Documenting Underway without an audience

It's Saturday morning Richard What are you doing I'm documenting But anyway guys I want to show you this post I found on X on Twitter this morning And I always see this guy come up and I always think he comes up a lot I don't follow him who is he But I do follow him And I don't want to do this post about bashing him I just think it's a take that concerns itself with maybe the audience at Underway Not that I have an audience which is funny but not that I have an audience for Underway or much of one at the minute But I think it concerns itself with what I'm doing and I think it's good to talk about differing opinions I do also think social media I was going to say nowadays but social media in general is about real harsh takes hyperbolic takes that get people talking And that's what content is at the end of the day whether it's written or just spoken it's still about getting that kind of reaction virality and having people talk It's hard for me to take anyone seriously not that he's thinking I need to take Rich seriously but it doesn't matter Anyone I see making a post if it's like lots of takes are in reality way more nuanced And when I see something like this I just think you have to be so low IQ if you are serious about this kind of position you want to take I know I'll just read you through it like It's hard to read through the whole thing without just breaking it down but like document your day clip your coaching calls do a fake podcasting clip It's arguably the worst advice for any B2C personal brands unless you're an influencer Influencers cool And it almost exclusively comes from dudes who built their brand selling to a B2B audience Okay here's the reality he says Selling B2B it makes sense to document because the awareness is really high And what you do is quite literally what your audience wants to do B2C however is so saturated that for people to give a shit about your offer you need specific angles hooks and topics to send out And truth be told 95 of brands don't have motion like that meaning their documented content sucks and isn't actually interesting inspirational to the average person Make the effort and be intentional Instead modeling after outliers you can never replicate I mean it's such a damning statement to anyone creating something and building You suck you don't have an audience don't even do it it's saturated And can you imagine just offering another way of looking at it Just imagine saying to Steve Jobs when he started Jeff Bezos And look I am taking outliers for sure but even people who have made a good living and look after their family who we don't know about but who have created B2C businesses and become successful Imagine saying to them Now imagine I'm offering the opinion do you think it would have been ridiculously pointless and their content would have sucked if they just documented it It'd be so fucking cool to see wouldn't it Not only to them personally to be able to look back and be like ah like I remember that those times the damning times where it was really difficult where I nearly quit it'd be so great for them but also now like looking back can you imagine being like oh like we can watch his day to day from the start you know the years of it being just an idea and getting the first customer so if that's the documentation we're talking about here and you know it's obviously nuanced but if I break it down like I think documenting your day and then doing a fake podcast and click like a few of those things at the top are all differing they have different goals right they're not always the same but what the distinction I want to make and I think is pretty truthful is like documenting is a much different concept than putting content out there to get virality to get a reaction to get top like views to get customers I think they're two different things and telling people especially nowadays like oh it's a B2C is saturated and people don't give a shit about your content sucks like it's so hyperbolic because like documenting is not the goal is not about hooks it's not about virality it's about documenting Like yes you're doing it without an audience and you're just it's hard of course and you are it is saturated and it is very difficult and everyone nowadays can build so it's even more saturated than it was before but that doesn't mean you shouldn't document It's like saying like okay you had a child and at 18 you know they got into the England squad at whatever spot okay was it ridiculous Is it ridiculous for you to document their training and their build all up until that point There's no one watching no one knows them they haven't made it yet but is it pointless No it isn't You're doing it really for yourself but at the same time like when people when your child got into the England squad let's say and everyone and they become viral and everyone knows them and they're a great player people then getting into let's say football do you think they can connect to that person more because they can see their whole journey and what it took to get there You see the point I'm trying to make here is everyone can document once they're viral everyone can document once they're successful and most people do it that way because it's scary and it makes you anxious and nervous to document to receive no one with no audience but what I'm trying to do with Underway is like you don't have to be public with it you can do it in stealth but it's about just doing it for yourself and doing it for yourself regardless of win lose or draw is you're going to be let's say when you do quote unquote be successful in any way are you going to be happy that you've done it and documented the way in the journey yes you are are your customers or your fans or whatever going to be able to connect to you more because there's a few of you in the industry doing the same thing but you are the one who's documented the struggle and the grind let's say yeah i think people are in the future it's going to be even more prevalent that if you can go back and you can watch that journey of you documenting i think it's going to be so valuable also to investors and and alike like that's going to be one of those things that makes you stand out you know people are going to connect to it much more and so what the point i'm trying to make here guys is like documenting and then creating content bottom of funnel whether it's b2c b2b i really don't agree with that um maybe b2b is a bit i i get the i get where he's coming from but also at the same time it's a bit damning it's a bit way more nuanced it's it's polarizing to those people who are doing b2c i do think who cares if you are successful in other people's right document what you're what you're building you are learned um yeah i got a bit of brain freeze there but like i think the whole saturation thing is you should ignore that bit you should ignore the whole giving a shit about your content needing specific angles documented is so different if you are a b2c founder and you are building and you do want customers yes Of course especially organic content even running ads and paid media It is really about making people give a shit because you do have to think about your angles your hooks topics that stand out maybe being hyperbolic I get that But you semi gotta do both Like for me for example right now with me documenting all of these days as I've said in previous episodes it's probably just noise to people and they're kind of watching it going what's the point of all this But like I don't care about the virality of how this content does right now This is for me in reality in a year two years time to look back and like like I'm so glad I did that I think I'm making that point But I'm also doing the other side of it Like in a sense I'm running ads now I just started And the ads themselves have to have specific angles And we have to test those out We have to use hooks and try and search for virality for top of funnel to attract people in So I think I'm making that point quite clear There's two different ways of doing it and documenting is not about that virality and really getting customers although it is going to help you down the line I can assure you of that But yeah this kind of take other things I say low IQ I know this guy isn't low IQ And maybe he'll see it one time and just be like super offended and make a post back But I'm really making this video um not about him it's just the the topic itself because i i do also think as we as we're in this kind of ai era where it's so easy now for everyone and i've said this so many times so easy for everyone to create businesses and to create brands and to start you know you the hurdle of starting is kind of taken away now so i do think there's gonna your new moat is it's gonna go back the way it's going to be because everything is available via ai and technology the most is going to be you as a person being transparent and honest everyone can do a launch video not everyone can be themselves on camera and just talking and documenting that's going to be the the real valuable thing it is valuable right now but i assure you in many years time it's going to be like looking back at the brands that have been built who have the people been who have not used ai so much who are the people have been who are documenting just transparently to the world and talking about their their hardships that's what i think is going to be valuable but we will see you guys won't we we will see