What is the main focus of the video?

The video focuses on the evolution of personal brands and creators, emphasizing the need to move away from superficiality and towards authentic content creation.

What distinguishes an influencer from a creator?

Influencers often promote products without inherent value and garner attention through gimmicks, while creators tend to focus on meaningful content that educates or inspires.

What does the speaker suggest about social media?

The speaker suggests that social media can be a valuable tool for personal growth and audience engagement if used with a positive perspective.

How can one attract an audience according to the video?

To attract an audience, one needs to have a positive aim for life, create meaningful content, and engage authentically with their audience.

What are the four pillars of creative work mentioned in the video?

The four pillars of creative work are brand, content, product, and promotion.

What advice is given for creating content that stands out?

The advice given is to approach content creation by focusing on unique perspectives and addressing people's problems and goals.

How important is experimentation in pursuing one's life's work?

Experimentation is crucial as it leads to evolution and the refinement of ideas and projects.

What does the speaker mean by 'education is the new marketing'?

This means educating your audience continuously helps cultivate interest and engagement in what you offer.

How does the speaker suggest viewing the internet and social media?

The speaker encourages viewing the internet and social media as platforms for self-expression and connection rather than shallow distractions.

What is the significance of personal projects in the creator economy?

Personal projects are essential as they provide solutions to problems and can be transformed into products that help others.

The Death Of The Personal Brand (& The Future Of Creative Work)

00:34:58

https://www.youtube.com/watch?v=RPVxwzJtp4o

Zusammenfassung

TLDRThe video explores how personal brands and creators have strayed from their initial authenticity and purpose, highlighting the need for a deeper, more meaningful engagement with content creation. The speaker recalls their own journey influenced by early fitness creators and underlines the importance of genuine intentions behind creating content. Key distinctions are made between influencers, creators, and personal brands, emphasizing unique content creation that resonates with audiences. It advocates for a focus on a positive life aim, audience attraction through valuable content, the significance of personal projects, and the essential role of experimentation and persistence in the creative process. Ultimately, it promotes a vision where the internet serves as a tool for authentic self-expression and business opportunities.

Mitbringsel

💡 Personal brands have lost their authenticity and purpose.
👥 Influencers often promote low-value products; creators focus on meaningful content.
🌐 Social media should be viewed as a tool for growth and connection.
🎯 Establish a positive aim in life to guide your journey.
📈 Attract an audience with valuable, unique content.
🛠️ Personal projects can be turned into products that help others.
🔍 Experimentation is key to evolving your creative work.
📖 Education is the new marketing; engage your audience intellectually.
🚀 Create your life's work by following your passion and interests.
🗝️ The internet is a powerful platform for self-expression and entrepreneurship.

Zeitleiste

00:00:00 - 00:05:00
The video discusses the evolution of personal brands and the creator economy, highlighting the initial potential of personal brands to express individuality and share unique skills online. It recounts the author's personal journey from a teenager fascinated by fitness creators to realizing the importance of sharing knowledge as a pathway to influence and inspire others.
00:05:00 - 00:10:00
The healthcare career ambitions of the speaker reflect societal pressures to pursue traditional jobs, but their engagement with early creators shifted their perspective. They express gratitude towards creators who influenced their life and aspire to serve as a positive role model, encouraging others to embrace their paths through content creation and sharing knowledge.
00:10:00 - 00:15:00
The video critiques current influencers and personal brands for often lacking substance, highlighting the need for creators to provide genuine value rather than just attention. It urges aspiring creators to seek deeper meanings in their content and strive for a positive impact instead of conforming to shallow trends associated with influencer culture.
00:15:00 - 00:20:00
Creating valuable content is emphasized as a means to connect with audiences. The speaker encourages viewers to think beyond superficial social media strategies, wanting them to instead focus on providing educational quality that engages and serves the audience holistically, rather than just seeking fleeting relevance.
00:20:00 - 00:25:00
The discussion transitions to distinguishing between influencers, creators, and personal brands, defining how each fails or succeeds in providing value. The speaker emphasizes originality, depth, and impact in content creation, advocating for a thoughtful approach that resonates rather than just replicates existing formulas or trends.
00:25:00 - 00:34:58
In conclusion, the speaker encourages viewers to harness the tools of the internet creatively, aiming for an authentic representation of their identities. He asserts that building a meaningful connection with an audience through experimentation, reflection, and solid branding will lead to creating work that not only fulfills personal goals but benefits others as well.

Mind Map

Video-Fragen und Antworten

What is the main focus of the video?
The video focuses on the evolution of personal brands and creators, emphasizing the need to move away from superficiality and towards authentic content creation.
What distinguishes an influencer from a creator?
Influencers often promote products without inherent value and garner attention through gimmicks, while creators tend to focus on meaningful content that educates or inspires.
What does the speaker suggest about social media?
The speaker suggests that social media can be a valuable tool for personal growth and audience engagement if used with a positive perspective.
How can one attract an audience according to the video?
To attract an audience, one needs to have a positive aim for life, create meaningful content, and engage authentically with their audience.
What are the four pillars of creative work mentioned in the video?
The four pillars of creative work are brand, content, product, and promotion.
What advice is given for creating content that stands out?
The advice given is to approach content creation by focusing on unique perspectives and addressing people's problems and goals.
How important is experimentation in pursuing one's life's work?
Experimentation is crucial as it leads to evolution and the refinement of ideas and projects.
What does the speaker mean by 'education is the new marketing'?
This means educating your audience continuously helps cultivate interest and engagement in what you offer.
How does the speaker suggest viewing the internet and social media?
The speaker encourages viewing the internet and social media as platforms for self-expression and connection rather than shallow distractions.
What is the significance of personal projects in the creator economy?
Personal projects are essential as they provide solutions to problems and can be transformed into products that help others.

Weitere Video-Zusammenfassungen anzeigen

Erhalten Sie sofortigen Zugang zu kostenlosen YouTube-Videozusammenfassungen, die von AI unterstützt werden!

