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( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/58hvh8ug2m53gvu7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ****************** It Took a Bad Week ****************** ​ I remember the week when I started getting serious about my health. All it took was an hour with my father and giving a speech a few days earlier. ​ It's curious how, sometimes, the motivation to make the wildest changes in your life comes from just a few minutes here or there. Maybe that's like most things I guess. ​ Anyway, it's been 12 months since I've been on my new path and I wanted to share the results. I know this is a bit different topic for me, but it may be the most valuable thing you'll get from this newsletter. So...here it is. ​ Any questions? Just shoot me a note. I'm an open book on this topic. ​ JP ​ P.S.: For more than 20 years, Lulu ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/25h2h9u3w27l38i8/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP3V0bV9zb3VyY2U9bmV3c2xldHRlciZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj10aWx0MjAyNSZja19zdWJzY3JpYmVyX2lkPTE0NTExNDYwNjU= ) has been a leader in helping authors and creators publish and print their books. That’s why I’m glad to have them as a sponsor for the Tilt newsletter. If you plan on growing your business and brand in 2026, consider publishing a book with Lulu ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/25h2h9u3w27l38i8/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP3V0bV9zb3VyY2U9bmV3c2xldHRlciZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj10aWx0MjAyNSZja19zdWJzY3JpYmVyX2lkPTE0NTExNDYwNjU= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 50,000+ others here. ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/g3hnhwumw3egmoh3/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Download it free it today ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/3ohphdu3g7qx3dsp/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYnRwLw== ). -->Get Burn the Playbook today ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/3ohphdu3g7qx3dsp/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYnRwLw== ) Get Burn the Playbook today ( https://www.joepulizzi.com/btp/ ) *************************************************** I Got Serious about My Health. Here's What Changed. *************************************************** ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/58hvh8ug2m53gvu7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )My wife and I trying to live our best lives. In January of 2025, I drove to see my mom and dad in Sandusky, Ohio. My dad has Alzheimer’s disease. Some days are better than others. On this particular day, it was not good. He kept asking the same question repeatedly. He was frustrated, confused, and stuck in a loop he could not get out of. I had seen this before of course. But for some reason, this time it hit me harder. Maybe it was because, a few days earlier, I had a moment on stage that scared me more than I wanted to admit. I was in the middle of a speech. I never have trouble remembering where I am or what comes next. But this time, for two or three seconds, my mind went completely blank. Nothing. I found my place again and kept going, but afterward I was scared to death. I remember thinking, Oh my God, am I starting to lose it? There had been other little moments here and there. Times when I felt more forgetful than I should. But that one got my attention. Then seeing my dad on a bad day brought all of it into focus. A few days later, my wife and I went to Key West. Not a day went by on that trip when I did not think about my dad, that speech, and the path I might be on if I kept drifting. I kept asking myself the same question: What can I do now, while I still have time, not just to live longer, but to live longer and healthier? I wanted to stay sharp. Stay strong. Stay present. I wanted more good years with my wife, my kids, my friends, and hopefully more time to do what Scott Galloway talks about so well, adding more than you take, creating a little surplus value in the world while you are here. That was the moment I got serious. ------------------------ The Research Rabbit Hole ------------------------ I started reading and listening to everything I could about brain health, longevity, and cognitive decline. Three books especially shaped the way I thought about all this: The End of Alzheimer’s by Dale Bredesen, Outlive by Peter Attia, and Super Agers by Eric Topol. Those books did not give me a perfect blueprint. They did give me a direction. And I should say this clearly before I go any further. This article is my personal experience, based on the research I did and the changes I chose to make. Everyone is different. Everyone has their own body, their own issues, their own history, and their own needs. Do your own research. Talk to the right professionals. Figure out what makes sense for you. I am not writing this as a doctor. I am writing this as a guy who got scared, made some changes, and twelve months later feels a whole lot better. -------------- What I Changed -------------- It is important to say that I was not starting from zero. I already ran four times a week. I usually do two half marathons a year. So from the outside, I probably looked reasonably healthy. But there were plenty of things I was not doing well. I loved to snack at night. I loved sugary foods. I was doing no resistance training at all. I was not being nearly intentional enough about processed foods, and I was probably more casual than I should have been about what all of that was doing over time. So over the last twelve months, here is what changed. 1. I added resistance training I started doing resistance training four times a week. No gym. No complicated system. I have dumbbells, a place to do pull-ups and dips, and enough room to put in the work. Most days I do a general workout focused on two or three parts of the body for somewhere between twenty and forty minutes. If I am traveling or on vacation, I still try to do something, even if it is just push-ups or bodyweight work. 2. I kept running Running was already part of my routine, and I kept it there. I run between 12 and 17 miles a week, and one of those runs is almost always a hill run. As I get closer to May and November, when I do my half marathons, the mileage goes up. 3. I cut out sugar Of everything I changed, this may have made the biggest difference. I do not mean I became a health monk. If my wife and I are on a vacation and we share a dessert one night, fine. If somebody says, “Try a bite of this,” I am not going to make a scene. But in my normal day-to-day life, I cut out sugar almost entirely. I also mostly got rid of pasta and a lot of the obvious hidden-sugar foods. Burgers without buns. Less bread. Less of the stuff that quietly adds up and becomes normal because everyone around you is doing it. 4. I started taking creatine I started with five grams a day and now I take ten grams a day. Most people hear creatine and think muscles, lifting, workouts. I do think it helps there. But the reason I started taking it was brain health. The more I dug into the research, the more interested I became in its possible role in thinking, focus, and long-term cognitive support. 5. I cut back on processed foods I am not perfect here either. Protein bars and shakes are processed. I eat and drink those. I still do some processed meats. I am sure there are areas I could improve. But I stay away from most of the things I used to eat without thinking. Cereal, chips, soda for the most part, fast food, frozen meals, instant soups. The easy stuff. The convenient stuff. The stuff we all know is not helping. 6. I stuck with intermittent fasting I have been doing intermittent fasting for the entire year. At one point I got really strict. I was eating lunch around noon and stopped eating by 6:00 p.m., then fasting until noon the next day. That was too restrictive for me. It made social life harder. It made going out with my wife and friends harder. And there were definitely times when I was just plain hungry. Eventually I settled into a noon-to-8:00 p.m. eating window, and that works really well for me. The first couple of weeks were rough. I would wake up and by 9:30 or 10:00, I was genuinely hungry. But after a few weeks, maybe a month, my body adjusted. Now it feels normal. In fact, the only time it feels strange is when I go outside that window. That was an important lesson for me. I did not need the most extreme version. I needed the version I could actually live with. And if we are going out with friends to have a few drinks after 8 p.m., I absolutely say yes to that. 7. I got social media off my phone This one is newer. Over the last couple of months, I deleted all social media apps off my phone. I still check Facebook, Instagram, and LinkedIn on my desktop. I still want to know what is going on in the world. I feel like I need “some” of this knowledge to be competent on the This Old Marketing podcast ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/n2hohquv03n2vnh0/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ). But there is no doomscrolling on my phone anymore. No TikTok. No endless wandering. No grabbing the phone for no reason and ending up ten minutes deep into nonsense. I really do think this has helped my focus. I feel less anxious, less distracted, and less mentally cluttered. There is a downside. Sometimes I get together with friends and have no idea what they are talking about. I miss a meme. I miss some random internet moment. That part is real. But overall, the positives far outweigh the negatives. If something actually matters, somebody will tell me. ----------------------------- What Happened After 12 Months ----------------------------- The first thing that happened was the easiest ten pounds I have ever lost. With intermittent fasting, no sugar, and more intentional eating, the weight came off quickly. I started around 180 pounds. I dropped ten pounds almost immediately. Over the next few months, when I was stricter with the fasting window and nearly perfect with what I ate, I got down to about 155. That was probably too far for me to stay comfortably. Now I am in what feels like a more sustainable range, usually around 162. I still have the occasional Diet Coke. I still might have a scoop of vanilla ice cream with everyone else once in a while. If popcorn is involved, I will eat all of it. But the core habits have stayed in place. More important, I feel healthier now than I have in a long time. I feel stronger. A lot stronger. Working out four days a week does incredible things, especially when you have ignored it for too long. I went from struggling to do dips at all to being able to do 30 or 40 dips and more than 50 push-ups in a setting. Those are things I simply could not do before. It has also made me a better runner. I set a personal record in the half marathon without really changing my running routine. That surprised me. I kept the running mostly the same, but the other habits made me better at the thing I was already doing. That was a lesson in itself. Sometimes the improvement you want shows up because of the habits you were not paying attention to. I also feel more focused. I feel like I am writing better. I have a lot less brain fog. My friends tell me my memory is quicker when we are doing trivia or talking about random things. Maybe some of that is in my head. Maybe it isn’t. But it feels real to me. Most important of all, I feel like I am back in control. I don’t feel like dementia is part of my future anymore, where it used to be just a matter of time. I want to be careful here because I do not want to overstate anything. I do not know what is fully preventable and what is not. I do not know exactly what causes one person to develop Alzheimer’s and another not to. I do not know what my future holds. But I do know this. For the first time in a long time, I do not feel like I am sleepwalking toward the same outcome. -------------------------------- What Helped More Than I Expected -------------------------------- One thing that made a huge difference was having a supportive partner. My wife got on the same intermittent fasting schedule with me, and that helped more than I can explain. I really do believe that if you are trying to make meaningful health changes, having a supportive partner matters. At least in my case, it absolutely did. When one person is trying to make changes and the other is saying, “Let’s go get ice cream,” it gets complicated fast. Support matters. Another thing that helped was letting go of perfection. I still go out with my friends and have drinks. I still eat some processed foods. I still rely on protein bars more than I probably should. I still have areas where I can improve, and I am sure I will keep tinkering as I learn more. But I also learned that if your health plan is so strict that it makes everyone around you miserable, it’s not going to last. I needed a system that worked in real life. Not in a lab. Not in a book. Not in some fantasy version of myself. In real life. -------------------------- What This Was Really About -------------------------- I did not change my habits to live forever. I changed them because I want more good years with the people I love. That is really the whole point. This was never about abs or optimization or becoming some biohacking robot. It was about agency. It was about trying to stay sharp enough, strong enough, and healthy enough to keep showing up for the people and work that matter most to me. We are all surrounded by processed food, convenience food, stress, distraction, and a culture that makes it very easy to drift. It is easy to tell yourself you will get serious later. It is easy to think being “pretty healthy” is enough. It is easy to put this stuff off until something scares you. That is what I did. Until I didn’t. A year later, I am glad I made the change. Not because I think I have everything figured out, but because I finally feel like I have some things figured out. And at almost 53, that feels pretty good. P.S.: A reminder that I'm giving away my book, Burn the Playbook, for free ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/3ohphdu3g7qx3dsp/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYnRwLw== ). Please share it with a friend. If you don't want to fit in, this could be your (or their) roadmap. This Old Marketing Podcast ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/n2hohquv03n2vnh0/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ In this week's This Old Marketing ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/n2hohquv03n2vnh0/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert change things up and talk about the behaviors they've both changed when it comes to their health. Until next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/58hvh8ug2m53gvu7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zg05pt2hd0erln4b7hwpzk4/g3hnhwumw3egmoh3/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. 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( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/3ohphdu3g2e822cp/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ************* Viva Vallarta ************* ​ My wife and I had an incredible time last week in Puerto Vallarta. My plan was to thoroughly enjoy my vacation (I did) and NOT think about marketing. ​ But alas, marketing is everywhere, and I happened to stumble all over it and learn a few things at the same time. ​ The story below was a fun one to put together (also tasted great as well). And...I highly recommend a trip to PV. If you are thinking about making one, shoot me an email with questions. ​ JP ​ P.S.: For more than 20 years, Lulu ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/n2hohquv0xz4xgb0/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP3V0bV9zb3VyY2U9bmV3c2xldHRlciZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj10aWx0MjAyNSZja19zdWJzY3JpYmVyX2lkPTE0NTExNDYwNjU= ) has been a leader in helping authors and creators publish and print their books. That’s why I’m glad to have them as a sponsor for the Tilt newsletter. If you plan on growing your business and brand in 2026, consider publishing a book with Lulu ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/n2hohquv0xz4xgb0/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP3V0bV9zb3VyY2U9bmV3c2xldHRlciZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj10aWx0MjAyNSZja19zdWJzY3JpYmVyX2lkPTE0NTExNDYwNjU= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 50,000+ others here. ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/48hvh7um8p43pqiq/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Download it free it today ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/wnh2h6uq6kedk3il/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYnRwLw== ). -->Get Burn the Playbook today ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/wnh2h6uq6kedk3il/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYnRwLw== ) Get Burn the Playbook today ( https://www.joepulizzi.com/btp/ ) ***************************************** The Best Marketing Helps Other People Win ***************************************** ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/3ohphdu3g2e822cp/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )Chef Julio showing us around Old Town in Puerto Vallarta My wife and I just got back from Puerto Vallarta. One of the highlights of the trip was a cooking class at Gaby’s ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/8ghqh3uon2m82lcl/aHR0cHM6Ly9nYWJ5c3Jlc3RhdXJhbnQuY29tLw== ), a restaurant near Old Town. It was not a quick tourist stop. It was a full experience (9AM to 2PM). The kind you remember long after the meal is over. The class was led by Chef Julio ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/l2heh6ul7n8pn6ug/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9jaGVmX2p1bGlvY2VzYXIvP19fZD0xJTI1MkY= ). Before we ever started cooking, Chef Julio took us through town to gather ingredients. We walked through the mercado and around Old Town. Along the way, he stopped at different vendors and shop owners, talked with them, joked with them, and introduced us to places we never would have found on our own. At one stop Julio gave a bear hug to the city manager in charge of the mercado. In another, he joked around with “Willy Wonka” (his words) who ran the candy store (where we returned two days later). At the final stop we talked about how avocados are the only produce not available to the public. You actually have to go to the counter and tell them what day you need it. Then the grocer will pick out the perfect avocado depending on when you are going to use it in your cooking. It felt less like a class and more like being welcomed into the heart of the city. You could tell this wasn’t some polished script. This was his life. He grew up in the restaurant. He told us how his parents started it from nothing and how the business grew over time. Every stop along the way added another layer to the story. By the time we got back to the restaurant, we were not just customers waiting to be served. We were invested. Chef Julio was giving one of the best marketing performances I have seen in a long time, and it didn’t feel like marketing at all. At the end of the class he told us the cooking class was the best marketing they do. This is something he didn’t need to say. Our group already knew that was the case. The people who take the class tell their friends about Gaby’s. Many come back later for dinner. The vendors throughout town benefit from the traffic and relationships he brings them, so they send people his way as well. Over time, the whole thing becomes a flywheel. One great experience turns into another. One introduction leads to another recommendation. One act of generosity creates a network of goodwill. In other words, Chef Julio is not just marketing Gaby’s. He’s helping the whole community win. That is why it works. Most marketing today is built the other way around. A business generally starts with the question, how do we get more attention, drive more leads, etc. for this service or product? Fair question. But it usually leads to unhelpful content, louder promotion, more noise, and a lot of effort trying to convince people to care. A better question is this: How do we create something so useful, memorable, and generous that other people naturally want to talk about it? That is what Chef Julio built. It reminded me of when my wife and I started Content Marketing Institute. In 2007, nobody knew who we were. We had no audience to speak of. No real authority. No meaningful traffic. One of the smartest things we did early on was create a list of the top 42 content marketing blogs ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/dphehmuenolxoril/aHR0cHM6Ly9jb250ZW50bWFya2V0aW5naW5zdGl0dXRlLmNvbS90b3AtNDAtY29udGVudC1tYXJrZXRpbmctYmxvZ3MtYW5kLW5ld3NsZXR0ZXJz ). On the surface, that may not sound like a major strategic move. But it was. We were shining a light on other people in this new and growing industry. We were promoting their work. We put out a press release around it every quarter. And then something important happened. The people on that list shared it with their own audiences. A year after we curated the list, well over half of the blogs were visibly sharing our list on their own websites. It made them look good. It gave them something worth sharing. And because it benefited them, it also benefited us. That one piece became one of our best traffic drivers. More importantly, it helped position us at the center of a growing industry. Not because we shouted the loudest. Because we created something useful for the people we wanted relationships with. It gave us instant credibility with the exact people who needed to know us. Same principle. Different setting. In Puerto Vallarta, Chef Julio teaches a cooking class. In Cleveland, years ago, we published a blog list. Totally different execution. Exactly the same strategy. The best marketing helps other people win. This is the part a lot of businesses miss. When you help customers have a better experience, they tell others. When you help partners and vendors make money, they send people back to you. When you help peers get recognition, they amplify your work. When your marketing creates value beyond your own business, it stops being a campaign and starts becoming a system. That is the goal. Especially now, when everyone has access to the