Mentions personal use of The Creative Act.

Transcript context

…is. But this dynamic I think actually takes place everywhere, whether it's in a strategy within a category, a design of a product, ad creative within a channel, a specific growth tactic as part of it. A third quick example is that about 10 years ago when I probably really started to write a bit more on my blog is the playbook at the time that was really developed by HubSpot was that you would do a lot of high volume short content. At one point, the HubSpot team was I think pumping out like 10 articles a day. It was something crazy. And that worked at the time because they were early in the game, they had the domain authority to rank for each one of those. And a lot of people followed that playbook. But then I and a few others in the space started writing really low volume, very long content. And I think as a result, it stood out and it performed much better among the noise. And most of my email subscribers probably came from all of those early things because it did stand out. And this is a constant game because of course, as you figure something out and you do the opposite of some piece, some other people are going to start to copy you. And then you got to take a step back and be like, well, what is everybody doing? And how do I flip the pendulum back to the other perspective? But the major lesson here is if you're trying to get traction in something, whether a new product, a new growth tactic, a new channel. The goal of learning what everybody else is doing is not so you can mimic them, it's actually to figure out how you can do the opposite of it. That's the ultimate goal of that behavior. I love this one. I feel like you need to write a book, Brian. I feel like there's so much depth to each of these lessons that we don't have time to cover. This makes me think about, I'm reading Rick Rubin's book right now, the Creative Act, I think it's called. And he has a similar concept of just experiment as you're making things and just try the opposite. Just instead of where there's quiet, add noise. When something's blue, I don't know, make it yellow. Yeah. Totally.…

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