Untertitel

Automatisches Blättern:

00:00:00
personal brands are no longer personal
00:00:02
what used to be a Beacon of Hope for
00:00:04
those that wanted more out of life the
00:00:06
personal brand or becoming a Creator was
00:00:08
that thing as the Creator economy
00:00:10
started to emerge more and more people
00:00:12
wanted to become actual creators because
00:00:15
they saw that it was a way to do what
00:00:17
they want and with the power of the
00:00:19
internet more people could do that a
00:00:21
personal brand or a Creator was this
00:00:24
thing that allowed you to go whatever
00:00:27
path you want and embrace your care
00:00:30
curiosity and display your skill set
00:00:32
your interests and attract people like
00:00:35
you that wanted to support your work it
00:00:37
was a way to take your current skill set
00:00:39
put it online and remove all of the
00:00:42
limitations that the traditional path
00:00:44
and job market allow for so that's what
00:00:46
we're here to talk about because the
00:00:47
personal brand and being a creator has
00:00:50
strayed far from what its original path
00:00:53
was now when I was a teenager I was deep
00:00:55
into fitness and I remember watching a
00:00:57
few small creators online when YouTube
00:01:00
was first gaining popularity and I would
00:01:03
consider this the Golden Age of the
00:01:05
crater economy it was a peak in
00:01:08
authenticity where people were just
00:01:09
picking up cameras to share their
00:01:11
passions and teach what they've been
00:01:14
learning people like Matt ogus Chris
00:01:16
levado and other people in the fitness
00:01:18
industry at the time come to mind when I
00:01:20
think of this and the thing here is the
00:01:23
power behind this is that those
00:01:25
individuals had such a strong influence
00:01:29
in an impact on the direction of my life
00:01:31
I was just this kid who came home from
00:01:33
school and played video games all day
00:01:35
and cooked frozen burritos at night and
00:01:38
chugged five Dr Peppers and then woke up
00:01:40
early just so I could maintain my rank
00:01:42
in Halo 3 so that my other friend didn't
00:01:46
pass me I was a kid with massive
00:01:48
Ambitions but didn't have the knowledge
00:01:51
or even the awareness of how to make
00:01:54
those Ambitions a reality I just knew
00:01:56
that I wanted something more but the
00:01:59
only thing that I knew at the time was
00:02:01
that I wanted to become an
00:02:03
anesthesiologist because it paid a lot
00:02:05
right I was just told my entire life you
00:02:07
need to go to college you need to go to
00:02:08
college and so that was what was on my
00:02:10
mind that's what framed my perception
00:02:13
and every piece of information that I
00:02:15
soaked in everything at school and
00:02:17
everything I did was directed toward
00:02:19
going to college and becoming an
00:02:20
anesthesiologist I my search history for
00:02:23
like a week was just looking at
00:02:25
different universities checking out
00:02:27
their majors and then searching for like
00:02:30
the top paying degrees that I could
00:02:32
potentially go into because I didn't
00:02:33
want to SP spend 8 to 12 years becoming
00:02:36
an anesthesiologist so I can't thank
00:02:38
those creators enough for changing the
00:02:41
direction of my life and I hope that I
00:02:44
can be that person for a lot of people I
00:02:46
would say that's one of my driving
00:02:47
forces behind actually creating these
00:02:49
videos and with this video I've kind of
00:02:53
re sparked my desire to at least help
00:02:56
create what you would call a second
00:02:59
Renaissance
00:03:00
of these creators and not that I want to
00:03:02
be the The Guiding Light of them I just
00:03:05
want to be a role model and share my
00:03:08
passions and the things that I'm
00:03:09
learning throughout life and hopefully
00:03:10
that changes the direction of some of
00:03:11
your lives so my lesson for you if you
00:03:14
want to join me on this path is to
00:03:17
create the content you want to see in
00:03:19
the world and build the product you want
00:03:21
to see in the world all of the other
00:03:23
skills come secondary all the marketing
00:03:25
the sales the writing all of those
00:03:27
things come under that Vision they help
00:03:31
actualize it but they are not the
00:03:32
driving force because the thing is
00:03:34
people are starving for this they're
00:03:36
starving for depth on the internet they
00:03:39
think it's just filled with toxicity and
00:03:41
memes and all of these things that don't
00:03:43
matter but they can't pull themselves
00:03:44
away from it social media has
00:03:46
drastically changed my life and how much
00:03:48
I've been able to learn and do because
00:03:50
it's just a library of value and
00:03:53
information allowing you to learn and do
00:03:55
almost anything that you want so that's
00:03:57
what we're going to learn in this video
00:03:58
it's not how to become a personal brand
00:04:01
but how to stand out with unique ideas
00:04:03
and create your life's work because
00:04:05
today we have influencers creators and
00:04:08
personal Brands these are Concepts that
00:04:10
have begun to carry a negative
00:04:12
connotation with them in the eyes of the
00:04:14
public there isn't really a difference
00:04:15
between them they're just people that
00:04:17
post content online and they're all
00:04:18
relatively similar but when you hear the
00:04:21
word influencer personal brand Creator a
00:04:24
part of you kind of dies so if we want
00:04:27
to avoid these things first we need to
00:04:29
understand understand them we need to
00:04:30
create these Concepts so that we can
00:04:32
move in a different direction or at
00:04:34
least use them as some kind of frame to
00:04:36
shape our decision-making so the first
00:04:38
one
00:04:39
influencers the defining characteristic
00:04:42
of an influencer from what I've observed
00:04:44
is that they don't sell a product of
00:04:46
inherent value they Garner attention
00:04:48
with looks and gimmicks to pitch often
00:04:50
destructive products to the
00:04:51
underdeveloped masses they don't educate
00:04:53
entertain or Inspire toward solving a
00:04:56
real problem in people's lives no we
00:04:58
don't need more lunch Le or Mr Beast
00:05:01
bars that are just contributing to
00:05:03
making the population obese and sick
00:05:05
we're at this critical turning point in
00:05:08
history where attention spans are
00:05:09
decreasing processed food is just handed
00:05:12
out like candy and the role models who
00:05:15
