Key Points:
https://www.youtube.com/watch?v=tNY2UVpHHEY
• ACP framework for building an audience in 2025: Audience (people passionate about your niche), Community (hardcore followers), and Product (what you sell) • The four-step playbook includes identifying your audience, finding your format, creating systems, and setting goals • Starting as a "reply guy" on platforms like X (Twitter) is recommended as a low-pressure way to begin building an audience • Building an audience serves as an "insurance policy" that provides options for future business opportunities
A = Audience (people passionate about your topic) C = Community (your hardcore followers) P = Product (what you sell to them)
The KEY insight: Start with audience FIRST, then community, then product.
Why? Because audience-first gives you OPTIONS and CONFIDENCE when you launch.
Step 1: Identify Who You're Creating For
Don't just create random content. Be strategic!
• Focus on people interested in YOUR specific niche • Understand what they're NOT getting from others • Find your unique "sauce" (Greg gives away ALL his startup ideas) • If not getting engagement, start one level broader than your niche
Example: Jonathan's company wanted to be known for design sprints, but started with broader UX content to build audience first.
Step 2: Find Your Format
Your format is HOW you deliver your content. This is CRUCIAL but often overlooked!
• Test one format each business day • Look for formats OUTSIDE your niche (don't copy what's saturated) • Consider what's working platform-wide (short-form video in 2025) • Focus on what feels NATURAL (or you'll quit) • Test for 90 days and let data guide you
Remember: Formats have lifecycles! What works today might not work in 6 months.
Step 3: Build Systems That Stick
The difference between creators who quit and those who succeed? SYSTEMS.
System breakdown: • Build a "creative faucet" routine (what gets your ideas flowing?) • Create an ideas capture system (Greg uses Apple Notes) • Schedule weekly time to turn ideas into content • Be strategic with timing (post when your audience is active)
• Newsjacking!
Step 4: Pick ONE Primary Goal
Don't try to do everything at once!
• Choose ONE metric (100K followers? 25K email list? $1M in sales?) • Measure your formats against this goal every 90 days • Optimize for your goal, not vanity metrics • Remember: attention is SCARCE - build it as an asset
The BEST advice: Just start! Don't get stuck in analysis paralysis.
Feeling overwhelmed? Start as a "reply guy" on X:
• Less pressure than posting on your own profile • Lets you experiment with formats • Builds connections with established creators • Gives you confidence before going solo
An audience is your INSURANCE POLICY:
• Gives you clarity into your niche • Creates a pool of potential customers/users • Provides job opportunities during recessions • Allows you to monetize when needed
Notable Quotes:
"The audience first approach gives you so many options, also gives you so much confidence when you release something and people actually use it." - JC
"I think the number one reason why anyone should create an audience is to have something to fall back on, period. It's like an insurance policy." - Greg
Want more free ideas? I collect the best ideas from the pod and give them to you for free in a database. Most of them cost $0 to start (my fav)
Get access:
https://www.gregisenberg.com/30startu...
LCA helps Fortune 500s and fast-growing startups build their future - from Warner Music to Fortnite to Dropbox. We turn 'what if' into reality with AI, apps, and next-gen products
BoringAds — ads agency that will build you profitable ad campaigns
BoringMarketing — SEO agency and tools to get your organic customers
Startup Empire - a membership for builders who want to build cash-flowing businesses
FIND ME ON SOCIAL