当前创作者经济中最赚钱的细分领域

最有利可图的细分市场就是你自己。

The most profitable niche is you.

至少这是我在两三年前那个视频里说的观点。

Now, at least that's what I said two to three years ago in that video.

最有利可图的细分市场就是你自己。

The most profitable niche is you.

这引发了既爱又恨的两极反应。

And that led to a world of both love and hate.

我收到大量评论和私信，人们说这个观点让他们感到被理解，终于明确了该做什么。

I received many comments and messages telling me that people felt seen, that they finally had clarity on what to do.

我甚至在现实中遇到一些人，他们关注我的内容就是因为这种细分领域的哲学。

I even met people in real life, and the reason they watch my stuff is because that's philosophy on niching down.

这个哲学后来还融入了我的第一本书《专注的艺术》，也塑造了我个人的工作方式。

That philosophy even went into my first book, The Art of Focus, and it shaped how I personally go about my work.

但另一方面，这也是内容创作者必然要面对的。

But then there's the other side, and this just comes along with being a content creator.

可似乎每次我登录社交媒体，总能看到标题写着'你不是目标用户'。

But it seemed like every time I would log on to social media, there would be a headline where it would say, you are not the niche.

对吧？

Right?

可能是YouTube标题、推文、Instagram帖子，什么形式都有。

A YouTube title, a tweet, an Instagram post, whatever it may be.

一个典型例子来自我的朋友Dakota Robertson，我们曾在德克萨斯州奥斯汀同住了半年。

And a prime example here is from my friend, Dakota Robertson, who I lived with for six months in Austin, Texas.

这就是他在Instagram上发布的内容。

So here's what he posted on Instagram.

上面只写着：你并非小众。

It just says, you are not the niche.

Gary Vee从葡萄酒起家，Mozy从健身房起步，Danco则始于网页设计。

Gary Vee started with wine, where Mozy started with gyms, Danco started with web design.

先专精，后泛化。

Specialize before you generalize.

现在当我读到这些人的观点，或观看他们关于‘你并非小众’的视频，或浏览他们的推文后与他们讨论时，我们最终会得出相同的结论。

And now when I read these people's takes or I watch their videos on You Are Not The Niche or I read their tweets and then I talk to them about it, we end up coming to the same conclusions.

我们说的完全是一回事。

We're saying the exact same thing.

Dakota，我全心全意爱着你，真的，如果你在看这段视频，你知道我爱你。

Now, I love Dakota with all my heart, genuinely like Dakota, if you're watching this, you know I love you.

所以这甚至不是个问题，而是半真半假的陈述。

So this isn't even a question, but this is a half truth.

我是从网页设计产品和服务起步的，我的内容、写作主题、线上讨论都围绕这个领域。

I started with web design products and services, my content, what I wrote about, what I talked about online.

当人们讨论如何作为创作者或个人品牌（甚至只是企业）在内容领域垂直细分时，通常这正是他们试图厘清的问题。

That's usually what people are trying to gain clarity on when they're talking about how do I niche down as a creator or a personal brand, or even just a business in terms of the content that they write about.

我早期撰写的内容——如果你翻看我2019年11月底的推文，那是我首次在社交媒体全面讨论现在这些话题——其实涉及的范围远不止网页设计。

The content I was writing about, if you go back to my tweets from 2019, late November twenty nineteen is when I started on social media as a whole, at least talking about the stuff I talk about now, I was talking about much, much, much more than web design.

网页设计可能只占我内容的5%，这还算高估了。

Web design, maybe 5% of my content was web design, and that's on the high end.

其余内容涉及情商、哲学、效率与自我提升，这些都是我业余时间热衷阅读或研究的主题。

The rest was on emotional intelligence and philosophy and productivity and self improvement and all of these things that I loved reading about or studying in my free time.

但你必须明白，尽管我的产品定位是网页设计，我仍能自由谈论自我提升、效率等话题——因为作为网页设计师的我本人正是这些理念的受益者，包括自我提升、效率提升、哲学思考等等。

But you have to understand that even though my niche for my product was web design, I was able to talk about whatever I wanted, self improvement, productivity, because me as a person, a web designer benefited from those things, self improvement, productivity, philosophy, etcetera.

于是我意识到，若能吸引志趣相投的人，我就能向他们展示网页设计如何改善生活的独特视角。

So I realized if I can attract people with interests that are similar to mine, I can give them an angle as to why web design can benefit their life.

我可以说网页设计是项高价值技能。

I could say that web design is a high value skill to learn.

这样任何对自我提升或效率感兴趣的人，自然也会对网页设计产生兴趣。

Then anyone interested in self improvement or productivity would also be interested in web design.

我可以说网页设计既能开启自由职业，也能为你的事业或生意创建专属网站。

I could say web design is something that you can start freelancing with or it is something that you can create a web site for your own work with or your own business with.

凭借这些多元视角，只要将网页设计定位成对目标人群有益的事物，我就能畅所欲言。

And I have all of these different angles so I can talk about whatever I want as long as I position Web design as something that those people could benefit from.

我本可以提供任何其他产品或服务。

I could have offered any other product or service.

我本可以谈论网页设计却推销效率产品。

I could have talked about web design and offered a productivity product.

