# notes --- - [[{5.2} a defensible and personal premise creates a thru-line for your work]] - [[{5.2b1c} expertise isn’t enough because everyone is saying the same things]] - [[{5.2b} don’t market more, matter more]] - [[your premise creates a thru line for your work]] - [[{5.2a} that’s the thing about]] # highlights --- >This is a skill. It's not luck. We don't magically arrive at an idea capable of mattering. We can actively develop one. We can learn to communicate in ways that matter more to others, moving our ideas from rough and relevant to pithy and powerful. We can opt out of the exhausting race to be more visible because we understand how to be more memorable. [[{5.1a} idea sex]] >I believe you should care about resonance over reach to grow your career, company, and community. I believe you should stop trying to be "the best," as that's a worthless aim. Instead, be their favorite. >An effective premise is a defensible assertion you make to your audience, pulled from your perspective, which informs your choices and your reputation.