have the most attention are not
00:05:17
attempting to do anything about it now
00:05:19
I'm not saying that they should I'm not
00:05:21
one to tell them what to do I'm one to
00:05:23
say that if we want to change it we also
00:05:27
have to Garner attention and we have to
00:05:29
become the people that try to lead in a
00:05:31
positive direction by doing something
00:05:33
purposeful and fulfilling now with all
00:05:35
of this don't get me wrong here you know
00:05:37
that I don't think selling a product is
00:05:39
bad it's the only way out of selling a
00:05:41
product for someone else AKA working a
00:05:43
job and of course jobs aren't bad either
00:05:45
they're just stepping stones the point
00:05:47
is that work is a necessary part of life
00:05:49
and money is a tool that has allowed us
00:05:51
to transcend our survival but the thing
00:05:53
is at least try to have a shred of
00:05:56
positive impact now let's talk about
00:05:58
creators I personally love creators and
00:06:00
I would consider myself a Creator at
00:06:03
times but most people are content
00:06:06
creators they're not reality creators
00:06:08
most people have a myopic view of the
00:06:10
word Creator they don't see it as the
00:06:13
literal word creator that holds so much
00:06:15
depth and meaning they see it as oh I
00:06:17
need to post content today or else I'm
00:06:20
not going to get engagement and then I'm
00:06:21
not going to make sales and they're
00:06:23
stuck in survival mode they start out
00:06:25
with good intentions but then they
00:06:26
quickly become slaves to content
00:06:28
templates and they can't have a single
00:06:30
critical thought or original idea that
00:06:32
allows them to stand out they don't have
00:06:35
ideas worth copying they're the ones
00:06:37
that do the copying they see social
00:06:39
media in the algorithm as some formulaic
00:06:41
thing that you need to study and dissect
00:06:43
and understand and while that's true to
00:06:45
an extent you're missing the depth
00:06:47
behind it you're missing that all of
00:06:48
that is shaped by human nature and by
00:06:50
diving a bit deeper not only can you
00:06:53
understand it more and get better
00:06:54
results but you just open up this world
00:06:57
of depth that allows you to find meaning
00:06:59
and what most people see is superficial
00:07:01
and that's true for many areas of life
00:07:03
the other things that they do are just
00:07:06
comment under large accounts not because
00:07:08
they like the ideas of the large
00:07:10
accounts but because they want to get
00:07:12
the people that are following the large
00:07:13
accounts to follow them now of course
00:07:15
again these things aren't bad I'm just
00:07:18
saying for almost everything we're
00:07:20
talking about we're missing the other
00:07:22
half of the perspective we're missing
00:07:24
the meaningful part of the perspective
00:07:26
here the same thing goes with engagement
00:07:28
groups engagement groups troups have
00:07:29
become like the the weird child of the
00:07:32
crater economy that people just think
00:07:34
are bad things to do but then when you
00:07:36
actually zoom out and think about it
00:07:37
when you were in school you worked with
00:07:39
your friends on your homework you
00:07:41
strategized with each other to achieve a
00:07:43
goal when you're in business you find
00:07:45
business partners to work with you reach
00:07:47
out to your network and you get advice
00:07:49
when you don't have it you help each
00:07:50
other grow your own businesses or
00:07:52
projects and that's what a quote unquote
00:07:54
engagement group is it's like going into
00:07:56
a Call of Duty Lobby and then arguing
00:07:58
against other tribe and helping your
00:08:01
team do better and communicating with
00:08:02
each other it doesn't have to be this
00:08:05
shallow engagement group type thing it
00:08:07
has to be and this is a requirement for
00:08:10
your success not only online but in any
00:08:12
area of your life is to make friends
00:08:16
that you work with to grow whatever it
00:08:19
is that you're doing the Lone Wolf
00:08:20
mentality doesn't work in a social
00:08:23
setting what sucks about this to an
00:08:25
extent is that I'm partially to blame
00:08:28
for contributing to this because I teach
00:08:30
social media I teach writing I teach how
00:08:32
to capture attention but I do feel like
00:08:35
I'm rather explicit in nuanced with how
00:08:38
to go about these things and bringing
00:08:40
this meaningful perspective to them so
00:08:42
my challenge for you is not to write
00:08:44
these things off but to try to find the
00:08:46
depth behind not only my teachings but
00:08:48
other people's teachings especially
00:08:49
other people's teachings or especially
00:08:52
on short form social media now that
00:08:54
Twitter and Instagram and reals and Tik
00:08:57
toks are taking off you have to
00:08:59
understand that just by time and
00:09:01
character limitation constraints it's
00:09:03
going to be shallow if you are going on
00:09:05
top of funnel social media you have to
00:09:08
be able to think with depth not them and
00:09:11
as we'll talk about in another video and
00:09:14
kind of in this video long form is how
00:09:16
you actually stand out long form is how
00:09:18
you actually make a change long form is
00:09:20
how you stop relying on social media
00:09:22
algorithms for the security of your
00:09:25
future and you start owning your
00:09:26
audience in something like an email list
00:09:28
but we'll talk talk about all of those
00:09:30
things later now let's touch on the last
00:09:32
one of personal Brands there's
00:09:34
influencers creators personal Brands
00:09:36
personal Brands seem to be an archetype
00:09:38
that are simply obsessed with making
00:09:40
money and don't care about anything
00:09:41
other than that they become glorified
00:09:43
search engines by choosing and sticking
00:09:45
to a niche and their followers churn
00:09:47
they don't actually grow an audience
00:09:49
because they're so focused on the high
00:09:51
performing topics or just the same
00:09:53
topics over and over again that funnel
00:09:55
people to their email list or their
00:09:56
product or their funnel and whatever
00:09:59
they say online doesn't matter as long
00:10:02
as that funnel is growing and as long as
00:10:04
they're making money it's just a
00:10:05
constant they're just like this The
00:10:08
Vessel this empty vessel for people to
00:10:10
run through and get put into a product
00:10:12
and there's no depth behind it so before
00:10:14
we move on of course this isn't
