the bookmark problem

A bookmark, for a book, means “here is where you left off”

It is a placeholder.??

A bookmark, on a computer, means “save for later”?

You liked something, but don’t have time to read it in that moment.?

You will check it out later.?

But it could mean “I already read this and I want to revisit it”

Something so good, that it’s worth a second look.?

Or a third.?

Or a tenth.?

Or maybe you re-read it every year.?

It is that good.?

~

I was talking with my pal Alex Lamascus at Workato, who posed this question to me:

How do we make our podcast so good that people re-listen to episodes????

It got me thinking, what episodes or shows have I rewatched or relistened to in the past year??

And why did I rewatch??

Maybe I didn’t want to miss a detail.?

Or I wanted to ensure comprehension.?

Or maybe it was just entertaining!?

And you better believe that I sent it to a friend.?

~

Content that is purchased (like a book) is monetized on the sale.

But not the consumption.?

Not on the re-read.?

And definitely not on sharing.?

Textbooks are so expensive because the “used” versions are re-sold over and over to new students.??

They factor that into the price.?

But when we create ideas, we just want them to spread to lots of people.

We don’t care about the “sale” but we care about the consumption.??

We want them to bookmark.?

To revisit.?

To share.?

But most of what we make isn’t even close to good enough.?

~

It changes everything if you design for the bookmark.??

It adjusts how you create.?

It adjusts how you edit.??

For the re-watch.?

For the re-listen.?

What have you bookmarked recently?

What are you making that is worth coming back to?

-Ian

P.s. we make cool content for B2B companies (like the Webby-winning Murder in HR). If you want to learn more check out Caspian Studios.??