Content is broken & there's only one solution

A few weeks back I shared My New Personal Brand Thesis…

Fundamentally, I’m predicting that content is going to come full circle.

This week’s video is another example of this in action as we move towards this return.

I’ve pretty much stopped consuming content over the last 18 months.

Two kids under three, multiple businesses running, I just don’t have the bandwidth.

But more than that, I stopped because most of it stopped being worth consuming.

Sensationalised. Theoretical.

People talking about things they’ve never actually done.

Recently I re-stumbled across an Aussie guy, about 16 years older than me, multi-deca millionaire, came up through the same online world I did, literally lived up the road.

And when he turned 50, he realised he was miserable. Sold everything. Burnt it down. Started over.

And I couldn’t stop reading & watching.

Not because of what he achieved but because of what he was honest about it & it was like looking into a future that could play out for me if I lose my current intentionality around how I’m building.

That’s what content used to be.

That’s what Gary Vee was right about all along: document, don’t create. And somewhere along the way, the whole industry forgot it.

Content became attention harvesting. Pure reach. How many eyeballs, how many clicks, how viral can this go.

And it lost the thing that made it valuable in the first place:

The real story, the actual lesson, the person picking up the camera and saying here’s what I got wrong or here’s what I’m figuring out.

My brand has never been massive. 30 to 40k people across all platforms. But it’s generated millions. So I know from experience, it’s not the size of the audience. It’s the depth of the connection that generates cashflow, and impact.

A hundred people genuinely impacted by something real is worth more, financially and otherwise, than ten thousand people half-scrolling past something hollow.

Especially now. Especially post-AI.

I think that’s exactly where things are heading back to. Real documentation. Real stories. Depth over reach.

This has been on my mind a lot lately, there’s something in it.

More as I keep building.

Jacob