00:10:16
necessarily bad but the question to ask
00:10:18
yourself is are you helping people do
00:10:21
something that actually matters because
00:10:24
in order to do that you can't stagnate
00:10:27
you must personally continuous ly
00:10:29
improve and evolve because if you
00:10:31
understand entropy you understand that
00:10:33
by stagnating or doing nothing or
00:10:36
staying the same that you aren't doing
00:10:38
any of those things you are declining
00:10:40
into chaos you are unraveling and that
00:10:43
thing isn't going to last very long
00:10:45
you're going to be a flash in the pan
00:10:46
sass like most people are building right
00:10:48
now but again nothing wrong with that
00:10:50
Temple Run and Flappy Bird were great
00:10:53
games on your phone it's good quick pump
00:10:56
and dumb cash but is that really what
00:10:58
you're here for so let's talk about the
00:11:00
opposite let's talk about the vision
00:11:02
where do we want to take this whole
00:11:04
Creator thing what do we want to be what
00:11:06
is the path to doing what you want and
00:11:10
having a fulfilling line of work don't
00:11:12
be a YouTube Creator don't be a personal
00:11:15
brand don't be an influencer be you but
00:11:18
in a place where your work can be
00:11:19
discovered followed and supported right
00:11:21
now and for the foreseeable future
00:11:23
that's on the internet the internet is a
00:11:26
tool social media is a tool software is
00:11:29
a tool if you think these things are
00:11:31
toxic and negative that's a direct
00:11:32
reflection of yourself algorithms show
00:11:34
you more of what you pay attention to
00:11:36
social media for the right people is the
00:11:38
singular thing that will change their
00:11:40
life if you believe it's toxic you close
00:11:42
yourself off to that reality and you
00:11:44
can't help but wonder why your life is
00:11:45
so toxic so in a nutshell where we want
00:11:48
to go with this is the ultimate goal of
00:11:52
getting paid to be yourself these new
00:11:54
forms of technology everything coming up
00:11:57
AI social media in general the internet
00:12:00
in general are tools to help and display
00:12:03
your work your art and your experience
00:12:06
so that others can benefit from it as an
00:12:08
example Jordan Peterson isn't a content
00:12:10
creator he isn't an influencer he isn't
00:12:12
a personal brand that's not his title
00:12:14
that's not his role that's not his
00:12:16
identity he goes on tours he writes
00:12:18
books he leverages social media as a
00:12:20
base he uses all of the tools at his
00:12:24
disposal to further his life's work he
00:12:26
isn't worried about the latest content
00:12:28
idea trend because his mind outperforms
00:12:31
any of those the quality of his ideas
00:12:34
and his critical thought is what sets
00:12:36
him apart and this is regardless of your
00:12:38
opinion on Peterson's highs and lows
00:12:40
over the years this just true you didn't
00:12:42
start on this path to become a quote
00:12:44
unquote personal brand on the internet
00:12:46
you started because you wanted Freedom
00:12:48
autonomy meaningful income the ability
00:12:50
to write speak and create about the
00:12:52
interests that spark a fire in your soul
00:12:54
I'm not proposing that you quit because
00:12:56
social media has become what it has that
00:12:58
only means it's easier than ever to
00:13:00
stand out even if you feel like you're
00:13:02
late I'm proposing that you aim higher
00:13:05
because I personally don't see social
00:13:06
media as this shallow place with online
00:13:09
business models Galore and cheap advice
00:13:11
I see it as a new way of life as I've
00:13:14
Illustrated many times before in
00:13:15
previous videos you're already online
00:13:18
most of the day you're already here why
00:13:20
not just change your perspective of it
00:13:22
and change what you're doing so that it
00:13:24
actually benefits you the problem is
00:13:26
that you don't know what value you
00:13:28
provide how to stand hand out and how to
00:13:29
shift focus with the time you're already
00:13:31
spending on the internet to make your
00:13:33
creative work a success you have
00:13:35
knowledge and skill that other people
00:13:37
can benefit from that's not a false
00:13:40
statement you do you could help another
00:13:43
person right now that's all you need now
00:13:45
by the way in terms of creating your
00:13:47
life's work or doing all of this stuff
00:13:49
or seeing the Creator economy in a
00:13:50
different life or building a oneperson
00:13:52
business I would check out my course
00:13:54
digital economics link is in the
00:13:56
description for that the question now is
00:13:58
how do you pursue your life's work on
00:14:01
the internet so if you understand the
00:14:03
levels of purpose that we talked about
00:14:05
in the last video the brutal truth about
00:14:07
money you understand that your life's
00:14:09
work at some point in the job to Career
00:14:11
to calling Evolution will require you to
00:14:15
start a business now if thinking of a
00:14:17
business or a oneperson business as
00:14:19
independent work helps you swallow that
00:14:22
pill then please do that when I mention
00:14:24
things like internet and business and
00:14:26
these things that may cause you to close
00:14:29
your mind off because you haven't been
00:14:32
exposed to the information that shows
00:14:33
you what those things are that's when
00:14:35
you should think about it more
00:14:37
critically and try to see the depth
00:14:39
behind those things is the internet just
00:14:41
this shallow thing that you open on your
00:14:42
phone and get distracted in all day no
00:14:45
the first thing you need to create your
00:14:47
life's work is a positive aim for your
00:14:49
life because here's the thing you don't
00:14:51
need to know what your life's work is
00:14:53
right now and realistically your life's
00:14:55
work isn't something you maintain 100%
00:14:57
Clarity on at times times it's Crystal
00:14:59
Clear but this is often hopeful delusion
00:15:02
which isn't bad but necessary for
00:15:03
intense burst of progress at others you
00:15:06
have no idea what you're doing but
00:15:07
you're still moving toward a positive
00:15:09
aim your life's work is an estatic
00:15:11
sentence that you can articulate to
00:15:13
others as that's impossible your life's
00:15:15
work is in the unknown and by nature of
00:15:17
the unknown it's unknown if it were
00:15:20
known you fell off your path to find
00:15:22
security in someone else's you create
00:15:24