same tools, the same platforms, and increasingly the same AI-generated tactics, this matters even more. A lot of marketing can be copied. A helpful relationship network cannot. A real experience cannot. A story people personally lived through cannot. Maybe think about it this way: If your marketing only works for you, it may eventually stop working. If your marketing helps everyone around you win, it gets stronger over time. So what do you do with that? Perhaps, try these: * Make a list of five people or businesses you can promote without asking for anything back. * Create one piece of content that makes a customer, peer, or partner look smart. * Turn one transaction into an experience by adding a walkthrough, story, introduction, or teaching moment. * Build one simple flywheel by creating something helpful that others will want to share again and again (think lists, research, free events, etc.). Sometimes it is a chef walking through a market, greeting people by name, and creating a story so good that everyone wants to be part of telling it. The best marketing is not about being noticed. It is about being useful enough, generous enough, and memorable enough that other people want to carry your story for you. Help enough people win, and they make sure you win too. ​ Special thanks to my friend Jay Baer for the Gaby’s recommendation and for his breath-taking five-bedroom villa. You can rent it here ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/7qh7h2u956re6qc9/aHR0cHM6Ly9jYXNhaGlsbC5jb20vOTQ0ODA1Lw== ). P.S.: A reminder that I'm giving away my book, Burn the Playbook, for free ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/wnh2h6uq6kedk3il/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYnRwLw== ). Please share it with a friend. If you don't want to fit in, this could be your (or their) roadmap. This Old Marketing Podcast ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/p8hehqu4o2ne20ur/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ In this week's This Old Marketing ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/p8hehqu4o2ne20ur/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert deal with the craziness happening in the AI industry and what it means for marketers and creators. Until next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/3ohphdu3g2e822cp/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/48hvh7um8p43pqiq/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/kkhmh2unv5kp5xbk/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/n2hohquv0xz4ggc0/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4/08hwhgu2r934xmap/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4 ) | Unsubscribe ( https://82029304.unsubscribe.kit-mail3.com/r8ux9xl865hoh3zkwx9f2hd0rnk0xc7hwpzk4 )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/6qhehoulre5k6di9/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ******************************** The Books that Changed Your Life ******************************** ​ Have you ever thought about the books that changed your life? ​ Okay...now think about how you found them. Was it a friend or colleague who recommended the book? Was it an airport bookstore drive by? Was it a completely unexpected occurrence? ​ This is what I've been thinking about this week. What if I never read Stranger in a Strange Land? Or Think and Grow Rich? Would I be the same person? ​ Anyway...all this thinking led to this week's post and giveaway. ​ Any comments? Reply to this email. JP ​ P.S.: For more than 20 years, Lulu ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/qvh8h8udwp472dhg/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ) has been a leader in helping authors and creators publish and print their books. That’s why I’m glad to have them as a sponsor for the Tilt newsletter. If you plan on growing your business and brand in 2026, consider publishing a book with Lulu ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/qvh8h8udwp472dhg/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 50,000+ others here. ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/g3hnhwum9wldo6t3/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Download it free it today ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/9qhzhdudwr6q39iz/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYnRwLw== ). -->Get Burn the Playbook today ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/9qhzhdudwr6q39iz/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYnRwLw== ) Get Burn the Playbook today ( https://www.joepulizzi.com/btp/ ) ****************************** The Books that Changed My Life ****************************** ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/9qhzhdudwr6q39iz/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYnRwLw== )​ TLDR: I’m giving my book, Burn the Playbook ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/9qhzhdudwr6q39iz/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYnRwLw== ), away for free. Throughout my life, I knew I wanted to start a business. I remember jotting down on a scratch piece of paper that I wanted to be a farmer when I was six or seven. By the time I reached my teen years, I started writing down all sorts of ideas, from creating a sports memorabilia company to an investment newsletter for beginning investors. They were more dreams than plans, but that brainstorming kept my motivation up so that, someday, I’d start a business. In 2005, I began to get serious. I believed that a “content marketing” revolution was coming. With the rise of Google and nascent social media beginning to take off, I believed that businesses of all sizes would need to create content to fill those content pipes, to both attract new customers and keep current customers loyal. I also believed that a new business model was being created, where a company would build an audience first (through content) and launch products second (I later wrote this as Content Inc. ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/3ohphdu3mg2o9vhp/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvY29udGVudC1pbmMv )). I wanted to launch a business in that area, and even though I’d always wanted to start a business, I knew nothing about the mechanics of making it happen. A friend of mine recommended The Bootstrapper’s Bible by Seth Godin as a great place to start. Better yet, Seth was giving it away for free (and it still is, available here ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/n2hohquvq0x852u0/aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS91cmw_b3BpPTg5OTc4NDQ5JnJjdD1qJnNhPXQmc291cmNlPXdlYiZ1cmw9aHR0cHMlM0ElMkYlMkZzZXRocy5ibG9nJTJGd3AtY29udGVudCUyRnVwbG9hZHMlMkYyMDEzJTJGMDklMkY4LjAxLmJvb3RzdHJhcHBlcnNiaWJsZS0xLnBkZiZ1c2c9QU92VmF3MUNoRkVvWmJ0M19MMW5yR0JUcVdPWCZ2ZWQ9MmFoVUtFd2lSczgta3VzcVRBeFVkSHpRSUhYMFdNazhRRm5vRUNCa1FBUQ== )). I printed it out, read it several times, and marked it up. It changed my life. There were other books that had a major impact on my entrepreneurial career, like Think and Grow Rich, The 7 Habits of Highly Effective People, and Stranger in a Strange Land (a story for another day), but Seth’s book was by far the most influential. Two years later, my wife and I launched what ultimately became the Content Marketing Institute, and the rest is history. We successfully exited from CMI in 2016. Would that have happened without Seth’s book? I’m not sure. Would I have read the book if it wasn’t free? Probably not. Since then, I’ve followed Seth, read his blog, purchased almost all of his books, and tried for years to get him to speak at our events. Alas, it never happened. ----------------------------- The Art of Giving Away a Book ----------------------------- ​Seth was a recent guest on the Mel Robbins podcast ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/wnh2h6uq76k5v7ul/aHR0cHM6Ly93d3cubWVscm9iYmlucy5jb20vZXBpc29kZS9lcGlzb2RlLTM3Ny8= ). Mel asked for his thoughts on book publishing strategy. Seth’s advice, paraphrased, was: send the book to twenty people for free and ask them to share it. If the book is good, great things will happen. Of course, he’s right. Actually, I just recommended that strategy to a friend of mine. That conversation reminded me why I wrote Burn the Playbook in the first place, and why I want to remove every barrier I can to getting it into more hands. Burn the Playbook, my latest book, was written for my adult children. I wanted to say so many things, but often the words and the timing didn’t match. They were the first two to read it. They gave me feedback and I treasured it. I hope some of my advice stuck. Then I decided to publish it. It’s done well and has sold thousands of copies in print, digital, and audio. But what matters most to me is the message. I believe, to put it bluntly, that most of us have been sold a bill of goods when it comes to our careers, our finances, our health, and our futures. Burn the Playbook was written to challenge those myths and offer a different path: stop living by systems and scripts you didn't choose, and start building a life you actually control. Safe is not always safe. Ownership matters. Meaning matters. And freedom comes from building something that is truly yours. I’ve been humbled by the feedback this book has received, and I want to get it into more hands. So, like Seth, I’m giving Burn the Playbook away for free. You can download the PDF and EPUB versions here ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/9qhzhdudwr6q39iz/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYnRwLw== ). No catch. My only ask is that you share it with one person who might need it. Someone just out of school. Someone stuck in a job they no longer believe in. Someone ready for a different path. I’m hoping this book can help. This Old Marketing Podcast ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/reh8h9umdz32vzu6/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ In this week's This Old Marketing ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/reh8h9umdz32vzu6/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert talk about Anthropic's leak (or was it?), how job losses are hurting marketing, and some documentary raves! Until next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/6qhehoulre5k6di9/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/g3hnhwum9wldo6t3/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/08hwhgu2er9ow5ip/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/8ghqh3uodn20p6sl/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql/l2heh6ul27n0vxcg/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql ) | Unsubscribe ( https://82029304.unsubscribe.kit-mail3.com/xmu6l6wpvoa6hp0r642t5h2d3rekgcnhv4zql )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/x0hph3ue29vwv4cg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ************ I Choose You ************ ​ Last week, I found myself thinking about something small that actually isn’t small at all. ​ In a world with more options, more tools, and more AI-generated answers than ever, one skill may be getting more valuable by the day: the ability to choose. This week’s article is about why the people who can turn endless options into clear decisions may be the ones who matter most. ​ And...a small ask. For the seventh year in a row, I'm golfing 100 Holes of Golf in one day ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/7qh7h2u9lw2orvh9/aHR0cHM6Ly9jaGFyaXR5LnBsZWRnZWl0Lm9yZy9mL2VXaGNBWlQ0MXM= ) on May 11th to raise money for kids who need speech therapy (and can't afford it). If you can find it in your heart to give, know that it will go to the right place (our nonprofit, Orange Effect Foundation, has grants out to over 400 children in 42 states). Here is my personal link to support me ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/7qh7h2u9lw2orvh9/aHR0cHM6Ly9jaGFyaXR5LnBsZWRnZWl0Lm9yZy9mL2VXaGNBWlQ0MXM= ). ​ Thank you in advance, JP ​ P.S.: For more than 20 years, Lulu ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/p8hehqu46gwzndfr/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ) has been a leader in helping authors and creators publish and print their books. That’s why I’m glad to have them as a sponsor for the Tilt newsletter. If you plan on growing your business and brand in 2026, consider publishing a book with Lulu ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/p8hehqu46gwzndfr/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/qvh8h8udwomr9dhg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/3ohphdu3m457evhp/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/3ohphdu3m457evhp/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ***************************** The Choosers Will Set Us Free ***************************** ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/x0hph3ue29vwv4cg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )In Key West with my favorite person. NOTE TO READER: I discuss my wife in this article. I have been given strict instructions not to do so. I’m asking for her forgiveness in advance. PS: Hi honey. I love you. This article was inspired by this article from Tom White ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/08hwhgu2eg6d35ap/aHR0cHM6Ly93d3cud2hpdGVub2lzZS5lbWFpbC9wL3JpY2stcnViaW4taXMtdGhlLWZ1dHVyZS1vZi13b3Jr ). Thank you Michelle Peterson for sending it my way. My wife has a superpower. When we’re with the kids, or out with friends, and the usual question comes up, everyone does the same thing. Where should we eat? What should we do next? What’s the plan? And almost on cue, someone says, “Whatever you want to do.” It sounds harmless. Easygoing, even. Like generosity. Like flexibility. Like no one wants to make a big deal out of anything. But that’s not what it is. What it really means is: “I don’t want to choose. You choose.” And my wife does. She picks the date. She picks the restaurant. She picks the next stop. She picks the plan. She does it with the information she has, knowing full well not everyone may love the decision. But she tries to accommodate everyone’s needs (man, how she tries). And almost every time, the rest of us feel the same thing. Relief. That’s the part I keep coming back to. Not the choice itself. The relief that follows it. Because someone was willing to absorb the burden of deciding. I don’t think most of us appreciate how heavy that burden can be. We act like choice is power, and sometimes it is. But choice is also responsibility. Choice is risk. Choice means owning the outcome if the meal is bad, the drive is too long, the place is closed, the tour boat to Yelapa is sketchy (that was mine), or the vibe is off. That’s why so many people avoid it. “Whatever you want to do” is often less about being agreeable and more about escaping responsibility. It is a small surrender disguised as kindness. When my wife and I were in the early years of our marriage, I deferred to her all the time. I did this thinking it was the gentlemanly thing to do. “I’ll go wherever you want to go. I’ll eat whatever you want honey.” But I’ve learned over the years that I was doing the easy thing and deferring the burden to her. And what a burden it was. Sadly, I was a bit immature in those days (more than today at least) and didn’t understand how a relationship prospers. These days I’m much better about deciding. When I decide things and tell her what I think we should do, I’m showing love. I cannot tell you how much she appreciates that I can choose things as well. I see older couples in this position where (most of the time) the man has deferred to his wife for 40…sometimes 50 years. I see the smile from the woman that hides the fact she is five seconds away of pushing him off a cliff. In small doses, not choosing is fine. We all do it. But this week I’ve been wondering if this “not choosing” habit says something much bigger about where we are headed. --------------- Choice Overload --------------- Because we are moving into a world with more options than ever. More recommendations. More summaries. More answers. More routes. More tools. More content. More variations of everything. AI is accelerating all of it. Need five ideas? Here are fifty. Need a plan? Here are ten versions. Need a headline, an image, a strategy, a meal plan, a travel itinerary, a life recommendation? No problem. The machine is ready with options. It sounds like freedom. But it may not feel like freedom at all. It may feel like exhaustion. Because the more options we have, the more valuable the person becomes who can say, clearly and calmly, this is the one. ​Sheena Iyengar ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/m2h7h6u35m68dlhl/aHR0cHM6Ly9idXNpbmVzcy5jb2x1bWJpYS5lZHUvZmFjdWx0eS9wZW9wbGUvc2hlZW5hLWl5ZW5nYXI= ), the Columbia Business School professor best known for her work on choice overload, has spent years showing that people do not necessarily benefit from having more options. Her most famous “jam study,” conducted with Mark Lepper, found that larger assortments attracted more attention, but smaller assortments were far more likely to produce action. In other words, abundance may look appealing at first, but too much choice often makes people less likely to decide at all. Iyengar has used that same idea to describe what some call the “Chinese Restaurant Paradox”: when diners are handed an enormous menu, many of them don’t experience freedom. They experience fatigue. So when a restaurant puts a short, curated list of specialties up front, people often feel relieved to choose from it ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/e0hph0u7vq308xf7/aHR0cHM6Ly9mYWN1bHR5Lndhc2hpbmd0b24uZWR1L2pkYi8zNDUvMzQ1JTIwQXJ0aWNsZXMvSXllbmdhciUyMCUyNiUyMExlcHBlciUyMCUyODIwMDAlMjkucGRm ). The lesson is simple but easy to miss: people say they want unlimited options, but in practice they often prefer a trusted filter. ​ And yesterday, my wife and I had dinner with the incomparable Andrew Davis ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/owhkhwuw9gmrqkuq/aHR0cHM6Ly93d3cuYWthZHJld2RhdmlzLmNvbS8= ). The server gave us three double-sided pages for the menu. Then, to our relief, went through his recommendations. Guess what? We chose all his recommendations. ​ ​Note to marketers: fewer choices will result in more buyers. ------------------- The One Who Decides ------------------- And now…back to my wife. I believe my wife is the future. In this age of AI, an age of unlimited choices, the people who flourish will be the ones who can turn endless options into clear choices. For years, we thought the valuable people would be the ones with the most answers. The fastest. The most productive. The people who could make the most things. But AI is changing that math. When everyone has access to more ideas, more tools, more drafts, more strategies, and more ways to do almost anything, the advantage shifts. It shifts toward the person who can look at all of that possibility and say, calmly and clearly, this is the one (ala Rick Rubin). That is not a small skill. That is leadership. Maybe that is one of the great human skills of the next decade. Not just creating. Not just knowing. Choosing. Maybe the people who matter most in the next chapter will not be the ones who produce the most. They will be the ones who can absorb the burden of decision without passing it back to the crowd. The ones who can turn noise into direction. That is what my wife does in our small everyday life. She chooses. And the rest of us breathe easier. The more I think about it, the more I wonder if that is where this whole thing is headed. In a world of endless options, the people we trust most may not be the ones who give us more. They may be the ones who help us finally decide. And…just for fun, some practical advice for me and you… In the age of AI, becoming the one who decides may require a few simple habits: make more small choices, use AI for options instead of answers, stop waiting for perfect information, and remember that choosing gives other people relief. This Old Marketing Podcast ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/6qhehoulrn879di9/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ In this week's This Old Marketing ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/6qhehoulrn879di9/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert talk about major court problems at Instagram and YouTube, and major advertising challenges at OpenAI and TikTok. Until next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/x0hph3ue29vwv4cg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/qvh8h8udwomr9dhg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/58hvh8ugxkdm65i7/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/qvh8h8udwomrkdsg/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l/9qhzhdudwzvp59bz/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l ) | Unsubscribe ( https://82029304.unsubscribe.kit-mail3.com/68unondew2s8h5rm8pobohp0wr545i9h7963l )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/n2hohquvqkr84pi0/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ****************************** Planes, Delays and Automobiles ****************************** ​ Today's story is about what I learned attending the World Baseball Classic in Miami with my son. ​ And getting there wasn't easy. Upon arrival at the airport on Monday, all Florida flights were cancelled due to storms. There was only one flight available in the afternoon. We rebooked (from United to Frontier) to the 1PM to Fort Myers instead of Miami. This flight was delayed until 6:30PM and arrived in Fort Myers at 10 PM. ​ We were so late that AVIS gave away my rental car (no worries, we got it back and they were great) and we took the two hour drive through alligator alley to Miami. Upon plugging the directions into Apple maps, we were told to redirect due to wild fires down alligator alley (are you kidding?). The AVIS customer service rep said there are always wild fires and to disregard (gulp). ​ And, even though we missed Italy vs. Venezuela, we did make it in time for the most amazing championship game I've ever seen in person. And I learned a lot. I hope you do as well. ​ Enjoy, JP ​ P.S.: For more than 20 years, Lulu ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/48hvh7umlng53dhq/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ) has been a leader in helping authors and creators publish and print their books. That’s why I’m glad to have them as a sponsor for the Tilt newsletter. If you plan on growing your business and brand in 2026, consider publishing a book with Lulu ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/48hvh7umlng53dhq/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/reh8h9umdex2p6i6/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/08hwhgu2ekzo4pfp/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/08hwhgu2ekzo4pfp/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ****************************** What's Really Holding You Back ****************************** ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/n2hohquvqkr84pi0/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )At the WBC Championship in Miami. On Wednesday night, I sat in LoanDepot Park in Miami with my son and watched something I didn’t expect. A World Baseball Classic championship game. Team USA vs. Venezuela. My son and I were there with our Team USA hats, wearing the red, white and blue, cheering on what we thought was the better team. But after sitting through three hours of baseball, and then into the championship ceremony, I realized that the better team did win…and that team was not from the USA. Not better in talent necessarily, but better in something else entirely. ----------------------------------------- They Were Playing for Something Different ----------------------------------------- When Venezuela closer Daniel Palencia struck out Team USA’s Roman Anthony to record the final (and winning) out, the Venezuelan players collapsed. Not celebration. Not relief. They just broke. I saw the entire infield drop to their knees, hug the ground and cry. You could feel that this wasn’t just a win. This was the biggest moment of their lives. This was, in that moment, everything to them. The Venezuelan fans, who easily made up most of the stadium, were singing, dancing, crying. It felt like the biggest night of their lives. I stood there watching, my arm around my son. We were both heartbroken…but after watching that game and the display put on by Venezuela, the only word I can come up with is grateful. Grateful to have been there to see it in person, with my son, on a very special day. --------------------------- Team USA Didn’t Lack Effort --------------------------- Let’s be clear. Team USA wanted to win. They competed. They cared. They showed up. But something felt different. Different throughout the entire tournament. There were stories leading up to the game about pitch counts, usage limits, contract concerns. Players managing risk. Teams protecting assets. General managers calling the Team USA manager to make sure he was using their players correctly. While I can’t point a finger at any particular one (although I’m looking at you Tarik Skubal ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/8ghqh3uodx9088ul/aHR0cHM6Ly93d3cubWxiLmNvbS9uZXdzL3RhcmlrLXNrdWJhbC13aWxsLWxlYXZlLXRlYW0tdXNhLXRvLXJldHVybi10by10aWdlcnMtY2FtcA== )), whether every detail is true doesn’t really matter. Because the outcome looked like this: One team was playing free. The other team was managing something. ----------------------------- Constraints Change Everything ----------------------------- This is the part I can’t stop thinking about. Team USA didn’t lose because they didn’t want it enough. They lost because they had more to protect. Contracts. Careers. Sponsorships. Long-term value. Organizational pressure. All reasonable. All understandable. But it changes how you play. It changes: * The risks you take * The decisions you make * The way you show up in the biggest moments If Team USA had no constraints, the Cy Young award winner would have been pitching the championship game. There would have been no issues with using the closer. As a side note, Team Japan, the reigning World Baseball Classic champion, were knocked out by Italy in the quarterfinals. For the tournament, Shohei Otani decided not to pitch ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/vqh3hmuo0dgx65iw/aHR0cHM6Ly93d3cubWxiLmNvbS9uZXdzL3Nob2hlaS1vaHRhbmktdG8tbm90LXBpdGNoLWluLTIwMjYtd29ybGQtYmFzZWJhbGwtY2xhc3NpYw== ) to prepare for his dual role (pitching and hitting) for the LA Dodgers this year. So…it’s not just Team USA. When you have something to lose, you don’t operate the same way. ---------------------- I’ve Lived This Myself ---------------------- There was a time when I was writing every week, building an audience, growing a business. And then we started landing some big sponsors. No one ever told me what I couldn’t say. But I knew. I knew who was paying. I knew what they cared about. I knew what might make things uncomfortable. And even if I still believed everything I wrote…I was thinking about it. -------------------------------- Good Intentions…Real Constraints -------------------------------- The same thing happened when we built Content Marketing World. We wanted the best event possible. But “best” came with layers: * Sponsors to support * Audiences to serve * Representation to balance * Expectations to meet All good things. All necessary. All constraints. I always said it was about the audience experience but we had to manage so many other issues at the same time. And those constraints shape decisions whether you admit it or not. ------------------------------ What Happens When They’re Gone ------------------------------ Today, that’s mostly gone for me. No sponsors to protect. No program to balance. No one to keep happy (except my family). And here’s something I didn’t quite expect. I think I’m doing the best writing of my life (although you should be the judge of that, not me). Not because I suddenly got smarter. Not because I figured out some new system. But because I’m not managing anything anymore. Maybe best said this way: “I have no Fs to give anymore.” I have the freedom to write what I want without any repercussions (except for my family 😉). --------------------------- Back to That Night in Miami --------------------------- That’s what I saw on that field. One team playing with nothing in the way. Another team playing with a lot in the way. And it made me rethink something I’ve believed for a long time. Maybe it’s not about wanting it more. We love to say: “How bad do you want it?” I’m not sure that’s the right question. A better question might be: What’s quietly holding you back that you’ve accepted as normal? Because most people I know who are struggling aren’t lazy. They’re not untalented. They’re managing things: * Approval​ Saying what they think their boss, their audience, or their clients want to hear…instead of what they actually believe…or ​ For those job seekers, filling out applications and sending resumes…waiting to get picked instead of creating their own opportunity. * Expectations​ Staying inside the role they’ve been given…even when they’ve clearly outgrown it. * Risk​ Not launching the thing, not sending the email, not making the call…because it might not work. * Perception​ Editing themselves so they don’t look foolish, controversial, or “too much” in front of others. * Stability​ Holding onto what’s comfortable…even when they know it’s no longer moving them forward. And all of these little things add up into living a life that’s just not quite what we thought it would be. ----------------- The Real Tradeoff ----------------- At some point, you have to decide what you’re protecting. Not in theory. In real life. * The job you don’t love…but it pays well and feels safe * The business idea you keep talking about…but haven’t actually launched * The article, podcast, or post you softened…because you didn’t want the backlash * The email you didn’t send…because you weren’t sure how it would land * The opportunity you passed on…because the timing wasn’t “perfect” None of these feel like big decisions in the moment. But stack enough of them together…and something changes. You start playing a little more careful. You hedge a little more. You say a little less of what you actually think. And over time that becomes your default. Everything becomes safe…and when everything is safe, we stop growing. I’ve been on both sides of that. I’ve written when I knew exactly who might be upset if I pushed too far. I’ve made decisions thinking about sponsors, partners, and expectations. And I’ve written the way I write now…with none of that in the way. If I’m being honest…I don’t think I ever did my best work when I had something to protect. ------------------------- One Question Worth Asking ------------------------- So here’s the only thing I’ll leave you with: If you removed just one constraint from your life or your work…what would change? Not everything. Just one. And take it from me. Sometimes removing just one restraint in your life changes everything about yourself moving forward. Life is short. Go live it. This Old Marketing Podcast ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/m2h7h6u357egrgtl/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ In this week's This Old Marketing ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/m2h7h6u357egrgtl/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert talk about what the future influencers will look like. Hint: they'll be much smaller. Until next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/n2hohquvqkr84pi0/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/reh8h9umdex2p6i6/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/e0hph0u7v24pxef7/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/7qh7h2u9lmzkgpt9/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn/z2hgh7ue68w4gdsz/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn ) | Unsubscribe ( https://82029304.unsubscribe.kit-mail3.com/4zu9e9wv4nuehplvz84txh6mv0592a5hmz7qn )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/l2heh6ul25k0vqug/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ************* Florida...Man ************* ​ My wife and I spent a few days in Florida with friends. Sunshine, warm weather and great people. What's not to like? ​ While there, I had a change of heart with this newsletter and decided not to publish (yet another) article about AI. I hope you'll forgive me. ​ Have you noticed any human behavior recently that made you go "hmmmm" or scratch your head? I'd love to know. ​ Enjoy, JP ​ P.S.: For more than 20 years, Lulu ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/7qh7h2u9lv4kp7b9/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ) has been a leader in helping authors and creators publish and print their books. That’s why I’m glad to have them as a sponsor for the Tilt newsletter. If you plan on growing your business and brand in 2026, consider publishing a book with Lulu ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/7qh7h2u9lv4kp7b9/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/58hvh8ugxp9vzph7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/wnh2h6uq79o53wil/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/wnh2h6uq79o53wil/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ******************* Epic and Disturbing ******************* ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/l2heh6ul25k0vqug/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )Having a blast at Epic Universe in Orlando. For this week’s issue of The Tilt, I actually had a different article ready to go. It was another deep dive into my thoughts on AI. I’ve been working on a much larger thesis around this topic for a couple weeks now, sharing pieces of it with a few smart people and getting feedback. As I was ready to hit publish, I decided to go a different direction. I’ve been going down the rabbit hole of AI and I’m too close to it right now. If you’ve been reading the past few issues, you’ve probably noticed a pattern. We’ve talked a lot about artificial intelligence and how it’s going to reshape content creation, marketing, discovery and, honestly, a lot of our lives. All of that matters. I believe most of it. But when you spend enough time with something you start to see it everywhere. So this week I wanted to step back and talk about something slightly different. Over the past few weeks, a handful of small things have happened that have honestly freaked me out a little bit. Nothing dramatic. Just little moments that made me pause. --------- Epic Face --------- The first one happened at Epic Universe in Orlando. We had an amazing time. The Harry Potter ride alone is worth the trip. Absolutely fantastic. But one of the rides in the Dark Universe area caught my attention for a different reason. Before you get on the ride, you have to store your stuff in a locker. Pretty standard for theme parks. But instead of using a key or a wristband or a pass code, the locker opens with your face. You walk up to a camera. It scans your face. The locker opens. When the ride is over, you walk back up to the same locker, stand in front of another camera, and it recognizes your face and opens again. It worked perfectly. Smooth. Fast. No friction. The whole thing wigged me out a little bit. ------------- A YouTube Kid ------------- The second moment happened yesterday at the airport. I was sitting two chairs away from a kid who couldn’t have been more than four years old. They had headphones on staring into an iPad. At first I didn’t think much of it. Kids watch videos all the time. But I looked over and realized they weren't watching a single video. They were scrolling through YouTube recommendations. Scroll. Tap. Scroll again. Four years old, navigating an algorithm. Now I’m sure it was YouTube Kids or some kind of parental setting. I’m sure there were filters in place. But the thing that hit me was this. There is an algorithm somewhere deciding what that child sees next. What entertains them. What keeps them watching. What holds their attention. And neither of us have any real idea how that works. Hello Mom and Dad…do you know what’s happening with your kid? I definitely had flashbacks to The Matrix. Who am I to judge?…but it did scare me a little bit. --------------- Checkout Please --------------- Before the flight, I went to grab a protein drink and some hummus (don’t judge). Anyway, there was a long line at the checkout. A human was directing some people to the self-checkout and others to another human being checking people out. As I was approaching the end of the line, the person in front of me let me go first because he wanted the self-checkout line, not the human. Let that sink in for a bit. ------------------- No Social in Social ------------------- Another moment happened a couple weeks ago when I walked into a restaurant and realized nobody was talking. Every table had someone looking down at a phone. Couples. Families. Friends. Everyone physically together, but mentally somewhere else. Again, nothing shocking. We’ve all seen it. But when you notice it all at once, it feels strange. It happens a lot during intermission when we go see musicals at the wonderful Cleveland Playhouse. My wife and I have been a member for over 20 years. I remember in the early days, intermission would happen and everyone would talk about what they just experienced. Lately, once the curtain comes down and the lights come up, the heads look down at their devices. It’s eerily quiet. None of these moments are catastrophic on their own. Technology has always changed how we behave. This is just the new version of that story. But when you stack them together, they make you pause. Face scanners opening lockers. Four-year-olds navigating recommendation engines. Shoppers preferring the computer over the human. Rooms full of people sitting together while living somewhere else. Sometimes the future doesn’t arrive with a bang. It shows up quietly in small moments like these. And every once in a while, it’s worth stepping back and asking ourselves a simple question. Are we shaping the tools…or are the tools slowly shaping us? My advice? Tell someone you love them. Ask someone how their day went. Call someone who you haven’t talked to in a while. Look around. This Old Marketing Podcast ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/dphehmue6z74m6tl/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ In this week's This Old Marketing ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/dphehmue6z74m6tl/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert talk about what marketing looks like when AI can do most of marketing's tasks. A fun, ranty episode. Until next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/l2heh6ul25k0vqug/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/58hvh8ugxp9vzph7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/p8hehqu46k73lqtr/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/owhkhwuw938k8kuq/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0/kkhmh2unwg9d99ak/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0 ) | Unsubscribe ( https://82029304.unsubscribe.kit-mail3.com/75u4z4r7wkc8h6loon9szhwrvlxqocnhowzx0 )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/58hvh8ugqdr5p3a7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ***************** Don't Run Me Over ***************** ​ On Wednesday morning I went out for a run and almost got clipped by a car at a crosswalk. The driver wasn’t paying attention and missed me by a few feet. ​ For the next 45 minutes of the run I kept thinking about two things. ​ First, I’m really glad that car didn’t hit me. Second, how did automobiles actually become a thing? At some point people had to trust machines over humans to build them. ​ That thought eventually led to this article. ​ And do me a favor...as you drive this week, please be on the lookout for runners and bikers. The more you know! ​ Enjoy, JP ​ P.S.: For more than 20 years, Lulu ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/25h2h9u36pk7r6c8/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ) has been a leader in helping authors and creators publish and print their books. That’s why I’m glad to have them as a sponsor for the Tilt newsletter. If you plan on growing your business and brand in 2026, consider publishing a book with Lulu ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/25h2h9u36pk7r6c8/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/qvh8h8udzm98gwsg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/g3hnhwumr84e7wu3/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/g3hnhwumr84e7wu3/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ******************************** Content Doesn't Need a Heartbeat ******************************** ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/58hvh8ugqdr5p3a7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )People don't care that a car is not made by hand. When automobiles first appeared, they were built by hand. Craftsmen assembled them the way carriage makers built horse-drawn wagons. Skilled mechanics fitted parts together piece by piece. It was slow, deliberate work, and if you owned a car in the early 1900s it meant something. Then in 1913 Henry Ford introduced the moving assembly line ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/n2hohquvm9znwza0/aHR0cHM6Ly93d3cuaGlzdG9yeS5jb20vdGhpcy1kYXktaW4taGlzdG9yeS9kZWNlbWJlci0xL2ZvcmRzLWFzc2VtYmx5LWxpbmUtc3RhcnRzLXJvbGxpbmc= ). Almost immediately critics began saying the same thing we hear today about AI. Machines shouldn’t be building something this important. Cars made this way would feel cheap. Soulless. Real automobiles should come from the hands of skilled workers. Except that’s not what happened. Ford’s assembly line dramatically reduced production time. The price of the Model T fell year after year. Suddenly millions of people who had never imagined owning a car could afford one. And customers made their choice quickly. They didn’t care how the car was built. They cared that it worked. --------------------------------- The Pattern We Pretend Not to See --------------------------------- This dynamic has repeated itself over and over again. Take milk delivery. For decades families woke up to glass bottles of milk sitting on their doorstep. The milkman was part of the neighborhood rhythm. People knew him. Kids waved to him. It felt personal. When grocery stores began selling refrigerated milk, many people insisted they would never give up the milkman. Today most people don’t even remember that milk delivery was once normal. Or consider elevators. For much of the early twentieth century elevators required human operators. A uniformed person stood behind a panel of levers and ran the elevator for you. Many passengers believed elevators were too dangerous to automate. Then push-button elevators arrived. Within a generation the operator disappeared. No one complained. The same thing happened with telephone calls. Early phone systems required human switchboard operators physically connecting wires to route each call. When automated dialing arrived, people worried it would feel impersonal and unreliable. Instead it made the system faster and more efficient. The operator vanished. This pattern shows up again and again. People believe they care about the human process. In reality they care about the outcome. Does the car move? Does the elevator reach the floor? Does the milk arrive? Does the phone call connect? If the system works, the production method fades into the background. ---------------------------------- Content Is Following the Same Path ---------------------------------- Now we are watching the same transition happen with content. Right now the industry conversation is stuck on the wrong questions. Should creators disclose AI use? How much AI is acceptable? Where is the ethical line? These debates assume the audience is paying attention to the production process. They are not. Audiences care about whether the content does its job. Does it teach them something? Does it entertain them? Does it help them solve a problem? Does it change the way they think? If the answer is yes, the production method becomes irrelevant. We are already seeing the evidence. AI musicians are appearing on music charts. News organizations are publishing AI-assisted articles at scale. Creators are using AI tools to draft newsletters, research stories, outline podcasts, and generate ideas. And audiences keep consuming the content. Because audiences have always optimized for one thing. Does it work? ----------------------------------------- The Question We Should Actually Be Asking ----------------------------------------- The debate about AI and content creation needs to move forward. The question is not whether humans should use AI. The real question is much simpler. Does the content accomplish the job it was created to do? If a piece of content informs someone, inspires someone, entertains someone, or persuades someone to take action, it has succeeded. It does not matter if a human wrote every word. It does not matter if AI helped produce half of it. It does not even matter if the entire thing was generated synthetically. If the content works, the audience accepts it. Just like the assembly line. Just like the elevator. Just like the telephone. Content, it turns out, does not need a heartbeat. It just needs to work. --------------- What Comes Next --------------- This is only the beginning of the shift. Next week I’m publishing another piece that takes this idea much further. I’ve been spending a lot of time researching it, and the conclusion is uncomfortable. The platforms themselves appear to be moving toward a world where most of the content inside their systems will be synthetic by default. If that sounds extreme, wait until you see where the incentives are pointing. Look for that next week. This Old Marketing Podcast ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/wnh2h6uqn2er9lhl/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ In this week's This Old Marketing ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/wnh2h6uqn2er9lhl/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert talk about the week of AI chaos, McDonald's weird (and winning) move, and the rise of the 90-second micro-drama. Until next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/58hvh8ugqdr5p3a7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/qvh8h8udzm98gwsg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/08hwhgu2v63m08bp/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/8ghqh3uoz6mg0efl/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n/vqh3hmuol9znxxtw/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n ) | Unsubscribe ( https://82029304.unsubscribe.kit-mail3.com/k0u2p25mr7s6h5w5kdqtlhore8zeoc8hgk04n )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/25h2h9u36ldvk7t8/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ****************** Short-Form Concern ****************** ​ Between the influence of a podcast and a movie, I'm starting to have deep concerns about creating short-form content. ​ Hence, this week's article. I hope you challenge yourself with the same questions I'm currently dealing with. ​ On a more positive note, my friend Joe Lazer (the younger, more attractive Joe) just published a truly incredible book called Super Skill: Why Storytelling Is the Super Power of the AI Age ( https://82029304.click.kit-mail3.