Eric Siu explains why brand-building now requires video and long-term compounding instead of just publishing blog posts. He emphasizes authenticity and in-person collaboration, pointing to work with Noah as an example of how the game has shifted to higher-effort, authentic content.
What are we doing to build brand? There's a lot of video that comes into play and we're really building for the long term and we're trying to compound for the long term with the understanding that the game is much different than it was 15 years ago where we could just crank out blog posts. You actually have to spend time, Noah setting this up, you coming downstairs, me driving here, right, to do this, but sit in person and actually have to bring our A-game and actually have to experiment because that's authentic. And so it's easier to build a brand if you're being authentic.
