§ 01 · The Hook
The bait, then the rug-pull.
Caleb Ralston opens on a bet: that the creators you cannot stop watching are doing something closer to Tolkien than to any content calendar. In the first sixteen seconds he names the gap, then spends the next half hour filling it with seven elements that turn an audience into citizens of a world.
What the video promised.
stated at 00:20 "I wanna walk you through these seven elements that I have for you to build a world that your audience never wants to leave." delivered at 29:35
Where the time goes.
00:00 – 02:07
01 · Cold open: worldbuilding in fiction
Pattern interrupt applying LOTR, Star Wars, Dune, and Marvel franchise logic to personal brand building. Audiences do not just consume content, they live in worlds someone built.
02:07 – 07:03
02 · Why worldbuilding matters for personal brands
Most strategists sprint to content strategy without the foundational world-construction work. Expertise earns trust, but far more is needed for long-term loyalty.
07:03 – 09:22
03 · Element 1: Name Your Concepts
Take what you already teach and give it a name. Goal: pass the three Rs (remember, repeat, reference). Named frameworks spread on their own; unnamed ones die with the conversation.
09:22 – 12:46
04 · Element 2: Redefine Terms
Every niche has vague widely-used terms no one truly understands. Redefine them operationally, giving the audience the actions needed to get the outcome. Example: branding as the intentional pairing of relevant things done consistently.
12:46 – 17:29
05 · Element 3: Share Your Weaknesses
Three types: flaw (can change), limitation (cannot change, can adapt), cost (what choices sacrifice). He removes his hat live on camera as a meta-demonstration of camera anxiety. Real vulnerability builds deeper trust than a perfect personal brand.
17:29 – 20:57
06 · Element 4: Characters and Settings
Recurring cast members and named locations give a world dimension. Gary Vee Daily Vee as case study. Audiences attach to side characters as in The Office. Be intentional about who and where you feature.
20:57 – 23:52
07 · Element 5: Interest Stacking
Shared interests move people closer on the relationship sphere. Caleb stacks Harleys, hardcore shows, the Seahawks Super Bowl, and trash TV. Each stack is another at-bat for the audience to connect beyond expertise.
23:52 – 26:10
08 · Element 6: Lore and Legends
Success and failure stories paired with the lesson. Failure stories do double duty: teach the lesson and demonstrate experience depth. Mistakes are as much expertise as wins. This is the Credibility Bank in practice.
26:10 – 29:35
09 · Element 7: Common Enemy
Contrarian take reframed as the thing standing between your audience and their desired outcome. Avoid calling out specific people or companies (the call-out creator trap). A belief is yours alone; a common enemy is a movement your audience participates in together.
Visual structure at a glance.
Named ideas worth stealing.
07:23
list
The 7 Elements of Worldbuilding
- Name Your Concepts
- Redefine Terms
- Share Your Weaknesses
- Characters and Settings
- Interest Stacking
- Lore and Legends
- Common Enemy
Seven elements borrowed from fiction worldbuilding and translated to personal brand strategy. Together they move audiences from casual viewers to citizens of a world.
Steal for Joe own content strategy and MCN+ positioning
08:23
acronym
The Three Rs
- Remember
- Repeat
- Reference
A named concept only has value if it passes this test. Audiences must be able to remember, repeat, and reference it in their own content.
Steal for Naming Joe frameworks like the 6 Dollar Stack and LFB Line
10:37
concept
Operational Definition
A definition is useful only if it tells you the concrete actions needed to get the outcome you want. Operational redefinitions create a lens tied back to your brand.
Steal for Redefining self-hosting or ownership in Joe content
25:42
concept
Credibility Bank
A repository of personal success and failure stories each paired with a lesson. Used to demonstrate expertise and build trust over time.
Steal for Joe could build his credibility bank around CartFreak origin, Navy nuclear background, and early SaaS mistakes
27:17
concept
Contrarian Take vs Common Enemy
A contrarian take is a personal belief. A common enemy is that belief reframed as the obstacle between your audience and their desired outcome. The enemy turns the belief into a participatory movement.
Steal for Stop renting is a contrarian take. Subscription SaaS debt or the 300 dollar per month stack tax is the common enemy.