我也可以探讨自我提升却提供潜在客户开发产品——因为我深谙人类心理。

I could talk about self improvement and offer a lead generation product because I understand human psychology.

我明白若选择不只谈论客户开发等专业技能，人性本质始终相通。

I understand that if I choose not to only talk about lead generation or whatever my skill is, that humans are humans.

需要客户开发帮助的人若看到关于自我提升的推文，不会因此就认定我无法帮助他们。

People that need lead generation help, if they see a tweet on self improvement, they aren't just gonna leave and act like I can't help them.

言归正传，当你刚开始创作内容并想谈论自己的兴趣时，完全没必要局限在狭窄的细分领域。

So without straying too far from the point, you absolutely do not need to go niche and narrow when you're starting to create content and you want to talk about your interests.

我制作《你就是细分领域》这个视频的全部原因，是因为我认为没有任何一种教条或商业理念是完全正确的，也不该被鼓吹成绝对法则。

The entire reason I made the You Are The Niche video is because I don't think that there is any given dogma or business ideology that is completely right and should be touted as absolute law.

像'你就是细分领域'这样的概念很宽泛。

Something like You Are The Niche is broad.

它很抽象。

It's abstract.

它基于原则。

It's based on principles.

这就是我想在本视频中探讨的内容。

So that's what I want to do in this video.

我要一劳永逸地终结这场争论，并给你们提供一个看待细分领域的新视角。

I want to end this debate once and for all, and I'm going to give you a different way of looking at how to niche down.

我不会直接告诉你'你就是细分领域'。

I'm not gonna tell you that you are the niche.

这部分我们就不赘述了。

We're not gonna go over that.

你可以观看之前的视频了解，但我要把传统细分方式与另一种风格进行对比。

You can watch the previous video on that, but I'm going to compare a different style of niching down with the traditional way of niching down.

如果你对从何开始感到迷茫，我相信这个视频会彻底改变你的认知。

So if you're lost on where to start, I feel like this will change everything for you.

我打算把传统的细分方式称为基于主题的细分。

I'm going to call the traditional way of niching down topic based.

简而言之，你需要选定一个目标受众和一个主题（比如写作或网页设计），然后针对这个受众提供服务，比如为建筑工人设计网页，再结合他们迫切的需求，这样就能成功。

So in short, you choose a target audience and a topic like writing or web design to help that target audience with, like web design for construction workers, and then you pair that with a burning problem and you're cooking.

你也可以只专注于目标受众细分领域，但当人们教授社交媒体业务时，通常指的是选择一个主要主题来建立权威。

You can also niche down on the target audience alone, but when people are teaching a social media business, they're usually referring to choosing a main topic to build authority in.

我理解。

And I get it.

这是个不错的选择。

That is a good route to go.

你不需要过多考虑创作什么类型的内容。

You don't have to think much about what kind of content to create.

你也不需要纠结如何变现。

You don't have to think much about what you wanna monetize.

你只需选定一件事，把自己框定在某个范围内，并保持在这个框架内。

You just pick one thing, put yourself in a box, and stay within that box.

而这恰恰暴露了问题所在。

And that exposes the problem.

很多像我这样的人，喜欢追求新兴趣，患有永无止境的新鲜事物迷恋症——这种特质其实可以转化为商机，也就是通过社交媒体，根据个人兴趣来创作内容。

A lot of people that are like me who love pursuing new interests, who have this like perpetual shiny object syndrome that can be turned into a business, which is called social media and basing your content based off of your interests.

但问题在于，我们讨厌被限制在框架里。

But the problem there is that we hate being put in a box.

我不想被框住。

I do not want to be put into a box.

我知道一年后，我根本不会在乎现在选择在网上讨论的那项技能。

I know that in a year, I'm not gonna give a shit about the one skill that I chose to talk about online.

我肯定会觉得无聊透顶。

I'm gonna get so freaking bored of it.

我不是在打造一个可扩展的业务，将来某天卖掉它。

I'm not building this into some scalable business that I'm going to sell one day.

我是在建立一个基础工作，一个我热爱并能终身从事的事业，同时可以用它来启动其他业务。

I'm building this as a base line work that I love that I can do for the rest of my life, and I can use it to launch other businesses.

所以第一个问题就是你把自己局限住了。

So that's the first problem with this is that you just put yourself in a box.

第二点是它鼓励人们寻找最好或最赚钱的领域。

The second is that it encourages searching for the best or most profitable.

大多数人放弃是因为他们换了20次细分领域，因为他们一开始创业的动机就是错的。

Most people quit because they switch niches 20 times because they are starting the business for the wrong reasons in the first place.

只要你真正擅长，任何领域都能成功。

Any niche can work if you're actually good at what you do.

第三点是它会把多才多艺的人撕得粉碎。

The third thing is that it rips multi passionate people to shreds.

兴趣广泛的人不需要被要求只选择一个方向。

People with multiple interests don't need to be told to choose only one.

他们需要学习如何将所有兴趣引导到一件事上。

They need to learn how to channel them all into one thing.

如果你对多个领域感兴趣，其他人也可能如此，而且你已经关注了很多成功人士，他们谈论的也不止一件事。

If you're interested in multiple things, other people can be too, and you already follow plenty of successful people who talk about more than one thing.

