An interesting post and a useful business asset can be the same thing. Start by deciding whose attention would matter and what that person should understand after watching.
A useful lesson from Alex Hormozi
Hormozi's official episode notes on content and buyers distinguish reach from revenue and emphasise relevance to people who could buy. His official book description also names a hook-retain-reward approach. These are useful starting points for judging a content idea. Official episode, official book description.
The example and exercise below are The Tom Tribe's application of those ideas. This guide covers selected public teaching, not an official or complete Hormozi playbook.
Our application: begin with a decision
Suppose you advise growing professional-service firms. A post about working harder might interest many people. A demonstration of how to recognise the wrong kind of client could be valuable to an owner considering your expertise.
The second idea gives you an opportunity to make your judgement visible. You can explain the signs, show a situation and make the trade-off understandable. The viewer receives a useful answer whether or not they hire you.
Worked example
Hypothetical situation: a specialist consultant helps owners improve project delivery.
Initial idea: Three productivity tips for founders.
Reworked idea: Your team is busy, but projects keep slipping. Here is the first handoff I would inspect.
Show a small fictional project board. Identify where an approved task lacks a clear next owner. Explain why adding another tool would not resolve that particular ambiguity. End with a simple check the viewer can perform.
This does not establish a guaranteed cause of project delays. It demonstrates a specific diagnostic choice and tells the viewer when that choice is relevant.
Try this on your next idea
Fill in four lines:
- The person I want to help is…
- A decision they are struggling with is…
- I can make it clearer by showing…
- After the post, they should be able to…
Then write an opening that identifies the situation. Check that the body delivers the answer the opening promises.
What to keep in perspective
Broad content can introduce the right people to you. Narrow content can also fail if the problem is unimportant or poorly explained. Evaluate relevance and response together; a post's view count alone cannot tell you whether it influenced a purchase.
A managed founder-led programme can help adapt this thinking to your audience, develop repeatable formats and organise production around your recordings.
Further reading
- How to Create Content That Leads to Buyers, episode 983. Episode description and chapter notes reviewed; full audio was not transcribed for this guide.
- $100M Leads: official description. Used to corroborate the named content framework.
Last source review: 23 September 2026. No affiliation or endorsement implied.