You Need to Think Like a Magazine to Grow Your Personal Brand, with Rachel Extance

If you've ever stared at a blank page wondering what to write about, this one's for you.

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This week I'm back with my friend Rachel Extance, an award-winning blogger and one of the best thinkers I know on how to make complicated things simple. We first spoke years ago about blogging. This time the conversation goes much further - AI, opinions, personal brand, and what happens when your content starts living in too many places at once.

If you're a leader, consultant, coach or founder trying to build authority, this gives you a proper structure for what to say and where to say it.

✳️ The imagination gap - Rachel's "editorial expansion prism" splits your business into five areas: identity and purpose, updates and activity, knowledge and insights, work and projects, and community and participation. Look there first and you'll never run out of things to say.

✳️ Own your platform first - a blog post you create once can become an email, a LinkedIn post, a newsletter or a video script. Post it anywhere else first and you're stuck on the hamster wheel. Post it on your own website first and you're building an asset.

✳️ Treat your business like a magazine - as things grow more complex, think in sections instead of one long list. Clear labels, search boxes and internal links stop people getting lost, and stop your own team duplicating each other's work.

Rachel's amplifiers:

✳️ Don't assume people know what you know - share the basics. What feels obvious to you is new information to most of your audience.

✳️ Repeat yourself - only a small slice of your audience sees any single post. Say the same thing again. Nobody's counting.

✳️ Jot things down as you go - keep a simple running list of conversations, questions and moments from your week. Rachel recommends Show Your Work by Austin Kleon if you want a nudge.

If this one helped, hit follow or subscribe so you don't miss the next.

Timestamps

00:00 Welcome back and introducing Rachel Extance

02:49 Who is Rachel Extance

05:18 AI as an amplifier, not an idea generator

07:15 The imagination gap and the editorial expansion prism

12:23 Why your blog is an owned asset

14:35 Create once, repurpose everywhere

15:07 Finding your voice and having an opinion

21:13 The rule of thirds

22:19 You don't have to be polarising to be distinctive

25:50 Why personality is harder on a blog than on video

27:05 Bringing your audience along on the journey

32:37 Whose story is it to tell

35:41 Managing a complex content ecosystem

41:23 Editorial thinking as a competitive advantage

44:44 Serialisation and Rachel's Coffee House

47:10 Why AI can quietly switch off your own thinking

52:01 What to do when you still can't start

56:24 Rachel's three amplifiers

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