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1/ Some further thoughts on this tweetstorm from earlier this month:

Everyone wants to be in the brand-driven/skill-building quadrant, because it seems more defensible and impactful

But that is actually the most dangerous quadrant to be in
2/ For one big reason: YouTube

Youtubers are better at branding than most branding agencies. Colors, intros and outros, similar style thumbnails, personality...they have such a closer relationship with their audience than any brand
3/ No online course can compete with youtubers on brand. The feedback loop is far too long, their focus is always elsewhere, and teachers don’t like investing in what they view as “marketing”
4/ But youtubers also win on skill-building!

For a simple reason: the extreme specificity of their videos. You can look up a specific kind of microphone and software program and there’s probably a video showing you exactly how to use them together
5/ Look at the top youtubers in the productivity space like @TomFrankly @AliAbdaal @mariepoulin mariana’s study corner

They blow away any online course on branding and skill building content, with FREE videos week after week

There’s no way to compete with that
6/ So paradoxically, it’s the other three “less desirable” quadrants that are the best places to build an online education business

Although YouTube is coming for them all
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Tiago Forte
@fortelabs
1/ I see a lot of ppl starting education businesses these days, whether they want to or not, and whether they call it that or not

Here's the best 4x4 for thinking about the online education landscape I've found so far
2/ I just made it and it's not self-explanatory, so let me explain

Most online courses until now have been performance-driven, as in "direct response performance marketing." This is the world of sales webinars, evergreen funnels, countdown timers, endless bonuses, etc.
3/ This is mostly where online courses get their bad reputation from

It's an inherently scammy culture because the only thing that matters is endless optimizing around short-term sales, not the long-term customer relationship
Read 14 tweets
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Tiago Forte
@fortelabs
1/ My hypothesis in regards to backyard offices: most of the ones we’re seeing are toys, very small, made of lightweight and non-durable materials, and lacking amenities
2/ They’re basically nice looking, enclosed cubicles. Most wont last through multiple seasons, and more importantly, ppl will realize just how much time they’re spending there and want something bigger and more comfortable
3/ However long COVID lasts, working from home is the new default which means we’re going to spend years of our lives in these things. We’re going to see a flight to quality as ppl realize these home offices are their most important physical space
Read 12 tweets
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Tiago Forte
@fortelabs
1/ I’ve just read the most remarkable piece of online content in a long time. So many thoughts and insights sparked by this article

5-MeO-DMT Awakenings: From Naïve Realism to Symmetrical Enlightenment

qualiacomputing.com/2020/05/19/5-m…
2/ It’s a running commentary by @algekalipso (who I once randomly shared a ride with from the peninsula back to SF) on a more than 2hr video by Leo Gura (who I tweeted yesterday about going to high school with)

3/ Bear with me here...Leo did an experiment a couple months ago where he took 5-MeO-DMT, the most powerful psychoactive substance we know of, for 30 days straight in isolation, in increasing dosages

Here’s the original video:
Read 14 tweets

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