Marketing is an open problem. People try to solve marketing in different ways. Some people will create videos, some people will write and/or tweet. Some people will literally stand outside with a sandwich board. Some people will spread by word of mouth. Now, it may be the case that for your business, one of those is much better than others, but the most important thing is picking a business that is congruent with whichever one you like to do. So for example, I have a lot of friends approach me and say, “Hey, let’s start a podcast together.” And I’m like, “Do you genuinely enjoy talking? Do you genuinely enjoy talking a lot?”

Lean into your specific knowledge and into yourself. If you enjoy talking, then try podcasting. Maybe you enjoy talking in a more conversational tone, in which case you try a live network, like a Twitter Spaces.

Maybe you enjoy writing. If you like long form writing, Substack. If you like short form writing, X. If you like really long form writing, then maybe a bunch of blog posts that turn into a book. If you enjoy making videos, then maybe you use one of the latest AI models and you make some video and you overlay onto it.

You have to do what is very natural to you. Part of the trick is picking a business where the thing that is natural to you lines up nicely or picking a role within that business or picking a co-founder in that business. It is a fit problem. It is a matching problem. And the good news is in the modern world, there are unlimited opportunities.