睁大眼睛看清楚。

Use your eyes.

因此在我看来，针对这类人群更好的细分方式是采用使命导向而非主题导向的定位策略。

So that brings up the better way to niche down, in my opinion, for these types of people which is called a mission based niche as opposed to topic based.

因为当你建立现代企业时，本质上就是在经营媒体业务。

Because when you're building a modern business, you are a media business.

如果你没有运营社交媒体、没有发布内容、没有建立个人或企业品牌，就意味着你没有通过媒体为业务构建故事线——那么你要么没在看这个视频，要么就是在忽视必备要素。

If you aren't on social media, if you aren't posting content, if you aren't building a brand, whether it be personal or brand, you aren't building a story around your business through media, then you either aren't watching this video or you're ignoring the necessary.

现在要明白：大多数人在社交媒体上根本不会考虑内容如何被看到。

Now understand this: with social media, most people don't take into account how content gets seen.

他们怎么可能懂呢？

And how could they?

他们是新手。

They're beginners.

你也是新手。

You're a beginner.

你不懂这些很正常。

You don't know any better, and that's okay.

你的内容主要通过他人分享等低效方式被看到。

Your content gets seen by other people sharing it among other ways that aren't really needle movers.

当内容被分享时，受众完全是随机人群。

When your content gets shared, it's being shared with random people.

这不像付费广告能精确输入目标用户的人口统计数据。

This isn't paid ads where you can punch in the literal demographics of your target audience.

你无法指定要触达25-35岁、对某些领域感兴趣、居住在特定地区、从事某类职业的人群。

You can't say, I'm trying to target people between ages 25 and 35 that are interested in this, this, this, and this, and they live here, and they have this kind of job.

你没有在社交媒体上那样做。

You're not doing that on social media.

你的内容被随机分发给那些根本没打算购物的手机用户。

You're being spread to random freaking people on their phones that aren't scrolling to buy something.

这正是大多数新手失败的原因——他们学了一堆过时的商业教条，却不懂如何创造足够吸引人的内容来建立粉丝群体，形成能从中受益的志同道合社区。

And that's exactly why most beginners fail because they study a bunch of the old business dogma and they don't know how to create content that's desirable enough to follow that creates a tribe or community of like minded people that can benefit from the products or services that you sell.

那么，人们会追随谁？

Now, who do people follow?

领导者。

Leaders.

领导者拥有什么？

What do leaders have?

使命。

A mission.

为什么以使命为核心的细分领域是更好的选择？

So why is a mission based niche a better option?

首先，事业会成为你毕生工作的载体。

Because one, business becomes a vessel for your life's work.

其次，你可以谈论任何推动人们向该使命前进的内容。

Two, you can talk about anything that moves people toward that mission.

第三，它以转化为基础，意味着创作内容要针对痛点与理想结果。

Three, it is transformation based, meaning creating content is pain point and desired outcome oriented.

第四，想创意会变得容易得多。

And four, it becomes so much easier to come up with ideas.

任何你读到、看到或听到的与你的使命相符的想法，都可以记录下来，并转化为你自己品牌下的创意。

Any idea you read, watch, or listen to that in some way aligns with your mission can be written down and spun into ideas under your own brand.

我其实在Substack上发布了一篇文章，里面提供了三个练习，教你如何撰写短文。

I actually posted an article about this on Substack that gives you three drills to learn how to write short form posts.

所以如果你不擅长写社交媒体内容，就去读那篇文章吧。

So if you suck at writing social media content, go and read that article.

链接在描述里，但内容确实挺不错的。

It's linked in the description, but it's actually pretty cool.

我相信读完它，你能写出30篇帖子，并且会更理解写作流程。

You'll come away with it with, I believe, 30 posts written, and you'll understand the writing process a lot more.

与此同时，你会发现我最近将我的新闻通讯更名为《未来验证》。

Now along with that, you'll realize that I recently rebranded my newsletter as Future Proof.

这是我在Substack上发布的出版物名称。

That's the name of the publication, the newsletter on Substack.

这就是我的使命。

That's my mission.

对吧？

Right?

帮助尽可能多的人变得未来可期，成为高价值、适应力强的人，同时过上优质生活。

To help as many people become future proof, to become high value, to become adaptable, and while also leading good lives.

为了实现这个使命，真正最大限度地帮助这些人，我不能只谈论商业或人工智能。

To achieve that mission, for me to actually help those people the most, I can't just talk about business or AI.

我必须讨论实现这一使命所需的生活方式，包括生产力、自我提升、技术、技能获取等各个方面。

I have to talk about everything that goes into that lifestyle to achieving that mission, which involves productivity, self improvement, technology, skill acquisition, all of these different things.

这样一来，我手头有足够写十年的内容素材。

With that, I have a decade worth of content that I could write about that.

创作灵感是永不枯竭的。

I It's impossible to run out of content ideas.

但就我个人而言，几周前确实感到有些乏味。

Now, personally, a few weeks ago, things felt kind of stale.

对吧？

Right?

熵增。

Entropy.

如果你读过我的《专注的艺术》或大部分文章，会发现我经常讨论熵增。

If you've read my book, The Art of Focus or most of my writing, I talk about entropy a lot.