your life's work through experimentation
00:15:26
and evolution your brand content and
00:15:29
products won't stay the same they will
00:15:31
change as you discover new goals for
00:15:32
yourself but you won't discover those
00:15:34
goals unless you start and pursue your
00:15:36
current ones so if you aren't sure on
00:15:38
how to orient yourself in a positive
00:15:40
direction deeply understand what you
00:15:42
don't want in life an antiv Vision that
00:15:44
brings Clarity to your vision is it a
00:15:46
job you despise then your aim is to
00:15:48
create more enjoyable work and learn
00:15:50
everything necessary to achieve that
00:15:52
anything else is a distraction is it
00:15:54
being overweight and unconfident then
00:15:56
your aim is the opposite of that get mad
00:15:59
at yourself two quotes that explain this
00:16:01
quite well is that which you don't hate
00:16:03
you tolerate by Malcolm X and no tree
00:16:06
can grow to Heaven unless its roots
00:16:08
reach down to Hell from Carl Young so
00:16:10
the first thing you need is a positive
00:16:12
aim for your life the second thing you
00:16:13
need is a way to attract an audience now
00:16:15
the thing here is that the term
00:16:17
followers has lost its punch and we're
00:16:19
going to talk about this in a future
00:16:21
video about how followers don't matter
00:16:23
anymore because it you see it all the
00:16:25
time someone can go viral on Tik Tok
00:16:27
make a million dollars and then just
00:16:28
continue to repeat that and they only
00:16:30
have 500 followers so in terms of
00:16:32
followers I prefer the term readers but
00:16:34
since not everyone identifies as a
00:16:36
writer let's just call it an audience
00:16:39
because that's a first principle of
00:16:40
business you need people in order to pay
00:16:42
you for what you do in your business the
00:16:44
value you provide if you don't have an
00:16:45
audience you don't have a business now
00:16:47
there are a few beautiful things about
00:16:49
the internet itself first is how far
00:16:51
your work spreads is a skill that can be
00:16:53
learned and practiced not luck second is
00:16:56
there are people who relate to your anti
00:16:58
vision and for your future meaning you
00:17:00
can attract people to the things you
00:17:02
talk about and the third thing is that
00:17:04
it's free accessible and the majority of
00:17:06
the population has access to it so if
00:17:08
you're trying to attract people to your
00:17:10
work and one of your first options isn't
00:17:12
a free and accessible platform on the
00:17:15
internet then you're doing something
00:17:17
wrong unless you know exactly what
00:17:19
you're doing that's this video isn't for
00:17:21
you if you just know exactly what you're
00:17:23
doing I'm personally of the belief that
00:17:25
social media was created from a deeper
00:17:27
desire for human connection sharing your
00:17:30
knowledge and solving problems at scale
00:17:32
and now that it's here and because of
00:17:34
shallow human distractions taking over
00:17:36
not too many people see it as that they
00:17:38
don't see it as a vessel to pursue their
00:17:40
life's work you're telling me you have
00:17:42
indirect access to nearly everyone in
00:17:43
the world and you don't think any of
00:17:45
them can benefit from what you have to
00:17:46
offer yes it takes development and skill
00:17:49
acquisition but once you truly see the
00:17:50
potential for everyone to have a
00:17:52
business in this global decentralized
00:17:54
economy it's hard to pursue any other
00:17:56
path and as nval said there are almost 7
00:17:58
billion people on this planet someday I
00:18:01
hope there will be almost 7 billion
00:18:02
companies now of course this is just
00:18:04
speculation for the future but it seems
00:18:06
to be the way things are going and you
00:18:08
can also have a company/ business and
00:18:11
work a job or do what you currently do
00:18:14
or whatever it may be we don't know if
00:18:16
we're going to end up in a world with
00:18:17
Ubi but even then you're still going to
00:18:19
want to work because it's a natural part
00:18:21
of life so the only option then is to
00:18:23
actually finally pursue your passions
00:18:25
what I'm trying to encourage you to do
00:18:27
right now the point here is that the
00:18:29
internet is how you attract an audience
00:18:30
to your life's work an audience large or
00:18:33
small with small being enough to make
00:18:34
more than enough money to be fulfilled
00:18:36
is not optional because you weren't
00:18:38
working for a company that attracts
00:18:40
audience for you that you just play this
00:18:43
specific role that you were hired for
00:18:45
and that you can be replaced for and the
00:18:46
audience doesn't have to come from
00:18:48
social media but it's going to come from
00:18:50
media like paid ads or podcast
00:18:53
sponsorships or whatever it may be
00:18:54
social media is just the free and
00:18:56
readily accessible route that I believe
00:18:58
should form the foundation of all the
00:19:00
other things because you can test
00:19:01
content on social media before you
00:19:03
decide to blow money on ads with it so
00:19:05
you have a positive aim for your life
00:19:07
you're improving you're developing
00:19:08
you're gaining value and then you're two
00:19:11
attracting an audience to that value now
00:19:13
the third thing you need is a project
00:19:16
turned into a product projects are how
00:19:18
you achieve the goals in your life
00:19:20
projects are how you build a solution to
00:19:23
a problem projects are how you guide
00:19:25
experimentation education and skill
00:19:27
acquisition profitable products provide
00:19:29
a transformation they solve a problem to
00:19:31
help you get closer toward a goal like I
00:19:33
talk about in mental monetization so if
00:19:35
you aren't building a project every
00:19:37
single day that pushes you toward your
00:19:39
vision for the future you are playing a
00:19:40
losing game and your attention
00:19:42
automatically gets drawn to the projects
00:19:44
of others so you can make money and
00:19:45
survive build more projects it can be a
00:19:48
program that helps you get in shape it
00:19:50
can be a planner that helps you stay
00:19:51
productive it can be a cortex or a
00:19:53
notion system that helps you write
00:19:55
content take notes track progress almost
00:19:58
anything and either way templates are
00:20:00
always beneficial to include in some
00:20:02
kind of a product so if you want to
00:20:04
include a template or a worksheet or
00:20:05
