This episode kicks off with the Underdog Challenge winner sharing the unconventional strategies that enable his small business to take on their larger competitors.

Then, 37signals' co-founders, Jason Fried and David Heinemeier Hansson, sit down with host Kimberly Rhodes to delve into the power of building an audience through authentic content.

Jason and David share the secret of building a genuine connection with your audience and the importance of having "skin in the game" in content creation. Listen in as they walk listeners through the vital components of organic content creation to engender trust and resonate with your audience in a landscape overflowing with "content marketing BS."

Check out the full video episode on YouTube

Show Notes: 

[00:00] -Kimberly welcomes Christian Hyatt, the co-founder and CEO of cybersecurity company Risk3sixty, as the winner of 37signals' Underdog Challenge.
[03:16] - Christian shares his top tip for underdogs.
[03:50] - Kimberly awards one year of Basecamp Pro Unlimited to Christian and his team.
[04:08] - 37signals co-founders Jason Fried and David Heinemeier Hansson join the podcast to discuss building an audience through authentic content.
[04:32] - Jason shares the key to building a genuine connection with your audience.
[05:51] - David stresses the importance of demonstrating competence and having "skin in the game" in content creation.
[09:34] - Why you should avoid adding more "content marketing bullshit" to the internet.
[10:12] – Avoid the “content marketing playbook.” Today’s challenges in audience building require alternative marketing strategies.
[10:55] - Kimberly discusses the concept of giving before asking inspired by Gary Vaynerchuk's book, Jab, Jab, Jab, Right Hook.
[11:16] - Steering clear of rigid sharing schedules and examples of authentic, meaningful content that resonates with your audience.
[12:04] - Keeping the easy from becoming hard. The importance of sharing thought processes and insights with your audience.
[13:22] - A non-pushy approach to introducing new products or content.
[15:54] - Advice for listeners on being willing to share and educate online, particularly in the face of potential internet criticism.
[16:18] - The importance of an audience that includes supporters and detractors
[18:50] - 37signals' marketing strategies, specifically their perspective on paid advertising and leveraging their existing audience.
[19:07] - Building a trusted brand through organic sharing.
[21:45] - “Engage, respond, argue, defend, promote, whatever it might be,” but actually have a conversation.
[22:41] - The value of being in-the-trenches to build brand equity.
[25:59] - How entrepreneurs who are just starting out can begin building an audience.
[26:15] - The key to getting started and improving as you grow. 
[27:22] - Why you shouldn't overlook the importance of educating people about the finer details of your field.
[28:02] - Rework is a production of 37signals. You can find show notes and transcripts on our website. Full video episodes are available on YouTube and X. If you have a question for Jason or David about a better way to work and run your business, leave us a voicemail at 708-628-7850 and we might answer it on a future episode.