- You don’t struggle in business because you’re bad at marketing or [[{5.2b1c} expertise isn’t enough because everyone is saying the same things|aren’t smart enough]]. The issue is more likely that you aren’t saying anything that people *truly* care about. You don’t need to be the best, you need to [[Acunzo, Jay. 'Don't be the best. Be their favorite'. Playing Favorites, 2024-03-15.|be their favorite]]. - Craft a [[{5.2} a defensible and personal premise creates a thru-line for your work|premise]]. - Exercise the muscle of actively developing new [[{22a} idea sex|ideas]]. - Learn to communicate in a way that resonates. - In order to *resonate* more, tell stories that are more effective with your premise. Every time you share, arrive at some related insight ([[{5.2a} that’s the thing about]]). Publish in low-friction places and move your proven ideas to a wider audience, similar to [[{5.2c} be an investigator instead of an expert|comedian]]. - Apply your premise and stories to your content, focusing on one pillar project like a show or newsletter. He compares this to being a showrunner moving from pieces to series. “Develop IP.” Create material that explores, explains, educates, and defends your premise.