whatever it may be consider using cortex
00:20:08
especially when we eventually offer an
00:20:10
affiliate program and it's just a free
00:20:12
app it's free for Life unless you have a
00:20:14
team or other things the point here is
00:20:16
that if you attract an audience with a
00:20:18
similar personality and a similar vision
00:20:21
for the future as you AKA You Are The
00:20:23
Niche then the projects that you build
00:20:26
for yourself to achieve your own goals
00:20:28
can easily be turned into products that
00:20:31
other people pay for that's how you
00:20:33
productize yourself the second point is
00:20:35
that if you're just using other people's
00:20:37
Solutions throughout your life and not
00:20:39
experimenting with your own or creating
00:20:41
your own like a fitness program or a
00:20:43
meditation program or a writing system
00:20:46
or whatever it may be you need to start
00:20:50
experimenting with your own way so that
00:20:52
you can pass down better ways to do
00:20:54
things and that's how things improve
00:20:56
we're not creating products to
00:20:58
completely solve the problems in
00:21:00
people's lives because that's not on us
00:21:02
that's on the person that has the
00:21:03
problem it's up to them if they want to
00:21:05
solve the problem we're simply giving
00:21:07
things to people to experiment with to
00:21:09
make that process more efficient over
00:21:11
time we're gradually increasing the
00:21:13
efficiency that comes from Evolution and
00:21:16
helping contribute towards that so you
00:21:18
have a positive direction you're making
00:21:20
progress you're becoming valuable you
00:21:22
have an audience that you're attracting
00:21:23
you have a product so you have a way to
00:21:25
actually make money the fourth thing you
00:21:27
need is experim exp mentation iteration
00:21:30
and persistence because throughout this
00:21:32
entire Journey you never land on the one
00:21:35
specific thing I've launched 10 products
00:21:38
10 free downloads I've had a few hundred
00:21:40
YouTube videos 50,000 plus tweets I
00:21:43
think like 1200 Instagram posts I've
00:21:46
done thousands upon thousands of
00:21:48
iterations on my content you don't just
00:21:49
post one tweet and they get famous you
00:21:52
don't just make one product and then get
00:21:54
rich the first thing of anything that
00:21:56
you do is going to suck and the longer
00:21:59
you delay that the longer you're
00:22:01
delaying actually creating something
00:22:03
good the most powerful mindset you could
00:22:05
adopt here is to just put the thing out
00:22:08
just publish the thing get the feedback
00:22:11
and then improve once you publish the
00:22:13
thing your journey isn't done that's the
00:22:16
start of the journey okay we understand
00:22:18
very big picture how to pursue your
00:22:20
life's work now as a personal brand or
00:22:22
Creator or these things that we talked
00:22:24
about that have lost their punch and
00:22:26
lost their direction we need to learn
00:22:28
how to to set ourselves apart we need to
00:22:30
learn how to not become those things in
00:22:32
essence we need to learn to be ourselves
00:22:35
but in a structured way so that it
00:22:37
actually makes sense to people because
00:22:39
you can go and be yourself when you're
00:22:40
talking to someone else but they may not
00:22:42
like it you need to learn how to be
00:22:44
creative and constrain things creativity
00:22:47
is in the constraints creativity isn't
00:22:49
freedom and Chaos it's the limitations
00:22:52
that you impose to create that art so to
00:22:55
start with this the four pillars of
00:22:57
creative work are brand content product
00:23:00
and promotion these are the things that
00:23:02
are shaping how you distribute your
00:23:05
value to the world these are the
00:23:07
boundaries in which you can start to get
00:23:09
creative because most people focus on
00:23:11
the skill and then they have no idea how
00:23:13
to monetize it so they become a starving
00:23:15
artist the second problem is that most
00:23:17
people just don't know how to stand out
00:23:19
they start they buy a few courses and
00:23:21
then they never Branch out of what the
00:23:23
courses teach the courses aren't meant
00:23:25
to be your mind they aren't meant to
00:23:28
take over they aren't meant to be an
00:23:30
ideology or Dogma that you stick to
00:23:31
they're supposed to help you reach a
00:23:34
certain stepping stone like a job and if
00:23:36
you become a slave to the teachings from
00:23:38
a course or a video that you learn it's
00:23:41
the same you're you're not out of the
00:23:43
Matrix you just put yourself in a new
00:23:45
Matrix so the first one brand brand is
00:23:49
an environment so stop thinking about
00:23:51
your brand as just your social media
00:23:53
profile picture or your banner or your
00:23:55
bio or the designs of your website it's
00:23:58
everything it's the world that your
00:24:01
readers are coming into with you brand
00:24:03
is an environment where people come to
00:24:05
transform you attract people to a vision
00:24:08
for the future you help people move away
00:24:10
from an anti Vision you illustrate your
00:24:12
worldview story and philosophy for Life
00:24:14
across every single touch Point your
00:24:16
banner profile picture bio Linkin bio
00:24:18
landing page design pinned content post
00:24:21
threads newsletters videos and the rest
00:24:23
brand isn't Illustrated right away when
00:24:26
the person just visits your profile
00:24:28
brand is the accumulation of ideas in
00:24:30
your reader's mind after 3 to 6 months
00:24:31
of following you just have some
00:24:33
self-awareness when you follow someone
00:24:35
else you're like interesting okay I'm
00:24:37
going to follow and then you start to
00:24:38
get their content you start to form an
00:24:40
opinion about them you start to identify
00:24:42
with certain things that they say and
00:24:44
then you can kind of decide hm am I in
00:24:46
alignment with this person's goals
00:24:48
should I continue following them or am I
00:24:50
not and are they ruining my life so when
00:24:52
you're thinking of ideas or creating
00:24:54
content or Building Products whatever it
00:24:56
may be you have to filter that through
00:24:59
your brand Vision people will buy from
00:25:01
you even if you have the same products
00:25:02
at a higher price point as your
00:25:04
competitor so that was brand it's kind
00:25:06
of abstract it's out there but you just
00:25:09
have to understand that brand is created
00:25:12
as you do things as you launch products
00:25:14
