I definitely agree with this. Structure is key to getting things done. As creatives, we tend to avoid structure. Hey, I've avoided 9-5 jobs and the military and some relationships that seemed to structured. I run from it. At the same time, though, in my writing, I always plot out my stories and stay several stories ahead. I can write something just off the cuff, but it doesn't have the same punch because it hasn't been thought out like the stories I write and then go over again and again. They are refined and they do have structure. I can see this being true with focus, too, like you say. I really love the idea of the tree. Going deeper in is very attractive to readers. I think it's also why many people enjoy podcasts. They go deeper and there's more time and everything is not vague and rushed over. Excellent post, Benjamin.
What are your thoughts on, having started a Substack that represents my idea tree in blob form, that is, a hodgepodge of poetry and player piano rolls, starting a second, more commercial Substack. Free writing for the people who have always been willing to read me and paid writing for something on a more focused topic?
Many people here do have multiple publications so it can definitely be done. I would just spend some time thinking about how much time you want to spend marketing and trying to grow the commercial one…getting paid subscribers is hard so it will require a lot of energy
Solid framework! I’ve been developing something similar for the past 2 years around “editorial themes” as systematic content architecture. Would love to compare notes sometime.
I first noticed that the gap between business strategy and communication was systemic—businesses were treating them as separate functions, which created all sorts of dysfunction.
So I started building my own system to address that gap. But I also noticed that content was being treated as individual posts rather than part of a cohesive whole.
Your content should be assets that appreciate, not depreciate in value. I thought of it like building a house—you need systematic architecture. Most businesses are creating random lemonade stands instead of intellectual infrastructure. Hence “content architecture”—building something that compounds rather than just accumulates.
A) - "this is how you use AI to create endless ideas..." by using it to scrape the net barf out a structure for you
or
B) - "Psst...pay me and I'll tell you the secret"
This was real and human and simple. So yeah Thanks.
Unlike everyone seemingly singing on here-- substack does not look like a kumbaya circle but increasingly like snake oil carnival to me... so I'm writing this because it shocked me to find some organic free thing as a "solution".
Yeah I get that. Algorithms can silo you into weird places. I have found the controls of “blocking, muting and hiding” to be useful for recalibrating your feed and who you see. I still believe in human solutions. AI is a useful tool just like the typewriter and the computer. I think people forget that we had similar discussions around computers in the 80s
You are so right about the creative burnout. It took me nearly a decade to get back to my pre burnout creative curiosity and energy. I really like the concept and relative simplicity and clarity of it.
Yep…we talk about burnout all the time but I think most people just mean they are tired. As you mentioned actual burnout takes years and often decades to recover from and it is something I am avoiding at all costs.
Absolutely, Benjamin; you need to avoid creative burnout at all costs. The toxic productivity we are all encouraged to engage in never helps the creative process and paves the way towards a lot of creative suffering. I'm going to try out the Idea Tree, as it might help my neurodiverse brain to be creatively calmer :)
I’ve been struggling to think about my writing “niche” as a person of faith, mother and psychiatrist. Your framework of the content tree is a really helpful framework (as was your other article that linked to it).
"The desire to create, paired with the inability to do so, is a uniquely painful experience." Damn. You just verbalized something I've been wrestling with, but never seen anyone talk about. I just found your stack and I'm so grateful. I've seen so many people teaching growth, but not really anyone teaching the ins and outs of the creative process. Mahalo ✨
Glad to hear it. But it’s frustrating right ? When you realise it’s going to take longer than you anticipated to produce something that you’re actually proud of
Um, yeah. I’m still in that blurry phase of “what am I doing again??” but the heartbeat of what I’m creating stays the same and I’m grateful for that. The Idea Tree was so helpful! Journaled about it for an hour this morning. 😂
It’s like being full of potential energy with no release valve” - that is the most apt description I have read about my struggle with writing.
It’s a horrible feeling right? Feels do good when you finally release and you’re actually somewhat satisfied with how it turned out
Loved the concept
Glad to hear it 🌳
I definitely agree with this. Structure is key to getting things done. As creatives, we tend to avoid structure. Hey, I've avoided 9-5 jobs and the military and some relationships that seemed to structured. I run from it. At the same time, though, in my writing, I always plot out my stories and stay several stories ahead. I can write something just off the cuff, but it doesn't have the same punch because it hasn't been thought out like the stories I write and then go over again and again. They are refined and they do have structure. I can see this being true with focus, too, like you say. I really love the idea of the tree. Going deeper in is very attractive to readers. I think it's also why many people enjoy podcasts. They go deeper and there's more time and everything is not vague and rushed over. Excellent post, Benjamin.
