Break patterns. Novelty is the only thing that stops a scroll. Every piece of content, every product, every pitch is competing with the most addictive feeds ever built. If you look like everything else, you're invisible.
Speak to primal motivations. Fear, status, belonging, freedom. These are the only things that make people move. Not features. Not logic. Not "10x better." The products that win tap into something deeper.
Make things worth spreading. Give value — that's the baseline. But the real unlock is making the sharer look smart. People don't share things because they're good. They share things because sharing them says something about who they are.
Dominate a niche before going broad. Speak to 100 people so specifically that they can't ignore you. Everything needs a seed — a threshold you need to cross before anything compounds.
100 True Fans. Create genuine value for a niche. Not 1000 fans. 100 people who would be genuinely upset if you stopped. That's the seed for everything.
Full piece coming soon — this is a working draft.