Most online brands fail because they aren’t useful enough.

They chase the algorithm—posting mindless content or stirring outrage just to get clicks. But attention without trust is worthless.

The best brands follow one simple rule:

Create Useful Content.

That’s my North Star.

Whenever I get stuck, I come back to this rule:

Everything I create must transform the Hero I serve.

Content isn’t just about posting. It’s about attracting opportunities.

The more you help your audience win, the more they help you win.

People don’t pay you for information. They pay you for implementation.

How to Be Useful

Specificity cuts through the noise.

Think like a sniper, not a shotgun. The sharper your focus, the faster you’ll break through the crowd.

Once you’re known for something specific, you can use that reputation as leverage to expand or pivot.

Ask one question: What does my Hero need to know to escape Hell?

Don’t guess—look at your research. Then create something that solves the problem.

You have three options (credit: Kieran Drew):

• Do: guides, steps, tips, tricks, hacks, frameworks, blueprints

• Don’t: mistakes, failures, bad advice

• Document: curation of useful resources, curation of useful ideas (authority by association)

Examples:

• A parenting creator might document 3 morning routines that get kids out the door without stress.

• A productivity writer could curate the 7 best time-tracking tools for deep work.

• A nutritionist could share 5 meal prep frameworks that save an hour a day.

• A marketing creator might share “10 newsletters I read every week to stay sharp.” (Resources like this work especially well. They showcase your taste, build authority by association, and spark new relationships.)

If I keep solving my readers’ problems—day after day, short-form, long-form, email, video—I earn their trust. Especially when I back it up with proof.

"You can be an authority in any topic if you write about it for 2 years." - Kieran Drew