How to Stand Out on Social Media When Everyone Is Posting the Same Content

Most creators are working harder than ever. Posting consistently, studying their competitors, perfecting their hooks... and still wondering why they're invisible.

The problem isn't your effort. It's that you're fighting the wrong enemy.

In this episode of The Authority Shift, co-hosts John Hyland (Co-Founder, 1DS Collective) and Sam Parham (Co-Founder, 1DS Collective) break down the foundational content strategy behind everything 1DS builds — and why identifying your invisible enemy is the single most important thing you can do before creating another piece of content.

From a vegan restaurant that can't figure out why no one's coming in… to creators with millions of followers who are quietly losing relevance… and why putting 80% of your energy into hooks might actually be destroying your authority...

The old game is over. Here's how to play the new one.

In this episode, we cover:

• Why experienced, consistent creators are still invisible - and what's actually going on
• The invisible enemy: the belief systems blocking your audience from finding you
• Why copying competitors keeps you stuck producing more of the same noise
• The Frustration Harvest: how to find what your audience actually believes and fears
• The four-quadrant Signal Space Audit and how to find white space your competitors have missed
• Break, Shift, Invite: the content framework that challenges beliefs and builds real trust
• Why the middle of your content matters more than your hook or thumbnail
• What's changing in 2026 and why volume-based authority is running out of time

💡 What You'll Learn: 

✓ How to uncover the real belief systems blocking your audience from engaging with you 

✓ Why authority built on volume alone won't last - and what to build instead 

✓ How to find the signal + authority quadrant where competition basically disappears 

✓ Why your audience is the hero and you are the guide — and what that means for your content 

✓ How to build content depth that compounds over time instead of spikes and disappears

📌 Who This Episode Is For 

Creators, founders, CMOs, agency owners, personal brands, and anyone who's been doing all the right things but still feels like they're shouting into the void.

🎧 Ready to make the shift? Subscribe now, leave a review, and share this episode with a creator who's tired of being invisible.

📩 Sign up for the 1DS newsletter, produced by the same team behind The Authority Shift. Get exclusive insights, frameworks, and strategies that we don't share anywhere else. Sign Up Here.

Transcript

SPEAKER_00 0:00

I watched the piece of content and I'm like, this is trash.

SPEAKER_01 0:02

Yeah. There's a wonder why Mr. Beast invests so much money into his content.

SPEAKER_00 0:06

This person got caught up in this scandal and that person did this. And a lot of these hooky-based five things, listical, it's getting I got into the content and I was like, you mother, you just wasted five minutes of my day. Nowadays, people are too focused on what everybody's screaming. If they don't shift in this direction, I guarantee you they will not be there in one, two years.

SPEAKER_01 0:30

Far too often it's about me, and I'm the hero on this thing. No, the audience is the hero. This episode is gonna be fun. A lot of people are doing all of the right things, experienced, they are putting out content consistently, they're absolute experts in the field, but somehow they're invisible.

SPEAKER_00 0:48

Yep.

SPEAKER_01 0:48

And the market has taught us to compete against something that is visible to us. Competitors, what is the market doing? Um, the problem is that we are not fighting against the visible, we are fighting against the invisible, and that those are the you know belief systems that the market already has around whatever you do and you're an expert at. So today we're gonna talk about you know something that is really interesting and the foundation, not just of AOS and what we do, but the foundation of the entire creator economy and putting content out online, and that's the signal space framework, aka for a little better of a or a more relatable sense, you know, it's the invisible enemy. What are you actually fighting against? And the new old game versus the new game. Um, so yeah, let's dive in. This is gonna be a fun one.

SPEAKER_00 1:36

I I love it. It it's something that we spend a lot of time with clients on. Um, the invisible enemy is where the opportunity lies, but it's also the hardest to see. And so everybody spends all this time uh focusing, and we'll get into some of the specific frameworks, but I love the the velocity vortex that is so common practice because you're right, it's almost the taught playbook that people are shown. It you know, the first thing that people say, um, and it is, it's it's part of the old game, is like, what do you do when you first get started, and what content do you even want to produce? Oh, well, logically, I'm gonna go look at my competitors and I'm just gonna see what they're doing, and then I'm gonna put my own spin on it. And that's a very logical, very pragmatic way of doing it. But the reality is you're still just perpetuating the same message, right? You haven't differentiated your signal because all you've done is taken what's already there and basically produced more of it, just in a different voice and wearing some different clothes. But that's not differentiation, you're still communicating to the same signals that all of these other people are communicating to. So why not look at the belief system that your audience, that your potential clients are actually experiencing and actually expose that for what it is. Now you've opened up an entire new, arguably, category within your industry that all of these other players aren't even aware of.

