Category: Contentions
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You can’t judge creative work by Sales
Or Likes, Hearts, Views, Shares, or any other type of metric. That’s a difficult idea to reconcile, because these metrics can influence how much energy you spend on your work. For example, if your work generate enough Sales, then you can draw a Personal Income from it, which then makes you a Full-Time Artist. (Congratulations!)…
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Contentions: Writing for yourself vs. writing for the reader
A writer at Farnam Street makes the case: Great writing requires you to position your idea in a way that will resonate with the reader. Average writers start with what they want to say without considering how it will land with the reader. Great writers understand the journey starts with what the reader desires. To…
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Marc Eckō, on branding as religion
When I was a teenager, my friends and I were obsessed with the clothing brand, Eckō Unlimited. The brand’s founder, Marc Eckō, wrote a book entitled Unlabel, in which he introduces his perspective of branding: I am a brand, but I am not a label. My brand is Marc Eckō. You too are a brand.…
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Craft, plus
“Fashion is kinda a joke,” Virgil Abloh says to Carl Swanson for New York magazine. “I don’t get too bogged down in the clothes. For me, it’s one big art project, just a canvas to show that fashion should have a brand which has someone behind it who cares about different contexts. Social things.” Jon…
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Declassifying secrets
“Flip your 80:20 rule for keeping secrets. Instead of classifying 80% of your information, aim at classifying only 20%. Most of the secrets you keep no one would bother reading even if you delivered them with the morning newspaper.” via The Cluetrain Todo List
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Contentions: Content strategy, in action, at a very early startup
If you want to see a cool example of content strategy in action at a really early stage startup (pre-product, pre-seed, etc.), check out Aboard’s podcast. It’s just a podcast, accompanied by transcripts, which they launched after a launch party to keep people updated because the product was taking longer to develop than they’d estimated.…
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Contentions: If you really want to make an impact, tell a story
You may never own a pair of J’s, though there’s a chance you’ll know Michael Jordan’s story. You may not have heard one of Amanda Palmer songs, though you may know of her stories with crowdfunding. You may not watch Oprah, and you might still know her as a billionaire who started with nothing. Same…
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Contentions: Predictions drive great brands
A great brand is driven by a prediction. (That’s not the only starting point; a great brand can start as a lighthouse, too.) These visions of the future are the fuel for where the business goes. Ideas and people matter more than the product. Eventually, these ideas and people bear resemblance to religion; Apple, Soulcycle,…
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One with the people
Even if you come up with the most brilliant business, product, or creative idea, you’ll be limited by how well you can connect it with the people who get value out of it. You don’t just magically find these connections (and ideas!). You discover it through spending time with people and listening to what they’re…
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Contentions: Writing to understand
Writing can be a tool for marketing, creating media, and building an audience. But it’s definitely not the most valuable use of it. Many people and teams are constantly patterning themselves after what they see and believe to be successful. That’s because if they didn’t mimic the best practices, they don’t know what they would…