20:58
concept
Interest Stacking
Deliberately sharing personal interests, hobbies, and values beyond your expertise to multiply connection points. Each shared interest moves someone closer on the relationship sphere.
Steal for Joe rarely stacks. Navy, sobriety, direct response roots, Queensbury NY are all unused connection points.
Lines you could clip.
03:47
"When you do this well, your audience is not just consuming your content. They start thinking in your frameworks."
05:25
"It takes far more than just expertise to create long term brand loyalty."
16:57
"Vulnerability that is real, not contrived. Not when you fake cry on camera. Real vulnerability. That creates deeper trust and loyalty than any sort of perfect personal brand ever will."
25:20
"Your learnings and your expertise does not just come from wins. It comes from failures, scars, and the mistakes you had along the way."
29:05
"It can take something that starts as just a belief and actually turn it into a movement."
How they spent the runtime.
Hook length47s
Info densityhigh
Filler8%
Sponsor blocks
- 09:22 – 10:00 · Self Worldbuilding Workshop
- 20:35 – 20:58 · Self Worldbuilding Workshop
Things they pointed at.
06:18channelTrevor Odom content director
19:14productThe Office
How they asked for the click.
29:09
next-video
"Click here to watch my unfiltered advice on your personal brand."
Clean end-card CTA. Two self-plugs for the paid Worldbuilding Workshop inserted at element 1 and element 4 transitions.
Word for word.
HOOK opening / re-engagementCTA the pitch metaphor analogy
00:00HOOKGood morning. Right now, the best personal brands in the world are doing something that you are not. And it has something to do with your favorite movies, books, and TV shows.
00:11HOOKBut today, I wanna apply it to educational content. And over seventeen years in building personal brands, I have never heard anyone talk about this.
00:19HOOKLet's discuss what this is, why it is so powerful for your personal brand, and then I wanna walk you through these seven elements that I have for you to build a world that your audience never wants to leave.
00:35HOOKAnd to start out, I wanna look at the entertainment world. I want you to think through some of your favorite franchises. We've got Lord of the Rings, Star Wars,
00:48Uh, I wanna call out three different elements that make up this incredible in-depth world that Tolkien built. Now real quick, a caveat that I have to add is this is obviously very reductive. Tolkien did a lot.
01:01I mean, he spent years building an entire language. Okay? I'm just calling out three basic elements that have made up this incredible world that he has invited us into.
01:10You've got characters, settings, and magic. Characters, you got like Frodo and Samwise Gamgee. Right?
01:16You have Aragorn, Legolas, Gimli, the the Three Stooges as I like to think of them. You've got all these amazing characters that make up this world. And then we have the settings.
01:26We're in Middle Earth, but then within Middle Earth, we have the Shire. We have Minas Tirith. We have Mordor where we're taking the ring.
01:35And then we also have magic. Right? There's different elements of magic within this world that Tolkien built.
01:41You have all of these wizards. Right? We have Gandalf.
01:45We have Saruman. We have Radagast, the the crazy homie running around with all his little woodland creatures. There's also other magic that makes up this world.
01:53We have the fact that elves live forever. We've got the one ring to rule them all. There's a lot of different elements
02:00that make up this incredible world of Lord of the Rings. And the cool thing about these franchises, these worlds,
02:06is once you enter them, when you reenter, when you go to rewatch or reenter that world, you enter
02:14with context and understanding of the world that you are entering. This is world building.
02:20We understand that there is this one ring to rule them all that gives unbelievable amounts of power but comes at an extreme cost. If we were to take Spider Man in the Marvel world as an example, we understand that the backstory involves being bitten by a radioactive
02:36spider and then having a tragic incident occur with his uncle Ben.
02:42HOOKThis is context and understanding that we have when we enter this world that they are building for us.
02:49HOOKWe're not just watching these movies, we are living in a world that they have created. Now, why am I talking about the fiction and entertainment world if my normal subject matter and my subject matter expertise is around educational content?
03:05HOOKWell, it's because world building is something that does apply to building a personal brand in the education space. It's just executed much differently.
03:15HOOKIt doesn't look the exact same. It's still about building a world that your audience can live in, but it's more about developing your own language and concepts,
03:24HOOKyour shared definition of terms. It's about the characters that you're going to feature and have recurring in your content. It's about figuring out what are the setting that your content and your personal brand are taking place in.