SPEAKER_01 3:10

Yeah, a great example of this is like a restaurant metaphor. You can have the best chef, the best marketing, a really good example of this, like a vegan restaurant, right? And you open that in like a meat-eating city, right, in the south, and you have the best marketing, an amazing menu, an amazing chef, and you you wonder why you're not busy. It's not because you're doing the restaurant thing wrong, you're fighting against a belief system more than competitors in the area. And so the correct way to position the messaging around that is to not focus on, hey, you know, we are this, we are that. It's more about addressing the underlying belief system in your market. And that oftentimes gets missed.

SPEAKER_00 3:53

I love that. It's I mean, it's a let's take that even further, right? You're if your messaging is we have the best chef, we have the best location, look at the view. Okay, cool. But the belief system in that area is that your food sucks because it's not meat. So surely your communications should be challenging that belief. Because once you've addressed that, yes, the other stuff's gonna matter. But until you've done that, what's the point? You you are you are by definition yourself invisible. And guess what? You can you can go and produce all the content you want, you could produce videos on the daily about how uh amazing the chef is and how beautifully it's designed, and oh my, doesn't it look fantastic? But if the belief system of your target audience is quite simply vegan food isn't going to satiate me in the same way that a meat-based uh meal is, or whatever that issue is that you need to solve first, you're better off building frameworks of communication to attack that belief system, the invisible enemy. And just think about that for one second. Think about how profound that is to be able to now start producing content that challenges that belief. It doesn't even need to go viral. I don't want to get too far into tons of different uh frameworks here, but let's look at how we approach content in this way, right? We do break content that stops the scroll, challenges that belief, because that's the shift content, change that belief, give evidence, show testimonials, have influencers come in and be holy heck, I never knew vegan food could taste this good, right? That's your shift content. So break, shift, invite. Now you can get into yes, we have the best chef, yes, we have offers, yes, we have a beautiful location, etc. etc. But if your content actually challenges the belief first, now you're gonna start getting some traction. Otherwise, it's just getting lost in the sea of all of everything else that's all of these other people. You're competing against every other meat restaurant, uh, every snack restaurant, like bar, everything, you name it, and you're gonna lose because the belief system there is the thing that's already, you know, uh sold you down the river.

SPEAKER_01 5:58

Yeah, we do a at 1DS, we do this thing called the signal space on it and uh aka competitive audit. And you know, it's interesting, uh, you know, when you look at your space and you have, you know, competitors and who do you think is a client? And you know, you ask this question who do you think your competitors are? Who's doing it well, who's doing this, who's doing it that? What it really is is what content are they putting out and what people what are people saying? And then we do this thing called a frustration harvest, and we go through and and like what are people actually saying when things are posted? Like, oh, I really, you know, I don't know, let's use the vegan restaurant example, like I would never eat here, or or you know, do you guys have meat? And and and so you quickly understand when you do an actual an audit, not even so much a competitive audit, but a real audit of the space and and and what people are talking about. Things start to emerge of like, hey, what is the actual issue at hand here? What is the invisible enemy?

SPEAKER_00 7:02

I can give you a great one off top. Uh just furthering that example, um, the belief that people can't achieve the same volume of protein out of a vegan meal that they would if they went and had chicken or beef or something like that. Okay, great. If that's the frustration of the audience, now you can build entire communication frameworks around how you can get protein from vegan meals. And guess what our highest protein uh content dish on the menu is? XYZ with 35 grams of protein and and like so now immediately you've run the frustration harvest, you've looked at what the audience's belief systems are to be able to challenge, and then the frustrations that they experience to be able to challenge, and now you're approaching your content in such a more like profound way. Again, this isn't about volume at that point, it's really about signal that's going to cut through with a very specific message.

SPEAKER_01 7:58

Precision, right? Precision. And and yeah, it's it's so we do this competitive audit, and you know, you've been you've been ushering it and capturing it for years, but you know, we do this thing, and and and what comes of it is is what are people saying down to Reddit threads and communities that are adjacent or complementary to this, and and what are people saying around these different things, and then and then we we start to carve out like where the white space is, and then we you know put it on a quadrant of you know commodity to authority and from noise to signal. And typically there's a white space top right of the four quadrant, which is signal and authority. And it's interesting because depending on how the invisible enemy is approached, and when done right, there typically isn't any competitors occupying, there aren't any competitors occupying that quadrant space of signal and authority. Um, a lot of the content is noise, they might have authority, but they're not speaking in any profound way, not driving real content resonance. And and so, you know, then you go down to the layers of saying, hey, we now have to create content ideas. We're gonna do our BSI or breakshift invite framework, we're gonna create our content series, we're gonna do all of these layers of content. The sole intelligence of what those become happens in a competitive audit to find out who the invisible enemy is.

