Good content is worthless.
Anyone can generate it in seconds.
Good content is slop. Excellent content moves people to rethink, and to act. The difference is proof — at three different levels.
Provoke. 5 words or 3 seconds. Stop the scroll. Provocative and provable.
Persuade. 200 words or 90 seconds. Maximum. If the argument needs more, you don't have one yet. One idea, argued, landed.
Provoke and persuade, with proof, is the work of the day. All compelling content starts here.
Position. 800+ words or 6+ minutes. Anything important enough — or with real momentum — has to be properly positioned. Where it came from, where it's going, who says so. No ceiling: depth is earned by narrative, never padded to a word count.
Proof underpins all three. A provocation without evidence is a hot take. A persuasion without evidence is an assertion. A position without evidence is a puff piece.
Name the expert. Show the receipts. Make every claim traceable to something real.