Content Inc.: Start a Content-First Business, Build a Massive Audience and Become Radically Successful
Build audience first, then monetise - with ruthless channel focus
"Pick one channel. Be amazing at it. Then, and only then, consider adding another."
— Joe Pulizzi
My Review
Pulizzi's core advice is profoundly biological: find one or two channels that work and focus everything there. Don't spread resources thin across every platform. This is niche specialisation applied to content - find your ecological niche, dominate it, then expand. The case studies show how focused effort in a single channel outperforms diffuse presence everywhere.
Why It Matters
Resource concentration is a fundamental biological strategy. Pulizzi applies it to content: rather than competing weakly everywhere, dominate one niche completely. This is optimal foraging for attention.
Key Ideas
- Find one channel and master it before expanding
- Build audience before building product
- Consistency in a niche beats sporadic presence everywhere
- Content tilt: find your unique angle in a crowded space
How It Connects to This Framework
The niche partitioning and resource concentration concepts - focus beats diffusion.
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The full Biology of Business book explores these concepts in depth with practical frameworks.