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 ). ​ To be honest, I get a lot of people asking me to promote their books in this newsletter. Joe's book was easy...it's too good to ignore. Joe has a special offer for you if you buy this week. ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/g3hnhwumrgpd4ma3/aHR0cHM6Ly9qb2VsYXplci5jb20vc3VwZXJza2lsbA== )​ ​ Enjoy, JP ​ P.S.: Thanks to Lulu ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/9qhzhdud049qoziz/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ), I’m able to keep this newsletter ad-free. They’re the premiere choice for print-on-demand books, whether that’s a single copy or dozens. If you’re planning to publish in 2026, consider Lulu for your printing needs ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/9qhzhdud049qoziz/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/48hvh7umvwg54wiq/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/wnh2h6uqnmg5enul/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/wnh2h6uqnmg5enul/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ***************************** Rethinking Short-Form Content ***************************** ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/25h2h9u36ldvk7t8/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )Recording This Old Marketing from Key West last week. My wife Pam and I decided to go to a movie this week. I love movies. I love popcorn. I also wanted to get out from under all the AI content I’ve been drowning in lately (both my own and other people’s). I just wanted to sit in a theater with my wife and let someone else tell a story for two hours. We bought tickets to Good Luck, Have Fun, and Don’t Die ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/8ghqh3uozw90mvcl/aHR0cHM6Ly93d3cuaW1kYi5jb20vdGl0bGUvdHQxMzQxMzM4Lw== ). I knew almost nothing about it other than Sam Rockwell starred in it and it was getting strong reviews. That was enough for me. The movie ended up being about technology reshaping humanity (of course). I don’t think I’m giving away the movie by saying this, but the core story was about how technology rewires habits, attention, and identity over time. Kids and adults alike are being shaped by short-form content, by endless feeds engineered for frictionless consumption ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/l2heh6uleqr088ag/aHR0cHM6Ly93d3cueW91dHViZS5jb20vd2F0Y2g_dj02OUd3N2FvV01NSQ== ), by a device that is always within arm’s reach. The irony was not lost on me. Just hours before we left for the theater, I had listened to an episode of The Diary of a CEO focused on humanity’s “brain rot emergency ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/dphehmuevd54l2bl/aHR0cHM6Ly93d3cueW91dHViZS5jb20vd2F0Y2g_dj1FU2Nncms3b0V3VQ== ).” It wasn’t presented as hyperbole. It was presented as data-driven concern about what constant scrolling is doing to mood, attention, and long-term mental health. I didn’t go looking for this topic. It found me twice in one day. And as I sat there in the theater, I couldn’t stop thinking about one question: As creators, are we strengthening minds or destroying them? See…even when I try to not think about work stuff I think about work stuff. ---------------------------------- We Already Know This Isn’t Neutral ---------------------------------- Most of us have seen the research connecting heavy social media use with increased anxiety and depression, particularly among teenagers. We’ve seen the conversations about sleep disruption, loneliness, and comparison culture. We know that short-form platforms are engineered for addiction. The next swipe might be amazing. It might be boring. You don’t know. That uncertainty keeps you engaged, just like a slot machine. Dopamine. Neuroplasticity adds another layer. The brain adapts (aka “rewires itself”) to repeated behavior. What you do consistently, you get better at. That’s wonderful when you’re learning a language or practicing golf. It’s less wonderful when you are training your mind to live in constant interruption. If you grew up without a smartphone, you at least remember what sustained attention feels like. You remember boredom and having to find something to do. You remember reading something longer than a few paragraphs without even considering reaching for a second screen. Someone told me the other day that the only time they don’t have their phone with them is in the shower. Think about that for a second. But what happens when a child is introduced to an iPad before they can form full sentences? What happens when a teenager’s entertainment pipeline flows naturally toward YouTube Shorts, Instagram Reels or TikTok? That brain is being trained early, and repetition always wins. We know scrolling changes us. And the change is not good. And, as creators, we have a responsibility to look at our own actions. --------------------- The Creator’s Dilemma --------------------- Here’s the confession. Short-form works. If you are trying to grow a podcast, newsletter, YouTube channel, or personal brand, short-form is often the most efficient discovery engine available. Robert and I have seen this firsthand with This Old Marketing ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/p8hehqu4mrx3q2br/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ). A short clip can introduce us to people who have never heard of us. Some of those viewers become subscribers. Some turn into regular listeners on Spotify or YouTube. Short-form feeds the top of the funnel. Short-form is what the platforms reward. But what happens when the top of the funnel is also a brain trap? What happens when the format that drives growth is the same format we believe may actually be crippling people’s capacity for thinking. We want to build. We want to reach. We want to contribute. Yet the most powerful distribution mechanism available may be shaping people in ways we don’t love. The TLDR: Short-form works, but is the short-form we create hurting people? That is the dilemma. ---------------------------- Welcome to the Brain Economy ---------------------------- We used to call this the attention economy. That phrase still works, but it may not go far enough. We are not just competing for attention anymore. We are participating in what I would call the brain economy. Repeated exposure shapes cognition. What people consume repeatedly influences how they think and process information. Short-form content trains us to jump from thing to thing. It keeps our emotions bouncing up and down. It rewards whatever is new. Long-form teaches patience. It lets ideas unfold instead of flash by. You start to see how things connect, and that makes them stick. Neither format is inherently evil, but they are not equal. In general, long-form strengthens focus and understanding, while short-form tends to chip away at them. So the question is not whether short-form is bad. The question is where it leads. Is short-form a bridge to depth, or is it the destination? Are you using it to invite people into a richer experience, or are you optimizing for infinite scroll because that is what performs? ---------------------------------- The Short-Form Responsibility Test ---------------------------------- I am not suggesting we abandon short-form entirely (although I am personally considering it). For many creators, that would be unrealistic. I am suggesting we adopt a higher standard than “it works.” Before publishing, I think we need to ask better questions. 1. Does this lead somewhere deeper?​ If your clip exists only to keep someone scrolling, it becomes part of the machine. If it points toward a full episode, a thoughtful essay, a longer video, or a community where sustained attention is encouraged, that’s different. Short-form can function as a doorway, but it should not become the living room. 2. Does this reward curiosity or outrage? Outrage spreads quickly. It’s easy to monetize anger and fear. Curiosity does something else. It expands. It invites exploration. It builds understanding instead of just reaction. 3. Does this stand alone as useful, or only as addictive?​ Some short-form content genuinely delivers value in a compact way. A clear insight. A helpful tip. A moment of clarity. Other content exists purely to trigger the next swipe. We all know the difference when we see it, and if we’re honest, we know the difference when we create it. -------------------- The Real Opportunity -------------------- There is hope in this, but not the easy kind. As more content becomes synthetic and optimized for speed and volume, more of it will lean into the mechanics of addiction. The creators who stand out may not simply be the loudest. They may be the ones willing to slow down. And here’s the part we don’t talk about enough. That choice might cost you. If you decide that your short-form must lead somewhere deeper or not exist at all, you may grow more slowly (or not at all). You may get fewer views. Fewer shares. Less attention. But you might sleep better. We don’t control the algorithms. We don’t control the incentive structures of billion-dollar platforms (trillion?). But we do control what we publish. Every post is a vote. Every clip either nudges someone toward depth or toward distraction. Every piece of content either strengthens the muscle of attention or chips away at it. Maybe the next chapter of the creator economy isn’t defined by who mastered the feed. Maybe it’s defined by who decided not to. So here’s the question I’m sitting with after that movie and that podcast collided in the same day: When someone spends time with your content, do they leave more capable of thinking… or more dependent on the next hit? And if strengthening minds means growing a little slower, are you okay with that? This Old Marketing Podcast ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/p8hehqu4mrx3q2br/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ In this week's This Old Marketing ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/p8hehqu4mrx3q2br/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert talk about Unilever's call against big advertising and end the show with a heated debate on the future of AI. Until next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/25h2h9u36ldvk7t8/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/48hvh7umvwg54wiq/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/7qh7h2u9qdzkn4h9/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/z2hgh7uen5w4l3uz/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q/kkhmh2unrzmdx4bk/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q ) | Unsubscribe ( https://82029304.unsubscribe.kit-mail3.com/8kuwpw7q0ohoh2z7evpukhkgm3xq2t3hmgp0q )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/l2heh6ule3nd9qtg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ************ A Commitment ************ ​ Last year I started a book club. We kept it small. Just the eight of us. ​ What I love most about it (besides the fellowship) is that I'm reading books I wouldn't have normally knew existed. ​ This month, we're reading Uncool ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/z2hgh7uen3kmvqfz/aHR0cHM6Ly93d3cuYW1hem9uLmNvbS9VbmNvb2wtTWVtb2lyLUNhbWVyb24tQ3Jvd2UvZHAvMTY2ODA1OTQzNg== ) from Cameron Crowe (director of Almost Famous), which is the source for today's issue. ​ Many times, creators and writers feel out of place. Like we are living in a world that doesn't understand us. If you've ever felt this way, you'll appreciate Crowe's book. It's become one of my favorite autobiographies. ​ As, as always, email me back with your thoughts. ​ Enjoy, JP ​ P.S.: Thanks to Lulu ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/p8hehqu4mz2p0qfr/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ), I’m able to keep this newsletter ad-free. They’re the premiere choice for print-on-demand books, whether that’s a single copy or dozens. If you’re planning to publish in 2026, consider Lulu for your printing needs ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/p8hehqu4mz2p0qfr/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/x0hph3ueowp464cg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/6qhehoulz753g4t9/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/6qhehoulz753g4t9/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) *********************** POV Is About Commitment *********************** ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/l2heh6ule3nd9qtg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )Pam and I in Antigua (Eric Clapton's House behind us) In Cameron Crowe’s recent biography ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/z2hgh7uen3kmvqfz/aHR0cHM6Ly93d3cuYW1hem9uLmNvbS9VbmNvb2wtTWVtb2lyLUNhbWVyb24tQ3Jvd2UvZHAvMTY2ODA1OTQzNg== ), he revisits his in-depth interview with Led Zeppelin at the height of their fame. At the time, Jimmy Page (lead guitar) disliked interviews and had little patience for the music press. He was especially wary of Rolling Stone. Crowe, still young and eager, persuaded Page by reframing the interview as a service to the fans. This would not be a critical profile or a piece with an agenda. It would simply give Zeppelin’s audience what they wanted most: direct access to the band, in their own words. The result was a commercial success. The issue became the best-selling Rolling Stone to date. Letters poured in from Zeppelin fans around the world, grateful for the intimacy and respect of the piece. By the measures that most creators care about, the work had clearly succeeded. A few weeks later, Crowe was summoned to meet Rolling Stone founder Jann Wenner. This alone was an honor. Wenner rarely met with freelance writers, and when he did, it was usually to praise them. This meeting went differently. Wenner told Crowe that while the piece pleased fans and satisfied the band, it failed in a more important way. Crowe had not taken a position. He had allowed access and audience service to dictate the story. A writer, Wenner argued, must decide what the story is about and what it stands for. Otherwise, the writer disappears from the work. Crowe later said that something inside him died during that conversation. But something else emerged alongside it: a clearer understanding of authorship, voice, and responsibility. It’s hard to imagine Crowe creating Almost Famous ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/kkhmh2unrl5oq7ik/aHR0cHM6Ly9lbi53aWtpcGVkaWEub3JnL3dpa2kvQWxtb3N0X0ZhbW91cw== ) without that lesson. The film itself is, in many ways, about the cost of surrendering your point of view. That tension is one creators should be thinking about right now. ------------------------------------- Position Is Not Volume or Controversy ------------------------------------- When we talk about taking a position, many people assume it means being provocative, contrarian, or loud. That’s not necessarily the case. Position is not about picking fights or chasing attention. It is about commitment. Position shows up in what you consistently emphasize and what you consistently leave out. It reveals itself in the ideas you return to even when they don’t perform best, and in the shortcuts you refuse to take even when they would be rewarded. Crowe’s Zeppelin interview didn’t fail because it was inaccurate or poorly written. It failed because it was invisible. By subordinating his editorial judgment entirely to access and fan service, the work became interchangeable. It belonged to the band, not the writer. And when that happens, the content may succeed in the moment, but it does not build lasting trust. I’ve done this a few times myself, writing about top influencer lists or reviews of vendor reports. I knew these types of articles would perform well, but I never liked the output of the content. They felt, in a word, soulless. Maybe you’ve done this as well in the past. --------------------- The Creator’s Dilemma --------------------- Most creators today are doing what they’ve been taught to do. They listen carefully to their audience, study search behavior, respond to demand, and work hard to be useful. That approach is not wrong. In fact, it’s often how audiences are built in the first place. The problem begins when relevance replaces identity. Content that exists only to answer questions becomes easy to replace. It may rank well and perform efficiently, but it does not signal what you believe or why your voice matters. Over time, the creator becomes harder to distinguish from everyone else delivering the same correct information. This is not a positioning problem as much as it is a commitment problem. ------------------------- Why Style Is Recognizable ------------------------- Music offers a helpful example. You can hear the opening notes of a Red Hot Chili Peppers song or a Billy Joel melody and recognize it immediately. That recognition does not come from novelty. It comes from consistency. Those artists are not reacting to trends song by song. They are honoring a set of creative commitments they’ve made over decades. Their work carries a recognizable shape because they have decided what they will protect and what they will not compromise. That is what position looks like over time. ------------------------ A Better Question to Ask ------------------------ When creators talk about finding their tilt ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/58hvh8ugqmn4dpb7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vYXVkaWVuY2Uvd2hhdC1pcy1jb250ZW50LXRpbHQ= ), the questions usually sound like this: Who is the audience? What content do we deliver? How do we deliver it? Those questions matter, but they are incomplete. The more important question is quieter and more demanding. What belief does your content exist to protect? We want that belief baked into your editorial or content mission. A proper mission gives you the ability to say no to ideas. And that’s exactly what we want. If your work disappeared tomorrow, what idea would quietly weaken or vanish with it? Not what information would be missing, but what conviction would no longer be reinforced. If you can answer that question, your position becomes clearer. Your content stops being merely helpful and starts becoming recognizable. And in a world overflowing with optimized, correct, interchangeable content, that commitment is what allows trust to form and endure. This Old Marketing Podcast ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/25h2h9u3628qpvu8/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ In this week's This Old Marketing ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/25h2h9u3628qpvu8/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert talk about META's battle in a social media jury trial...and then take on OpenAI's purchase of OpenClaw. Until next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/l2heh6ule3nd9qtg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/x0hph3ueowp464cg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/qvh8h8udzr4lm4hg/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/g3hnhwumr3l08nu3/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw/n2hohquvm3xl9oh0/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw ) | Unsubscribe ( https://82029304.unsubscribe.convertkit-mail2.com/wvuwkwv2x7hghkn7wz0t7hnzz8zxxi8hqx7mw )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/reh8h9um43k8n2b6/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) *********** Is It Over? *********** ​ Last week, I came to the crossroads with my Content Inc. model ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/vqh3hmuolvm583tw/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvY29udGVudC1pbmMv ). ​ I started developing this model over 20 years ago and tried to perfect it over the years. In a nutshell, it starts with a differentiated message, developed on one platform, consistently delivered over time, that leads to an audience that comes to know, like, and trust us. ​ Not rocket science, but it's worked for decades. Some of the largest brands in the world succeeded using this model. ​ But will it still work in the age of synthetic content? ​ I wrote this week's article about it. It's geared for