How To Turn 1 Idea Into 1000 That People Can't Help But Read
A simple habit to write content that builds a memorable brand
The internet is a fire hose of information.
AI is only adding more noise.
That means that trust and signal are more important than ever.
In my opinion, the guiding light for your content should be to curate the best possible ideas in one place. In other words, your brand is a collection of all of the ideas you care about, in your own words, under one social account on the internet.
No brainrot. No half-baked opinions. Pure quality.
If you have any plans to do podcasts or public speaking - notice how the best speakers always have 5-10 of their best arguments or ideas top of mind. They repeat these over and over and that’s how they build influence. If you don’t have a set of those 5-10 ideas, then you won’t be as impactful as you could be.
Once the "idea density" of your content increases with time and effort, that's what creates a brand worth following (and paying).
The goal of curating ideas to include under your brand should fall at the intersection of:
Performance – the ideas have the potential to "do well."
Excitement – the ideas give you a sense of excitement to write about them.
Performance is the measure of how much other people will care.
Excitement is the measure of how much you care.
Art + business.
Metrics and performance shouldn't determine everything, but they do mean something.
So, when you continue to today's steps below, bear in mind that you should at least consider the idea's potential for performance (followers, likes, resonance, views, etc).
Of course, as we learn more writing tactics in the paid substack tier, you'll be able to turn almost any idea into something that performs at a relatively high baseline.