get nosier, not noisier

Why getting obsessional about observing is what really matters

Want to "cut through the noise?"
Get nosier, not noisier.

I've obsessed about people starting and running their own businesses for 25 years...

I've interviewed them, created content for them, built communities for them, become friends with them, got drunk with them, been on holidays with them, created products for them, coached them, obviously become one of them...

And I'm still learning. Every day. Religiously.

Where they tread, I follow.
Where they talk, I stalk.
Where they share, I'm there.

Anywhere my people are openly telling me about their lives.
I’m taking notes.

True connection comes from obsessing about your audience.
About culture. Their culture.

Spotting the clues of what they really care about.

Creating content that converts and brands where people belong... isn't about knowing 'your subject', it's about 'knowing your people'.

Being so nosey you know what they're thinking. So you can say it, before they do. Make it before they want it.

It's not just about data mining... it's about having your nose to the ground.

And when you get that right... you don't need to shout it.

If you want to create 'OMG that's me' content...
Be in their heads and hearts.
In their footsteps.

Get nosier, not noisier.