SPEAKER_00 9:34

Yeah, I I love that. I I think the reason that this is so powerful right now, as we head into 2026, you're you're seeing this even with the top creators and owners of authority in their space, but they achieved typically achieved that authority playing the old game. And it was possible to do that in the same way that in early Instagram it was all aspiration content. Um, you could get away with with filters and you could get away with renting the Lambo and doing all these tactics because the audiences weren't wise to it, and so with the evolution of all of this, people have now been exposed. So that old game has changed, and what we're now seeing is another shift once again, where the people that have gained authority in specific areas, typically through volume and typically through just breaking through the noise with with sheer um uh aggression, if you will, and and and trying to jack their algorithm 100%, yeah. All the tactics and things that play into it, but now even those individuals are having to shift to what we're speaking to because, like you said, with this new playbook of how to uh expose those things, you are actually seeing they don't have signal and authority. They'll typically have authority based on volume, but that's not based on signal, and so you're starting to see these people that historically just got away with just producing mass content and and that was what got them to where they are. But you've said it a million times. The creators that are quote unquote on top right now, if they don't shift in this direction, I guarantee you they will not be there in one, two years. And the reason we know that is that this is all cyclical. These same quote unquote influencers that made it to the million followers early, early days on Instagram. How many of them are still there? A lot of them have fallen off. Like, I I was big into like following these fitness uh individuals, and and like honestly, the names of two years ago, three years ago are not to be seen anymore. Like that half of most of 90% of them are just gone because they didn't evolve.

SPEAKER_01 11:45

Yeah, uh there and there's nothing to stick around for because there's no depth. Yeah, and um it's it's why a lot of entertainers have trouble monetizing their content, uh, but there's no depth to their ecosystem, and so you know, yeah, you have somebody that gets a bunch of likes, but but then you end up fast forwarding, even comedians, if they're not coming out with new sets and and stuff, it it's it's the same stuff, the same concepts recycled. Recycled. There's a wonder why Mr. Beast invests so much money into his content. He's got to be coming with over-the-top, outdoing himself from the last one, concepts and and and ways of approaching content and challenges on a monthly basis. Um, and so yeah, yeah, I think I think building authority with real signals, speaking to somebody, figuring out what people are dealing with via the signal space audit, the frustration harvest, and doing these things, you can start to identify, okay, now where is my quote unquote top of funnel, middle of funnel, bottom of funnel of okay, yes, we're gonna do all the tactics top of funnel to bring an o awareness because we still have to get views and play the game. But where are we driving them? What value are we adding? What signal are we broadcasting? And what authority are we building? And where are we taking these people once they engage with our brand from a value add standpoint? Because Instagram, the short form networks don't have a lot of room for you to add a ton of value to people. You can give your top five things or you're this and you're that, but there's a no wonder why you know comment this for this. It's because you can start driving, i.e., the sparklers, the short form, attention-grabbing stuff to the bonfires, the more valuable long-form stuff, and you can start providing value to your audience. And and unfortunately, if you don't have that foundation to stand on in terms of having an authoritative approach, having signal that you're broadcasting around something that people are really dealing with, then it is fleeting. And you can't build, we we say it in the book, we say it in the course. You can't build, you know, a mansion on on quicksand or on a swamp, but you end up leaving yourself, you know, open and exposed to to all of this stuff if you don't really think about in this first phase what the heck are people doing and how can I really talk to the actual enemy in this space?

