The world doesn’t run on coffee—it runs on attention.
And when you’re building online, the way to earn attention is through content.
But if you’re anything like me, “content” is probably a bit of a four-letter word.
Anyone can pick up the phone, turn on the camera, and “create some content”, but that doesn’t mean what they’re making is good or worth watching.
After all, human slop has been around far longer than AI slop, and creativity isn’t necessarily in every creation.
But if you want to build something that lasts, creativity isn’t just an option—it’s a necessity.
The problem with content
I like pretty things—great songs, artistic photos, cinematic videos.
I suppose that’s the artist in me.
However, as an entrepreneur, I also understand the need for making content that connects and spreads ideas, regardless of how it sounds or looks.
Ideas are powerful, and attention is the currency that makes the rest of the gears turn when you’re trying to run a business.
But I personally have very little patience for sloppy content that doesn’t look, sound, or, at the very least, feel good.
The reality is that the barrier to entry for creating things online has never been lower. Smartphones are ubiquitous, and everyone you know has an account on something.
But because the barrier to entry is now so low, the bar for quality has only gone up.
When everyone can participate, it takes more to stand out.
Ask any artist on Spotify or any creator on Instagram.
It has only gotten more difficult, and content slop just doesn’t cut it.
The solution to the problem
In my mind, quality comes in two forms: what you have to say and how you say it.
Ultimately, no amount of technical skill can outshine a message that doesn’t matter.
As the saying in the recording studio goes, “You can’t polish a turd.”
I’ve certainly found that to be true.
So the most important thing is saying something worth listening to, presenting an idea worth considering or sharing, or making something someone else will enjoy.
In that regard, the best “content” is art, a creative way to present an idea worth sharing.
And the best art is rooted in storytelling.
So if the best content is art, and the best art is rooted in storytelling, then the natural conclusion is that the best way to succeed online is to become a master storyteller.
"The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come."
– Steve Jobs
Technical ability is important, perhaps more important than ever, but it is a tool in your toolbelt, not a replacement for the knowledge of how to use your tools in the first place.
Become great at cinematography, writing, recording, mixing, and all the other things that elevate your ability to place your story in front of the right people.
But don’t confuse technical ability with the core premise.
Because it all starts with communicating ideas through story.
If you can’t get that part right, nothing else matters.
Putting it all together
The best storytellers in the world are creating content online right now.
They’re building YouTube channels, creating catalogs on Spotify, and connecting over and over again on Instagram and Threads.
Becoming a great communicator has always been in fashion—we now just have the ability to do it at scale in a way that has never before existed.
And the barrier to entry is virtually gone.
So if you want to change the trajectory of your life through creativity and entrepreneurship, become an artist.
Become a storyteller.
And use that skill to share ideas worth sharing.