03:38HOOKIt's being open about your weaknesses and vulnerabilities that make you more human. And when you do this well, your audience isn't just consuming
03:47HOOKyour content. They start thinking in your frameworks. They start using your terms in their own content,
03:55HOOKand they end up feeling more like in your audience. This ends up creating loyalty not just to the content that you're making,
04:05but actually loyalty to how you see the world. Now, a question that you're probably wondering is, why have I never heard of world building within this context of personal branding? I tend to believe that it is because most strategists and gurus
04:21make a hard sprint to go straight to the content strategy phase. They wanna go straight to the amplification phase of this personal brand, but I'd be willing to bet that the majority of them, when they're doing this, have very little understanding of what this personal brand stands for, what makes it different, why this person is worth listening to, and they've never done the work of constructing what this world will look like that they're going to invite the audience into.
04:49They fall into the trap of believing that the most important thing or the only thing that they should be focusing on is sharing useful information. Useful information is super valuable. I love doing my best to share useful information with you guys.
05:03But if you're just providing information and that's it, I believe there is a lot that you are leaving on the table because I believe your expertise does earn you trust.
05:15It really does. Uh, we we have to be an expert or have credibility on something in order for people to wanna listen to us.
05:22But I believe it takes far more than just expertise to create long term brand loyalty. Some of the elements that create loyalty and a close connection are shared language or shared ways of viewing the world
05:35or concepts that are named that we can actually take with us. And I wanna make a bet here that
05:43probably, more than likely, your favorite educator or expert online has actually done this.
05:50Whether it was intentional or not, they have probably named some concepts and frameworks
05:57that you reference in your everyday life or even in the content that you're producing. They've probably redefined terms in a way that is actually useful and operational for you that has changed the way that you actually act, the way that you operate in your daily life. A lot of them have built a cast of recurring characters and settings
06:18and references that start feeling familiar the more that you watch it. I'm sure some of you who are more regular, uh, audience members here have noticed that I reference my content director Trevor Odom a
06:31lot in my content. We're building him up as a recurring character in this world that we are building to invite you into. And so over time, the more that you hear me reference Trevor,
06:43I'm noticing that people are starting to DM me asking about Trevor or making jokes in the comments referencing how Trevor was holding a camera for probably eleven, twelve hours straight while we're walking through London. This starts to add familiarity and almost like a a nostalgic element to the world that we are building.
07:00This is world building. But just like there's a ton of different elements that make up this world that we're living in here on earth, the same is true for your personal brand. There's many different elements that you can incorporate
07:15into building the world around your personal brand. And right now, I wanna walk you through or cover seven of these elements.
07:23And the first one is one of the most powerful elements in all of world building within the educational space, and it's naming your concepts. This is a very, very powerful one that as soon as I explain it, I don't think you'll ever be able to unsee this, uh, in the real world when you're going out and consuming content from different individuals.
07:43This is where you're taking something that you're already teaching. Maybe you're teaching it to your customers, your clients,
07:50maybe it's something that you're sharing in your community, or maybe not with anybody external, but it's internal. Maybe you're sharing it with your team, whether it's your company or your department.
07:59This is a concept, a framework, a playbook that you're already teaching, not something that you're making up on the spot, but something that you're already teaching that you can give a name to to make it easier for people to take with them. This is something that I'm doing constantly.
08:13I have the brand journey framework. I have the credibility bank, the seventy twenty ten framework. These aren't random things that I just came up with.
08:21These were things that I was already teaching. I just wanted to give them a name to make it easier for the audience, for you, the viewer, to be able to take it with you. The the goal is to pass the three r's.
08:31I want it to be easy to remember, repeat, and reference in the future. I believe a name makes it a lot easier to reference and use in conversations and in, ideally,
08:45other people's content that they are producing, and they can actually spread your message on your behalf.
08:52Think of all the frameworks and concepts that you use right now, okay, and you know the name of that you've got or learned from one of your favorite, uh, educators or experts online. Now that you see this, you won't be able to unsee it. It's everywhere.
09:09And I would encourage you to take the time. Don't just be lazy about it and just declare or walk through the framework. You need to name these things to make it easier for your audience to take it with them.
