Focus on creating ideas that are so powerful they “catch fire”. A powerful idea is one that makes someone stop and say, “Wow, I never thought of it that way before” or “Finally, someone put words to what I’ve always felt”. These are the ideas that get shared.
Often, these ideas are contrarian (they go against common wisdom) or they offer a fresh perspective on a common problem. For example, instead of a generic idea like “think for yourself,” a more powerful framing is, “There are those who make the rules and those who follow them. Which one are you?”. This creates curiosity and makes people want to know the answer.
Your content’s hook is only as good as the core idea behind it. To strengthen this skill, you need to practice framing your ideas in multiple ways. A core idea, or “sutra,” can be expressed in many different forms until you find the one that sounds catchy, powerful, and “sexy”.
Action Step: Take the core message of your next piece of content. Now, challenge yourself to write 5-10 different ways to frame that single idea as a powerful, one-sentence sutra. Play with analogies, ask provocative questions, and try making a bold, contrarian statement. Pick the one that feels the most electric.
It’s not just about what you say, but how you frame it. Practice is what turns a simple thought into a shareable idea.