Treat every piece of content—every tweet, every Facebook post, every CTA, every press outreach email—with the utmost care. There needs to be a bit of an internal struggle when we hit send or publish, if we don’t feel it, I don’t think it’ll be good enough.

This shouldn’t be confused with perfectionism, we want to push things out with consistency and without lingering.

This is about self-discipline to go through that struggle—even if it’s felt ever so slightly—every single time.

We don’t want to become churners – that churn out posts, or tweets, or what have you.

Every single piece of content is the only one that matters.

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