I wanted to share another passage from the book Storynomics that I found interesting. It highlights the counterintuitive risks of taking a “generalist” approach to creating content. “Writers hoping for a best-seller write their stories to influence the greatest number of readers or audience members possible. So, they generalize, opting for a one-size-fits-all rather than a one-of-a-kind world. This unfortunate step actually shrinks, rather than expands, their future audience or readership.”For context, only 8% of books ever become #1 bestsellers. So, when I read this, I take one simple but important lesson from it: if you want your best chance at creating content that actually connects with your audience, don’t try to write something that will connect with everyone. Write something that will connect with your target member.The best content that a coworking space can create is strategically crafted to:

• Solve a specific challenge faced by their members or prospects
• Educate them about a specific thing
• Entertain them based on their specific interests
• Give them tips that will bring them value or make their lives better

Don’t strive for one-size-fits-all. Strive for one-of-a-kind.