➠ We've forgotten why we started creating content. Recently, @HeyYoGB called out something in my approach to content that got me thinking. It wasn't that I lacked ideas or expertise to share. It was that I wasn't doing enough to demonstrate what I could actually do with them. It reminded me of a conversation I had with @jon_es2, about something I think many of us have overlooked: We've blurred the line between creating content and demonstrating our expertise. There are people in Web3 who are excellent at what they do, yet struggle to find opportunities to put their skills to work. Of course, market conditions, limited opportunities, positioning, and connections all play a role. But I wonder if we also need to rethink how we use content. Are we creating content to become known, or using it to show people what we're capable of? There's nothing wrong with building an audience. But not everyone wants to become a content creator. Some of us simply want to get hired, land clients, or help companies solve problems and grow their businesses. Shouldn't our approach to content reflect that? Imagine you're a growth marketer. Instead of sharing another post about growth strategies, you could identify an early-stage company with an interesting product, examine its growth opportunities, and demonstrate how you'd approach one of them. As a designer, you could show how you'd improve a product's user experience. As a developer, you could build something that demonstrates your technical ability. As a product marketer, you could analyse a product's positioning and show how you'd communicate its value more effectively. You're not just telling people what you know. You're giving them a reason to believe you can do the work. Your content becomes more than a way to attract attention. It becomes evidence of your thinking, capabilities, and the problems you can solve. But there's another part to this. Demonstrating your expertise is only half the equation. You also need to create a path for that expertise to generate opportunities. Who needs what you do? What problems are they trying to solve? Are the right people seeing your work, and are you building relationships with them? You can be exceptionally good at what you do and still struggle to find opportunities if the people who need your expertise never see it or understand its value. Simply posting more won't necessarily fix that. You need to be intentional about the problems you demonstrate your ability to solve, the companies you want to reach, and how you connect your expertise to their needs. This doesn't mean auditing every company's business for free. It means being deliberate about demonstrating your capabilities and turning that demonstration into meaningful conversations and opportunities. You don't necessarily need a massive audience. You need the right people to understand the value you can bring. That's something I'm beginning to think about more deliberately myself. Instead of constantly asking: What should I post today? Perhaps we should ask: What can I demonstrate that shows the kind of problems I can solve? And then: Who needs to see it? I'm still figuring out what this looks like in practice, but I think it's a better starting point for those of us who want our expertise to create opportunities. Maybe we don't need to create more content. Maybe we need to make our content count for something beyond attention. Because creating content and demonstrating expertise aren't necessarily the same thing. And if our goal is to turn our skills into opportunities, perhaps it's time we started treating them differently.

Your circle is proximity. You start seeing different things as normal when you’re around different people. ILY'ALL! ⭕🫶