- Expertise has been commodified. Everyone is an expert, and all the experts are saying the same things. Not only do [[{5.2b1b} best practices lead to average work]], but they essentially lead to an echo chamber of advice. That’s why no one cares about what you’re saying; it’s not that you suck at marketing or don’t know what you’re talking about, it’s just that everyone is saying the same things you are. - This is why an [[{5.2} a defensible and personal premise creates a thru-line for your work|effective premise]] is so important — making an argument with real stakes allows you to stand out and connect to others more deeply. - [[there are just so damn many of us out there trying to be unique]]