Don't Sell a Thing, Sell a Feeling

James Clear doesn't sell habits, but a feeling of self-control. Dana White of UFC doesn't sell fights, he sells "holy shit" moments.

Consumers don't buy features. It's all about the vibe. The feelings. Give people a vibe once, they will check you out a second time. Give them a vibe again and you may have a customer. Give them a consistent vibe over years and you have a fan for life.

So when you are starting, pick the vibe first. It will influence the content more than anything.