Thanks Parker. Agree with the point of podcasts. The are just more relaxed than stand alone videos
Incredibly helpful, thank you!
What are your thoughts on, having started a Substack that represents my idea tree in blob form, that is, a hodgepodge of poetry and player piano rolls, starting a second, more commercial Substack. Free writing for the people who have always been willing to read me and paid writing for something on a more focused topic?
Many people here do have multiple publications so it can definitely be done. I would just spend some time thinking about how much time you want to spend marketing and trying to grow the commercial one…getting paid subscribers is hard so it will require a lot of energy
Thank you! True!
Very useful mental model for never running out of ideas. I'll definitely try it out for my Substack researching process
My current plans went for a toss.
They got replaced by this platform. Now I write on things I see here. Like a live market test on content.
Solid framework! I’ve been developing something similar for the past 2 years around “editorial themes” as systematic content architecture. Would love to compare notes sometime.
I like your terminology- systemic content architecture 😉. Where did you get/come up with that?
I first noticed that the gap between business strategy and communication was systemic—businesses were treating them as separate functions, which created all sorts of dysfunction.
So I started building my own system to address that gap. But I also noticed that content was being treated as individual posts rather than part of a cohesive whole.
Your content should be assets that appreciate, not depreciate in value. I thought of it like building a house—you need systematic architecture. Most businesses are creating random lemonade stands instead of intellectual infrastructure. Hence “content architecture”—building something that compounds rather than just accumulates.
Nice. I like it 👍🏻
I love that this didn't end with:
A) - "this is how you use AI to create endless ideas..." by using it to scrape the net barf out a structure for you
or
B) - "Psst...pay me and I'll tell you the secret"
This was real and human and simple. So yeah Thanks.
Unlike everyone seemingly singing on here-- substack does not look like a kumbaya circle but increasingly like snake oil carnival to me... so I'm writing this because it shocked me to find some organic free thing as a "solution".
[btw this tension of sales/creatives tension here is what I am wrtiting about if care to check it out follow, subscribe etc : https://substack.com/@cecilx/note/p-160474916]
Yeah I get that. Algorithms can silo you into weird places. I have found the controls of “blocking, muting and hiding” to be useful for recalibrating your feed and who you see. I still believe in human solutions. AI is a useful tool just like the typewriter and the computer. I think people forget that we had similar discussions around computers in the 80s
You are so right about the creative burnout. It took me nearly a decade to get back to my pre burnout creative curiosity and energy. I really like the concept and relative simplicity and clarity of it.
Yep…we talk about burnout all the time but I think most people just mean they are tired. As you mentioned actual burnout takes years and often decades to recover from and it is something I am avoiding at all costs.
Absolutely, Benjamin; you need to avoid creative burnout at all costs. The toxic productivity we are all encouraged to engage in never helps the creative process and paves the way towards a lot of creative suffering. I'm going to try out the Idea Tree, as it might help my neurodiverse brain to be creatively calmer :)
I’ve been struggling to think about my writing “niche” as a person of faith, mother and psychiatrist. Your framework of the content tree is a really helpful framework (as was your other article that linked to it).
Happy it was of help. I can definitely see psychology, faith and family all sitting on the same tree
"The desire to create, paired with the inability to do so, is a uniquely painful experience." Damn. You just verbalized something I've been wrestling with, but never seen anyone talk about. I just found your stack and I'm so grateful. I've seen so many people teaching growth, but not really anyone teaching the ins and outs of the creative process. Mahalo ✨
Glad to hear it. But it’s frustrating right ? When you realise it’s going to take longer than you anticipated to produce something that you’re actually proud of
Um, yeah. I’m still in that blurry phase of “what am I doing again??” but the heartbeat of what I’m creating stays the same and I’m grateful for that. The Idea Tree was so helpful! Journaled about it for an hour this morning. 😂
I love the tree analogy. Thank you.
Great one
Good stuff man ✨
Can we recommend each other on substack!!
This is really good!