Hey friend,

Why do we all love to over-invest in the one thing that has never proven to work?

New content.

We build quarterly plans, budget cycles, and editorial calendars around it.

And then we cross our fingers that this new thing will be the silver bullet to cut through the noise.

But here’s what no one wants to admit:

“New” is often a distraction in disguise.

It’s a way to look busy instead of being effective.

Top teams don’t chase "new" all the time.

They optimize for attention by repackaging content that's already been validated.

They double down on what resonates, reframe it for different channels, and build distribution systems around it.

Instead of throwing spaghetti at the wall, they serve up what they already know the audience wants more of.

Here’s a filter for what to publish next:

"Would I bet $1,000 that this piece will perform better than something I already have?"

If not, stop.

Pull something from your archive.

Switch up the format. Add a new angle.

Distribute it better.

That’s how you win with less.

Have a great week!

Justin

P.S. Not sure if your "old" content is worth repurposing or how to do it without it becoming another full-time job?

Hit reply and tell me what you're working on. I’d love to help.

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