marketers, but any creator should find value in this theory. As always, I'm interested in what you think. Shoot me a note. ​ Enjoy, JP ​ P.S.: Thanks to Lulu ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/l2heh6ulenqgwzcg/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ), I’m able to keep this newsletter ad-free. They’re the premiere choice for print-on-demand books, whether that’s a single copy or dozens. If you’re planning to publish in 2026, consider Lulu for your printing needs ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/l2heh6ulenqgwzcg/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/7qh7h2u9q6dg39h9/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/z2hgh7uenk5g0wiz/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/z2hgh7uenk5g0wiz/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ******************* The Trust Portfolio ******************* ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/reh8h9um43k8n2b6/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )​ For nearly two decades, marketers and creators have built trust the same way. You find a point of differentiation. You choose a primary platform. You show up consistently over time. Eventually, an audience begins to know you, like you, and trust you. I’ve been talking about this model since 2007. It has helped build creators, companies, and entire media brands. And here’s the important part: the model still works. But something fundamental has changed. The model hasn’t stopped working. The window to make it work has started closing. ------------------------------------- How trust has historically been built ------------------------------------- Whether you’re an individual creator or a global organization, the trust-building playbook has followed a familiar pattern. First, you focus. You choose a specific audience, a narrow problem, and a clear point of view (your Tilt ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/x0hph3ueopkgxktg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vYXVkaWVuY2Uvd2hhdC1pcy1jb250ZW50LXRpbHQ= )). Next, you commit to a primary platform. A blog, a podcast, a newsletter, a video series, an event series, a book series, a magazine, or a community. Then comes the hard part: consistency over time. Trust compounds slowly. In most categories, it takes 12 to 24 months before meaningful traction appears. Finally, once trust exists, you diversify. You promote, partner, expand into new channels, and turn attention into opportunity. This approach has worked extraordinarily well. It still does, in theory. --------------------------------------- The problem isn’t the model. It’s time. --------------------------------------- What has changed is not how trust is built, but the environment in which trust is discovered. Search is no longer just a list of links. Answers are summarized, synthesized, and recommended. Attention is increasingly filtered by machines before a human ever engages. At the same time, the supply of content is growing faster than at any point in history. There has always been “too much content,” going all the way back to the printing press. But this moment is different in kind, not just scale. For the first time, content creation is no longer constrained by humans. ----------------------------- The rise of synthetic content ----------------------------- Multiple experts and researchers now believe we are moving rapidly toward a world where the majority of online content will be generated by machines. Some forecasts suggest that as much as 90% of internet content could be synthetic within a few years. Others go even further, projecting figures approaching total saturation by the end of the decade. ​More recent analyses ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/kkhmh2unr5z74wbk/aHR0cHM6Ly9ncmFwaGl0ZS5pby9maXZlLXBlcmNlbnQvbW9yZS1hcnRpY2xlcy1hcmUtbm93LWNyZWF0ZWQtYnktYWktdGhhbi1odW1hbnM= ) show that AI-generated text already represents a majority of newly published English-language web content. Whether the final number ends up being 30%, 50%, or north of 90% is almost beside the point. The direction is unmistakable. Human-generated content is becoming a shrinking share of the overall information ecosystem. -------------------------------------- Why this compresses the trust timeline -------------------------------------- Trust still requires repetition, familiarity, and consistency. That hasn’t changed. What has changed is the pace of everything around it. Trust compounds slowly. Discovery systems evolve quickly. Large language models summarize ideas, collapse sources, and infer authority long before an audience ever encounters the original work. Time, which used to be the price of trust, is now the risk. For many organizations, attempting to build a single, brand-led audience from scratch over the next few years is becoming a low-probability bet (better said, a large gamble). It’s not impossible. But it is increasingly asymmetric, with high time costs and uncertain outcomes. Kalshi or Polymarket would show the odds are against it working at all. ------------------------------------ The paradox marketing teams now face ------------------------------------ Marketing and content teams are stuck in a bind. Focus and consistency still build trust best. Diversification is necessary to reduce risk. Doing everything everywhere guarantees mediocrity. The most common response is to produce more content across more channels. The result is diluted voice, inconsistent quality, and very little real trust. This is where a different approach becomes necessary. ------------------------------- Introducing the Trust Portfolio ------------------------------- If trust takes time, and time is now constrained, the rational response is diversification. Not diversification of channels. Diversification of trust. This is what I call The Trust Portfolio. Instead of trying to make the company the sole creator, the company becomes the platform that enables trusted individuals. Each individual represents a specific trust signal aligned to a specific marketing goal. You are no longer making one big bet. You are managing a portfolio. This is the next evolution of every company being a media company. The content doesn’t come from the brand itself. The brand manages the individuals who create the content. But how does this work? ------------------------------------------ Start with what you want to be trusted for ------------------------------------------ Every Trust Portfolio begins with the same questions: What do we want to be known and trusted for? What expertise truly matters to the business? Only after answering those questions do you look for the right person. Not the most senior executive. Not the official spokesperson. The person with lived experience, curiosity, and a willingness to show up consistently. This could be an engineer, an office assistant or a member of the custodial staff. --------------------------------------- Match people to trust goals, not titles --------------------------------------- This approach has nothing to do with hierarchy. Some people are natural writers. Some think out loud on audio. Some teach visually. Marketing’s role shifts from controlling the message to enabling the system. Editorial support, production resources, legal guidelines, and distribution all sit underneath the individual voice. Some efforts will fail. That should be expected. You only need one or two to break through to justify the entire portfolio. ---------------------------- The most important guardrail ---------------------------- Yes, guardrails matter. Accuracy, compliance, and brand connection are non-negotiable. But there is one rule that cannot be compromised. You must let people be human. That means personality, curiosity, and point of view. It means allowing people to be a little weird. If you sand all of that down in the name of safety, you don’t get protection. You get invisibility. In a world where machines decide what gets surfaced, forgettable is fatal. ------------------------------------------------------- Why the Trust Portfolio works when content is synthetic ------------------------------------------------------- AI systems don’t trust logos. They detect patterns. Repeated expertise. Consistent ideas. Identifiable authorship. A company with multiple credible humans speaking clearly and consistently will almost always outperform a single polished brand channel. This isn’t about publishing more content. It’s about creating trust signals from multiple humans in your company. --------------- The bottom line --------------- The classic trust-building model still works. But the time it takes to build an audience that knows, likes, and trusts you no longer matches the pace of change. When content becomes infinite, trust becomes scarce. The organizations that win won’t try to shout louder. They’ll build a Trust Portfolio and bet on people when everything else becomes synthetic. This Old Marketing Podcast ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/qvh8h8udz4exqmsg/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ A special episode of This Old Marketing ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/qvh8h8udz4exqmsg/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert choose the winning ad from the 2026 Super Bowl and talk excessively about NFL's decision to go with Bad Bunny. Until next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.convertkit-mail2.com/d0umkmwe56a0hove93efmhz22r244slhnd2wk/reh8h9um43k8n2b6/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? 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( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/8ghqh3uow73xz4il/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) *********** In the Mind *********** ​ I started to re-read Think and Grow Rich by Napoleon Hill again. It's honestly crazy that a book almost a hundred years old can still make an impact on a modern creator. ​ And I was immediately reminded of this thought: ​ Most creator advice today is tactical. Platforms, prompts, growth hacks. But the people who actually build lasting freedom tend to share something deeper. A way of thinking. A way of committing. A way of seeing themselves long before the audience shows up. ​ That's the core of this week's message. Please reply and let me know what you think. ​ Enjoy, JP ​ P.S.: Thanks to Lulu ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/dphehmued2km6kfl/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ), I’m able to keep this newsletter ad-free. They’re the premiere choice for print-on-demand books, whether that’s a single copy or dozens. If you’re planning to publish in 2026, consider Lulu for your printing needs ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/dphehmued2km6kfl/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/6qhehoulx3wdrna9/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/kkhmh2unzoe3wmck/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/kkhmh2unzoe3wmck/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ******************************** The Playbook for Modern Creators ******************************** ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/8ghqh3uow73xz4il/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )The Opportunity Engine One of the most influential books in my life, both personally and professionally, is Napoleon Hill’s Think and Grow Rich ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/qvh8h8udelv0wzfg/aHR0cHM6Ly93d3cuYW1hem9uLmNvbS9UaGluay1Hcm93LVJpY2gtTGFuZG1hcmstQmVzdHNlbGxlci9kcC8xNTg1NDI0MzMx ). First published in 1937, Hill’s work wasn’t really about money. It was about agency. About belief. About persistence. About building something from nothing by first building it in your mind. When I began writing Burn the Playbook ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/kkhmh2unzoe3wmck/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ), I realized how deeply Hill’s thinking had shaped my own philosophy of building a career and a business. That’s why every chapter in Burn the Playbook opens with a Napoleon Hill quote and a short reflection. Hill understood something most modern business books miss. Success is not tactical. It is mental, emotional, and behavioral long before it is financial. Re-reading Think and Grow Rich recently, I noticed something else. Hill wasn’t just describing entrepreneurs. He was describing creators. Not influencers. Not growth hackers. Not algorithm chasers. But people who build something they own. An audience. A body of work. A reputation. A point of view. In other words, content entrepreneurs ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/9qhzhdud4exlwrcz/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vd2hhdC1pcy1jb250ZW50LWVudHJlcHJlbmV1cg== ). Seven of Hill’s principles map almost perfectly to what it actually takes to build a meaningful, durable creator business today. One quick note. The book is very much a product of its time and contains language and assumptions that are dated and often uncomfortable. The principles, however, still hold. Here are the seven traits that separate hobbyist creators from those who build real, lasting freedom. --------- 1. Desire --------- “Whatever the mind can conceive and believe it can achieve.” Most people like the idea of being a creator. Very few want it badly enough to become indispensable. You are not competing only with other creators. You are competing with Netflix, TikTok, email, AI, news, work, and the thousand small distractions in your audience’s life. To become the person they consistently choose, you must want to be the most valuable voice in their world, not just another one. Content entrepreneurship is not a side project mentality. It is a mission mentality. The creators who win are not the most talented. They are the most committed. -------- 2. Faith -------- “Faith is the eternal elixir which gives life, power, and action to the impulse of thought.” Every successful creator I know had an unshakable belief long before there was evidence. When we launched Content Marketing Institute, we simply assumed we would become the leading education company in the field. Not hoped. Assumed. The timeline was unknown, but the outcome was not in doubt. Audacious, right? Creators who build meaningful businesses carry that same quiet certainty. They believe their voice matters. They believe their perspective will find its people. They believe their body of work will compound. Without that faith, you quit too early. You pivot too often. You start optimizing before you have earned the right to optimize. ------------------------ 3. Specialized Knowledge ------------------------ “General knowledge, no matter how great in quantity, is of but little use.” The fastest way to fail as a creator is to be broadly interesting. The fastest way to win is to be deeply essential to a very specific audience. ​The Tilt ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/3ohphdu3xkrnmlbp/aHR0cHM6Ly93d3cuY29udGVudGluYy5pby93aGF0LWlzLXlvdXItdGlsdC8= ) is not a marketing concept. It is a survival requirement. The moment you try to serve everyone, you become invisible. The moment you decide exactly who you are for and what problem you solve better than anyone else, everything changes. Trade publications used to own niches. Today, individual creators do. Be the publication for your people. -------------- 4. Imagination -------------- “Man can create anything which he can imagine.” Creators do not win by producing more content. They win by producing better ideas. This is the shift from content factory to idea factory. The most powerful creators think like media companies and artists at the same time. They look for enduring storylines, signature frameworks, and flagship pieces of work that define their point of view. Books. Research studies. Documentary-style series. Long-form essays. Shows that become institutions. These are not posts. They are assets. This is how you stop renting attention and start building equity. --------------------- 5. Organized Planning --------------------- “Align yourself with a group of as many people as you may need for the creation and carrying out of your plan.” The myth of the solo creator dies quickly once a business begins to form. Even the most independent content entrepreneurs eventually build a small media company around themselves. Editors. Designers. Producers. Researchers. Operations. Community managers. Technology partners. You do not scale creativity alone. You build systems around it. This is the moment when creator becomes company and audience becomes asset. And even if you don't hire people to grow your business, you'll need to collaborate with other creators who target the same audience you do. Inside or outside, we need other humans to make the business go. ----------- 6. Decision ----------- “Procrastination is the opposite of decision.” The successful creators decide, then commit. They choose a platform and show up for years. They choose a point of view and defend it. They choose a business model and build toward it patiently. Indecision is disguised as flexibility. In reality, it is fear. Focus creates momentum. Momentum creates trust. Trust creates opportunity. -------------- 7. Persistence -------------- “Willpower and desire, when properly combined, make an irresistible pair.” Almost every failed creator business fails for the same reason. It stops. Not because it was wrong. Not because it lacked talent. But because it ran out of belief before the compounding began. Audience is built the way trust is built. Slowly. Repetitively. Quietly. Until suddenly it is not quiet anymore. Content is not a campaign. It is a long game of becoming known. If you want short-term results, buy attention. If you want long-term freedom, build it. Napoleon Hill understood what modern creators are rediscovering. Success is not about hacks. It is about identity. It is about ownership. It is about staying long enough for belief to turn into reality. That is the real playbook. And it is why Burn the Playbook begins where Hill always began. With the mind. This Old Marketing Podcast ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/48hvh7umw79nl4fq/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ A special episode of This Old Marketing ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/48hvh7umw79nl4fq/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert rant and rave about what's working and not working in the world of marketing. Don't miss this crazy episode. Until next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/8ghqh3uow73xz4il/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/6qhehoulx3wdrna9/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/reh8h9umko7edoc6/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/08hwhgu2npxke4bp/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2/8ghqh3uow73xd4bl/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2 ) | Unsubscribe ( https://82029304.unsubscribe.convertkit-mail2.com/lmulpl9e7osmhnev4xns6h8vvmv00cgh8g0l2 )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/x0hph3uek2pl6khg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) **** Hope **** ​ After presenting twice in the same day last week, I have renewed hope for humanity. ​ And I was so motivated by it, I wrote this week's newsletter about it. ​ The more I talk about AI, and tech, and tools, the more I come back to what's important: our relationships with others. ​ And before you read on, my friend Erika Heald has an excellent new book out called Content Foundations: Scale Your Content with AI without Losing Your Voice ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/58hvh8ug3xnz82t7/aHR0cHM6Ly9jb250ZW50Zm91bmRhdGlvbnNib29rLmNvbS9wcm9kdWN0L2NvbnRlbnQtZm91bmRhdGlvbnMv ). Considering what I've been discussing in this newsletter lately, I know you'll find this book valuable. Go buy it ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/58hvh8ug3xnz82t7/aHR0cHM6Ly9jb250ZW50Zm91bmRhdGlvbnNib29rLmNvbS9wcm9kdWN0L2NvbnRlbnQtZm91bmRhdGlvbnMv ). ​ Enjoy, JP ​ P.S.: Thanks to Lulu ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/g3hnhwumg9lk54b3/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ), I’m able to keep this newsletter ad-free. They’re the premiere choice for print-on-demand books, whether that’s a single copy or dozens. If you’re planning to publish in 2026, consider Lulu for your printing needs ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/g3hnhwumg9lk54b3/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/9qhzhdud4w6lm5iz/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/n2hohquv2qxkp4a0/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/n2hohquv2qxkp4a0/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ****************************** Curiosity Doesn't Kill the Cat ****************************** ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/x0hph3uek2pl6khg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )Speaking at Work Space Sandusky I have hope for the future. I gave a presentation last week in my hometown of Sandusky, Ohio (at Work Space Sandusky ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/08hwhgu2ne9k69cp/aHR0cHM6Ly93d3cud29ya3NwYWNlc2FuZHVza3kuY29tLw== )) and met some new friends. One younger person told me about their knitting hobby. A few months ago, they were looking to try something different, and a relative recommended knitting. They tried it and immediately fell in love with the craft. They also realized they were pretty good at it. One day, they shared their current project on TikTok and quickly discovered a community around knitting called #KnitTok ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/vqh3hmuom0vd93aw/aHR0cHM6Ly93d3cudGlrdG9rLmNvbS90YWcva25pdHRvaz9sYW5nPWVu ) (incredible, right?). They’ve built a pretty engaged following since then. That following led them to a few in-person knitting events in the area, where they’ve made several new friends. Some came from online, some from simply showing up. Through that process, they learned that a knitting publication was looking for writing help. With a journalism degree in hand, they applied. And now they are writing for that publication. All of it started with curiosity. With picking up something tactile and human. A craft that requires patience and attention in a world optimized for speed and shortcuts. What struck me wasn’t TikTok, the hashtag, or even the audience. It was the sequence: Interest → practice → community → opportunity → meaning. A hobby became an identity. (“I