• The Content Solicitor

• The Content Scientist

• The Scientific Method of Content Creation (SMOCC)

• Simple Summary

I quit the law the day I graduated from law school to create an online course for high school students.

It was a disaster.

And I finally figured out why.

I discovered a game-changing new approach to creating content.

It’s helped me build an audience of 6,000+ across platforms and rack up over 2,000,000 views on my content.

You see — there are 2 types of creators: Content Solicitors and Content Scientists.

I’m gonna show you:

• Why most people are Content Solicitors

• Why they’re doomed to fail

• How to become a Content Scientist

By the end of this Lesson, you’ll have a proven framework you can use to grow as a content creator faster than you ever thought imaginable.

When I say “proven”, I mean it.

I’m about to show you the most validated process humanity has ever created.

You’ll see.

The Content Solicitor

A creator who grows slow because they’re stubborn and perfectionistic.

There are 3 signs you’re this type of creator.

• I really struggled with the 2nd one and spoke about it a lot in therapy.

Maintains Status Quo

The status quo refers to the existing state of affairs, where things are maintained without much improvement.

Think: playing the same level of a video game again and again without ever trying the next level.

Slow feedback loops

Feedback is essential to grow as a creator.

• More feedback, faster = huge growth

• Less feedback, slower = baby growth

The Content Solicitor experiences slow feedback loops because they waste time assuming their way is the best way without testing and validating first.

I went through one feedback loop over 18 months because I assumed students wanted my online course.

Workification

Everything you create as a Content Solicitor is “workified” — it feels like a chore.

That’s what creating my online course felt like.

• I did the following for 65 lessons over 18 months:

  • outline lessons

  • draft lessons

  • create PDFs for lessons

  • create slides for lessons

  • film lessons

  • edit lessons

  • upload lessons

I did that for 8 hours a day, almost every single day, for 18 months…

Creation was workified…

Emotionally Attached

The Content Solicitor is emotionally attached to their work.

• This is a huge problem.

Identification with content

The Content Solicitor identifies with their content so much that their self-worth is determined by how well it performs.

I really struggled with this one in my tutoring business.

• Shortly after launching the online course and getting no sales, I became depressed because I conflated my self-worth with how much people liked or didn’t like the content.

  • Because my course was a failure, I thought I was too…

Subjective

As a result of identifying with what they create, the Content Solicitor’s feelings cloud their judgement.

• I call this “restrictive close-mindedness”.

  • It’s when you’re so zoomed in on one way of doing something that you’re unable to see all the other better ways.

Because I was too zoomed in on my way of building the course — I didn’t realize I’d spent 3,000 hours and $80,000 creating a DIY product for students who needed a DWY service.

Competitive

The Content Solicitor is competitive as fuck.

• All they can think about is winning.

Build in silence

As a result, the Content Solicitor builds in silence.

• Everything they do must be kept secret because they fear “the other side” (every other creator) will learn about their “best arguments” (content) and use them (copy it).

• Building in silence prevents Content Solicitors from growing because they don’t validate any ideas before executing them.

I built my online course in silence.

• Because I didn’t validate my idea before executing it, I only found out after spending all of that time and money that nobody wanted it.

Win at all costs

The Content Solicitor thinks this mentality is the only way to succeed.

I did this with my online course…

• I thought my Dad doubted me, so I used that as motivation to persist stubbornly, and keep spending money to literally “win at all costs.”

So it’s no surprise the Content Solicitor ends up failing.

Thankfully, there’s a better way.

The Content Scientist

A creator who grows fast because they’re flexible and practical.

There are 3 big traits of this type of creator.

• It took me 2.5 years to understand how important the last one is.

Embraces Kaizen

Kaizen is a Japanese term for continuous improvement and emphasises making small, frequent, incremental changes over time.

• Think: 1%ers.

Fast feedback loops

The Content Scientist experiences rapid feedback loops because they assume nothing and validate everything.

• Rapid feedback = rapid learning = rapid growth.

• It’s kinda like Tom Cruise in the movie The Edge of Tomorrow.

  • He gets this power to wake up at the beginning of the same day every time he’s killed in battle with an alien race.

  • This power basically lets him fail (die) at no cost, because every time he fails, he learns something new about the complicated alien military strategy, and applies that learning the next time he’s on the battlefield.

Gamification

The Content Scientist treats creation as a game.

• Every mini-experiment is a quest that’s fun and adventurous.

I recently gamified the process of creating content for my community.

• Each time I go to film a video lesson for Tutorial Tuesdays, I think “How can I make this fun?”.

  • I just pick a tactic I’ve used to grow, start filming a Loom, outline a few key points in a Notion document and share it with the community a few minutes after.

  • This 30-minute process took me 30 hours when I workified creation as a Content Solicitor.

Emotionally Detached

The Content Scientist is emotionally detached from their work.

• This is good.

Separation from content

The Content Scientist separates from their content so their self-worth comes from within.

I read The Courage To Be Disliked after I identified with my content too much.

There’s an awesome mental model from that book called “The Separation of Tasks”.

• Imagine you’re holding one end of a piece of rope, and one person from your audience (who represents your entire audience) is holding the other.

• Once you hit publish, the content travels from your end of the rope to the other. Then you cut the rope in half.

• Suddenly you have no control over how the content will be received. Your task is done and it’s time to move on to the next.

Objective

The Content Scientist looks at their work without bias — because they’re detached from it.

• I call this “radical open-mindedness”.

  • It’s when you’re so zoomed out from the creative act that you can see how your process fits into the bigger picture.

  • From this vantage point, you can objectively assess other options and pick the one that works best for you.

I’ve been much more objective since starting my online community for Threads creators.

• Initially, I planned to make it free for the first 100 members, and then paid.

• But when I reached that milestone, I found it a lot harder to convert followers into members.

• Like a good Content Scientist, I conducted a mini-experiment, realised I made a mistake, and made the community free again within 48 hours.

Collaborative

The Content Scientist is collaborative as fuck.

• All they can think about is learning (not winning).

Build in public

As a result, the Content Scientist builds in public.

• They understand the whole point of the creative act is sharing your work and being inspired by others.

  • I.e. They steal like artists.

• This makes growth easy because other creators validate ideas for you. All that’s left for you to do is put your unique spin on them.

I’m building my online community in public.

• And I stole the idea to start it from Alex Hormozi, when he announced in January 2024 that he’d just become a co-owner of Skool.

• Hormozi already validated the idea, all I had to do was execute and put my own spin on it.

Fail at no cost

The Content Scientist has a “fail at no cost” mentality; they know the key to winning is failing quickly and cheaply.

• They know creation is like science: millions can benefit from one person’s creativity. It’s not win-lose. It’s win-win.

I’m embracing this with the community by giving away everything I know about growing on Threads.

• A lot of the content doesn’t land, and that’s okay. Because they’re quick and cheap failures.

• BUT — some of it does.

  • And I know that’s the stuff I should double down on in my paid offer.

• Everyone wins. It’s a positive sum game.

So that’s the Content Scientist; the type of creator you need to become to grow like crazy.

And we can use one of humanity’s single greatest discoveries to help you do just that.

The Scientific Method of Content Creation (SMOCC)

The SMOCC is a proven 9-step process that helps you create like a Content Scientist (instead of a Content Solicitor) and grow like crazy.