Is what you’re creating the equivalent of a GPT McFlyrry?

Most people create content in the hopes that it will reach the widest audience.

Here’s why that’s bad…

With the proliferation of tools like ChatGPT, we end up with a ton of of ‘carb-loaded’ content that fills you up in the short-term, but leaves you feeling hungry afterwards.

But you can be different.

If you’re reading this, then you understand that It’s becoming more important to separate yourself from the pack. The way you do that is by creating non-obvious content.

Why is that important?

People that create something unique + special will be the ones that stand out + build an audience.

As someone looking to contribute to humanity, I want to always ensure I don’t forget to include the ‘human’ aspect of my journey.

The book that inspired this week’s letter and this post is Snow Leopard: How Legendary Writers Create A Category Of One by Christopher Lochhead, Nicolas Cole & Eddie Yoon

In the book, these Category Pirates explore the difference between being a thought leader + being perceived as one.

They argue that most people want to be seen as thought leaders without actually having to contribute new + meaningful ideas.

To be a real thought leader, one must:

- Lead with their thoughts
- Take the world to new places
- Be willing to think deeply about their audience and the difference they want to make.

Snow Leopard outlines 5 levels to becoming a legendary writer, creator and thought leader:

1. Consumption
2. Curation
3. Obvious Connection
4. Non-Obvious Connection
5. Category Creation

Those who want to make a difference MUST divorce themselves from public approval and be willing to create meaningful and non-obvious content that takes time to understand.

AKA, the hard stuff.

Most people are content consumers, not content creators.

This leads to ‘intellectual morbid obesity’ where you continue to consume empty intellectual calories without contributing your own ideas.

If your goal is short-term impact, then you can keep creating obvious connections, but to have a long-term impact + build a unique and differentiated category, you MUST create non-obvious connections.

To build a unique and differentiated category, create non-obvious connections that push the boundaries of what is already known and accepted.

Your marching orders for this week:

Create Non-Obvious Content!

This post was inspired by this week’s newsletter (subscribe to receive every Saturday!)
https://harryduran.com/warning-this-letter-might-make-you-high/

🙏 with gratitude,

Harry