content is dying

hey Builder,

content is dying.
well, tactical level content WITHOUT your story is dying…

story always wins.
and it’s your only hedge against the mountain of AI generated content out there.

when Google says 92% of creators are using gen‑AI tools…how is your content going to stand out?

oh, you write “good” ai prompts… 😂

you want to know how to stand out?
be you.
I did the analysis…
I’ve published well over a million words (written and spoken) across blogs, podcasts, and now video.
when I ran an analysis on what actually drove engagement, leads, and revenue, the pattern was simple:

you need to tell three kinds of stories:

• what happened.
• what’s happening.
• what’s next.

that’s it.
no story, no connection.
no connection, no business.
don’t overcomplicate this!

here’s how…

1️⃣ what happened

origin + lesson. how you got here. the pain, the pivot, the principle.
mine? I was military, aiming for fighter pilot. injury killed the dream.
I went all‑in on fitness and took it online before it was cool.
seo, long‑form guides, podcasts, email.
that path forced self‑development, discipline, systems, killing comfort.
it’s why I care about this work.

2️⃣ what’s happening

the honest behind‑the‑scenes. in motion, not manicured.

right now I’m in a new studio. the shop is 1,200 sq. ft with an 800 sq. ft gym.
I’m building the machines to create for years: filming, writing, email.
no dabbling. I’m all‑in on content that actually helps.

3️⃣ what’s next

cast the vision. invite people into it.

my future is a single hub for getting better.
tactical systems for business (email, ops, depth).
tactical systems for life (fitness, mindset, fatherhood).
one place where you can become a better human (and your business follows).

ai will copy your tactics.
it can’t copy your story.
that’s your moat.

how to deploy this (today)

open your photos app on your phone.
scroll back to something 3-5+ years ago.
post it on social.
tell the story of what life was like then.
here’s my example

funny enough, that was my best performing piece of instagram content in the last 6 months.

do that weekly.
rotate the three stories.
watch trust (and sales) compound.

try harder,

JM