Tissue Box Posts

You’ll find no shortage of advice telling you to be everywhere, all the time, posting a dozen times a day across every platform. Matt listens to Gary Vee too — but he thinks that prescription quietly breaks down for the solopreneur or the founder building something real. To explain why, he reaches for a company most people have already forgotten: Quibi. Hollywood titan Jeffrey Katzenberg and former eBay and HP chief Meg Whitman, $1.75 billion in funding, premium short-form video built for the gaps in your day. It lasted about six months. They even named the company after the format — “quick bites” — which Matt argues is the tell.

His diagnosis is simple and it applies to you: Quibi led with format and left purpose and story for later. A new delivery system only matters when people already want what’s being delivered — tell someone their injection can become a pill and they’ll listen, but only if they were sold on the drug in the first place. Which is why the endless “should I be on TikTok?” debate misses the real question: what’s your story, your purpose, your intention? Delivery is fungible. And as a friend of Matt’s puts it, short-form without that foundation is just tissue box posts — used once, thrown away, no loyalty built, and burnout waiting at the end of the treadmill. His prescription is unglamorous and durable: get clearer on who you help and why, then find the method that draws it out of you — writing, a writing group, a Substack nobody reads yet, and reading widely (fantasy counts). Tend the garden instead of feeding the machine.

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