SPEAKER_00 14:09

Yeah, yeah. And I mean, using that same framework as well, it's it's building in the operationalization of your approach in general. Um, you know, it's funny, just this last week I had a conversation with one of our larger uh YouTubers. Uh, they they do seven figures a a year in in just ad revenue across these platforms, just to give you context of the size. And like a lot of their playbook early days was very much like copying other creators in their space. It's like challenge-based content, not that dissimilar to Mr. Beast, but obviously Mr. Beast is doing it on a on a much, much higher level with much larger budgets. But it's your classic like challenge stuff, like last to let go of this loses or or wins in that instance, or you know, then they would do the $1 of X versus the one $100,000 experience of X. And you would see all these creators in that same space just regurgitating the same stuff, and it had its day. But the problem is it's all fleeting, it's there's no depth to it. There's no unless you can really build some narrative around the characters internally, um, which is uh without sending us on a another tangent, is very interesting when you look at the Mr. Beast ecosystem because he himself has had characters come and go, um, and he's had to navigate that quite carefully. I I've seen a lot of the like fallout of some of those sorts of things where you know this person got caught up in this scandal and that person did this, and anyway, that's a whole different sort of uh ball game. But if you don't have narrative, basically, is what we're speaking to, and you don't have the Mr. Beast, because there really can't be more than one or two Mr. Beasts anyway, at least doing what he's doing, um, you need to find your own lane, you need to find your own signal space. You really do. Um, I I can give so many different examples. I I like the fashion one as a great example. I I talked about these phases of platforms like Instagram, and that's just a proxy for the content creator economy. But if you look at the early days, the fashion creators were just aspirational, beautiful, um, stylish, chic, like whatever their angle is, but it was all about look at me, you want to look like me. And that was what got the follow, right? And and the revenue would typically come from the brand deal because Levi's or Calvin Klein would see this person has influence because they have audience, and therefore we're gonna sponsor them. Okay, cool. That's phase one. That moved away quite quickly to phase two, which was your classic kind of like, I don't know, five-way or five ways to style a white t-shirt, or um, you know, what you should get in your closet for summer, right? And it was like, let's tap into these things. That too then becomes super saturated. And so what you're seeing right now is really interesting because a lot of people are still pushing that same narrative. And again, I'm using fashion as a proxy. This runs across fitness, this runs across design, like whatever your industry. But even now, the five ways to style a t-shirt or whatever it might be is getting old because again, what's happened? More people have come into the space. What was their strategy? Look at what the big players are doing and just copy that, but with your own twist. So now it's like just more and more of that style of content. So now people are having to look for the invisible enemy, or they're gonna get left behind. And that invisible enemy now becomes conversations around obviously, we would uh recommend running a frustration harvest, and you know, what are you what are your audience actually communicating from a frustration standpoint? Oh, my my closet is full, but I still don't know how to combine these items, or you know, actual frustrations, and then you can start building content around those sorts of things, and so no la no longer are you phase two of here's five ways to style a t-shirt. Now you're moving into the new game and you're running that exercise, you're finding, like you talked about on the quadrant, the top right, the actual signal and authority space that's pretty much white space at the moment, and now you're starting to address very specific things. Uh, your confidence is not uh about fixing confidence, then style, it's about learning to style with your body that can then expand your confidence and you can grow into yourself. It's these very like specific things that people are experiencing from a frustration or just like um personal uh basis that you can go in and fix because for every 20 comments in your DM saying those things, okay, great, you told me how to style a white t-shirt five ways. I still think I look like crap. Now I can address the actual issue, the actual invisible enemy in this instance.

SPEAKER_01 19:00

Yeah, yeah. And and and I think a trend we're gonna see is that a lot of these hooky-based five things, listical, it's it's getting exhausted. Um, there's still a place for all of this when done right. But you know, you look at we we talked about this on a on another episode. There's a reason why live streaming and authenticity is is winning right now, or I don't want to say winning, but growing rapidly. I think that these things you have to talk to deeper things. Anybody can pop up and look up and do, you know, hook exercise and hey, I need 20 really good hooks for this type of content. Try to grab somebody's attention, but there's no depth to it because you're not speaking to the actual, you know, psychographics of who you're talking to. You might be talking to the demographics, and that's a whole other episode of uh of that. But you know, really the psychographics and what people are dealing with and speaking to them authentically, and yes, the engagement tactics of still hooking them and getting their attention because you know we're overloaded and we still have this three-second war we're fighting and all of this stuff, but it has to have authority, it has to have depth, and um, and that starts with the signal space on it and the uh and the frustration artist. Uh Mr. Mr. Dog is is trying to get in here, he wants to be a guest, but um, but anyway, yeah, it's it's fun. Um, all starts foundationally. Um, what what what's something really interesting is that um, you know, when when we do these competitive audits, is these these creators like, hey, what is everybody doing? You can get content ideas. You can. It's being recommended by some of the best social minds in the world. If you just want to start, go look at the top 10 people in your space. What kind of content are they creating? How can you adapt it to yourself and post? And and and that goes to your mentality uh and how you kind of got started on social, Sam, where hey, we just need to get the reps in. So, like, if you're looking for quick content ideas to give yourself, you know, you know, get some reps, you do that. But but if you're not building the foundation of understanding what, you know, a lot of the marketing, you know, industry calls, you know, your brand positioning or your brand strategy, you know, yeah, you can have some success from a vanity perspective. Um, but to be able to build an ecosystem that has depth that you can build and you can keep a through line that is going to talk to some specific people, this is the most important part.