这是我生活的核心准则——当感到停滞不前时，就说明我没有在进步。

That's a major, like, operating foundation of my life is that I understand when things start to feel stale, they're not I'm not making progress.

我开始陷入混沌状态。

I'm starting to fall into chaos.

一切开始变得混乱无序。

Things are starting to get messy, disordered.

我的思维不堪重负，我知道必须做出改变。

My mind is being overwhelmed and I know that I need to change something.

需要重新调整方向，专注于特定目标。

I need to realign and put effort into a specific goal.

当我改名为'未来验证'并付诸行动后，灵感又开始涌现了。

So when I did that, when I rebranded as future proof, ideas started coming to mind again.

就是，好吧，我需要谈谈这个、这个、这个，还有这个。

It's like, okay, I need to talk about this, this, this, and this.

我刚创建了一个超长的文档，里面列出了大约30个可以制作的YouTube视频和新闻通讯，它就像一块磁铁。

I just created a a huge long document of like 30 YouTube videos and newsletters that I could write, and it just becomes this magnet.

当你读书时有个想法特别突出，你可以把它应用到这个使命上。

When you're reading a book and an idea sticks out to you, you can apply it to that mission.

这不是我第一次这么做了。

Now, this isn't the only time that I've done this.

就像我状态特别好的时候——如果你是创作者，你知道那种内容创作停不下来的状态。

When I was like on a roll, there there's a time if you're a creator, you know that time when you're just on a roll with content.

根本停不下来。

It doesn't stop.

那种感觉棒极了。

It just feels good.

点子都很棒。

The ideas are good.

大家很喜欢。

People like it.

那就是你真正快速成长的阶段。

That's when you're growing really well.

那大概是三四年前我开始《现代精通》的时候。

That was like three, four years ago when I started Modern Mastery.

虽然当时没意识到，但我的使命就是用和现在非常相似的哲学，帮助尽可能多的人掌握现代世界。

My mission then, even though I didn't know it, I consciously was that I was helping as many people as possible master the modern world with a very similar philosophy as what I have now.

心智、身体、精神、事业。

Mind, body, spirit, business.

这些就像是我的运营范畴，我所有的内容都归属于此。

Those were like my operate that's what all of my content fell under.

这为单人创业模式奠定了基础。

And then that laid the foundation for the one person business stuff.

很长一段时间里，我的使命就是在YouTube单人创业系列中深入探讨这个主题的方方面面。

And then that was my mission for a long time was just going into the ins and outs of that on YouTube on the one person business playlist.

但现在关键在于两种方式都可行。

But now the thing here is both options work.

传统细分方式：基于话题的细分与基于使命的细分。

The traditional way of niching down the topic based niche and the mission based niche.

举例来说，Dickie Bush和Nicholas Cole运营着他们的AI写作通讯。

As an example, Dickie Bush and Nicholas Cole have their right with AI newsletter.

长久以来，写作就是他们整个品牌的核心，而且做得非常成功。

Like that's their entire brand for the longest time has just been about writing, and that does extremely well.

他们讨论与写作相关的一切。

They talk about everything related to writing.

尽管他们也会分享个人生活经历，但主要内容还是围绕写作展开。

That's most of what they talk about, even though they both talk about personal experiences in their life.

很多时候Dicky会讨论效率、自我提升等话题。

And a lot of the times Dicky talks about productivity, self improvement and other things.

虽然我在很多方面都很钦佩他们——我和Dicky共进过多次晚餐。

And while I admire them in more ways than one, I've had dinner with Dicky many times.

我爱Dicky。

I love Dicky.

了不起的人。

Amazing human being.

我只是想说明，如果我真那么做，如果我只追求一件事，我做不到。

I just want to put it out there that if I were doing that, if I were only pursuing one thing, I couldn't.

我就是做不到那样。

I just couldn't do that.

所以在主题型细分领域和使命型细分领域之间的选择取决于个人性格。

So the decision between a topic based niche and a mission based niche is personality dependent.

你必须了解自己是谁、想要什么，尤其是在工作中。

You have to know who you are and what you want, especially in your work.

两者都具有巨大的盈利潜力。

Both have immense monetization potential.

你必须明白这不是非黑即白的事。

You have to understand that this isn't black or white.

如果你选择使命型细分领域路线，有一系列可以采取的行动能实现盈利。

If you go the mission based niche route, there are there's a series of actions that you can take that lead to monetization.

另一条路线上也有一系列可采取的行动能带来盈利。

There's a series of actions you can take in the other route that leads to monetization.

选择主题型细分领域并不意味着你就能赚大钱，反之亦然。

Just because you choose the topic based niche route doesn't mean you're gonna make a ton of and vice versa.

我是说，甚至有人只是开始发帖，没有任何计划。

I mean, there's even people who just start posting and don't have any kind of a plan.

他们甚至不考虑细分领域。

They don't even think about niching down.

他们甚至不考虑盈利，却一夜成名，赚得盆满钵满。

They don't even think about monetization, and they become an overnight celebrity and make millions of dollars.

