The Creator’s Advantage: Write Once, Ramble Forever

Hey, revenue writers, welcome back to the Revenue Writers Podcast. This is your host, Chris Stanley. And today we're going to pick back up on the conversation with category pirates as they're talking about the category they help create called mini Books. Now, I might be called the mini book guy because I talk about it all the time, but they're the ones who actually invented it, created it. And so we're going to pick up right where we left off at the last conversation about over the air software updates and also how to embrace some of the things that many of us avoid. So check out the episode. Hope you enjoy it.

What the mini book actually is for us is it's over the air software updates. Right. In the same way that your Tesla will just get, oh, it's better now, right? It just came over the air and it's updated and this and that. Like a lot of the ideas that we have. You know, some would say, oh, I know that Christopher has talked about this beforehand, but when you have an over there update, new category science, new case study, a new framework for how to approach it and this and that new application, then it's like, oh, it's so much better of a, of a thing. And to your point, when we know kind of the signal from our supers like you as, because we've seen it in other medium where, you know, if you, you know, Christopher loves music, it's not uncommon for music lovers to own the same song in multiple formats and the like, right?

Sure. You want the live version, you want the live version at the El ma combo in 1968, and then you want the next live version at Wimbley Stadium in 1987 and you know, et cetera, et cetera. If you talk to pick your band, Pink Floyd, Jay Z, Van Halen, Taylor Swift, any musician from any era, they're super fans, super consumers are gonna, are gonna buy it multiple times. The other funny thing about it that's interesting and Eddie, in his work around super consumers, discovered that a super of one is a super of nine. That is to say, people who are enthusiastic about one thing are often enthusiastic about similar adjacent things. We've recently written about and had on the podcast the founders and creators of Janus Motorcycles. And they create a new category of motorcycle called lightweight motorcycle. Their bikes are radically different. They're very vintage looking. They're Brent, they're new and modern, but very vintage. They're radically analog. There's no digital technology on them whatsoever. There will be no CarPlay integrations and they're pieces of art. And they go slow. They're the opposite of where most of the industry has gone. And they further category designed a new category of motorcycle riding experience to describe why you wanted a Janssen lightweight motorcycle. And they called that rambling. They even wrote a mini book about it, the Ramblers Companion Guide, or the Companion guide to Rambling, something like that. If you haven't checked it out, I highly recommend it. Anyway, here's my point. At one point the Janus guys thought, are we, are we like attacking Harley or are we attacking, you know, Suzuki or Honda or whoever? And of course they realized the super one is a super of nine. And just like guitar players will have multiple different styles of electric guitar. You'll have a hollow body, you'll have a hard body, you'll have this, you'll have that, you'll have an acoustic guitar, you might have multiple types of acoustic guitars, different woods, et cetera, et cetera. And so what they realized was, no, no, no, no, no, we're not attacking anything. We love motorcycles. We just are particularly passionate about this new category of motorcycle. And so they talk about adding a Janus to your quiver. And so this is a very powerful idea, I think, for writers, because making your work available in a different way and allowing yourself to be part of a cornucopia of experience that people are going to have. You know, we recently had Seth Godin on the podcast. This is the first time he's ever been on the podcast. And I told some friends and the like and someone said, well, why would you have him on? Isn't he a competitor to what you guys do? And I literally laughed out loud. I said, there is nobody in the world who is doing quality work around marketing, branding, entrepreneurship, building companies, innovation, etc, whether it's startups major who we're competing against. We respect Seth. Some things we don't agree on, some things, whatever, none of it matters. We couldn't be more excited to promote him. And so that's the other thing about this, which is you, you open yourself up to serving your reader.