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In this episode I speak with Nicholas Cole about the real value of everything you write on the internet. Cole has 15 years of experience as a nonfiction writer and ghostwriter, and he runs the SaaS platform Typeshare. He gives me a simple model with three tiers of content: commodity, personality, and original. He also explains the digital brain, which he calls your personal language model, and he shows how AI repeats your approved language at scale. By the end, you know how to judge the short, medium, and long-term value of a piece before you write it.

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Timestamps

00:00:00 – Intro

00:03:36 – POV is the Moat

00:05:40 – Language As Open Source

00:11:24 – Value Is Relative To The Reader

00:14:26 – Approved Language

00:17:43 – The Value of AI in Writing

00:22:09 – Commodity Ideas

00:24:23 – How To Set Up The System

00:27:58 – Ownership IS Association

00:33:56 – Build your Personal Data Set

00:39:53 – Branded Content vs Founder-Led Content

00:45:17 – What is Original Content?

00:46:35 – Writing Versus Short-Form Video

00:48:58 – Three Types of Hooks

00:49:50 – Timely Content vs Timeless Content

00:53:27 – Voice is 3 dialed settings

00:56:32 – Finding your Voice

01:00:49 – The Company Brain As The Moat

01:07:30 – Closing Thoughts

Key Points

• A point of view creates the moat, because copycats must wait for your next idea.
• Content sits in three tiers: commodity, personality, and original. Each tier adds different leverage.
• Ownership equals association. Volume builds it, and personality details make it strong.
• Your life story is the unmade data set, so AI learns it only from your own writing.
• Every piece sits on a spectrum from timely to timeless, so match your expectations to the type.
• Humans do the thinking and the writing. Robots do the repeating and the remixing.

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LCA helps Fortune 500s and fast-growing startups build their future - from Warner Music to Fortnite to Dropbox. We turn 'what if' into reality with AI, apps, and next-gen products https://latecheckout.agency/

FIND ME ON SOCIAL

X/Twitter: https://twitter.com/gregisenberg

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LinkedIn: https://www.linkedin.com/in/gisenberg/

FIND COLE ON SOCIAL

X: https://x.com/Nicolascole77

Youtube: https://www.youtube.com/@nicolascole77

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