as you write content it's not just your
00:25:17
static like when people look at your
00:25:18
profile that's not what your brand is
00:25:20
your brand is the little digital house
00:25:23
that you are inviting people in and the
00:25:25
rooms are your content and everything
00:25:27
like that your profile picture and your
00:25:29
banner are the door of the house so the
00:25:33
second thing that we need to understand
00:25:34
is content how do we write good content
00:25:37
that stands out because content you need
00:25:40
that to build an audience even if you're
00:25:41
doing paid ads you need to write the
00:25:44
content even if you're creating a
00:25:45
YouTube video you need to write the
00:25:47
content of the script if you want to
00:25:49
learn how to write any of those things
00:25:51
consider joining the writers boot camp
00:25:53
that starts October 28th for cortex
00:25:55
people don't follow information they
00:25:57
follow perspectives 10 people can talk
00:26:00
about the same old topics but one of
00:26:01
them can say it in such a way that
00:26:02
brings an entirely new meaning to it
00:26:05
perspectives are infinite sometimes it's
00:26:07
not about coming up with a completely
00:26:09
different idea sometimes it's about
00:26:11
talking about the same idea but from a
00:26:13
deeper lens this is what I've done with
00:26:15
my YouTube videos and I think that's a
00:26:17
driving part of My Success is that I
00:26:20
take these ideas that perform really
00:26:22
well that seem kind of shallow on the
00:26:24
surface but I know there's something
00:26:26
deeper and then I write to disect that
00:26:28
and I form a deeper philosophy around
00:26:30
that and that's what people have told me
00:26:32
they like they like that my content
00:26:34
leans more toward the depth so if you
00:26:37
want to stand out find ideas that are
00:26:39
already working save ideas from books
00:26:41
social media podcasts and videos then
00:26:44
turn them into an original idea by
00:26:45
changing the perspective but how do you
00:26:48
change the perspective for knowledge
00:26:49
work and creative work and doing all of
00:26:52
this stuff you need to learn how to
00:26:54
think with impact so along with cortex
00:26:57
the second brain software note taking
00:26:59
writing software that we built we have
00:27:01
created this system called cor notes now
00:27:04
this is nothing new if you've taken my 7
00:27:06
days to genius ideas free course that
00:27:09
won't be a thing anymore you have to
00:27:10
take the second brain course for free
00:27:12
inside of the cortex Community but over
00:27:14
70,000 people have learned this system
00:27:17
and it helps them turn any idea into
00:27:19
their own original Deep idea this is a
00:27:22
note-taking system for writers creators
00:27:25
and marketers not people who just want
00:27:27
to save the same information that they
00:27:29
read they want to transform the ideas
00:27:31
into their own creative Firepower that
00:27:33
can be used as Legos for whatever
00:27:35
content they create albe it a newsletter
00:27:38
or whatever it is so here's what you do
00:27:40
you don't need to use cortex it's free
00:27:42
and there's templates and stuff but you
00:27:44
don't need to you just need to learn how
00:27:45
to think like this so the first thing
00:27:47
you do is you have an idea this can be
00:27:50
from conversation this can be from a a
00:27:53
video you watch pull something from this
00:27:55
pull the death of the personal brand as
00:27:56
an idea pull brand as an environment or
00:27:58
content is novel perspectives or how to
00:28:01
think with impact just take any idea and
00:28:03
now you're going to pick three to four
00:28:05
of the following things and flesh that
00:28:08
idea out with these the first thing is
00:28:11
problem so illustrate a problem
00:28:12
associated with the idea and how it
00:28:14
impacts people's lives second is goal so
00:28:16
write out desirable goals people want to
00:28:18
achieve to overcome the problem third is
00:28:20
example a personal experience or
00:28:22
tangible example to help people
00:28:24
understand and ground the idea the
00:28:26
fourth is benefit so the benefits of
00:28:28
overcoming the problem and achieving the
00:28:30
goal the fifth is process a step-by-step
00:28:32
process for overcoming the problem and
00:28:34
achieving the goal and the sixth is
00:28:36
concept so a word or name that helps
00:28:38
make sense of everything above take an
00:28:40
idea fill out three to four of those
00:28:43
things write it down right now and
00:28:45
you'll see how much more powerful it is
00:28:48
for thinking in that way I almost always
00:28:51
start anything I think about with a
00:28:54
problem if I have an idea I immediately
00:28:56
think what's the problem related to that
00:28:58
and that leads to so much good content
00:29:01
ideas because problem is the Inception
00:29:03
of gold that's how you frame someone's
00:29:05
mind that's how you capture attention
00:29:06
that's how you show whether or not the
00:29:08
idea is valuable from the start when
00:29:10
people are receptive to an idea they
00:29:13
understand the problem when you watch a
00:29:14
video like this you usually start with
00:29:16
the problem because it qualifies whether
00:29:18
or not the video is for them so they can
00:29:20
stay or they can leave so if you
00:29:22
understand persuasion or content or
00:29:24
marketing you understand how powerful
00:29:26
this thinking system can be and if you
00:29:28
do this with multiple ideas and you
00:29:30
start to connect them together you're
00:29:31
like holy crap I know so much more than
00:29:34
I thought I did and I finally feel like
00:29:36
I can write about this stuff
00:29:37
articulately if you want to see examples
00:29:39
of those I have the cor notes template
00:29:41
and an example in the description
00:29:43
another thing with this is that one of
00:29:45
my most popular YouTube videos that led
00:29:47
to 200,000 subscribers in just a few
00:29:50
months was the onep person business
00:29:51
model how to productize yourself the
00:29:54
oneperson business is a concept from the
00:29:56
cor notes how to product I yourself is a
00:29:59
process from the cor notes so in order
00:30:01
to create my content I just pull from
00:30:04
those blocks it's like okay one person
00:30:06
business sounds cool how to productize
00:30:08
yourself put them together in a title
00:30:10
fill out the content of the video with
00:30:13
the notes now you don't just you can
00:30:15
just write one sentence for each of
00:30:16
