just kind of go by category. So, from the longs perspective, I still think idea is the the the biggest arbitrage in terms of like what is the actual thing about um is still the number one thing. like what's the what's the unique insight that you have is it'll it trumps the packaging it trumps the headline like if the thing like I I love this saying like you ever heard um too big to fail some like talk about the banking system I believe there's like a parallel one within content which is too good to fail like if the content is just exceptional like if you look at the original Peterson clip that went like super viral it's not like what's the hook and like what's the finish of the production on this thing it's like a shitty iPhone angled while he's like having a debate with some students and it's got a gazillion views, right? And so I think the the elements that we're talking about earlier in terms of exceptionalism and to Sam's point about that engineer, I'm like, man, I could just listen to this guy talk about engines all day, there's it's like peeling back the layers. And so I I think about this a lot actually because it's like what's the real truth? So I I recently did the podcast with Tony Robbins, right? And I think that there's there's layers, right? And if you peel two or three layers back, then you get to like the real the real truth. Um, which is like, yes, as a force, I want to make an impact and I want to help all these people and all stuff. It's like I also feel somewhat disconnected from it because it happens a lot. I get a lot of people come up and say like, "I made my first million dollars because of you or I changed my business, changed my life, I moved." And um and you do get hydonic adaptation. Like you just it just eventually is like, "Yeah, I mean, you followed the steps, man." Like,

1:56>> great. I mean, sell [ __ ] for more money, tell people about it, do a good job. Like, it works. Um but but just talking about that, I think people have some fear around like what's the truth below the truth. It's not like the thing above wasn't true. of course I want to make an impact but like what's the next level truth and maybe even the truth below that and I think that's where and that can be the truth I visit like from a philosophical personal level but there's also that that that depth of truth within making content or that depth of truth in terms of engineering like well let me tell you what I really had to think about I really had to think about the airflow versus the like and you just get layers and layers deeper and you're like man I never thought about that and you can only get that level of thinking with kind of surface area of time on problem. And so in some ways you can demonstrate your expertise in a given domain based on the level of questions and the depth of the questions you have around it. Like if you just get into the pickup space or I don't want to say that the relationship space, excuse me. Um into the relationship [laughter] they're like we're artists. Um, so [laughter] if you get in there like and you read a cursory like your your your your insights are going to be service level, but it's the two or three levels underneath of that where you get the kind of the unique insights where it's like I've really had some time to think about this when I traveled and I thought about it in different countries and I thought about it in different time periods of my life and you only get that surface area by sitting with some stuff.

3:23And I'll say that for me like the like do some of you guys have those moment like I'll call them inspired moments because who here makes content as your prime okay most of you guys. So, I'm sure there's there's kind of like 80% of the content you make, you're like, I have to feed the machine, right? Like, what's an interesting thing? I'll feed the machine. But then there's like 20% of the content you're like, I really I'm going to curse, but like I really [ __ ] with this right now. Like, this is very like I am actually like not I think this would be interesting to other people, but like I am interested in this. And I think that that flip and it doesn't happen all the time, right? Cuz that one like you can't always pick when you're going to be like really into something.

4:03and it doesn't it doesn't uh coordinate with your Monday, Wednesday, Friday posting cadence at 10 a.m., right? And so it's like you'll have these moments and I would just like encourage you that when those when those happen to try and recreate the conditions for it to occur, not to say like, "Oh, I must become interested in something at 9:00 a.m." But just like what were the things that were common there? Like did I sleep well? Like these sound like really basic stuff, but I find them to be really important at the kind of high higher and higher levels of like creativity. It's like you got to sleep well, eat, you know, not worry about these other things. And I think Sam said earlier like I'm trying to eliminate things from my life. And it's like so you have space to think like you have to have capacity.

4:41You have to have excess capacity in order to create insights. Like you cannot create insights and be busy all the time. It just doesn't work. >> Yeah. Stephen King said he could never write a book unless all the drawers in his desk were clean. So it's he couldn't even see them. But it's like a unless all the little things that will nag you when you're in focus are like kind of taken care of, it's hard to get deep into that space. I'm kind of the same. I got to I got to do a lot of things before I can do something good basically. Um and that's the creative thing, right?

5:15Yeah. >> Has any have you guys uh watched the video I made of maker versus manager? Okay. I would like I live by that. So that has not changed. Like right now still four or five days a week of mine have no meetings whatsoever on them. So I can have time to like think of [ __ ] Um and sometimes that comes from like phone calls, conversations, just like just something that and that's where like all the big gains that I've had even in business have come from like insights during those moments. But like you have to create space.

5:45>> Exploring. >> Yeah. Just wandering like Jeff. >> Yeah. Exploring is key. Like sometimes when I get those things done, I'll just just browse around all kinds of random stuff. >> Yeah. >> And then some little spark happens and then you follow it a bit and Yeah. >> And you have to have time to follow it because if you like find it and then you're like, "Oh [ __ ] I'm I'm I'm now booked again." It's like it it vanishes. It like it goes away and it finds another person who can go pursue it. But that was the Sorry, that was real. But that's the that's the long stuff because I think that's the idea is the thing that matters the most and like you being interested in it. So I would just if you ever have to pick so like I think the Tony interview is just it's just an easy simple example because it just happened.

6:24But like I did have that option in the beginning. I was like do I want to make this an algorithm headline driven like what are the 10 things that people find most interesting about Tony and then I'll just ask those in that order and whatever and it'll perform. And what was interesting is that he he's doing like five he does like five podcasts a year, I think, and he does them around his next event. That's that's his promotional schedule. And and this is no zero. I won't even say it. I just think if you watch the other podcast, they look different. I'll just say that. Um

6:54>> was this intentional? Did you think about how this thing should go or did that was that an accident? >> No, I thought about it. >> Okay. I thought so. Yeah. So, right before I went up, Ila was like and so this is my my wife inspired and she was like, "I think you should just ask Tony whatever you want to talk ask him about." And so, I was I thought about it. I was like, "Fuck it. Yeah, let's do that." And so, it and obviously the podcast is I've had more texts about that podcast than besides my launches.

7:22I've had more messages about that of than anything else any other piece of content that I've made. Um, but I think it was just because like I was interested and I think just just that. So that's my that's my absolute essence of this point that I just tried to make value. Real quick, I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish. I've now done multiple times and so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the business. what the constraint feels like, like what are the symptoms of it when you're going through it, and then what steps we actually took to graduate.

8:00And we've done this across software, physical products, uh, service businesses, brickandmortar, all of this, and it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap, just enter your info and it'll spit it right back to you. Offering.