09:20CTANow before we go into the element number two of redefining terms, okay, and this is a really powerful one that I think is gonna blow your mind and again, it's gonna be another one that it's like, oh my god, I can't unsee this anymore. Before we go into that, I just wanna make you aware,
09:35CTAI actually run a world building workshop. We're taking all of these seven elements. We have an entire workbook that I walk you through and guide you through in order to take these elements that you're learning about and use them to actually construct this world that you invite your audience into.
09:52CTAIf you've consumed any of our content, you've probably seen that we make these really robust in-depth workbooks. If you've ever gotten value from that, I think this workshop will blow you the fuck away. And so if you want more details, can click the link in the description below.
10:06Now, let's go on to element number two.
10:10Another powerful element that solves a really big pain point for people is redefined terms. Every industry, every space, every niche has these vague terms that are widely used,
10:23but nobody really knows what it means. I'm sure you can think of several within your space. Right?
10:28When you take those widely used terms and often misunderstood terms and you actually provide a clear useful definition, you create a lens,
10:39a filter, or a way of seeing the world for your audience that then is tied back to your personal brand. For example, I've done this with branding and brand.
10:50I define branding as the pairing of things, good branding as an intentional pairing of relevant things done consistently, which then creates the byproduct brand when the audience inherently associates the two things together. I took a term or two terms that are often used.
11:07People talk about branding and brand all the time and have been for years but everyone has defined it in this very pie in the sky, amorphous, ethereal, vague way.
11:18They've talked about how it's feelings, colors, typefaces, logos,
11:23fonts, all these things. Right? And what we did is actually gave people a useful definition.
11:29What I mean by useful definition or operational definition is the definition gives you the actions that you need to take in order to get the outcome you desire.
11:39It created a new way for everyone who has heard me share that to view branding and what they need to do in order to do branding. And then when they are doing that or thinking about that,
11:52a lot of people then are able to associate. There's that pairing. That association is linked to the brand that we're building.
12:00This is one of the elements in this world that we are constructing for you. These are definitions that provide clarity on what you do. These are operational definitions.
12:11And when you redefine a term in a useful way, your audience starts using your definition. One, they start actually taking action on what you're sharing. But two, a lot of times, they will start making their own content referencing
12:25your redefined term and what it actually means and what it looks like to take actual action. This is a massive competitive mode that you can establish for extreme differentiation in your space.
12:38This puts you on a completely different tier and in a wildly different category than the majority of your peers or competitors. Now, I'm honestly a little afraid to admit this, but I think I'm man enough to share it. I have been
12:53scared to make content without wearing a hat, but I wanted to provide you a meta demonstration of this next element, which is sharing your weaknesses or vulnerabilities. In the fiction world, a character becomes far more relatable,
13:09compelling, and even more human when they have a clearly understood
13:15weakness or insecurity that they are dealing with.
13:18I believe the same is true outside of the fiction world and is incredibly important in the personal brand education space and the world that we're trying to construct that we invite our audience into. Many of your favorite personal brands online actually do this. They have shared a vulnerable moment or a weakness that they have with you, the audience, and a lot of them, that is one of the biggest reasons why they have such a strong and loyal audience.
13:46People that are invested in them that can relate to them because they're not the one who's posturing and pretending that everything's perfect and everything's just dandy and all perfection all the time.
13:57Nobody trusts that individual. In the same way that you don't trust that individual in your everyday real life, we're not gonna trust that person online.
14:05I wanna walk you through what a weakness looks like. I believe that it is one of three things And at a high level, it's either a flaw, a limitation, or a cost. Let me walk you through what each one of these look like.
14:18A flaw is something that you can change. Okay?
14:22So one example here that I have is anxiety around being on camera. I'm feeling a little anxious being on camera more so than I did maybe two minutes ago.
14:31Right? Sharing and being a little bit more vulnerable with you guys. But what's really cool is you can change this.
14:38Okay? Maybe you are anxious showing up on camera, but by doing it for
14:44weeks and months over and over and over again, we can actually become comfortable and confident in doing it by taking the action.
14:54The second is a limitation. A limitation is something that you can't change. You cannot change it, but you can adapt to.
15:03A really great example that I've actually seen a lot of different creators mention and leverage within their personal brand and the world they're building is maybe you have extreme ADHD.
