2. Be non-obvious and hyper-relevant

• Obvious content: "3 Steps to get from A to B", "How to do X" ...
• Non-Obvious content: Non-obvious connections between topics, "Here are 3 timeless ways to think about the situation"...

Obvious content gets outdated quickly.

👉🏻 Non-obvious content remains relevant for years—or even generations.

But if you speak to everyone, you speak to no one.

So:

• Strive for non-obvious insights
• Have ONE person in mind when creating content