Content Inc., Second Edition: Start a Content-First Business, Build a Massive Audience and Become Radically Successful (With Little to No Money), 2nd Edition

CHAPTER 5

TILT OR BUST

When a trout rises to a fly, it does not swim as much as tilt its fins and jet skyward.

JOSEPH MONNINGER

Unfortunately, the sweet spot is not enough. We need to differentiate our content enough to break through the clutter, which is almost impossible without content tilt.

If you’ve got this covered, just skip to the next chapter.

In the movie The Matrix, which stars Keanu Reeves and Laurence Fishburne, Reeves’s character (Neo) is tested to see whether he is “The One.” While Neo is outside in the waiting area, a young protégé ...