15:15And for your whole life, that's been viewed as a weakness. Maybe it's been labeled as a weakness by doctors, by family members, friends, teachers, whatever. Right?
15:24Bosses that you've had. But you're actually over time, maybe you're able to harness this perceived weakness into your greatest strength, and you actually use that ADHD
15:35to fuel the way that you operate and run your business or your department or the way that you pursue the passion or hobby that you have. A limitation is something that you can't change but can work around or adapt to. And the third one here is cost.
15:51And I would argue for at least me, this is the most interesting one. A cost is what your choices, the choices that you have made, require you to give up. In the fiction world, sometimes what this looks like is a character has unlimited magical powers.
16:07Unlimited. They can do anything they want except for the fact that anytime they use those magical powers, one of their family members dies. Okay?
16:15That's an extreme version of this obviously. The way this plays out in the real world is maybe you are an athlete who is completely obsessed with becoming the best in the world at your sport. You're trying to compete in the Olympics and win a gold medal.
16:28And so everything in your life revolves around obsession over improving your craft, improving your sport.
16:35But because of that obsession, maybe the cost is that you don't spend time with your friends and family. So you don't have relationship.
16:42The cost of your obsession and the pursuit of greatness is the lack of relationship. I've seen this with athletes, but also there's many entrepreneurs who make content online that talk about this, and this is something that you and your audience can hold in common.
16:58This is something that not only you experience, but they also experience and can relate to on a really deep emotional level. We end up connecting more deeply with people who have real weaknesses. We trust them more and oftentimes, we end up rooting for them more than the person who's pretending or posturing
17:16like everything's perfect online. Vulnerability that is real, not contrived.
17:21I'm not talking about, uh, when you fake cry on camera. I'm talking about real vulnerability That creates deeper trust and loyalty
17:29than any sort of perfect personal brand ever will. Now of course, every great world has characters and settings or places. And in fictional worlds, a lot of times the characters are either the hero or the villain, the antagonist or protagonist.
17:44Right? Like, we've got Batman, we've got Saruman, we've got Sauron, Uncle Ben,
17:49we have Samwise Gamgee, and then pulling out a left field here, one of my favorites, we have the wicked stepmother from the Cinderella story, which was one of my favorites growing up. Locations
18:00are where the story now is occurring. So we have the characters in the story, but then the locations are where this is taking place. Think like I referenced earlier, Middle Earth or Tatooine.
18:11We also have my personal favorite. I'm a big Batman guy. I love Gotham.
18:15I think Gotham is an epic setting or environment that that Batman world, that Batman universe takes place in. And And I think the the same thing here can happen with your personal brand.
18:26Let's take Gary Vee as an example. He had a hit series on YouTube called Daily Vee, was his daily vlog show, which is absolutely insane that he was able to do that for so long. But within that series, he established
18:40this recurring cast of characters that we started to get attached to. I'm talking D Rock, Babin, Mike Boyd, his brother AJ, Claude, the chief heart officer at Vayner, Andrea, James, all these different amazing characters that would show up throughout the many different years
18:57that this show took place. And these weren't just random people, they were elements
19:02of Gary's real life that he brought in to the content to help establish the world that he invited us into. And what's really cool about this is a lot of times, we get attached to the main character, of course, but we can find ourselves actually getting attached to one of these side or additional characters.
19:21Think about another example within the entertainment world, uh, a show that I've recently started rewatching for probably the fifth or sixth time, The Office. A lot of us, we love Michael Scott. He's a hilarious character.
19:32But I would argue if you've watched The Office, the majority of you probably have an additional favorite character. Maybe it's Dwight, maybe it's Pam, maybe it's Jim, maybe it's Daryl. Think and flicker.
19:42There's so many different options. Right? But we don't just get attached to the main character, we actually find ourselves becoming attached to these side characters.
19:50There's so many different things and ways that you can borrow this strategy from the entertainment world in order to create more loyalty, more depth, more connection with your audience. A lot of people, when they're just featuring themselves in this world, they're their only character, it's a pretty one dimensional flat world.
20:09But by adding more characters and settings intentionally into this world, you are building one that has dimension and depth.
20:19Now this is something that I encourage you to actually be more intentional than accidental about. I love some happy accidents.
