I like the motto: “Don’t put-spend your competitors. Out-teach them.”

If you have a unique perspective, a solid product, and know how to spread your message on the Internet, you don’t have to spend money on paid marketing.
For information products, the Internet is inverting the way we’ve always done things:

Old method: Say little in public, share everything with customers.

New method: Say everything in public, but distill and refine ideas for customers.

(Simplified, but directionally true.)
“Education is a soft way to get your name — and your product’s name — in front of more people.

And instead of a hard sell “buy this product” approach, you’re getting attention by providing a valuable service.

People who you educate will become your evangelists.”

The formula is simple, but not easy:

1) Develop a unique perspective about the world that other people want to hear.

2) Share that unique perspective and teach people along the way.

3) Launch a product that builds upon your unique perspective.

Then, spend less than you make.

• • •

Missing some Tweet in this thread? You can try to force a refresh

Keep Current with David Perell

David Perell Profile picture

Stay in touch and get notified when new unrolls are available from this author!

Read all threads

This Thread may be Removed Anytime!


Twitter may remove this content at anytime! Save it as PDF for later use!

Try unrolling a thread yourself!

how to unroll video
  1. Follow @ThreadReaderApp to mention us!

  2. From a Twitter thread mention us with a keyword "unroll"
@threadreaderapp unroll

Practice here first or read more on our help page!

More from @david_perell

29 Mar
To improve higher education, we should have different schools for two different styles of learning:

1) Get a job: Earn a living so you can support your family

2) Live a meaningful life: Give students a space to think and learn about themselves, away from the demands of work
Broadly, American colleges were built to give students a place to intellectually explore.

But recently, we’ve asked them to pivot into vocational training — which isn’t what they’re designed for. Now, we’re stuck with a vocational system that takes way longer than it should.
To their credit, colleges have been doubling down on technical training in response to student demands.

Something clearly changed after the Financial Crisis. Since 2008, students have opted out of Liberal Arts majors and moved towards vocational ones instead.
Read 7 tweets
23 Mar
Kendrick Lamar one of the world's best writers.

His recent album, Damn, won a Grammy and a Pulitzer-Prize award. His writing is propelled by a note-taking system that helps him capturing the ideas behind his lyrics.

Here's what you can learn from his note-taking system.
1. Note-taking is the closest thing we have to time-travel.

By taking notes, Kendrick conserves precious ideas, develops them over time, and eventually turns them into art. Taking notes doesn't just help him save ideas. It helps him return to a different state of consciousness.
2. Start taking notes early, so you can build upon the ideas over time.

Kendrick was a shy middle schooler who sometimes spoke with a stutter. Frustrated, he turned to the written word. He scribbled rap lyrics on notebook paper instead of finishing assignments for other classes.
Read 12 tweets
23 Mar
Creatives have two kinds of working:

1) Beer mode: A state of unfocused play where you discover new ideas.

2) Coffee mode: A state of focused work where you grind towards a specific outcome.

You find ideas in Beer mode and implement them in Coffee mode.
“We get our ideas from our unconscious — the part of our mind that goes on working, If you’re racing around all day, ticking things off a list, looking at your watch, making phone calls you’re not going to have any creative ideas.”

— John Cleese
The problem with traditional productivity advice is that it doesn’t take beer mode seriously.

Standard tropes like turn off the Internet, tune out distractions, and turn towards your goals are examples of coffee mode thinking. But most creative ideas are born in Beer mode.
Read 6 tweets
16 Mar
Creators should have a visual trademark.

With the world becoming so visual, a distinct style is one of the easiest ways to stand out.

Here’s a thread of people to inspire you.

1. Wes Anderson: Pastel colors with vintage shades that look like they should be a poster.
2. Casey Neistat

With close up shots, messy handwriting, simple fonts, time lapses, drone shots, and symmetrical shots that are inspired by Wes Anderson, @Casey uses aesthetics to invite viewers into his life and make them feel like a friend.
3. Tim Urban

I’m drawn to creatives who give their audiences two opposing emotions. @waitbutwhy pairs the intensity of learning with the playfulness of humor.

His stick-figure drawings are instantly recognizable because they’re so distinct.
Read 9 tweets
15 Mar
NFTs will make creators care less about raw follower counts and more about the earning power of an online audience
The Internet economy has been over-indexed on follower counts for way too long. Once you start building an online business, you see how it can be a red herring.

The important things are much harder to measure: purchasing power and die-hard fandom.

NFTs create better incentives.
Just as incentives will determine the behavior of individuals in a group, the metrics you choose for your creativity will subliminally shape your output.

An Internet with clear metrics beyond page views and engagement rate is an Internet with wonkier creators.
Read 4 tweets
13 Mar
My favorite online creators are wonky.

They nerd out and produce things that nobody else could produce. Christopher Nolan is my favorite example, so I geeked out on his creative process to see how he made movies like Inception, Interstellar, and The Dark Knight.
Nolan's movies have grossed more than $5 billion.

Fans praise of his illustrious mastery of visual effects, beautiful establishing shots, epic soundtracks, and gripping action sequences.

This video outlines his creative process.

Wonkiness is an algorithm for fresh ideas.

Wonky people have an enthusiastic interest in the specialized details of their domain, and they ignore the social incentives that shame people for being different.

Here's my mini-essay. ImageImage
Read 4 tweets

Did Thread Reader help you today?

Support us! We are indie developers!

This site is made by just two indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3/month or $30/year) and get exclusive features!

Become Premium

Too expensive? Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal Become our Patreon

Thank you for your support!

Follow Us on Twitter!