这不是——你可以学习一件事，它会在你前进的路上带来好处，而不是像太多人那样执着于寻找合适的细分领域，实际上它远没有你想象的那么重要。

This isn't this is like one thing you could learn that will benefit you along the way than just way too many people obsess over finding the right niche when in reality, it matters so much less than you think it does.

但对于那些想要追求这种基于使命的细分领域的人，我们需要了解如何做到这一点。

But for those that want to pursue this mission based niche, we need to understand how to do that.

我们如何创建这个细分领域？

How are we going to create this niche?

因此，要做到这一点，你需要了解如何引领一个使命。

And so in order to do that, you need to understand how to lead a mission.

承认这一点很痛苦，但你在网上关注某人的主要原因是因为你渴望清晰。

Now it hurts to admit this, but the main reason you follow someone online is because you crave clarity.

当你发现一段内容自信、有价值且真实地两极分化时，你能感受到那位创作者的吸引力。

When you find a piece of content that is confident, valuable, and authentically polarizing, you can feel the gravity of that creator.

感觉他们一切都搞清楚了，我们也想要那种感觉。

It feels like they have it all figured out, and we want that feeling too.

承认这一点没关系。

It's okay to admit that.

现在我直接告诉你，没有人真正知道自己在做什么。

Now I'll tell you firsthand that nobody really knows what they're doing.

我有一半时间都不知道自己在做什么。

I don't know what I'm doing half the time.

我就是这么做的。

I just do it.

我对自己的无知充满信心，正因如此我才去行动，然后才开始了解事物。

I'm confident in my not knowing to the point of which I do things, and then I start to know things.

另一个问题是，那些专注于特定使命领域且兴趣广泛的人，通常是深度思考者，而深度思考者往往会在发布前陷入这种细节漩涡。

The other problem here is that with a mission based niche with, people who have multiple interests, they're usually deep thinkers, and deep thinkers tend to get trapped in this like nuance spiral before they can even hit post.

他们把自己的想法撕得粉碎。

They just rip their own ideas apart.

他们过度质疑它。

They question it too much.

他们稀释了它，因为他们不愿意只坚持一个想法。

They water it down because they don't feel like just having conviction in one idea.

所以他们质疑它，然后让它变得更加微妙，再微妙，再微妙。

So they question it and then they make it more nuanced and then more nuanced and more nuanced.

最后你得到的只是一段毫无意义的文字块。

And then you just have like this block of text that doesn't really mean anything.

这导致的结果是一种反行动的内容。

And what that leads to is a piece of content that is kind of anti action.

行动。

Action.

它无法说服人们真正采取行动并改变生活。

It doesn't persuade people to actually act and change their lives.

如果人们没有根据你提供的内容采取行动并改变生活，他们就不会赋予你任何权威。

And if people don't act and change their lives based on the content that they receive from you, they're not gonna attribute any kind of authority to you.

他们不会信任你，也不会为任何事情付钱给你，因为没有理由这么做。

They're not gonna trust you, and they're not gonna pay you for anything because there's no reason to.

你改变不了他们的人生。

You're not gonna change their life.

所以先听我说几句。

So just listen here for a second.

宁可怀揣信念带着糟糕的想法失败，也不要做随风飘摇的叶子。

It's better to have conviction and a bad idea and fail rather than to be a leaf in the wind.

至少犯错时你能学到东西。

At least you learn something when you're wrong.

好创意的核心在于引发行为改变。

The point of a great idea is to spark behavior change.

当你给予人们行动、失败和学习的信心与清晰路径时，你改变的生命远比在细节上纠结至死要多得多。

When you give people the confidence and clarity to act, fail, and learn, you change more lives than nuancing yourself to death.

保持自信并略带夸张，能帮助你有效传达观点。

Having confidence and a hint of exaggeration helps you get the point across.

如果人们没领会要点或只作字面理解而非隐喻解读，那就随他们去。

If people don't get the point or they read literally rather than metaphorically, let them.

这对你来说是更多曝光机会。

More exposure for you.

仅这三点就是你需要的全部社交媒体指南。

Those three points alone are the only guide to social media that you need.

只要你遵循这些原则，对自己的信念有坚持，能接受犯错，并能基于错误创造更多内容，你就会成长。

If you just follow those and you have conviction in your beliefs and you're okay with being wrong and you can create more content based on the fact that you're wrong, you'll grow.

请继续时牢记这些，我建议你现在就打开笔记应用或拿张纸开始记录，因为你需要写下一些东西。

So keep those in mind as we continue, and I would recommend pulling out your notes app or just a piece of paper to start writing notes now because you're gonna have to write things down.

构建一个基于使命的细分市场的第一步是选择一个要攻击的敌人。

So the first step to building a mission based niche is to choose an enemy to attack.

回答这些问题。

Answer these questions.

哪种生活方式是你生存的祸根？

What way of life is the bane of your existence?

你正在做什么来避免那种生活？

What are you doing to avoid that life?

为什么它具有如此大的破坏性？

And why is it so destructive?

出于某种原因，我一直非常厌恶朝九晚五的工作。

Now, for some reason, I've always just despised getting a nine to five job.

我知道这让我看起来像是那种老套的朝九晚五厌恶者，尽管我并非如此。

And I know that puts me into, like, the cliche nine to five hater camp when that's not really what I am.

我就是做不到。

I just couldn't do it.