20:26CTAI love some Bob Rossin happy little accidents, but in this case, I want you to be intentional about the characters and settings that you are going to feature within this world you're building.
20:37CTAAnd just a quick reminder here, I have exercises, a whole entire workbook that walks you through how to use and leverage these seven elements that we're walking through to build a world that your audience never wants to leave. If you want more information on how you can attend that workshop,
20:53CTAgo ahead and click the link in the description down below and let's get on to the next element. This next element is actually based off of a concept that I teach called interest stacking. We're talking about your hobbies, interests, and values here.
21:08And I want you to think about some of the relationships in your life. If you were to label someone, think about like the acquaintance in your life, right? You wouldn't call them a friend, they're more of an acquaintance.
21:19Why are they an acquaintance? Well, more than likely because you only have maybe one thing in common with them, okay? But as you begin
21:28stacking these interests, these values, these hobbies in common with people, they move closer to you on the relationship sphere. I would argue if you were to then look at maybe a friend, not your best friend, but a friend that you have, you probably have multiple things stacked
21:45in common with them. And if you look at your best friend or your spouse, you probably have a lot in common with them.
21:52I believe that it works the same way in building your audience and establishing the world that they're going to enter.
22:00You want to give as many opportunities for your audience to get closer
22:06and feel more connected with you, not less. For example, people here in my audience who are regularly watching the content, if you're newer here, maybe this isn't the case, but the regular viewers know that I am obsessed with my Harley Davidsons and I'm incapable
22:22of making a single piece of content without ever referencing them. I always have to include it. Or the fact that I love dancing at hardcore shows and metal shows and getting punched in the face in the pit.
22:32Or the bigger fact that this year, I lost my shit when the Seahawks won the Super Bowl because I am a massive Seahawks fan. Or on top of that, I love trash TV. The Secret Lives of Mormon Wives this year was an incredibly scandalous and dramatic show, and I love that shit, and a lot of the audience understands and knows that, and I tend to believe that if you are interested in growing your personal brand, you're gonna be interested
22:59and like my shit. But if you are into any of those things or many of the other things that I mentioned in my content, if we have more in common, if we've stacked more interests, more hobbies, more values in common with each other, you're probably gonna be really into the content that we're producing because we're not only helping you solve problems,
23:19but we also have things in common, and so we get closer on the relationship sphere. And so in order for this to happen, you have to actually share these elements.
23:29Okay? If you never share them, then no one's gonna know that they have it in common with you. And so you wanna identify the things that are outside of your expertise
23:38that make you you. And by sharing these, you give your audience more at bats, more opportunities
23:45to connect with you on a deeper level, to build that loyalty that exists outside of your expertise. Now, every world has its lore or its legends. These are the stories that are passed down and shared that inform
24:01how the world is the way it is now. How we've gotten to the point that we are at now. And in your personal brand, the lore or these legends
24:11are the stories of your successes and your failures paired with the lessons that your audience can actually use to get the outcome that they're looking for, to get the outcome ideally that you just achieved.
24:24And we're not just telling these stories for shits and giggles and for the fun of it. When I share the story about someone who I worked with who was chasing views and started making much wider content aiming to go viral on every single piece and views and subscribers were going up, but at the same time the fact that sales were actually going down,
24:45that is something where I explain the problem that occurred, the mistake we made, and the lesson that I learned. And I believe what that produces as a byproduct for the audience watching is two different learnings.
24:58One, they're learning from the actual lesson. They're like, okay, cool. I'm gonna do my best to avoid making the mistake that Caleb made so that I don't have to repeat that and learn the painful way.
25:07But the really cool part that a lot of people don't think about is number two, they're learning about my experience and expertise within this field. Your learnings and your expertise doesn't just come from w's.
25:20It doesn't just come from everything going perfect. It comes from failures, scars, fuck ups that you've had along the way that allow you to learn
25:29and not make that mistake again. Sometimes these are the most heavily convicted points that we can share in our content because it still maybe stings a little bit. Right?
25:38This is where we're not just sharing the highlight reel, we're sharing the highs and the lows. And this actually comes from an exercise that we like to walk a lot of our clients through, which is establishing your credibility bank. This is where you're gonna store
25:51all of these legends or stories that you are going to share with your audience to help build more credibility as to why they should listen to you on this subject matter.
