This piece breaks down a shift I call channel inflation — attention across the internet has been repriced, and every format now carries higher expectations than it did even a few years ago. Content types have traversed across platforms. What used to live in paid courses, blog posts, or polished media now shows up inside feeds — Reels, threads, newsletters, landing pages — with the same level of depth and clarity expected. That raises the baseline. People judge everything against the best thing they’ve seen recently, so average content blends in immediately.
The edge comes from understanding the expectation of each channel, then going past it. There’s also an arbitrage layer — some formats lag behind others, so bringing a higher standard into those environments creates a gap that attracts attention.
The practical takeaway is simple: study the format, track the current ceiling, and deliver more value than the format typically holds. Volume increases attempts, and over-deliverance determines which ones actually move.
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