knit.”) An identity attracted people. (“I want to hang out with people who knit.”) People created connection. (“I’m friends with people who knit.”) Connection created work. (“Sharing my knitting creates new opportunities.”) Work created purpose. (“Knitting helps give my life new meaning.”) No growth hacks. No funnels. No optimization. Just a person following genuine interest, getting better, sharing honestly, and letting the world respond. That’s why I have hope. In a time when so much is synthetic, automated, and optimized, the things that still seem to matter most are the oldest things: learning a craft, finding your people, showing up, and contributing something real. Later that same day, I spoke at the Hudson, Ohio library. A great group of people, but a very different audience. If the average age in Sandusky was 30 to 35, the average age in Hudson was probably double that. These were people who had lived full careers. They weren’t looking to build an audience or make millions. They were looking to connect with other human beings. They weren’t asking about growth hacks, platforms, or how to “build a brand.” They were asking how to stay relevant, how to stay curious, how to stay useful. How to take what they had learned over decades and offer it in a way that still mattered. Some wanted to teach. Some wanted to write. Some wanted to mentor. Some just wanted a place to belong and contribute again. Different ages. Different stages. Same underlying need. To be seen. To be heard. To be needed. To be known by one or a few people. The Sandusky story is about discovering a craft and a community and letting it open doors. The Hudson story is about rediscovering community and contribution after the main career chapters were already written. One group is asking, “Who am I becoming?” The other is asking, “Who can I be now?” And in both cases, the answer wasn’t technology. It wasn’t platforms. It wasn’t AI. It was other people. That’s the throughline that gives me hope. No matter how synthetic the world becomes, the deepest human motivation hasn’t changed. We want to make things. We want to share them. We want to find our people. We want to matter to someone. We want to contribute. Different generations. Same longing. Same opportunity. So what can I leave you with, beyond warm fuzzy feelings that humanity will survive? A few concrete takeaways. First, follow interest before outcome. -------------------------------------- Both the knitter and the people in Hudson started with curiosity, not a business plan. The work, the audience, and the opportunity comes later. Ask yourself: what are you genuinely drawn to right now that you’ve been postponing because it didn’t look “strategic”? What are you endlessly curious about? One or a combination of those things will ultimately create your tilt ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/m2h7h6u325q76nsl/aHR0cHM6Ly93d3cuY29udGVudGluYy5pby93aGF0LWlzLXlvdXItdGlsdC8= ). Second, practice something slowly and in public. ------------------------------------------------ Not to go viral. Not to build a brand. Just to share the process. The act of showing your work is what attracts your people, whether that’s on TikTok, in a library, or in a community room. Where is your audience hanging out? Who could you learn from or help along the way? The key is to stay curious. Third, choose community over scale. ----------------------------------- Stop asking, “How big can this get?” and start asking, “Who do I want to do this with, and how can I serve?” Go in with a giving mindset, and you will get more than you ever expected. Fourth, turn experience into contribution. ------------------------------------------ For the younger group, it was turning a hobby into voice and opportunity. For the older group, it’s turning decades of lived experience into mentoring, writing, teaching, or simply being present for others. Ask: where can my experience reduce someone else’s confusion or loneliness? Fifth, build something that lets you be needed. ----------------------------------------------- Not impressive. Not optimized. Needed. A group, a practice, a newsletter, a workshop, a circle, a class, a show. Something where if you didn’t show up, someone would notice. We often complicate this. I know I have, many times, even with this newsletter. But it really comes down to a few simple questions: What are you endlessly curious about? What would you happily research and think about for hours without losing interest? What makes life worth living? And ultimately, how can you bring other people into that process and share it with the world? I can’t think of a better way to live. This Old Marketing Podcast ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/dphehmued6om9qhl/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ A special episode of This Old Marketing ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/dphehmued6om9qhl/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert take listener questions to surprise and delight. JP (Joe Pulizzi) ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/x0hph3uek2pl6khg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/9qhzhdud4w6lm5iz/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/7qh7h2u9dl6m29h9/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/z2hgh7ue56k82wtz/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm/x0hph3uek2plvksg/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm ) | Unsubscribe ( https://82029304.unsubscribe.convertkit-mail2.com/27uqlqp286hoh8lxod3s3hgz5m744hghqe7pm )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/58hvh8ug3g7z7ga7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ************** Known x Needed ************** ​ I've been producing email newsletters in one form or another for over 20 years, and I have to say I've been honored by so many of you who've taken the time to write me about the past few newsletters I've written. ​ Part of me wants to apologize because I've really taken a major shift from content creation, distribution, and media systems. But with everything going on in the world, and especially with AI, I just feel that there are more important things that I want you to hear from me. ​ This week I want to talk about something deeper than jobs, technology, or even AI. It’s about meaning. What gives our lives a sense that we matter, that we are needed, and that our presence makes a difference to someone else. ​ After spending time with Viktor Frankl’s Man’s Search for Meaning and looking at some unsettling data on how our relationships, communities, and even companionship are changing, I keep coming back to one question: what happens to a society when fewer and fewer people feel truly needed by other humans? ​ I'm curious what you think of this week's letter. ​ Enjoy, JP ​ P.S.: You won’t find ads in this newsletter thanks to a generous donation from Lulu ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/3ohphdu3x3znz0bp/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). I use Lulu to print Burn the Playbook because they offer high-quality printing at fair prices. If adding a book (or another book) to your brand is in the cards for 2026, consider using Lulu ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/3ohphdu3x3znz0bp/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/48hvh7umwmgng8aq/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/wnh2h6uqmqg3gpbl/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/wnh2h6uqmqg3gpbl/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ******************************* AI's Most Dangerous Side Effect ******************************* ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/58hvh8ug3g7z7ga7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )My wife and I spent last week on the MSC Seaside in the Bahamas. This was the "meet the captains" white party. NOTE: Some of this I covered in last week's email, but for some reason, I felt compelled to take it to the next level. So here you go. Reply with any thoughts. Yesterday I gave two presentations based on my latest book ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/wnh2h6uqmqg3gpbl/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ), and much of what I shared was grounded in Viktor Frankl’s Man’s Search for Meaning ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/8ghqh3uowo9x9rbl/aHR0cHM6Ly93d3cuYW1hem9uLmNvbS9NYW5zLVNlYXJjaC1NZWFuaW5nLVZpa3Rvci1GcmFua2wvZHAvMDgwNzAxNDI3My9yZWY9bW9uYXJjaF9zaWRlc2hlZXRfdGl0bGU= ). Frankl’s central insight, formed in the most extreme human conditions, was that people can survive extraordinary suffering if they believe their lives still have meaning. What he discovered, however, was that meaning is not primarily rooted in happiness, comfort, or even professional success. Meaning is chosen, but the meanings that sustain people most deeply are almost always chosen in the direction of responsibility for others. One of the most powerful examples Frankl gives involves people who fell into deep depression after losing their jobs. At first, it appeared that the loss of income or professional identity was the cause. But when these individuals were placed in volunteer roles, helping in hospitals or community organizations, their despair often lifted. The job itself had not been the source of meaning. It had simply been the place where their usefulness to others was most clearly expressed. Once that sense of being needed returned, even without pay or status, their psychological state improved. Please note that this isn't for every case imaginable, but in general. ----------------------------------- The Disappearing Systems of Meaning ----------------------------------- For most of modern history, work, family, and local community served as the primary delivery systems for meaning. We were teachers, builders, parents, neighbors, and congregants not just in title, but in function. People depended on us. Our absence would be noticed. Our contribution made a difference in someone else’s life. I think one of the key reasons my wife and I attended the same church for a very long time was that we were absolutely noticed by the same group of people. We got to shake their hands, say hi, and smile. When our kids were younger, they would hold our children when we went up for communion or served at Mass. Of course, the ritual and faith played a role, but the people seemed to be the most important part. Today, many of these types of structures are weakening at the same time that digital and synthetic systems are expanding. In 2022, 85 million Americans reported that they did not attend any religious service, nearly double the number from 2008 (US Census Bureau). ​ US teenagers now spend about five hours a day on social media, and US adults in 2026 are spending close to seven hours a day on combined television and digital video (Gallup). According to data cited by Scott Galloway, 72 percent of teenagers have used AI companions and more than half are regular users. More than 20 percent of adults aged 18 to 29 report no sexual activity in the past year, and over one quarter of forty-year-olds in the United States have never married, both record highs (Common Sense Media, Institute for Family Studies). Add to this the U.S. Census projection that fertility has fallen to 1.62 children per woman, well below replacement level in most developed countries without immigration, and that deaths will outnumber births by 2038 if trends continue. I can read a whole lot into many of these statistics (I’m already doing it), but I think we can agree there is a clear trend here. We are spending less time in reciprocal, physical relationships and more time in algorithmic and now synthetic environments. We are more connected to content than to people and more entertained than needed. The simple truth is this: slowly, we are spending less and less time with people (even if there are people around us). Then, we reach a certain age where we are alone…and then many without meaning or purpose. I know this is vastly depressing, but there is an opportunity here. Just keep going. ---------------------- What If We Do Nothing? ---------------------- Most discussions about AI focus on jobs and productivity. But Frankl’s work suggests that the deeper danger is not economic. It is existential. The question is not only what happens when machines do our work, but what happens when fewer and fewer people actually need us. What if we live in a world where no one needs us for anything at all? A world of infinite content and synthetic companionship risks creating a population that is constantly stimulated but quietly unnecessary. You can be surrounded by output and still feel irrelevant. You can be seen by systems and yet not be required by anyone. Frankl observed that despair often emerges when a person can no longer answer the simple question, “Who needs me?” In a society where that question becomes harder to answer, we are not just facing a meaning crisis. We may be facing a social and even demographic one as well. --------------------------------- Updating Frankl for the Age of AI --------------------------------- Frankl’s insight might be translated into a simple model for our time. Meaning = Being Known × Being Needed Being known means that specific people recognize you, understand you, and would notice your absence. Being needed means that your presence or contribution makes a real difference to them. The multiplication matters. If you are known but not needed, you are entertainment (which may serve some purpose, but I digress). If you are needed but not known, you are simply a tool. Only when you are both known and needed do you experience the kind of meaning Frankl described. This is not just a psychological framework. It is also a strategic one. In a world where machines can scale output and automate efficiency, the scarcest asset becomes human relationship. The creator, entrepreneur, or leader who is deeply known by a small group and genuinely useful to them might be protected not only from technological disruption, but from the quiet erosion of purpose. Maybe jobs were never the true source of meaning. They were simply one of its most common delivery systems. As AI begins to absorb more of those systems, meaning does not disappear, but it does stop being automatic. It becomes something that must be intentionally built through relationships where we are both known and needed. The real risk of a synthetic world is not that machines become more capable. It is that we forget that being necessary to one another is what makes life feel worth living. This Old Marketing Podcast ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/l2heh6ulqlrzrptg/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ In this regular episode of This Old Marketing ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/l2heh6ulqlrzrptg/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert discuss OpenAI's latest business model change and their new acceptance of advertising. ------------------------------------ Build Your Moat Against AI (podcast) ​ ------------------------------------ ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/dphehmuede5mrzil/aHR0cHM6Ly9idXNpbmVzc29mc3RvcnkuY29tL3BvZGNhc3QvY29udGVudC1jcmVhdG9ycy1haS1zdWNjZXNzLw== )​ I talk with Park Howell from the Business of Story podcast ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/dphehmuede5mrzil/aHR0cHM6Ly9idXNpbmVzc29mc3RvcnkuY29tL3BvZGNhc3QvY29udGVudC1jcmVhdG9ycy1haS1zdWNjZXNzLw== ) about the last moat for creators against AI. Listen here ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/dphehmuede5mrzil/aHR0cHM6Ly9idXNpbmVzc29mc3RvcnkuY29tL3BvZGNhc3QvY29udGVudC1jcmVhdG9ycy1haS1zdWNjZXNzLw== ). JP (Joe Pulizzi) ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/58hvh8ug3g7z7ga7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/48hvh7umwmgng8aq/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/e0hph0u7m7425pf7/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/7qh7h2u9d9zm36c9/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4/owhkhwuwxwo75ntq/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4 ) | Unsubscribe ( https://82029304.unsubscribe.convertkit-mail2.com/o8unwnekgxsqh6xd5wetvhqzd58rraohrz7p4 )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/owhkhwuwx60pxetq/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ******************************** Sometimes, The Problem Isn't You ******************************** ​ Most of us move through life assuming the rules we’re following are just “how things work.” Education. Careers. Retirement. Only later do we realize the unease wasn’t personal. It was structural. ​ I’ve been spending more time looking at systems lately. What I keep noticing is that you can’t succeed inside one until you recognize that it exists and understand the rules that shape it. ​ Those who identify the most systems have a better chance at winning (accomplishing your goals). That's the thought at least. ​ I'm curious what you think of this week's letter. ​ Enjoy, JP ​ P.S.: You won’t find ads in this newsletter thanks to a generous donation from Lulu ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/6qhehoulx53zz5c9/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). I use Lulu to print Burn the Playbook because they offer high-quality printing at fair prices. If adding a book (or another book) to your brand is in the cards for 2026, consider using Lulu ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/6qhehoulx53zz5c9/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/owhkhwuwx60pp7iq/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/x0hph3uekp4oowbg/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/x0hph3uekp4oowbg/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ************************************************* The Moment You See the Matrix, Everything Changes ************************************************* ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/owhkhwuwx60pxetq/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )​ Last summer, I was at a graduation party talking with a young person who was excited about heading to college in the fall. They were thoughtful, curious, and optimistic about what was coming next. At the end of our conversation, they asked me, “How necessary do you think college really is?” They knew I had earned a master’s degree, so I could tell they were expecting a strong opinion one way or the other. Instead, I asked them a different question. Are you going to college for learning, for the experience, or for the credential? They paused, thought about it, and then admitted they didn’t really know how to answer. (By the way, I don’t know is a GREAT answer ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/kkhmh2unz5orr6uk/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vY29udGVudC9jb21tZW50YXJ5L3RoZS1wcm9ibGVtLXdpdGgtYmVpbmctMTAwLXN1cmU= ).) That moment stuck with me because it revealed something we rarely talk about. We prepare people to enter major life systems without ever helping them understand what those systems are actually designed to do. When something feels off later, we assume the problem is personal. Most of the time, it isn’t. ---------------------------------------------------- When Something Feels Wrong, but You Can’t Explain It ---------------------------------------------------- Most people don’t wake up one day and decide they’re unhappy or anxious. It’s usually quieter than that. Something feels misaligned. Progress doesn’t feel satisfying. Success doesn’t deliver what it promised. We feel it, but we can’t name it. So we work harder. We chase better credentials. We pursue the next promotion or fixate on retirement as the reward that will make it all make sense. We’re trying to solve a feeling by optimizing inside systems we don’t fully see. Once you start seeing systems clearly, something interesting happens. You stop asking how to win inside them, and you start asking what actually matters to you. That shift is where everything begins. ------------------------------------------------------- Education Isn’t About Learning. It’s About Credentials. ------------------------------------------------------- Education is usually the first major system we enter. We talk about post-high school education as if it were the same thing as learning. But learning today is abundant, inexpensive, and available almost anywhere in the world. The best lectures, courses, and ideas are accessible to anyone with an internet connection. If your only goal is to learn, that problem has largely been solved. So why does education cost so much? Because learning isn’t the primary product. Post-high school education is, in most cases, a credentialing system. Degrees, certificates, brand names, and institutional validation act as signals. They tell the outside world that someone passed through a particular filter. Those signals can open doors, reduce uncertainty, and simplify decisions for employers and institutions. Credentials can be useful. In some fields, they are required. In others, they function as filters rather than guarantees. And for many families, college is also about experience and maturation. Time away from home. Exposure to new ideas. Learning how to live independently. Getting into trouble in a safer environment (this is my favorite). The trouble begins when we pretend all of this is primarily about learning. When we do that, costs feel irrational and debt feels unnecessary. When we name the system accurately, confusion drops and choice returns. --------------------------------------------- The Career and Retirement Script We Inherited --------------------------------------------- After education comes the career ladder. Progress is defined as moving up. Stability is defined as staying put. Identity becomes attached to role and title. For a while, this works. Then, at the end of the ladder, we’re told there’s a reward waiting. Retirement. What most people don’t realize is that retirement, like education, was never designed around human fulfillment. It was designed around workforce management. The modern idea of retirement emerged from an industrial economy where retirement ages were set based on economic math, not meaning. NOTE: if you are interested in how retirement came to be a thing, Tom Marks writes an excellent resource about it ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/qvh8h8ude4lzzehg/aHR0cHM6Ly93d3cuY29taW5nb2ZhZ2VpbnJldGlyZW1lbnQuY29tLw== ). The goal was not to help people transition into a purposeful next phase of life. It