Crushing it! Summary

Own your passion, share your journey, and leverage the platforms to turn dreams into reality – because the world is waiting for your story.

1. The changing landscape of success

The internet has dismantled traditional barriers, opening new pathways to success. Twenty years ago, aspiring professionals had to rely on industry gatekeepers, like producers, publishers, or media moguls, to get ahead. Today, social media empowers anyone with access to a phone or computer to build an audience and monetize their passions.

Social media platforms like YouTube, Instagram, and Facebook enable creators to connect with millions of viewers daily. It is no longer necessary to uproot one’s life or pay hefty tuition fees to chase a career in entertainment, business, or art. Technology democratizes opportunity for entrepreneurs, performers, and enthusiasts who want to share their passions or grow their businesses.

This shift has made personal branding accessible to everyone, from amateur chefs to fashion enthusiasts. Whether you’re just starting or seeking a fresh career path, crafting a personal online presence can serve as the springboard for your dreams.

Examples

• YouTube surpasses traditional broadcasting, with over 1.25 billion hours of video watched daily.
• Gary Vaynerchuk built his wine business from $4 million to $60 million by engaging directly with customers.
• Instagram influencers can earn $5,000 annually with only 1,000 dedicated followers.

2. Personal branding opens endless doors

Building a personal brand isn’t limited to entrepreneurs selling products; it can benefit anyone, even hobbyists or those seeking side hustle income. A strong brand communicates credibility, builds community, and attracts collaborations or job opportunities.

Take Brittany Xavier's example – her blog started as a hobby but turned into a lifestyle brand with lucrative sponsorship deals. Similarly, an everyday art teacher, Louie Blaka, used his hobby and social media presence to boost painting sales and now generates five-figure revenues outside of his day job.

Personal branding isn’t just about wealth but enjoying a fuller and more rewarding life. Whether it's monetizing passions or growing side careers, social platforms give you the reach to showcase talents and interests.

Examples

• Brittany Xavier charges brands thousands for posts after turning her lifestyle blog into a success.
• Louie Blaka leverages Instagram to sell paintings and expand his wine-and-paint classes.
• Gary Vaynerchuk used his posts, replies, and personal approach to foster trust with customers, propelling his career.

3. Seven rules for impactful social media content

The foundation of effective social-media branding relies on seven key elements. Authenticity is the cornerstone – being genuine resonates with audiences far more than curated perfection. Passion drives perseverance, while patience ensures long-term success.

You must also be prepared to work hard. The competitive landscape requires continuous effort to stand out. Adaptability, or staying ahead of trends, is equally important. Finally, altruism should guide your intent to help others and add value, rather than focusing solely on profit.

These principles foster trust and foster loyalty. Customers appreciate brands and creators that align their activities with helping others rather than solely selling.

Examples

• Entrepreneurs like Jenna Soard find joy in helping others through their brands.
• Vaynerchuk’s hours of replying to social media messages built customer trust for his businesses.
• The Skinny Confidential adds value by sharing tips alongside entertaining snapshots.

4. Stop creating, start documenting

Don’t stress about producing polished, unique content. Instead, document your journey and share your real life, complete with its imperfections. Authentic storytelling fosters connection and keeps audiences engaged.

Rich Roll is a prime example. Once an overweight lawyer, he transformed his journey into a platform, sharing his path to becoming an elite athlete. His candid videos led to book deals, a podcast, and speaking gigs. Sharing progress, rather than perfection, allows audiences to follow along with your growth or daily experiences.

Embracing this "document, not create" mindset can simplify the content-creation process and provide valuable lessons for viewers.

Examples

• Rich Roll documented his transition from lawyer to endurance athlete, gaining a massive following.
• Gary Vaynerchuk's videographer films his day-to-day activity, turning it into educational content.
• Sharing your beginner’s perspective while learning a skill can attract others to join in the process.

5. Snapchat: Embrace raw reality

Snapchat stands out by prioritizing immediacy and authenticity. Unlike highly curated Instagram posts, it offers a view into the day-to-day life of creators, showing raw, unpolished snippets of reality.

