Wie ich über Content-Produktion denke

0:00I think a lot of I think a couple frames that are just different frames are on content making sense we're on the topic. Um that helped me was one is seeing it as practice rather than the game. So like when we're doing a podcast, if you start it's like, "Hey, we're I'm going to do a podcast and I'm going to post it. It's practice for me getting better for future me." Rather than like I am like this is the main game. It's like, "No, the game is the whole thing and this is just like we're still in preseason." Yeah. Like these these these scores, these touchdowns don't even matter yet. Right? Now you can say yet even though like I can still feel like I'm in preseason. But I think from a mental framework it actually decreases the stakes associated with doing it and I think that's been helpful for me especially it was in the earlier days.

0:35The other one was um kind of the equal opposite of this problem which is not wanting to start because no one's watching because it feels like you're doing all this work. What's the point? And so I actually the little mental trick that I had was um one I track lots of stuff and the more ways you track, the more ways you can win. And so that's a little thing that I found out. So like if you track 100 sats and they only need one of them to go up so you feel like you made some progress.

0:59So that's like an easy one. And the second thing around the tracking is that I would look at like the biggest possible number. So a lot of times you can see like the impressions of, you know, a post that you make. Even if you only got like 16 likes like I got like 100 impressions. And I thought to myself I was like, "Well, if there was a a room of 100 people, I'd be stoked. Like that would be awesome." Especially in the early days I was like, "That would be I would totally feel like that was worthwhile." And so taking those little impression numbers and pretending that they were like micro events that I was making the work or the content for, all of a sudden made it feel worth it for me. And so the combination of I can have a small room and I'm really impacting like when I get a view that has like 13 views on it you know for like a video in the early days, I'd be like, "Well, shoot. I made this video and 13 people saw it. It's like a small room. Like that works." But looking at both absolute growth and relative growth. So it's like, "Okay, well I went from 10 followers this month to 15 followers this month." It's like, "Well, you can say that you only gained five followers." I was like, "Or you can say that you gained by you went up by 50%."

2:00And that was exciting. And so then I cuz I'm a a Excel projection guy, I was like, "Okay, well if I do this every month and the team knows this cuz I I project everything out." I'm like, "If we do this cuz I I'll predict where we're going to be in like 12 months and we usually hit it." >> Very. Really? Very. But how do you account for the unforeseen 5 million play video that comes in? >> Well, that's my padding. Right. Okay.

2:25>> like I I'll project out with no white swan events. >> Yeah. [laughter] Yep. Yep. You know what I mean? Where something good happens. But it just if we keep doing what we're currently doing at this trajectory, we compound at 13% a month. That's what it is right now. So 13% monthly and that's just on one of the platforms we're on. Um and so I can just see what we're going to be at 6 months and that's exciting. So James Smith gamifies it in the same way. You know what I mean? Yeah. Absolutely exactly the same way and he always says that it's just like playing uh levels on a computer game.

2:51And this month, wow, like I got another XP point or whatever. And I think that's very important because social media and the fact that it is associated with status. Even though everybody says, "Oh, you know, it doesn't really matter and blah blah." It does. Like it's very hard for us to remove the human hierarchy from what is evidently just quantified [ __ ] status, right? On a on a screen. And what he did was he removed himself a lot existentially from that by saying, "It's not a comment on my worth as a person. It's not a comment on whether I'm, you know, going to be loved or accepted by the world.

3:21It's me putting some stuff out and wow, we won this month. Yeah. And this month, oh, maybe we didn't win. Why didn't we win? Well, I go back. The same way as if someone beats you at FIFA unless you're like a pro FIFA player or whatever. But again with that, what's the difference between the the amateur FIFA player and the pro FIFA player? The pro has put his existential connection right to his content and the success of it or lack of. >> many little things on this that I want to go into. One of them is that so Dr. Cash is my closest friend. He's like a behavioral whatever. Loves studying how why humans do things.

3:49Um and so people who are more successful a lot of times with their It's not that they necessarily have more willpower, they find ways to They find other ways to reward themselves. And so, he's like, "The more skills you have, the more ways you have to reward yourself." And so, somebody who somebody can extend how long their time horizon is because they do gamify it. So, people who don't have the skills of figuring out ways to reward themselves in the meantime can't make it the whole way. But, that's like when you're doing cardio and you're like, "Okay, it's 5 You know, it's 5 * 5 to get out of here, right?" You You create micro games within the longer game to keep yourself going. And the thing is, I've seen that across uh verticals. So, like if you look at uh So, Travis Mash is a Olympic lifter Olympic lifting coach um out of North Carolina, and he has this really cool way of getting lifters to PR every workout. So, have a personal record every workout. And what he does is he have them map every single set and rep range for every single lift at every weight. And so, what happens is all you have to do is go through your book of 200 lifts, and every single weight and you can always find one that you did a year ago, and you're I like, "God, this is my eight rep max PB on good mornings."

4:55>> Yes. And you're like, "Well, I can hit nine on this, or I can add 5 lb to it." And so, every workout they win. Yeah. And so, they get excited because they get rewarded every workout. And so, that's why it's like the more ways you track, the more ways you can win. And then I think that that's Those little micro wins can keep you going over the long game that you have to just keep playing. Real quick, if you're a business owner and you're not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through, and more importantly, where they got stuck and how they got past it. And so, we broke it into these 10 stages, and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at, and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so, no matter what you're struggling with, someone else has already struggled with it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you de-constrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.