26:04Now you've most likely heard this strategy in brand building called identify your common enemy.
26:12It's often in reference to the fact that humans tend to bond more over the shared hatred of something versus the shared love of something. I'm not gonna make any sort of value or moral claim on that, it just is what it is. And so far, this is checking out.
26:27It makes sense. It's a really good strategy. In my opinion, where this whole
26:32common enemy strategy falls apart is when people make their common enemy a specific person or company. Don't get me wrong, there are times where that is required. Right?
26:43There are several different, uh, scenarios where this is valid. But for 99.9% of you watching this, this is not the case for you.
26:51And I would encourage you to avoid this at all cost. This puts you into the category that we like to call the call out creator. It's not being a contrarian creator, it's a call out creator.
27:02And I don't think this ends up helping you in the long run. In the short term, it might be a fast sprint to growth, but in the long run, this will end up hurting you more than helping you. Instead of being that call out creator and identifying specific companies or individuals,
27:17we like to take the contrarian take approach. This is a concept that I teach a lot that I reference at the top of this video that we like to identify what is your contrarian take.
27:28Right? And then we want to convert that into your common enemy with your audience. See, your common enemy is just your contrarian
27:37take framed a little differently. It's framed as the thing that stands in between
27:43your audience and them accomplishing their desired outcome.
27:48For me, when I came out of the gate and decided to start making content and being public online, the contrarian take that I identified is that I believe that the majority of business owners making or building their personal brand to impact their business should optimize for trust, not virality.
28:05That was my contrarian take. And then I quickly defined going viral or optimizing
28:12for virality purely as the only optimization metric as the common enemy
28:18that myself and my audience can participate and share in. And the cool thing is is when you clearly name a common enemy, your audience understands two things.
28:28They understand where you fall, what your belief is, and where you actually stand, but also anyone who shares in that frustration will actually end up self selecting into your world. The people who do agree, who do view that as an enemy, they're gonna join you, and the ones who don't, they're gonna stay away, and that is a good thing.
28:48You want this self selection, uh, method or strategy to help in establishing this world. See, a contrarian take is around your belief,
28:57CTAbut a common enemy is about giving something that your audience can rally around together. Both of these things are essentially communicating the same thing, but the difference is is that the enemy, the common enemy makes it something that you and your audience can participate in together.
29:15CTAIt can take something that starts as just a belief and actually . You now have the seven most crucial elements to building your personal brand world. Click here to watch my unfiltered advice on your personal brand.
— full transcript
§ 05 · For Joe
Build a world, not a channel.
Joe worldbuilding audit
Expertise gets you in the door. These seven elements are what make people never want to leave.
- Audit every framework you teach and give it a name. The 6 Dollar Stack and LFB Line pass. Own your stack is a belief not yet a named concept. Find the actionable framework inside it.
- Pick one vague term your audience hears constantly and write the operational definition. Self-hosting, ownership, independence. The definition that gives them the concrete action to take.
- Name your common enemy more precisely. Subscription SaaS debt or the 300 dollar per month stack tax is more actionable than renting. Audiences rally around a thing they pay, not an abstract idea.
- Introduce one recurring character in your content. Navy background, a collaborator, a recurring prop. Something that shows up across videos so regular viewers feel like insiders.
- Stack one non-creator interest per month. Direct response origins, Queensbury roots, sobriety story. Every stack is another at-bat for someone to feel closer to you beyond the tech content.
- Build your credibility bank explicitly. The CartFreak one-click upsell origin is lore. The failed product launches are legends. Mine them. These stories make expertise tangible.
§ 05 · For You
Why you stay loyal to some creators and ghost others.
The real reason you keep coming back
It is not because they are the smartest. It is because they built a world you actually want to live in.
- If a creator ideas show up in how you think or talk day-to-day, they named something you did not have words for. That is not an accident.
- The creators who share their failures and insecurities are building the kind of trust that takes years to fake and seconds to lose.
- When you find yourself caring about a creator camera operator or their city or their hobby, that is the world working. You are a citizen now, not a viewer.
- If you share any random interest with a creator beyond their main topic, that extra overlap is why you feel like they get you specifically.
- The creator you follow who is against something is giving you a common enemy. That is what makes a following feel like a community.