DJ Khaled’s accidental Snapchat stardom, after getting lost on a jet ski, illustrates how spontaneity wins on this platform. Snapchat users seek genuine moments, so businesses appreciate this as a space to reveal personality while adding value to their audience. With no hashtags or sharing options, content must be engaging in its own right.

Practicing on Snapchat sharpens your skill in creating value-packed, relatable messages.

Examples

• Lauren's Skinny Confidential snaps pair personal moments with helpful tips like using cinnamon for health benefits.
• DJ Khaled built engagement by snap-documenting his life’s humorous and chaotic moments.
• Snapchat’s lack of discoverability trains users to maintain high engagement without shortcuts.

6. Twitter: Spark conversations and get noticed

Twitter remains a conversation hub for updates, networking, and voicing opinions. You can post multiple times a day, jump into trending discussions, and tag influencers to be part of larger dialogues.

Its retweet function amplifies content, demonstrating how even small creators can connect with established figures or new audiences at lightning speed. Pursuing your niche consistently can lead to meaningful relationships or career leads over time.

For aspiring professionals, persistence in engaging their specific audience can open surprising opportunities.

Examples

• Aspiring broadcasters can use Twitter to track trends, post comments, and gain followers, as outlined in the book.
• Drake fan-made mashup videos garnered attention through Twitter’s retweeting process.
• Businesses promoting niche services, like sports equipment, can grow followership through strategic hashtag use.

7. YouTube: Don't hesitate to start

YouTube is the platform where creators see unprecedented wealth generation. Despite hesitation, most creators find their audiences just by being consistent and genuine. You don’t need to be a master of your craft; documenting your learning process can be just as appealing.

For example, Dan Markham filmed himself and his son cutting things open, and their "What’s Inside?" series earned over 550 million views. Even small, niche hobbies can find dedicated viewers.

Just jumping in and starting videos allows creators to improve over time, building an audience organically.

Examples

• Dan Markham’s father-son project turned into lucrative collaborations with brands like Nike.
• "Learning whisky with Bob"-style channels attract enthusiasts who want to explore new topics.
• Niche subjects like garage sales rack up surprising view counts, showing YouTube's broad appeal.

8. Instagram blends beauty with business

Instagram balances visual perfection and spontaneous moments with its Stories feature. This mix lets users build highly visible content alongside casual, behind-the-scenes tidbits for engagement.

Savvy retailers use hashtags and outreach to grow businesses. Managers like hypothetical “Tom” incorporated influencers to grow clothing sales in Kansas City and gained additional connections.

Instagram offers simple routes for even local brands to rise through innovative uses of stories and strategic branding.

Examples

• Fashion brands use Instagram stories to connect with influencers and show personality.
• "Tom" directly contacted local influencers for mutually beneficial partnerships in Kansas City.
• Memorable hashtags help personal brands and businesses stay discoverable for new audiences daily.

9. Voice media: The next frontier

With digital assistants like Alexa and podcasts taking center stage, voice content provides practical opportunities for creators. The jump from podcasting to daily "flash briefings" opens new engagement avenues.

Starting small voice content can lead to expertise-building and more reach. Podcasts like John Lee Dumas' Entrepreneurs On Fire started as a niche, daily show and grew into a multimillion platform.

As voice media users expand, creators should claim space in this growing trend to capture and hold attention.

Examples

• John Lee Dumas transitioned from a niche entrepreneur podcast to a popular brand synonymous with business success.
• Morning flash briefings bring ideas to listeners through Alexa skills, like gardening tips for landscaping businesses.
• New segments targeting audiences where fewer creators currently work pave the way for first-mover impact.

Takeaways

1. Build relationships with influencers by offering a clear value exchange, like graphic design or expertise, to foster collaborations.
2. Spend ten minutes daily engaging with potential audiences or rising trends on platforms like Instagram or Twitter to scale quicker.
3. Take action now by simply documenting your journey – the earlier you start, the more progress you will achieve over time.