ARE YOU ANTI-CONTENT?

ANTI-CONTENT is an alternative philosophy of media production, consumption, and distribution.

Here’s the Anti-Content Credo:

  • Respect people’s attention and time: they are scarce and finite.

  • Don’t add to the noise. If what you’re saying isn’t better than silence, be silent.

  • Embrace exclusivity: targeting the right audience ensures your content is signal, not noise.

  • Make use of human gatekeepers; they can be indispensable for ensuring great quality.

  • Be skeptical about any content being served by an algorithm.

  • Prioritize saying the things that only you can say.

  • Apply friction as a noise reduction mechanism.

  • Strive for timelessness, earnestness, and polished work with the potential for outsized impact.

  • Substance is timeless; “content” is disposable. Avoid churning out disposable content.

  • Preserve the attentional commons. The next generation will appreciate it.

  • 1 person who’s listening is better than 20,000 who aren’t.

  • Choose formats that are conducive to sustained focus.

  • Write for your friends first, strangers second.

  • Be a person, not a persona.