似乎所有过着我不想要的生活的人都处于那种状态，主要是因为他们长时间从事厌恶的工作，这还耗尽了他们每天做任何有价值事情的精力。

It seemed like everyone who had a life I didn't want to live was in that situation, mostly because they had long hours of work they despised which also drained them of energy to do anything worthwhile throughout their days.

大多数人都是行尸走肉。

Most people are walking zombies.

我不在乎那些例外者。

I don't care about the outliers.

大多数人都是如此。

Most people are.

大多数人都是因为朝九晚五的生活。

And most people are because of their nine to five.

所以当我观察到并意识到这一点时，这就成了我竭尽全力避免它的动力。

So once I observe that and I realize that, that became my driving force to do anything to avoid that.

我想要精通现代世界。

I wanted to master the modern world.

现代精通的理念由此诞生。

That's where modern mastery was born.

这就是我的使命。

That was my mission.

这正是我需要对抗的敌人的反面。

It was the opposite of the enemy that I needed to attack.

但为了说服人们与我共同完成这个使命，我们必须有共同的敌人，这需要在我的内容中阐明。

But in order to persuade people to go on that mission with me, we had to have a similar enemy, and that needed to be illustrated in my content.

第二步是创建一个让人们认同的身份。

Now the second step is to create an identity for people to adopt.

因为在品牌敌人的对立面，是你想成为的那个人物原型。

Because on the flip side of your brand enemy is an archetype of the person that you want to become.

当你追随某人或购买某物时，潜藏的原因是你想成为某种人，或强化你对自己的认知。

When you follow someone or purchase something, the underlying reason you do so is because you want to become someone or reinforce who you think you are.

人们追随你不是因为他们喜欢你的想法。

People don't follow you because they like your ideas.

他们追随你，是因为你的思想影响了他们的行为，帮助他们解决阻碍潜能发挥的人生问题。

They follow you because your ideas influence their behavior to solve a problem in their life that's preventing them from reaching their potential.

因此现在你需要为使命命名，使其与这两点相契合。

So now you want to name your mission in alignment with these two things.

现代精通之道投射出人们渴望成为的形象。

Modern mastery gives off an image of who people want to become.

'未来验证'暗示着同样的理念，就像'我们的作家'和'一人企业'所传达的那样。

Future proof hints at the same thing, as does to our writer and as does the one person business.

我作为创作者一生中所有受欢迎的作品，都是因为它们赋予人们身份认同。

All of the popular things that I've created in my lifetime as a creator is because it gives people an identity.

所以在这里头脑风暴5到10个名称，先暂时保留它们。

So brainstorm five to 10 names here and just sit on them.

为你的使命、品牌或其他任何可能性构思5到10个名称。

Brainstorm five to 10 names for your mission or brand or whatever it could be.

这不必是你社交媒体上的实际品牌名称。

This doesn't have to be your actual brand name on social media.

可以是新闻简报名、产品名、网站名，或者只是作为背景存在，成为你创作内容时的指路明灯。

It could be a newsletter name, a product name, your website name, or it can just, like, sit in the background and be your guiding light in the content that you create.

第三步是构建一个供人们探索的世界，因为你的细分领域无法用一句品牌宣言概括。

Now, step number three is to build a world for people to explore because your niche isn't explained in a one line like brand statement.

对吧？

Right?

个人简介固然能传达理念，但人们真的会相信吗？

Your bio sure, it gets off the idea, but do people actually believe that?

他们是否接受了这个身份？

Have they adopted the identity?

他们抓到敌人了吗？

Do they have the enemy?

他们理解了吗？

Do they understand it?

可能没有。

Probably not.

那种'我在没有z的情况下帮助x做y'的套路，就像你在某天LinkedIn课程上学到的经典简历模板或网站标题，现在已经行不通了。

The whole I help x do y without z, like the classic bio template or website headline that you learned in a LinkedIn course one day, that it doesn't cut it anymore.

相反，你的专业领域是通过你的作品集和那些被它吸引的人来体现的。

Instead, your niche is illustrated by your body of work and those who are attracted to it.

现在的商业不再局限于倒计时器和销售漏斗，而是更像为人们打造一个探索的世界，就像一个小型的漫威电影宇宙——长视频是电影，衍生剧是短视频，还有手办、周边产品等等。

Business now is less about countdown timers and sales funnels, and it's more about building a world for people to explore, like a small scale Marvel Cinematic Universe with movies, which are long form content, spin off shows, short form content, action figures, products, and the rest.

你需要保持足够的连贯性，让人们能在一周内看完你提供的所有内容，因为这是现代人的消费方式，这时你才能真正开始赚钱。

You need to be consistent enough that people can binge everything you have to offer over the course of a week because that's how people consume things now, and that's when you'll actually start making money.

当你某条内容开始走红或被对的人发现时，他们会深入探索你提供的所有其他内容。

When one of your posts starts doing well or the right people find your posts, they're going to go in and explore everything you also have to offer.

当我发现一个特别喜欢的YouTuber时——其实YouTube算法很多时候就是这样运作的——我会看完喜欢的视频，然后系统就会推荐更多他们的内容给我。

When I find a YouTuber that I really like, this is what the YouTube algorithm is based on a lot of the times is I find a video I really like, I watch it all the way through, and then I'm shown more of their content.

