Marketing is an open problem. People try to solve marketing in different ways. Some people will create

videos. Some people will write or tweet. Some people will literally stand outside with the sandwich

board. Some people will go make a whole bunch of friends and just throw parties and spread by word

of mouth. Now, it may be the case that for your

business, one of those is much better than others. But the most important thing is picking a business

that is congruent with whichever one you like to do. So, for example, I have a lot of friends

approach me and say, hey, let's start a podcast together. And I'm like, do you genuinely enjoy talking?

Do you genuinely enjoy talking a lot? Because if you don't, you're not going to enjoy the parts of the podcasting. You're not going to be the best at it. And they're just trying to mark it. And so they start a podcast to do two or three episodes and then eventually they drop off. And they drop off because, firstly, they don't enjoy podcasting. I don't mean enjoy it a little bit. You have to enjoy it a lot. If you're going to be at the top at it, you have to be almost psychopathic at the level of which you enjoy the thing. And so they'll record a few episodes, and then their readers or their listeners will pick up on, actually, this person just asking a bunch of question is kind of flat face and doesn't seem to really enjoy it and is doing the podcast a quote of looking at their watch, where someone like Joe Rogan

really, he's so immersed, he's so into talking to all these weird people that he has on his

podcast that the guy would be doing it even if he had no audience. And he was doing it when he had

no audience when he was on Ustream with just him and live streaming late at night on one

random website.

So it's no coincidence. He's the top podcaster.

So when you're marketing, you want to lean into your specific knowledge and into yourself.

If you enjoy talking, then try podcasting.

Maybe you enjoy talking to a more conversational tone, in which case you try a live network like a Twitter spaces.

Maybe you enjoy writing.

If you like long-form writing, substack.

If you like short-form writing, X.

If you like really long-form writing, then maybe a bunch of blog posts that turn into a book.

If you enjoy making videos, then maybe you use one of the latest AI models and you make some video and you overlay onto it.

But you have to do what is very natural to you. And part of the trick is picking a business

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