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- the one thing the best creators, founders, & brands do
the one thing the best creators, founders, & brands do
spoiler: you can do it too
Eric Dodds
November 04, 2025
Hey — Eric here.
If you’re new, every week I send a breakdown, strategy, or idea to help you grow your audience and business with short-form content.
If you’ve been enjoying these, share this with a friend who’s trying to do the same.
Alright, let’s get into it.
If you’ve been trying to grow your account but aren’t seeing the results you want…
It’s probably because you’re missing one key ingredient.
And to explain it, you need to understand what the best creators, founders, and brands all do differently:
They bring people on a journey.
They craft a challenge, a question, or a mission that others can rally behind.
So ask yourself:
👉 What journey are you bringing people on?
Because once you can answer that … you’ll stop “posting content”…
and start making strangers on the internet invested in your story.
Let’s look at a few examples who nail this 👇
🎬 Example #1: The Challenge Story
Why it works:
Story hook: High-stakes opening which opens a curiosity loop.
Specific details: Old Subway shop, sketchy hallway, “my guy David,” $31K wired. The details help it stand out because they are specific and tangible.
Zig-zag tension: The “but/so” rhythm keeps the viewer moving through the story until the payoff.
💬 Example #2: The Relatable Mission
Why it works:
Callout hook: Niche and relevant for their target audience.
Pope In The Pool: Using a Tostitos bag as a mic is a subtle psychology trick that makes you double take.
Community participation: The “Drop any suggestions” line taps into the Ikea Effect. Humans care more about something when they feel they help create it.
🧵 Example #3: The Curiosity Quest
Why it works:
Question hook: Curiosity is the strongest form of tension.
Purple Cow: The concept is rare, specific, & visually distinct. This stands out.
Process voyeurism: We desire to see how beautiful things are made.
The Takeaway
If you’re posting, but your account isn’t growing….
It’s not because of “the algorithm”.
It’s because you don’t have a story worth telling.
You don’t need to worry about “viral templates”, hashtags, or posting time.
You need a mission, a challenge, or a journey worth following.
Think about what would be relevant to your target audience, shit, think about something you think is cool — then go do that and bring people on the journey.
You won’t just grow your account doing this, but you’ll also have a metric ton more fun along the way.
So my question for you is:
What story are you going to tell?
Rooting for ya,
—Dodds
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