对吧？

Right?

所以你首先需要的是，第一，你得先有一系列作品。

So you just need that one well, one, you need a body of work first thing.

所以你需要坚持创作，这样会逐渐积累关注，但不会一夜爆红。

So you need to just do the work and you'll gain some traction, but you're not gonna blow up.

我的YouTube频道就是这样发展的——我制作了大约30到40个视频，其中有几个突然走红。

That's how my YouTube channel went is I created a bunch of videos, maybe like 30 or 40, and then there were a few that just took off.

然后我就重点深耕那些内容。

And I doubled down on that.

效果非常好。

It did really well.

我获得了大量订阅，其他原本只有4、5千播放量的视频也都增长到了10万次观看。

I gained a lot of subscribers and the other videos, had like 4,000, 5,000 views, they all went up to a 100,000 views.

就像你去翻看老牌创作者的历史视频，会发现它们都有很高的播放量。

Like you go and look an old creator and you look at their past videos and they all have a lot of views.

这是因为他们最早发布了那些内容。

It's because they had those first.

他们在积累人气之前并不知名，正是这些早期作品给了观众持续观看并与创作者建立联系的机会。

They weren't popular until they started gaining popularity because it gave the watcher or the viewer something to binge watch and really connect with that creator.

如果你只发布一两周或一个月的内容，就错失了这种机会。

If you post for a week or two weeks or a month, you don't give yourself that chance.

现在你可以采用我们即将讨论的方法，持续大量创作直到构建出自己的内容世界。

Now you can do what we're gonna talk about and just create a lot of content to the point of having a world.

没错。

Right.

或者，我会在描述栏放另一篇文章链接，标题是《如何构建内容世界：两小时内容生态系统2.0》，主要讲我的内容排期和构建世界的思路。

Or, I'll put another article link in the description, which is called How to Build a World, the two hour content ecosystem two point zero, just kind of like my content schedule and how I think about building a world.

但目前，你只需要以聪明的方式处理这件事。

But for now, you just need to go about this in a smart way.

所以我会这样做。

So here's what I would do.

找到三到五个讨论你感兴趣话题的账号，筛选他们最受欢迎的内容，记录五到十篇最佳作品，然后从你自己的视角出发，围绕你的愿景重新创作这些主题。

Find three to five accounts that talk about similar things that you want to, filter their content by most popular and note down five to 10 of their best pieces of content, recreate those topics but from your own perspective and toward your own vision.

持续融入基础知识。

Incorporate the fundamentals consistently.

如果你谈论写作，就教授写作的基础知识。

If you talk about writing, teach the basics of writing.

关注你的人大多会是初学者。

Most people who follow you will be beginners.

最后，阅读非主流书籍，关注那些有卓越思想但不为人知的人。

And last, read non mainstream books and follow people with great ideas that aren't well known.

吸收这些想法，将它们用于你自己的使命。

Take those ideas and spend them for your own mission.

当然，想到什么就写什么。

And of course, just write about any ideas that come to mind.

对吧？

Right?

如果你在YouTube上，可以在社区标签或帖子标签里这样做。

If you're on YouTube, then you could do this on like the community tab or the post tab.

但这就是为什么我现在喜欢Twitter、Threads甚至Substack Notes——我可以每天发四到五条内容。

But this is why I like things like Twitter or threads or even Substack notes now is that I can post four or five times a day.

我不必担心自己发布内容的数量。

I don't have to worry about how much I'm posting.

那些内容就是我测试想法的试验场。

And then those are my testing ground for ideas.

如果反响好，我会精选出最佳内容，将其转化为长文、短文、轮播图或其他形式。

If they do well there, then I take the best ones, turn them into a real, turn them into a short, turn them into carousels, turn them into other things.

第四步的关键是80%讲原因，20%讲方法。

Now the fourth step is 80% why, 20% how.

新手内容往往失败，一是痛点抓得不够准，二是没给观众关注的理由。

Most beginners content flops because one, they don't hit pain points hard enough, and two, they don't give people a reason to follow them.

归根结底，人们不分享你的内容是因为它没有引起共鸣。

At the end of the day, people don't share your content because it doesn't speak to their situation.

它没能触动观众，让他们看到自己也有成功的可能。

It doesn't get into their brain and show them that there is potential for them to achieve.

没人刷社交媒体是为了深度思考或接受教育。

Now, nobody is scrolling on social media because they want deep thoughts, because they want education.

他们只是坐在沙发上机械地滑动屏幕。

They're there because they're sitting on their couch just scrolling.

他们感到无聊。

They are bored.

真想学东西时，他们会问ChatGPT、谷歌搜索、找YouTube视频，主动寻求信息。

If they wanted to learn something, they would ask ChatGPT, they would search on Google, they would go and find a YouTube video, they would intentionally try to find the information.

他们登录社交媒体可不是为了这个。

They don't log on the social media time.

这简直效率低下。

That's just inefficient.

对吧？

Right?

如果你想寻找答案，不应该无休止地刷推荐页直到找到它。

If you're trying to find an answer, you don't go infinitely scrolling the for you page until you find it.