was to move them out of the system. Fast forward to today. People live longer. Work is less physical and more cognitive. Identity is deeply tied to contribution. And yet we still cling to the idea that stopping at an arbitrary age makes sense for everyone. I’ve seen what happens when it doesn’t. People who did everything right, planned carefully, and hit the number they were aiming for, only to discover that the structure, purpose, and identity holding their life together disappeared quietly. Many who then lost their life meaning feel the problem is personal when it’s actually the system. -------------------------------------------- You Can’t Change the Matrix Until You See It -------------------------------------------- None of these systems are inherently evil. Education, careers, retirement. They were designed to solve real problems in a different era, and for a time, they worked. The danger isn’t that systems exist. The danger is that we don’t realize we’re inside them. There’s a moment in The Matrix when Neo realizes that the unease he’s felt his entire life wasn’t imaginary. Something really was wrong with the world. The rules he’d been following weren’t natural. They were imposed. Until that moment, he could feel the friction but couldn’t explain it. He tried to succeed inside the system. He adapted. He assumed the discomfort was personal. Only after he understands that he’s in the Matrix does anything change. Not because the system disappears, but because he can finally see it. Awareness comes first. Choice comes second. The same thing happens with the systems we live inside. As long as we don’t name them, they feel like reality itself. We optimize, comply, and blame ourselves when something feels off. The moment you name a system, you get something back that most people don’t realize they’ve lost. Choice. Once a system is visible, it stops feeling like fate. You may still choose to participate in it, but you do so consciously. You understand what it rewards, what it ignores, and what it was never designed to provide. Seeing the Matrix doesn’t destroy it. It breaks the illusion. ---------------------------- Meaning Comes Before Success ---------------------------- After years of watching people move through these systems, I’ve come to a simple conclusion. Our true calling isn’t success. It’s meaning. When people find meaning, success and happiness tend to follow (if this resonates with you, read Victor Frankl’s Man’s Search for Meaning ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/9qhzhdud46e00wiz/aHR0cHM6Ly93d3cuYW1hem9uLmNvbS9NYW5zLVNlYXJjaC1NZWFuaW5nLVZpa3Rvci1GcmFua2wvZHAvMDgwNzAxNDI3Mw== )). Not always immediately, and not in a straight line, but meaning helps you make decisions when the old playbooks stop working. Systems don’t optimize for meaning. They optimize for scale, efficiency, and predictability. Meaning must be chosen, and it often requires stepping slightly out of alignment with default paths. That discomfort isn’t a warning sign. It’s usually the first signal that you’re finally paying attention. -------------------------------- Tilt as an Expression of Meaning -------------------------------- I use the word Tilt (in Burn the Playbook ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/x0hph3uekp4oowbg/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv )) to describe the small but meaningful angle each of us brings to the world. It’s not a job title or a niche. It’s a pattern. It shows up in what you’re drawn to, the problems you can’t stop thinking about, and the questions you keep asking even when they seem silly on the inside. Most people feel that pull early in life and then suppress it to fit into systems that reward sameness. Finding your Tilt isn’t about blowing up your life or rejecting every system. It’s about noticing what’s already there and deciding to take it seriously. The goal isn’t to escape the Matrix entirely. That’s not realistic or necessary. The goal is to see it clearly enough to decide what matters. Seeing systems clearly doesn’t give you answers. It gives you better questions. And better questions are usually where meaning begins. This Old Marketing Podcast ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/n2hohquv2xlmmpb0/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ In this special episode of This Old Marketing ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/n2hohquv2xlmmpb0/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ), Joe and Robert tackle one of marketing’s favorite habits: declaring things dead. Until the next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/owhkhwuwx60pxetq/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? 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Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/48hvh7umwp7vvdiq/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/08hwhgu2n9pvvpip/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4/8ghqh3uow27zz8al/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4 ) | Unsubscribe ( https://82029304.unsubscribe.convertkit-mail2.com/r8ux9xl865hoh3kworpa2hdovqm66h7hwpzk4 )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/dphehmuerp05mdbl/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) *************************************** "I Know that I Know Nothing" - Socrates *************************************** ​ First off, a big thank you for all the replies last week. Outside of my predictions issue ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/e0hph0u75r0426i7/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vbWFya2V0aW5nL2ZvdXItbm9uLW9idmlvdXMtcHJlZGljdGlvbnMtZm9yLTIwMjY= ), it was the most replies I've ever received. It took me a few days, but hopefully I responded to all of you. Know that I appreciate you more than you'll ever know. ​ And now for today's topic... ​ The older I get, the less impressed I am by people who are 100% sure about anything. Not because they’re wrong, but because certainty has a way of shutting down curiosity. This week, I want to explore why that worries me more than disagreement ever has. ​ Enjoy, JP ​ P.S.: You won’t find ads in this newsletter thanks to a generous donation from Lulu ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/7qh7h2u93nozmls9/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). I use Lulu to print Burn the Playbook because they offer high-quality printing at fair prices. If adding a book (or another book) to your brand is in the cards for 2026, consider using Lulu ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/7qh7h2u93nozmls9/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/z2hgh7ue0l3w8vfz/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/x0hph3uexqw3l5cg/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/x0hph3uexqw3l5cg/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ******************************** The Problem with Being 100% Sure ******************************** ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/dphehmuerp05mdbl/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )​ ​Dave Chappelle’s latest Netflix special ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/58hvh8ugl6m7zwi7/aHR0cHM6Ly93d3cubmV0ZmxpeC5jb20vdGl0bGUvODI2NjI1OTM= ) has me pondering some big questions. Along with his new purpose to say certain things to certain people ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/qvh8h8udqkrn6ghg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vYnVzaW5lc3Mtb3BlcmF0aW9ucy9ob3ctZG8teW91LWtub3ctd2hlbi1hLWNoYXB0ZXItaXMtZW5kaW5n ), he mentioned that he’ll listen to a lot of people, from many different perspectives, except for the ones who are 100% certain about something. When someone is absolutely sure, that’s when he starts to wonder if something might be wrong. That idea stayed with me. It felt true. The people I trust most are rarely the ones who are completely certain. They’re usually the ones still asking questions. --------------------------------- When Certainty Pushes People Away --------------------------------- That thought took me back years earlier, to my time at Bowling Green State University. I was part of a wonderful faith-based organization while I was there. It meant a lot to me at the time. I had a long conversation one day with a pastor who was trying to convince me that humans lived at the same time as dinosaurs. He wasn’t offering it as a theory or a question worth exploring. He was completely sure. What made that conversation difficult wasn’t faith itself. In fact, part of me admired the confidence behind it. I was even a little envious of that level of certainty. But what bothered me was the absence of questioning. There was no room for curiosity, no willingness to examine evidence, no space to say, “I might be wrong” or “this is what I believe.” It was “this is the only truth.” Ironically, that certainty ended up pushing me away from an organization I otherwise respected deeply. Not because I rejected belief, but because I struggled with belief that refused to question itself. ------------------------------------- Why Absolute Certainty Makes Me Pause ------------------------------------- Over time, I’ve noticed this pattern repeat itself in many areas of life. Religion. Politics. Culture. Even business. The louder and more absolute the certainty, the less curious the conversation becomes. That concerns me. When someone speaks with total certainty, I don’t immediately assume they’re wrong. But I do slow down. I ask more questions. I listen more carefully. And I remind myself that history is full of people who were absolutely sure and absolutely mistaken. People were certain the Earth was flat. Certain the sun revolved around us. Certain disease had nothing to do with germs. And today, there are people who are certain artificial intelligence will either solve everything or destroy everything. No uncertainty. No middle ground. Just confidence. In every era, certainty feels logical and responsible…right up until it doesn’t. --------------------------- Where I’ve Been Too Certain --------------------------- I’ve done this myself. Years ago, I was very confident that the platform didn’t matter for content creators. My belief was simple. If you focused on building owned media…email subscribers, direct relationships, assets you controlled…everything else would take care of itself. Platforms were just distribution. Sometimes temporary. Often replaceable. I still believe deeply in ownership. That hasn’t changed. What has changed is my certainty about how little platforms matter. I underestimated how powerful discovery systems would remain. I didn’t fully appreciate how much algorithms would shape who even gets the chance to build an owned audience in the first place. Ignoring platforms entirely isn’t realistic for most creators today, and pretending otherwise doesn’t make it true. My earlier certainty made the framework cleaner. It also made it less accurate. That doesn’t mean the original idea was wrong. It means it needed curiosity to evolve. ----------------------------- Curiosity as a Human Instinct ----------------------------- One of the things I’ve always believed is that curiosity is one of the most remarkable qualities human beings possess. If you believe in God, you might even see curiosity as part of the design. The impulse to ask questions, to explore, to wonder how things work. Progress doesn’t come from certainty. It comes from inquiry. Certainty, when taken too far, shuts that instinct down. It replaces exploration with defense. It turns conversations into declarations. A family member recently brought up the book Chariots of the Gods by Erich von Däniken ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/reh8h9umn60x5qu6/aHR0cHM6Ly93d3cuYW1hem9uLmNvbS9DaGFyaW90cy1Hb2RzLUVyaWNoLXZvbi1EJUMzJUE0bmlrZW4vZHAvMDQyNTE2NjgwNQ== ). The idea is that ancient civilizations may have been influenced by extraterrestrial visitors. I don’t know if that’s true. I’m skeptical. But what I appreciate about the book isn’t the conclusion. It’s the posture. The author isn’t saying, “This is definitely what happened.” He’s saying, “What if?” He’s asking questions and inviting readers to think. You can believe the theory is wrong. You can believe it’s impossible. But engaging with the question isn’t dangerous. Refusing to ask it might be. ---------------------------- “I Don’t Know” as a Practice ---------------------------- As we moved into 2026, I found myself thinking about resolutions. Like most people, I have the usual list. Eating better. Working out differently. Spending more time with friends and family. But the resolution I care about most isn’t physical or financial. It’s intellectual. I’m trying to say “I don’t know” more often. For the first few weeks of the year, I’ve made it my default response when I’m unsure. Not as a conversation stopper, but as an opening. “I don’t know” creates space. It lowers defenses. It invites exploration instead of debate. I’m beginning to believe that “I don’t know” might be one of the most honest answers we have. Being willing to admit uncertainty doesn’t mean you lack conviction. It means you value learning more than being right. It means you’re open to updating your thinking when new information appears. ----------------------- Holding Beliefs Lightly ----------------------- The people I admire most aren’t the ones with perfectly formed opinions on everything. They’re the ones who are comfortable living with unanswered questions. They hold beliefs, but they hold them lightly. They listen. They adjust. They stay curious. Absolute certainty can feel strong, but it’s often brittle. Curiosity, on the other hand, requires confidence. It takes courage to say, “I might be wrong.” So when I hear someone speak with total certainty, I don’t immediately assume they’re wrong. But I do pay closer attention. And I remind myself that history doesn’t reward those who were most sure. It rewards those who stayed open. Because the older I get, the more convinced I am of this. If you’re 100% sure, that might be the problem. ​ Content Inc. Podcast -------------------- My final Content Inc. podcast...for me, this chapter has ended. -->Listen Here ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/7qh7h2u93noz4lf9/aHR0cHM6Ly93d3cuY29udGVudGluYy5pby8= ) Listen Here ( https://www.contentinc.io/ ) This Old Marketing Podcast -------------------------- Instagram says it's up to humans to cut through AI slop. Are they right? -->Listen Here ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/owhkhwuw5qro8dfq/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20vMjAyNi1jb250ZW50LW1hcmtldGluZy1wcmVkaWN0aW9ucy1wbHVzLWEtMjAyNS1yZXZpZXctNTEyLw== ) Listen Here ( https://www.thisoldmarketing.com/2026-content-marketing-predictions-plus-a-2025-review-512/ ) Until the next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/dphehmuerp05mdbl/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/z2hgh7ue0l3w8vfz/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/x0hph3uexqw375ig/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/kkhmh2un4xlm9otk/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2/z2hgh7ue0l3wo9az/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2 ) | Unsubscribe ( https://82029304.unsubscribe.convertkit-mail2.com/lmulpl9e7osmhnqzow0h6h8kxn400igh8g0l2 )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/7qh7h2u93d9qnob9/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) **************** A Year of Change **************** ​ Happy New Year. I expect big things from you in 2026. ​ 2025 was a year of real change for me. As you know, I took over this newsletter so it could be 100 percent me. I started work on my next novel. I changed how I eat, how I work out, and how I think about my time. A lot shifted, intentionally. ​ But I have a feeling that 2026 will be an even bigger year of change. ​ I don’t have all of it figured out yet, and I’m not rushing to define it. What I do know is that I’m paying closer attention to where I am, what fits, and what might be ready to evolve next. You’ll get a few hints of that thinking in today’s issue. ​ Thanks for being here. I’m glad we get to start the year together. ​ ​Oh...and thanks for all the responses from my predictions issue ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/kkhmh2un4znrxrhk/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vYnVzaW5lc3Mtb3BlcmF0aW9ucy9mb3VyLW5vbi1vYnZpb3VzLXByZWRpY3Rpb25zLWZvci0yMDI2 ) a few weeks back. I'm going to review and give some thought on how to share them. Enjoy, JP ​ P.S.: You won’t find ads in this newsletter thanks to a generous donation from Lulu ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/58hvh8ugl3gq6xb7/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). I use Lulu to print Burn the Playbook because they offer high-quality printing at fair prices. If adding a book (or another book) to your brand is in the cards for 2026, consider using Lulu ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/58hvh8ugl3gq6xb7/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP2NrX3N1YnNjcmliZXJfaWQ9MTQ1MTE0NjA2NSZ1dG1fY2FtcGFpZ249dGlsdDIwMjUmdXRtX21lZGl1bT1lbWFpbCZ1dG1fc291cmNlPW5ld3NsZXR0ZXI= ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/qvh8h8udqedzk5sg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/g3hnhwumxgmrq8c3/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/g3hnhwumxgmrq8c3/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ************************************ Recognizing When A Chapter Is Ending ************************************ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/7qh7h2u93d9qnob9/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )​ I just watched Dave Chappelle’s new special ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/3ohphdu3vx30ppcp/aHR0cHM6Ly93d3cubmV0ZmxpeC5jb20vdGl0bGUvODI2NjI1OTM= ). What stayed with me wasn’t a joke. It was the way he talked about where he is in his life right now. He said he feels like he’s in a different place, and because of that, he’s there to say certain things to certain people. Not to everyone. Not forever. Just now. That idea stuck with me because it made me think about how all of us move through different chapters in our lives. Not based on age or job titles, but on the questions we’re trying to answer and the responsibility we feel to answer them honestly. Most of us don’t struggle because we’re in the wrong chapter. We struggle because we don’t realize a chapter has ended. In my own life, my content marketing chapter had a very clear ending. We sold the company, and that made it easy to recognize that something was complete and that it was time to move on. So less than a year and a half later I stopped working at the company. I took a 12-month sabbatical ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/reh8h9umnkm4o9i6/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYXJ0aWNsZXMvaS1qdXN0LWVuZGVkLWEtMTItbW9udGgtc2FiYmF0aWNhbC10aGlzLWlzLXdoYXQtaS1sZWFybmVkLw== ), went on a trip to Sicily with my father, and I started to think about what was next. Most people don’t get a moment like that. And honestly, I haven’t had a break that clean since. There was no obvious finish line and no external signal saying it was over. Instead, it was a gradual realization that the role I was playing no longer matched the questions I was asking. That’s what makes these transitions difficult. Your title hasn’t changed. Your work still helps people. The money still comes in. From the outside, nothing looks broken. But internally, something shifts. I'm seeing this more now that I'm actually looking for it. I know someone who’s been a successful salesperson for more than 25 years. They’ve built a strong reputation and make good money. From the outside, it looks like a career anyone would want. But privately, they’re constantly questioning whether this is what they want to do for the rest of their life. Almost every conversation ends the same way. This is what I’ve always done, and walking away feels irresponsible. I also know a teacher who’s been teaching for over 30 years. Teaching isn’t just their job. It’s their identity. Even though they’re tired and quietly wondering what else might be possible, no one has ever really said to them, “You’re allowed to do something else. You can do anything you want.” So they keep going, not because it still fits, but because stopping feels like betrayal. These aren’t people who are failing. They’re people who are loyal. Loyal to their role, to their past selves, and to the expectations others have placed on them. Over time, that loyalty can quietly turn what feels like a trap. ------------------------------------------ How do you know a chapter might be ending? ------------------------------------------ In my experience, it rarely announces itself loudly. It shows up quietly, often in ways we try to explain away. You may notice that you’re operating on momentum instead of conviction. The work is still good, but it feels more like repetition than discovery. You feel responsible for continuing, but less curious about where things are headed. Where you used to have answers, now you have more questions (this is a good thing). Often, the work still serves others, but it no longer challenges you. And deep down, you know growth doesn’t happen without discomfort. None of this means something is failing. More often, it means something has been fulfilled. --------------------------------- Why changing chapters feels risky --------------------------------- One reason these transitions are so difficult is because, from the outside, they often look irrational. That’s one reason I’ve always admired Michael Jordan. When he walked away from basketball to play baseball, most people thought he was crazy. He was at the top of his game, yet he felt that chapter was complete. So he started a new one. It didn’t unfold the way the storybooks say it should. He wasn’t great at baseball. He took criticism and failed publicly. Then, after that chapter ran its course, he returned to basketball and somehow became even better than he was before. From the outside, it looked reckless. From the inside, it looked honest. Maybe that’s the real problem. Not that we don’t sense something has changed, but that we don’t want to look crazy. Changing chapters often breaks the story people have about you, and it disrupts the narrative they’re comfortable with. So instead, we stay. We tell ourselves it’s too late, too risky, or that this is just how it works. Over time, we trade curiosity for