SPEAKER_00 21:20

Yeah, you uh you hit the nail on the head. The other thing that I think plays into that is the longevity and scalability of things. Because I agree with you that the noise around hooks and and and sure, it builds part of our frameworks, of course. The break content. It's it is important. Like getting people to stop that scroll is crucial. But what a lot of people are missing is then the importance of what comes after that. And and I've seen so many pieces of content recently from cr like creators that I respected that have put all this time and energy into the break. And to getting the attention, yeah, and then I was just a piece of content. And I'm like, this is trash. Not only is it trash, it actually isn't what I was led to believe I was going to get.

SPEAKER_01 22:06

Well, they and they and they they feel pressure to put out content. They feel this velocity vortex we call it. Yeah. Where I gotta post, I gotta post every day, every day, do this, do this. But and and and they don't have a system, they don't have depth and foundational operational excellence to what they're doing. They haven't built a content engine, they haven't built a brand positioning, they haven't built their signal sprace in what we call the authority blueprint. But but yeah, you end up you end up having to force yourself to post things, and it's really like grabbing at straws when you don't have the depth.

SPEAKER_00 22:41

And and the repercussions of that is that you lose trust. And as soon as you lose trust, you lose authority because it's I I've had it with a few creators recently where they got me to stop the thumbnail was great, or the opening couple lines was great, and then I get into it and I realize that I've just basically just been duped. Like I got into the content and I was like, you motherfucker, like you just wasted five minutes of my day because I thought I was getting this, and then you actually just started spewing a bunch of random crap. It's almost like the the the hook stuff was the afterthought or or or the meat was the afterthought, one or the other, but like you didn't you clearly didn't put enough time into both.

SPEAKER_01 23:22

Yeah, it's the same thing, you know. With with you, we can use a ton of analogies, but you have a really, really souped up V8 that's a beautiful engine, and you and you you can put it in a very non-aerodynamic car, and it's still going to be an awesome engine. I think nowadays people are too focused on when everybody's screaming, oh, you got thumbnails, it's got to be like this, it's gotta be Mr. Beast. Now you've seen AI thumbnails pop up and all of these attention-grabbing things, and then hooks. What are we doing with our hooks? And then what is our call to action? The most important thing is the middle part. Because even if you're having trouble grabbing attention, quality content will always win. Because now the hooks is taking a really good piece of content and making it great. Yes, right, and making it undeniable. The thumbnail is like, hey, this is a really good piece of content. I'm invisible or somewhat invisible because I I'm doing the wrong tactic here from a creative, just getting people's attention. But the middle is the most important part. Thank you for saying that.

SPEAKER_00 24:27

Because I I think that it's it is almost like a create a pandemic right now, where it's been sold by all these gurus of like 80% of your attention should go on the front end, the hook, the thumbnail, whatever it is that's gonna grab the attention. And I understand, like I empathize, I totally get why that narrative was pushed. If you don't get the click, then what's the point in the rest of it? It's it's valid, it logically makes sense. But what it happen what happens as a result of that is that everyone over-indexes on that first part that the actual value just gets completely forgotten about. Because if we are doing it about weighting of attention and time and energy, if 80% is on that, I got the click, yeah, I got the click, we're we're openly saying we're only spending 20% on the value, on the depth, arguably the most important. Well, uh we would flip that script and we would say, fuck getting a million views on a piece of content that sucks, right? Like just because we won the click and we duped them on it. No, I would rather 10,000 views on something that's incredibly valuable when they actually get to the main meat of the content. Because you're building authority.

