Every post has one job. Not a topic, a job: the thing the piece has to do to the person watching. The business goal is qualified inbound conversations, and each job moves someone one step closer. Pick the job first; the job points at a pillar (content-pillars.md) and the pillar decides the series (series.md).
| Job | What it does | Goal | Working when |
|---|---|---|---|
| Entertain | Stops the scroll, brings new eyes in | reach | views, shares, follows |
| Educate | Makes the right person trust I know the way | authority | saves, profile visits |
| Inspire | Makes people root for me and remember me | connection | comments, DMs |
| Prove | Makes hiring By Default feel safe | revenue | qualified enquiries |
Entertain
The widest top of funnel. It earns the room: nobody sees the educate and prove content if nothing brings them in. Carried by 04 Film and TV (its whole job) and the hot-take side of 03 Systems Thinking. Kept light, and kept honest about what it is: reach content fills the room, it doesn't win business on its own.
Educate
Makes the right person trust I know the way. Saves and profile visits are the signal. Carried by 01 Interactive Experiences and 03 Systems Thinking.
The honesty rule: educate means insight, not tutorials. Teach the lens (why the checkout flow works), never the how-to (how to build one). How-to attracts people who want to do it themselves. Insight attracts people who hire the person who sees it. Conversation Design is the one deliberate exception: permission-giving for leaders, not a skills course.
Inspire
Makes people root for me and remember me. Comments and DMs are the signal. Carried by 02 Building a Studio: the journey, the systems, the act of building in public.
The honesty rule here is the one rule of the whole plan: vulnerable about the journey, certain about the work. Public: the camera journey, dyslexia, non-financial founder lessons. Private: money, pricing anxiety, anything that reads as "this founder is struggling".
Prove
Makes hiring By Default feel safe. Qualified enquiries are the signal, and the only metric that pays.
The honesty rule: prove is the revenue lane, and it's named so it gets made. Case stories, war stories, results, "how we deliver at this standard". It has no pillar of its own. It lives inside 01 (breakdowns of my own projects, the McValue case) and 02 (Tales from the Rescue, the delivery systems).
The weekly recipe
Three to four posts, batched at the weekend. Build the room first, then tilt commercial.
- Now (building the audience): 1 entertain · 1 to 2 educate · 1 inspire · prove every other week.
- Later (room is filling): swap an entertain for a prove.
- On top, any week: 1 to 2 low-lift statics (a best-advice quote card, a mental-model diagram). They lift cadence without lifting workload. Video stays the lead, statics are the side dish.
The lanes the recipe draws from are in content-pillars.md; the shows that carry them are in series.md.