it's all material

The good, the bad, and the _____________? — "the material"

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Everything around you is.

Yes — even the dirty pillowcase you’ve refused to change — is material (a story).

I heard “Honey Copy”, say — “it’s all material” in a recent youtube interview on Copywriting.

His point was — everything that happens is for us and not to us.

Our job is to figure out how to turn it into “value” for others.

That reminds me — this V-word has us feeling like what we have to say or create isn’t acceptable or worthy?

Especially if we follow a lot of aspire-to-perspire (I used to be on this table — not anymore. Can I drag them in peace now?) gurus.

We get afraid we’re not “bringing value,” because it’s not actionable advice to implement to skyrocket someone’s life or business.

Sometimes I’ll think about writing a story in my public diary and worry that it won’t “deliver value.”

And that’s not true.

It's valuable if you;

Make me laugh, make me cry, Give me goosebumps, Keep me at the edge of my seat, Show me something pretty, Inspire me or at least make me think I’m inspired (enough to do that procrastinated-thing later 😉), Make me feel like I’m not the only crazy one, Make me feel bigger than you (massage my ego —I love it), Tell me something you'll tell almost no one, Make me feel a little smarter than when I woke up, Make me say “My parents do that in my house too", Tell me something dirty about someone I know or someone I feel like I know (Buhari), Tell me about the job interview you were late for because of watching Netflix through the night and Do something radical — like adding milo to your garri, that makes me think, “Damn, you can do that?”.

A typical one would be — when my dog vomits on my white shirt — the morning of a job interview at my dream company.

I arrive late for the interview and they turn me down.

Count on me to share such gist with you first.

Maybe not that same day but I’ll eventually share it.

Hopefully, the dog is still alive. (no it’s not what you think).

But I’ll take it for a morning walk, come back home empty-handed, and forget I ever took Bingo out.😌

Value isn’t only practical steps — “the-dog-I-don’t-have-yet” just created value.

It’s all material.