When I create a piece of content, either my newsletter or on social, my first premise I always go to is, would I share this piece of content in a group of other friends of marketers that I respect? If it doesn't need the requirement of me sending it in a WhatsApp, WhatsApp, text, group, Slack, it doesn't pass my barrier to put it out there. So when I think about developing a premise, I'm looking at who that core audience is, and then what these other two audiences might find interesting. And then how do I get them to think like this show is for me and they really get what's going on?

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