所以只有当你说服他们为何要在意时，他们才会关心你的深刻见解或你传授的新技能。

So they will only care about your deep thoughts or the new skill that you're teaching them if you persuade them as to why they should care.

我从网页设计开始入行。

I started with web design.

当然。

Sure.

至少对我当时销售的产品而言是这样。

At least for the product that I was selling.

但我通过讲述设计的意义，让人们产生了学习网页设计的兴趣。

But I made people want to learn web design by talking about the why.

你需要明白，人们可以对你热衷的事物产生兴趣。

You need to understand that people can become interested in your interest.

当你谈论网页设计这类话题时，你的目标受众不仅是了解网页设计的人。

If you're talking about one thing like web design, you're not only just targeting people that know what web design is.

你的目标还包括初学者，而这些初学者可能是任何人——不限于自以为对网页设计感兴趣的人。

You're targeting beginners, and those beginners could be anyone, not just people who think they want to be interested in web design.

他们可能对网页设计毫无兴趣，但如果你通过讲述设计的意义将其呈现为一种机遇，他们就会开始考虑，继而关注你，最终你将成他们获取相关信息的主要来源。

They could not care at all about web design, but if you present it as an opportunity for them by talking about the why, then they may consider it and then they start following you, and then you become their primary source of information.

你说，哦，但我想讨论的那些内容YouTube上都已经有了。

You say, oh, but all that information that I wanna talk about is already on YouTube.

这些信息早就公开了。

It's already all out there.

要明白人们并不会专门去搜索这些。

Understand that people aren't searching for that specifically.

正如我们刚才讨论的，他们都在社交媒体上。

They're on social media as we just talked about.

所以如果我要谈论网页设计背后的意义，我可能会说这是项值得学习的高收益技能。

So if I was talking about the why behind web design, I could say something like it's a profitable skill to learn.

对于想要从事创意工作的人来说非常合适。

It's great for people who want to do something creative.

你可以用它找到更好的工作，开始自由职业，或为自己的生意搭建网站。

You can use it to get a better job, to start freelancing, or to build a site for your own business.

让我在社交媒体上成长的并非网页设计这种肤浅的东西。

It wasn't something as silly as web design that made me grow on social media.

而是我能让人们真正重视它的能力。

It was my ability to get people to care about it.

所以在发布任何内容前，先问自己：他们为什么要在乎？这解决了什么核心痛点？对普通人有什么巨大好处？

So before you hit send on any piece of content you write, ask yourself why should they care, what's one big pain point this solves, and how can this massively benefit the average person.

最后一点很关键，因为记住你的内容会被推送给网络上的随机用户，而不仅是你领域的专家。

The last one is key because remember, your content will be shared to random people on the internet, not just experts, in your topic choice.

可操作步骤或实际价值都是次要的。

Actionable steps or value are secondary.

这些更多是为了建立权威，证明你懂自己在说什么。

They're more authority builders just to show that you know what you're talking about.

它们确实会吸引某些人，但并非主要的吸引力所在。

They don't they attract some people, but they're not, like, the main attractor of something.

另一个重点是，在短内容中，除非以'为什么'开头，否则提供超级可操作的步骤或建议往往并不重要，对吧？

And that's other thing is that this often doesn't matter in short form content being having like super actionable steps or super how to advice unless it starts with why, right?

这可以与之关联起来。

That can tie into it.

你可以写一篇操作指南，只要从人们困扰的痛点出发，并稍微拓宽视角。

You can write a how to piece if you start with the pain point that people struggle with and make it a bit broader.

但如果只是非常基础的操作建议，那就没什么实际帮助。

But if it's super basic, actionable advice like that's in that only, then it's not really gonna help.

你需要从新的角度切入，结合痛点——比如网页设计，'该如何开始学习网页设计？'

You need to position it from a new light with a pain point because something like web design, it's like, okay, how do you start learning web design?

嗯，你可以这样做，这样，这样，然后这样。

Well, you go, you do this, this, this, and this.

但如果我想创新，就要向不了解网页设计的人展示，这对他们就是新知识。

But if I wanna make it new, I have to present it to people who don't know about web design, then it's new to them.

我可以写篇文章。

I can write a post.

如果你不知道人生该做什么，试试学习网页设计吧。

If you don't know what to do with your life, try learning web design.

这对创意工作者来说是项很棒的技能。

It's a great skill to learn for creatives.

你可以用它来创建自己的事业。

You can build your own business with it.

你或许还能用它来转行，诸如此类。

You can maybe change your career with it, so on and so forth.

普通人读到这些可能会想试试看。

And the average person that reads that may give it a chance.

一旦他们读了这些，就会去搜索你提供的其他信息。

And once they read that, they're going to go and search for other information from you.

他们会寻找引导磁铁、免费下载、新闻简报、YouTube视频，无论是什么。

They're gonna look for a lead magnet, a free download, a newsletter, a YouTube video, whatever it may be.

如果你没有一个完整展示你理念的世界供他们探索，他们就不会在意，你也赚不到钱。

And if you don't have a world for them to explore that has your entire philosophy laid out, they're they're not gonna care and you're not gonna make any money.

我就说到这里吧。

So I'll leave it there.

希望这些真的对你有帮助。

I hope that was genuinely helpful.