A note before I begin: Last week, the news about the Charlie Kirk shooting hit me hard. Not because of the politics around it. But because it’s a reminder of what’s really at stake when we talk about sharing our voices online.
It’s easy to get caught up in the tactics, algorithms, formats, and growth hacks. But moments like this pull me back to the core of why I do what I do.
Underneath all the business, all the coaching, all the content, my real mission is simple: amplify positive voices in the world.
Not just one ideology. Not just people who agree with me. But anyone who’s trying to make things better, who’s willing to show up with optimism, clarity, and a genuine desire to help people.
Because the truth is, there’s a lot of noise out there. And a lot of it is negative. It’s easy to get discouraged, to feel like your voice doesn’t matter, or to hold back because you’re worried about criticism or controversy.
But if you have something positive to share—an idea, a story, a lesson, a business—I believe you have a moral obligation to get as loud as possible and share it boldly.
To tip the balance away from negativity, pessimism, and nastiness… and toward hope, progress, and possibility.
That’s why I care so much about helping entrepreneurs, leaders, and creators build systems that let them share their message with the masses in a sustainable way. Because the world doesn’t just need more content. It needs more positive, human, real content.
So if you’ve been holding back, or wondering if it’s worth it, let this be your reminder: your voice matters. And the more positive voices we have in the world, the better off we all are.
Every post, every video, and every share you make helps move our society in a better direction.
In this letter, I’m going to show you how to do exactly that.
At its core, the purpose of creating content is to put a megaphone to your voice and reach as many people as possible with your message.
It could be a business or marketing message, a personal mission, or just something you like talking about.
But at the end of the day, your business or mission is just a manifestation of who you are.
It doesn’t matter if you’re a solopreneur or the CEO of Apple.
Your business will always be an extension of your human values.
That’s why it’s so important to be extremely clear on what those values are.
One of the biggest questions I get ask about creating content is “what do I talk about?”
So having a clear idea of who you are and what you care about becomes the filter that automatically answers that question for you.
Every successful business or movement follows this cycle:
You can get caught up in tactics and virality and other content strategies (and those are good things to learn!)…
But at a base level, the people who win in this game are the ones who just show up consistently and share what they’re about.
The problem is, how do you actually become highly visible online without burning yourself out every day?
Most entrepreneurs I know think they have to come up with new content ideas every day if they want to grow their brand and audience.
(Or worse, come up with 30 ideas in one sitting once a month)
What if I told you there’s a way to create daily content that requires a fraction of the creative time?
Well there is. And you have to learn it if you want to be able to compete in this world.
Because you’re not a content creator.
Content creators create content for the sake of creating content. It’s their job, their role.
That’s what they spend all day doing.
But not you.
You’re an entrepreneur, a creator, a coach, an author, or just somebody who has a life and things to do.
The content is your marketing machine. It’s how you get your “thing” out there.
You don’t have time to spend all day creating content every day.
But there is a way that you can have the output of a content creator without the time commitment.
And it’s called the content waterfall.
The content waterfall is a system I’ve developed that allows me to look like I’m “on” all the time, when I’m really not.
It allows me to:
It’s a system for taking the ideas and thoughts that you have, and making them go further.
So rather than always having to come up with new stuff, you simply do more with the stuff you have.
Here’s how it works:
Trying to force yourself to be creative every day doesn’t work. At best you’ll come up with mediocre, generic ideas like everyone else.
But if you’re like me, you probably find that your best ideas come when you’re not trying to be creative.
In the shower. On a walk. In the middle of a conversation.
When this happens, the first step is to simply capture these ideas.
Write them down. Record a voice memo. Whatever works.
It only takes a minute, and you don’t have to interrupt your whole life to make it happen. You can always come back later.
When you have time, come back to your ideas to clarify and challenge them.
Ask yourself: Is this true? Is there a story or example that brings it to life?
Challenge your own thinking. Make it real. Write down your insights.
Good content comes from good writing. And good writing comes from good thinking.
In a world of AI-generated slop, what will always stand out is good ideas.
Sometimes I’ll sit with an idea for a few days. I’ll ask myself if it’s something I actually believe. Or if it’s just something that sounded good in the moment.
The more you clarify, the more your content will actually connect.
Take that clarified idea and go deep.
Write a newsletter. Record a YouTube video. Host a podcast. Teach it on a coaching call.
This is your “hero” content—the place where you brain dump everything you know about the topic.
Don’t worry about making it perfect. Just get it out. Let it be raw and real.
I do a coaching call with my clients in CREATE+ every week where I teach my best ideas and answer questions.
This becomes the basis for all of my content.
This is where the magic happens.
Take that hero content and turn it into multiple formats:
I use Whisper AI to do this for me.
It takes the transcript from my coaching call and turns it into a newsletter (like this one), carousels, video scripts, and more.
You don’t need a new idea every day. One idea can become 5-10 pieces of content.
And then those posts get scheduled out over weeks or months (so you’re not just saying the same thing over and over again)
This is how you get massive leverage from your ideas.
When you’re ready to go multi-platform with your content, this is how you do it.
If you’re going to record a short form video, you might as well post it to TikTok, Instagram, and YouTube shorts.
Or a carousel → Instagram, LinkedIn
Long form post → Facebook, LinkedIn, X Thread
This way you multiply the reach of your content with zero extra effort.
The people who win in this game are the ones who show up consistently and put their message out there.
It’s not about who’s the “best” at what you do.
It’s who becomes the most visible.
And when you use the content waterfall, you’ll be able to take your ideas further, and become maximally visible, while not forcing it.
If you want help building your content waterfall (and a thriving business around it), book a call here and let’s chat.
I only work with a few people at a time.
But I’ve helped dozens of entrepreneurs gain tens of millions of views on their content, and build 6- and 7-figure businesses just from organic content alone.
On the call we’ll look at what you’re currently doing…
And then I’ll give you my brutally honest feedback on what to do to get where you want to go.
See you there.
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…and you’re ready to take your brand, your content, and your business to the next level, here’s a few ways I can help you:
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2. Join my free workshop to learn how to build your content production system and send a flow of leads to your business.
3. Book a free strategy session - I’m opening a few slots on my calendar to meet with serious entrepreneurs who want to grow their audience and their business. I’ll look at what you’ve got going on and help you develop a winning strategy.
