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Marketing
Long-form content becoming primary business differentiator
Timeframe: Currently accelerating, will be table stakes within 2-3 years
What's Changing
Businesses using authentic, long-form content to build unprecedented trust and employee culture
Driving Forces
Information abundance requiring trust-building
Shortened attention spans making long-form more valuable
Authenticity becoming rare and therefore premium
Employee engagement through content participation
Winners
- Businesses with authentic founders
- Companies willing to be transparent
- Local businesses with personality
- B2B businesses creating reality TV-style content
Losers
- Generic corporate communications
- Businesses hiding behind brands
- Companies afraid of transparency
How to Position Yourself
1
Start with short content to find what works
2
Scale to long-form once you find your voice
3
Use content for both customers and employee culture
4
Be authentic rather than polished
Early Signals to Watch
B2B companies starting YouTube channelsEmployee participation in company contentLong-form content outperforming short-form for trustContent driving measurable business results
Example Implementation
“Roofer using Mr. Beast-style content to build national brand recognition and premium pricing”