those things like problem goal benefits
00:30:18
example process concept but of course it
00:30:20
helps to just continue expanding on it
00:30:22
these notes aren't done once you're done
00:30:25
with them you're meant to capture more
00:30:27
ideas in into them and flesh them out
00:30:29
deeper and make more connections and
00:30:31
then once you have them you just string
00:30:33
them together into your writing or you
00:30:35
take individual elements and turn them
00:30:37
into uh social media posts so we've
00:30:39
talked about brand we've talked about
00:30:41
content both of those I have other
00:30:43
videos on if you want to go more in
00:30:45
detail with them the next is how to
00:30:47
think which is kind of how you write
00:30:49
content in it of itself now the next
00:30:51
thing we need to understand is that
00:30:52
education is the new marketing you can't
00:30:55
write or sell whatever you want because
00:30:57
you don't understand how becoming
00:30:58
interested in something works people
00:31:00
aren't just born interested in something
00:31:03
they're slowly exposed to ideas from
00:31:05
beginner to Advanced until they become
00:31:07
interested in that thing first they're
00:31:09
exposed to why they should care about
00:31:11
the thing second they're exposed to how
00:31:12
a paino or problem is affecting their
00:31:14
life third they're exposed to a solution
00:31:16
or goal that creates a desire to change
00:31:19
so in other words people don't find your
00:31:21
topics or your writing or your content
00:31:23
interesting because you don't use the
00:31:25
corote system that we used earlier you
00:31:26
don't talk in problems goals examples
00:31:30
benefits processes and Concepts when you
00:31:32
start talking about a new topic
00:31:34
establish interest by writing content
00:31:36
about why it's important to your brand
00:31:38
Vision making people aware of pain
00:31:39
points in their lives giving actionable
00:31:41
steps to overcome those pain points
00:31:43
create a free guide that goes over all
00:31:45
of the above turn parts of that guide
00:31:47
into posts threads newsletters videos
00:31:49
Etc your job isn't to find a niche set
00:31:52
of customers on something like social
00:31:54
media where most of your content is
00:31:56
being shared to random people who don't
00:31:57
care about about you your job is to
00:31:59
create customers with constant education
00:32:01
and brand awareness that's what a lot of
00:32:03
people don't understand is that you're
00:32:04
being spread to random people on the
00:32:06
internet having a niche isn't going to
00:32:09
help you much aside from picking a few
00:32:11
people up from that what if I just pick
00:32:13
up more people by talking a bit more
00:32:15
broadly and then educate them into a
00:32:17
niche now the last thing we need to
00:32:18
understand is that systems are the new
00:32:21
product so we understand a brand we
00:32:23
understand content how to attract
00:32:24
traffic we understand marketing how to
00:32:26
Market a product and now systems are the
00:32:29
new product we need to understand how to
00:32:30
create a product that people actually
00:32:32
want at this point in time we're in the
00:32:34
systems economy people don't want a
00:32:36
solution to their problems they want
00:32:38
your solution to their problems there
00:32:40
are tons of writing products out there
00:32:42
but what makes something like to our
00:32:44
writer special it's a system that I
00:32:47
created through experience it is novel
00:32:50
and original and sure it's pulled and
00:32:53
learned from other people's teachings
00:32:55
but the way that I created it through my
00:32:56
own experience is what sets it apart it
00:32:58
doesn't teach a bunch of academic
00:33:00
writing nonsense that didn't help me at
00:33:03
all I'm not including things that didn't
00:33:05
help me in my journey because I had a
00:33:07
few problems when I started writing
00:33:09
first is I had trouble having an endless
00:33:11
source of content ideas and then second
00:33:13
I didn't want to waste a ton of time
00:33:15
creating content for all platforms so I
00:33:17
had to start experimenting with my own
00:33:19
system my goal for the system was clear
00:33:21
right all of the content I need to in
00:33:23
under 2 hours a day that way my audience
00:33:25
growth is handled and I can focus on
00:33:26
building better products and enjoying
00:33:28
life so that's the first step to
00:33:29
creating a system is having an extremely
00:33:32
clear goal what is the desired outcome
00:33:35
in what time frame what's the problem
00:33:37
you're solving so I started testing
00:33:38
solutions to have more content ideas I
00:33:40
created swipe files steps to generate
00:33:42
ideas and templates if I still couldn't
00:33:44
think of anything I mapped out exactly
00:33:46
what I was going to attempt to write
00:33:47
each week three posts a day one thread a
00:33:50
week and one newsletter a week during
00:33:52
that process I realized I could
00:33:53
crosspost my writing to all social
00:33:55
platforms this is a public thing you can
00:33:58
see it happening right before your eyes
00:33:59
I do it every single day I also realized
00:34:01
that threads could be turned into
00:34:03
carousels and newsletters could be
00:34:04
turned into YouTube videos if the system
00:34:06
didn't flow I would try new things the
00:34:08
next week from there I realized I could
00:34:10
copy paste my newsletter to my blog
00:34:12
embed the YouTube video in that blog
00:34:14
promote my products in that blog and
00:34:16
turn that blog into more content ideas
00:34:18
then I could link that blog under my
00:34:20
content each day this led to more
00:34:21
newsletter subscribers YouTube
00:34:23
subscribers and product sales I realized
00:34:25
that if everything I did was newsletter
00:34:27
Centric that's all I had to worry about
00:34:29
for both growing my audience and
00:34:30
promoting my products so that's how you
00:34:32
stand out in a world of copy paste
00:34:35
products Brands and content yes it takes
00:34:37
time and experience but now that you
00:34:39
have the awareness you can actually
00:34:40
start to work towards it you may not
00:34:42
Escape what we talked about earlier
00:34:44
about influencers personal Brands
00:34:46
creators Etc but you have something to
00:34:47
work towards that's what you do this
00:34:49
doesn't change in an instant so that's
00:34:51
it for this video thank you for watching
00:34:53
like subscribe links in the description
00:34:55
check that stuff out bye