credibility. ---------------------------------- Understanding the system you’re in ---------------------------------- I’ve come to believe that the most important thing we can do is understand the system we’re currently operating inside, and where we are in our own story. Chapter two of your life is very different from chapter forty. The incentives are different. The risks are different. The responsibilities are different. Yet many of us try to play the same role, using the same rules, long after they stop making sense. We don’t need permission to change. But we do need awareness. If you don’t understand the chapter you’re in, it’s almost impossible to know what comes next. You end up optimizing a role you’ve outgrown or staying loyal to a system that no longer serves you. ----------------------- A pause is not quitting ----------------------- One thing I’ve learned is that pausing is not the same as stopping. A pause isn’t escape or failure. It isn’t opting out. A pause is a container. It’s a decision to step back long enough to see clearly, to understand the system you’re in, and to decide what role actually fits now. Sometimes the most responsible move you can make is to stop producing long enough to listen to what’s changed. ------------------------------- What this means for me, briefly ------------------------------- All of this is why I’ve been spending time thinking about what I’m calling my third chapter. I don’t have it figured out, and I’m not rushing to define it. I’m sitting with bigger questions around work, systems, agency, and what it means to live deliberately inside them. As part of that, I’m going to pause the Content Inc. podcast ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/08hwhgu2qn2vpoup/aHR0cHM6Ly93d3cuY29udGVudGluYy5pby8= ) for now. Not because I’m done creating, and not because the show stopped being meaningful, but because I don’t want to keep publishing out of habit. I want to be intentional about what I say next. If and when I come back to podcasting, it will likely look different and focus on a different set of questions. ----------------------------- A question worth sitting with ----------------------------- You don’t need a dramatic ending to begin a new chapter. Sometimes the only signal you get is a quiet one. So here’s the question I’ll leave you with. What part of your story are you in right now, and are you still playing a role that fits? You don’t have to answer it today. But noticing it might be the beginning of something important. ​ Content Inc. Podcast -------------------- Two lessons I learned from my grandfather...one of the first episodes of Content Inc (from 2014). -->Listen Here ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/08hwhgu2qn2vpoup/aHR0cHM6Ly93d3cuY29udGVudGluYy5pby8= ) Listen Here ( https://www.contentinc.io/ ) This Old Marketing Podcast -------------------------- Our 2026 predictions episode...plus a review of all our horrible 2025 predictions. -->Listen Here ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/8ghqh3uokwoz72il/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20vMjAyNi1jb250ZW50LW1hcmtldGluZy1wcmVkaWN0aW9ucy1wbHVzLWEtMjAyNS1yZXZpZXctNTEyLw== ) Listen Here ( https://www.thisoldmarketing.com/2026-content-marketing-predictions-plus-a-2025-review-512/ ) Until the next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/7qh7h2u93d9qnob9/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/qvh8h8udqedzk5sg/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. Your unique link: https://www.thetilt.com?rh_ref=303a89ad ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/vqh3hmuo8molq4fw/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/l2heh6ulwqledvtg/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2/m2h7h6u3w23vl7cl/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2 ) | Unsubscribe ( https://82029304.unsubscribe.convertkit-mail2.com/lmulpl9e7osmhnwgpwmt6h8kxn400igh8g0l2 )​ Copyright ©2026 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.convertkit-mail2.com/68unondew2soukwpm26aohpe59okkh9h7963l/3ohphdu33eww8khp/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) When my wife and I started Content Marketing Institute in 2007, my goal was to sell it by 2015 for $15M. We sold in 2016. ​ ​But in 2009, two years in, I almost quit. We pivoted to the Content Inc. model ( https://82029304.click.convertkit-mail2.com/68unondew2soukwpm26aohpe59okkh9h7963l/n2hohquvvzdd44f0/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvY29udGVudC1pbmMv ), and within nine months, things turned around. That’s why I tell entrepreneurs: patience is the most important trait. Most give up too soon. ​ I advise creators to take this 21-day challenge ( https://82029304.click.convertkit-mail2.com/68unondew2soukwpm26aohpe59okkh9h7963l/wnh2h6uqqezzz9bl/aHR0cHM6Ly93d3cuZHJvcGJveC5jb20vc2NsL2ZpL2dieHN2OW5uY2U1ZGFkYWxicDcxMy9idHBfMjFkYXlfY2hhbGxlbmdlLnBkZj9kbD0wJnJsa2V5PWpvOWUzNnUxcTBsMWlib2hrM3RsdzhlYXkmc3Q9MTFmZHkyZmc= ) when starting and growing a content business. It's from my latest book Burn the Playbook. This guide ( https://82029304.click.convertkit-mail2.com/68unondew2soukwpm26aohpe59okkh9h7963l/wnh2h6uqqezzz9bl/aHR0cHM6Ly93d3cuZHJvcGJveC5jb20vc2NsL2ZpL2dieHN2OW5uY2U1ZGFkYWxicDcxMy9idHBfMjFkYXlfY2hhbGxlbmdlLnBkZj9kbD0wJnJsa2V5PWpvOWUzNnUxcTBsMWlib2hrM3RsdzhlYXkmc3Q9MTFmZHkyZmc= ) will help you get the strategy perfected before you create the wrong kind of content.​ ( https://82029304.click.convertkit-mail2.com/68unondew2soukwpm26aohpe59okkh9h7963l/reh8h9ummg8882c6/aHR0cHM6Ly9kb3dubG9hZC5maWxla2l0Y2RuLmNvbS9kL3BOczlGNTRVd2FaQ1V0V001YVRmaWgvZ0ZwWjhFWW50YzJ1ZXV5U2h4MVRKQg== )​ ​ JP ​ ​Joe Pulizzi Forwarded this email? Sign up here ( https://82029304.click.convertkit-mail2.com/68unondew2soukwpm26aohpe59okkh9h7963l/08hwhgu2238889up/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ). ​ ( https://82029304.click.convertkit-mail2.com/68unondew2soukwpm26aohpe59okkh9h7963l/8ghqh3uoom4443hl/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.convertkit-mail2.com/68unondew2soukwpm26aohpe59okkh9h7963l/vqh3hmuooz5553uw/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.convertkit-mail2.com/68unondew2soukwpm26aohpe59okkh9h7963l/l2heh6ull8gggzig/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.convertkit-mail2.com/68unondew2soukwpm26aohpe59okkh9h7963l ) | Unsubscribe ( https://82029304.unsubscribe.convertkit-mail2.com/68unondew2soukwpm26aohpe59okkh9h7963l )​ Copyright ©2025 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/x0hph3uexpreodig/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) ***************** Crystal Ball Time ***************** ​ My wife loves it when I do my predictions every year because she says being wrong about something is good for my ego. In this case, she's probably right. Still, I do this exercise for a reason. The goal isn’t to predict technology. It’s to think through how people behave once the technology becomes unavoidable. ​ This year, my predictions are different. Instead of “more, more, more,” the word I keep coming back to for 2026 is constraint. Just go with me here. ​ And I’d love to hear your 2026 predictions. Hit reply and let me know. If yours makes the cut, I’ll share it in a future newsletter and send you a small gift. ​ and... ​ I'm taking next week off, so you'll get a fresh newsletter in your inbox on January 2nd. Happy New Year! ​ Enjoy, JP ​ P.S.: This newsletter is ad free because of a generous contribution from Lulu ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/6qhehoul05klzdc9/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP3V0bV9jYW1wYWlnbj10aWx0MjAyNSZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9zb3VyY2U9bmV3c2xldHRlcg== ). Three years from now, the most profitable creators will be the ones who have direct audiences. A physical book helps you do that. If this thought resonates with you, Lulu will help ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/6qhehoul05klzdc9/aHR0cHM6Ly93d3cucHVibGlzaGZvcmdyb3d0aC5jb20vP3V0bV9jYW1wYWlnbj10aWx0MjAyNSZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9zb3VyY2U9bmV3c2xldHRlcg== ). Welcome to The Tilt — actionable ideas every Friday to help you create with purpose, own your freedom, and grow real wealth. Forwarded this email? Join 60,000+ others here. ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/9qhzhdudn6qd09iz/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= )​ ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/reh8h9umn32m4zs6/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/reh8h9umn32m4zs6/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ***************************************************************** Four Non-Obvious Predictions for Creators, Media, and Marketing in 2026 ***************************************************************** ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/x0hph3uexpreodig/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v )​ Hey...before you read my predictions, can you do me a favor? Send this to a friend or colleague and have them subscribe. I'm taking this newsletter super seriously and I'd like to reach more people like you. Appreciate you! Every December, predictions flood the internet. Most of them are safe, obvious, and quickly forgotten. AI will get better. Platforms will change. Creators will use more tools. None of that helps anyone make better decisions. Instead of predicting what technology will do next, these predictions focus on what changes when AI becomes cheap, invisible, and everywhere. That is when human behavior shifts. And those shifts matter far more than the tools themselves. Here are four non-obvious predictions for 2026, especially for creators, marketers, and media companies trying to build something durable. ----------------------------------------------------- Prediction One: Email Becomes the Creator’s Most Valuable Asset…Again ----------------------------------------------------- Email will not regain importance because social media is broken or algorithms are unfair. It will become more valuable because it turns into the last reliable way for creators to reach verified humans. By 2026, AI agents will routinely read content on our behalf, summarize newsletters, click links, and even take limited actions automatically (just wait until 2027). Platforms will struggle to separate genuine attention from automated behavior. Metrics built around consumption will steadily lose credibility. Email will stand apart because it enables something AI cannot easily fake at scale without exposure and risk: response. Simply having someone on an email list will no longer be the asset. And it won’t be open rate. What will matter is having someone willing to reply. Email stops functioning primarily as a reach channel and becomes a relationship ledger. It records who is paying attention and who is willing to engage directly with another human. Creators who treat email as conversation rather than distribution will quietly build the most resilient audiences in the market. ------------------------------------------ Prediction Two: Reply Rate Becomes a Key Industry Standard ------------------------------------------ Once email is understood as a human channel, the metrics around it have to change. Open rates become noise. Click through rates become increasingly suspect. The metric that matters is response. By 2026, reply rate or a similar response-based measure becomes a primary KPI (key performance indicator) for serious creators and content marketers. My friends Robert Rose ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/m2h7h6u3wqg3vlsl/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3JvYnJvc2Uv ), Ann Handley ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/7qh7h2u936k9lvf9/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2FubmhhbmRsZXkv ) and Chenell Basilio ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/z2hgh7ue0k4e6ksz/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2NoZW5lbGxjbw== ) have all discussed this recently. The definition is simple: replies divided by delivered emails, multiplied by one hundred. Here’s an example: You send a newsletter to 10,000 people. 9,500 emails are successfully delivered. 95 people hit reply and write back. Reply Rate = 95 ÷ 9,500 × 100 Reply Rate = 1% That means one out of every hundred people who received your email felt strongly enough to respond. Not click. Not skim. Respond. In a world full of automated opens and AI-assisted clicks, that 1% tells you something real is happening. What reply rate measures is not engagement in the abstract. It measures trust. A reply means someone felt something strongly enough to raise their hand, risk being seen, and assume you might listen. That signal is categorically different from a click. As a result, creators will start designing emails specifically to provoke replies. They will ask clearer questions, take principled positions, invite disagreement, and introduce intentional friction. An email that does not invite response will increasingly be viewed as unfinished. ----------------------------------------------------------------- Prediction Three: At Least Four Successful Creators Will Walk Away From Their Biggest Audiences ----------------------------------------------------------------- By 2026, we will see an unusual wave of successful, high-profile creators intentionally leaving the topics that made them famous. This will not be driven by failure, audience decline, or financial pressure. It will happen because it will no longer make sense. AI will make it easier than ever to continue producing the same type of content at scale. That efficiency will force an uncomfortable realization for creators who have already “won.” If a machine can do this as well as I can, why am I still doing it? For many, the answer will not be economic. It will be linked to their identity. The top tier of creators will already have enough money and leverage. When production friction disappears, purpose becomes the constraint. Continuing will start to feel more irresponsible than changing. This shift will often be mislabeled as burnout, but it is the opposite. Creators will walk away from massive audiences, start over in unrelated categories, publish to small lists again, and trade reach for meaning. The internet will be confused. The creators will feel aligned. ----------------------------------------------------------------- Prediction Four: Apple and Disney Finally Admit Streaming Is Not a Standalone Business ----------------------------------------------------------------- I make this prediction every year, so feel free to roll your eyes. ​ By 2026, either Apple acquires Disney outright, or the two form a partnership that looks indistinguishable from an acquisition. The logic is straightforward. Streaming, on its own, no longer justifies the spend. Disney Plus and Apple TV Plus share the same structural problem. They are well produced, brand safe, critically respected, and strategically small. Neither meaningfully moves the needle for its parent company. In a market defined by Netflix scale, HBO caliber, and accelerating consolidation, being “nice” is not a strategy. The era of funding streaming as a prestige side project is ending. Content spend must rationalize. Differentiation is collapsing. Fewer, bigger players are inevitable. Together, Apple and Disney solve each other’s problems. Disney brings irreplaceable IP and generational storytelling. Apple brings distribution power and balance sheet strength. Combined, they become the luxury streaming brand, positioned around family and prestige, and competing head to head with HBO rather than Netflix. Separately, streaming remains marginal. Together, it becomes strategic. -------------------- The Real Throughline -------------------- These predictions are not ultimately about AI, email, creators, or media mergers. They are about constraint. As AI removes friction from creation, the scarce resources become trust, belief, purpose, and alignment. Reach becomes cheap. Consistency becomes automated. Scale becomes table stakes. What remains valuable is what makes us human. Replies instead of clicks. Relationships instead of reach. Alignment instead of optimization. Clear bets instead of endless options. The old playbook was built for a world where effort was scarce. The next one is built for a world where meaning is. By 2026, that distinction will separate the creators and companies who endure from those who simply keep publishing. ----------------------- And...Silly Predictions ----------------------- * Bitcoin will surpass $200,000. * Elon Musk's net worth will close in on two trillion (after the IPO of SpaceX) h/t Paul Roetzer ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/p8hehqu482346dbr/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3BhdWxyb2V0emVyLw== ). (note...today Elon is worth almost $700 billion) * The Cleveland Browns will finish 9-8 and make the playoffs behind a new coach and general manager. What's worth your time... ------------------------- * The Future of the Creator. I sat down with my friend Mitch Joel to discuss the future of content creation. A truly different kind of interview. Mitch always asks the best questions. Listen here ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/x0hph3uexpre2dbg/aHR0cHM6Ly93d3cuc2l4cGl4ZWxzLmNvbS9wb2RjYXN0L2FyY2hpdmVzL2NyZWF0b3JzLWFuZC1lbnRyZXByZW5ldXJzLXdpdGgtam9lLXB1bGl6emktdHdtai0xMDE0Lw== ). * The Hottest Job? Is, according to the WSJ, "corporate storytelling". Worth the read ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/6qhehoul05klrdi9/aHR0cHM6Ly93d3cud3NqLmNvbS9hcnRpY2xlcy9jb21wYW5pZXMtYXJlLWRlc3BlcmF0ZWx5LXNlZWtpbmctc3Rvcnl0ZWxsZXJzLTdiNzlmNTRlP2dhYV9hdD1lYWZzJmdhYV9uPUFXRXRzcWZuWFlDUUNyS3hSVFA0Y3ZsUjlfaWI2OG82ZGNhakthZ19iNTNUWk1aajZENTZlWDVfcW1rLTZWSXZ5alElM0QmZ2FhX3NpZz1ocy1TTXA1MWpWUF9DVndzalNBMDFMUV9oN1l4VVlrc1V1ZWNRUmZBR3NNQ0RYbWJBamZmcUIxMDR5Z2FYUjYtWnJoa3JOVXdUVFBzS1E1dUZtVGZndyUzRCUzRCZnYWFfdHM9Njk0MDJjZWU= ).​ ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/kkhmh2un45dnw9tk/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v )​ * On for 23 Hours. The Nasdaq stock exchange wants to trade 23 hours a day ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/7qh7h2u936k9l0u9/aHR0cHM6Ly93d3cuYmxvb21iZXJnLmNvbS9uZXdzL2FydGljbGVzLzIwMjUtMTItMTUvbmFzZGFxLXNlZWtzLXNlYy1hcHByb3ZhbC1mb3ItZXh0ZW5kZWQtdHJhZGluZy1ob3Vycy1vbi13ZWVrZGF5cz91dG1fY2FtcGFpZ249bWImdXRtX21lZGl1bT1uZXdzbGV0dGVyJnV0bV9zb3VyY2U9bW9ybmluZ19icmV3 ). Why not just go the full 24? ​ Content Inc. Podcast -------------------- Maybe you're the problem? It might be time to say no to those projects that no longer bring you joy. -->Listen Here ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/owhkhwuw56kw9rbq/aHR0cHM6Ly93d3cuY29udGVudGluYy5pby8= ) Listen Here ( https://www.contentinc.io/ ) This Old Marketing Podcast -------------------------- Knowledge workers are freaking out about getting and keeping their jobs. Is it AI or something else? -->Listen Here ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/kkhmh2un45dnw9tk/aHR0cHM6Ly93d3cudGhpc29sZG1hcmtldGluZy5jb20v ) Listen Here ( https://www.thisoldmarketing.com/ ) Until the next next Friday, keep building something that matters. JP (Joe Pulizzi) ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/x0hph3uexpreodig/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Forwarded this email? Sign up here ( https://82029304.click.convertkit-mail2.com/o8unwnekgxsqh659reduvhqzm07rrbohrz7p4/9qhzhdudn6qd09iz/aHR0cHM6Ly93d3cudGhldGlsdC5jb20vam9pbi10aWx0LW5ld3NsZXR0ZXI= ).​ ​ Share The Tilt Newsletter with other content creators. 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( https://82029304.click.convertkit-mail2.com/lmulpl9e7os6u04o8nws6h8k52600bgh8g0l2/7qh7h2u99r899et9/aHR0cHM6Ly93d3cudGhldGlsdC5jb20v ) Thanks for signing up to my Tilt newsletter! I’ll only send my best ideas—no fluff. ​ I’m Joe Pulizzi...husband, father, author, entrepreneur. I’ve built companies like Content Marketing Institute and The Tilt, and written nine books (plus a mystery novel). ​ My goal is simple: to help you find more meaning, more freedom and more wealth. That's the purpose of this newsletter. ​ Start here: [​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7os6u04o8nws6h8k52600bgh8g0l2/owhkhwuww2nwwzcq/aHR0cHM6Ly9wcmV2aWV3LmNvbnZlcnRraXQtbWFpbDIuY29tL2NsaWNrL2RwaGVoMGh6aG0vYUhSMGNITTZMeTkzZDNjdWFtOWxjSFZzYVhwNmFTNWpiMjB2ZDNBdFkyOXVkR1Z1ZEM5MWNHeHZZV1J6THpJd01qVXZNRGd2YW5CZmIzQjBhVzVmYldGemRHVnlhVzVuWDJkdllXeHpMbkJrWmc9PQ== )​Mastering Goal Setting ( https://82029304.click.convertkit-mail2.com/lmulpl9e7os6u04o8nws6h8k52600bgh8g0l2/z2hgh7ueeq7ep9uz/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vd3AtY29udGVudC91cGxvYWRzLzIwMjUvMDgvanBfb3B0aW5fbWFzdGVyaW5nX2dvYWxzLnBkZg== )]—a guide that actually works. JP ​ P.S. Hit reply anytime. I answer every message. Welcome to The Tilt — actionable ideas each week to help you create with purpose, own your freedom, and grow real wealth. ----------------------------------------------------------------- Ann Handley calls my latest book "the manifesto every frustrated employee and aspiring entrepreneur needs. Stop playing someone else's game and start building something that truly matters." Order it today ( https://82029304.click.convertkit-mail2.com/lmulpl9e7os6u04o8nws6h8k52600bgh8g0l2/p8hehqu44nd4g3sr/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv )and get my four worksheets as a bonus. -->Order Burn the Playbook today ( https://82029304.click.convertkit-mail2.com/lmulpl9e7os6u04o8nws6h8k52600bgh8g0l2/p8hehqu44nd4g3sr/aHR0cHM6Ly93d3cuam9lcHVsaXp6aS5jb20vYm9va3MvYnVybi10aGUtcGxheWJvb2sv ) Order Burn the Playbook today ( https://www.joepulizzi.com/books/burn-the-playbook/ ) ​ ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7os6u04o8nws6h8k52600bgh8g0l2/x0hph3uee5ze9pfg/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL2pvZXB1bGl6emkv ) ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7os6u04o8nws6h8k52600bgh8g0l2/6qhehoullmwlnws9/aHR0cHM6Ly93d3cueW91dHViZS5jb20vSm9lUHVsaXp6aQ== ) ​ ( https://82029304.click.convertkit-mail2.com/lmulpl9e7os6u04o8nws6h8k52600bgh8g0l2/kkhmh2unnken62sk/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9qb2VwdWxpenppLw== ) ​Preferences ( https://preferences.convertkit-mail2.com/lmulpl9e7os6u04o8nws6h8k52600bgh8g0l2 ) | Unsubscribe ( https://82029304.unsubscribe.convertkit-mail2.com/lmulpl9e7os6u04o8nws6h8k52600bgh8g0l2 )​ Copyright ©2025 Z Squared Media, LLC. All rights reserved. ​17040 Amber Dr, Cleveland , OH 44111-2908 ​

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