SPEAKER_01 25:38

And and and then and then coming in, it's a lot easier to come in to an eager. We've we've experienced this dozens, if not hundreds of times, with new clients, uh both at OneDS Collective Agency and OneDS Management, our talent management company, where you come in, if they have the middle and the foundational depth, the hooks, that is that is just fine-tuning. Yeah, that is that is coming in and you know, you have a Ferrari in the garage and you're coming in and tuning it up a little bit, new spark plugs, and off you go. You know, that was part of the ethos of 1DS in the in the meet in you know the early days was that you know, we want to work with brands that just need that tune up, yeah, right, that need what you know we are so good at. But you know, people are facing this. You need the middle. The middle starts with understanding what your position is, who you're talking to, what you're solving, and and and and and ultimately one other thing that's really, really important that gets overlooked is that your audience is the hero and you are the guide. Yeah, far too often it's about me and I'm the hero on this thing. No, the audience is the hero, you are aligning with them, you're aligning with them via a frustration harvest and understanding where they're coming from, identifying what the invisible enemy is, framing up the old game versus new game, and and and shifting how they think about things, and um and then taking them on that journey. And it's me, it's vanity, and and that stuff when that from a clickbait standpoint, that stuff gets attention and it's unfortunate, um, but it doesn't have longevity and it doesn't build business outcomes. And um, so anyway, 2026 is gonna be interesting because I I think that the authority depth, we measure a few very specific things, Sam, as you know, and that's like two of the KPI quad uh quartets is you know, what is our content resonance and what is our authority depth? Those are the two most important. Then you have business outcomes and and some other things that we measure, but no, not how many likes, not how many views. It's how you know, is our content resonating and is this building compounding authority and IP? And um, it's that middle part that's most important.

SPEAKER_00 27:57

I love I love it. I mean, it's poetic how like that actually just came back three full 360 because it is what all the stuff that we talked at about at the beginning of the pod of establishing that signal space framework, of leveraging frameworks and strategies like the frustration harvest to expose that invisible enemy. It's it's all what we just talked about that then becomes the meat of your content, the depth content, the middle, the important middle. It's such a cool way to bring it back round 360. And like for me, that's just it's a huge amount of value, and like it's a fundamental shift in the way that the creator economy is right now, and that's what we're advocating for. We are advocating for a shift from a creator operating system to a basically an operator-led authority operating system, and and that shift is by doing what we're talking about right now, not just contributing to more noise, not by just like getting the click and the view by any means necessary, but actually understanding an audience, what their frustrations are, what that invisible enemy in your market is, building content that actually provides depth and authority around that. And then you you you hit the nail on the head. Like the other the hooks, the the stuff like that can come. It's the fine-tuning. I I really think that things should be shifted a little bit. This whole 80% on the front end, I I just I don't think it's the case. And why do you think these platforms are bringing out ABC testing right now, trial reels, right? To solve for that very thing. You don't need to be putting 80% of your time into it because if the content sucks and there's no depth to it, it it's gonna be this, you know, tool spike way well, hey, you got the the click, but like people are just gonna fall off.

SPEAKER_01 29:50

You can't adjust by investing in it either. You know, I think um my daughter Harper, she, you know, we filmed when we went on their spring break trip, we filmed this Disney thing. I don't know what the statistic is, but I imagine you ask, I don't know, kids between eight and fifteen, what do they want to be when they grow up? I imagine a majority is that I want to be a content creator, a live streamer, a YouTuber, or whatever it is. Yep. And you know, my daughter's asking me, you know, we edit this amazing vlog. It's 25 minutes, it's our entire trip, and it's cool. She shot she shot the whole thing. But um, you know, it's it's good for her, you know, as as a like a little entertainment piece, but you know, what what are you gonna talk about, Harper? What do you do that's really, really cool that you can actually like do really, really well, and you could help other people along the journey of them trying to figure out this thing and and you know, some substance to it. You know, everybody wants to, you know, get their brand on on online, and everybody has a brand online, but I'm taking the brand to social in a in a meaningful way, and and and how do I get views and how do I get this? And it's like, well, if you have a brand, especially selling your product or service, and you're doing anything like this, um, it has to have depth, it has to come with the right approach. That all starts with a competitive audit, that all starts with who am I, what is my business, what do I stand for, and how do I address the invisible enemy? We are gonna dive deep into invisible enemy because once that is identified, it changes everything. Yeah, everything falls into place. It's why it's chapter one, it's the introduction to AOS builds the entire story around the importance of this one thing identifying the old game, creating the new game, and you do that by understanding the invisible enemy, you do that by doing a frustration harvest, you do that by doing, you know, the things we just told you. Yeah, the yeah, and all the the counterpositioning canvas, and you do all of these things that are very easy to do, it just takes time and thought. Yeah. Um, but but um the tangent about my daughter. But I I just think so many people want to create content and skip the most important part what is your positioning and why does it matter? And um, we dive deep into it in the book. It's fun.

SPEAKER_00 32:12

I love it. That was that was awesome. Yeah.