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TEACH THE SH!T OUT
OF EVERYTHING
Build trust, win the algorithms.
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I play Dungeons & Dragons
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For 30:00, don’t
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DON’T FREAK OUT
IT’S ALL HERE
ianlurie.me/ttsooe
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QUEST PROGRESS
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QUEST PROGRESS
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SOME HISTORY
AND A REALLY
IMPORTANT IDEA
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No content
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HOW TO
CHANGE TIRES
FIX STUFF
ADD OIL
NAVIGATE
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RESULTS
35,000 copies
90,000 new car owners*
*correlation is not causation blah blah blah
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CURRENT EVENTS
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I don’t care.
You shouldn’t care.
Your bosses care.
So...
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I don’t care.
You shouldn’t care.
Your bosses care.
So...
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Sold me stuff
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…
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…
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WHY DO THESE
PERFORM SO WELL?!!
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TRUST.
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THE ALGORITHMS
ARE SELLING TRUST
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TRUST
THE LINK GRAPH
TRUST RANK
AUTHOR RANK
BRAND SIGNALS
E-E-A-T
SOURCE DISTRIBUTION & WEIGHTING
RETRIEVAL & GROUNDING
RLHF
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THE ALGORITHMS
ARE SELLING TRUST
THEY REWARD TRUST
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THE ALGORITHMS
ARE SELLING TRUST
THEY REWARD TRUST
TEACHING BUILDS TRUST
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THE ALGORITHMS
REWARD TEACHING
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THE ALGORITHMS
REWARD TEACHING
(AND SO DO HUMANS)
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THE SHIT
OUT OF EVERYTHING
TEACH
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QUEST PROGRESS
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HOW TO
TEACH THE SHIT OUT
OF EVERYTHING
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TTSOOE happens when
real experts provide
frictionless, real solutions to
real problems
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GSE
Art by Morgan Lurie
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Art by Morgan Lurie
GSE
WIZARD SECURITY &
REPUTATION MANAGEMENT
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HOW DO YOU PICK THE RIGHT PROBLEM?
HOW DO YOU CHOOSE THE RIGHT SOLUTION?
FIND EXPERTS?
BRIEF AND CREATE CONTENT?
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PICK PROBLEMS FROM RAW MATERIAL
YOUR SITE
THEIR SITES
REDDIT
FORUMS
CALL TRANSCRIPTS
CUSTOMER SUPPORT DISCUSSIONS
KNOWLEDGE BASE
PEOPLE ALSO ASK
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CREATE SOLUTIONS CONTENT
SOURCING & EXPERTS
BRIEFS
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EGADS.
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QUEST PROGRESS
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Research & planning tool
Builds a knowledge base
Efficient token use
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Watch Teacher’s Tech tutorial
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THE TOOLS
AI (I’M USING CLAUDE CODE)
A TEXT EDITOR
OPTIONAL: OBSIDIAN (IDE)
OPTIONAL: OBSIDIAN WEB CLIPPER (OR SIMILAR)
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Where you put clippings and stuff
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Where Claude writes the wiki
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Where Claude will write content briefs
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The rules
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Save
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Save
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Annotate
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Annotate
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Ingest all content in /raw,
build a wiki in /wiki.
“
”
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Finds critical concepts
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Builds linked content
(Viewed using Obsidian)
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Finds questions
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Builds briefs
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QUEST PROGRESS
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real problems
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HERE’S A REAL PROBLEM?
Art by Morgan Lurie
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A REAL PROBLEM
IS ONE MY AUDIENCE ACTUALLY FACES
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Based on the wiki, tell me any
unanswered questions. Include both
implicit and explicit questions.
“
”
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Real problems
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NOT THE REAL PROBLEM
Art by Morgan Lurie
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HERE’S A REAL PROBLEM
ANGRY, DISTRUSTFUL VILLAGERS
Art by Morgan Lurie
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real solutions
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A REAL SOLUTION
TEACHES ME TO SOLVE THE PROBLEM
WITHOUT SELLING ME ANYTHING.
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Based the wiki/questions.md doc,
documents in /raw, and TTSOEE
principles, provide content briefs
for content that answers those
questions.
“
”
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Real solutions
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HERE’S A SOLUTION
PHYSICAL SECURITY
SPYING PROTECTION
BETTER PR
Art by Morgan Lurie
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Site generated with Claude. Don’t be mad.
Real solutions
Storytelling
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Real solutions
(Don’t do this)
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Real solutions
(Do this)
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real experts
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Real Experts
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Real Experts
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frictionless,
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Don’t do this
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Don’t do this
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REI.com
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Do this
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Frictionless
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Frictionless
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No content
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QUEST PROGRESS
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STRATEGIES
TEACH SMALL
TEACH BIG
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Teach big
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Frictionless
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Teach big
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Teach big
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Art by Morgan Lurie
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Teach small
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Teach small
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Implicit CTA
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QUEST PROGRESS
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EGADS.
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CONCLUSION
I NEED A DRINK
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THE ALGORITHMS
REWARD TEACHING
AND SO DO HUMANS
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TTSOOE happens when
real experts provide
frictionless, real solutions to
real problems.
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THE SHIT
OUT OF EVERYTHING
TEACH
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100% GLUTEN FREE
ianlurie.me/ttsooe