25:23orenmeetsworld · Tutorial
How to build a marketing team in 2026
A 25-minute content operations playbook covering team structure, brand examples, and the pod system for turning any marketing org into a media company.
March 22ndThe argument in one line.
There is no such thing as a boring business, only boring content — and the fix is a set of repeatable attention-hijacking moves that wrap your expertise in something people already want to watch.
Read if. Skip if.
READ IF YOU ARE…
- You run a service or local business — accountant, dentist, roofer, massage therapist — and genuinely cannot figure out what to post.
- You have domain expertise but your educational content gets zero traction and you do not know why.
- You are a founder or brand manager posting consistently with nothing to show for it.
- You want a swipe file of concrete format ideas you can test this week, not another theory video.
SKIP IF…
- You are already getting consistent reach — this is entry-to-intermediate level strategy.
- You want platform-algorithm specifics or analytics deep-dives; this is purely conceptual framing.
The full version, fast.
Any business, no matter how mundane, can win on social media by borrowing the structure of things people already love. The video teaches ten distinct moves: take a viral format and reskin it for your industry; use speed as a novelty; invest in a single recurring prop that guarantees virality; attach your expertise to pop culture, expensive objects, or current events; hammer strong opinions instead of safe takes; answer the questions your audience is too embarrassed to ask; go so deep into niche lore that you build a fandom; and reframe your business not as a product but as a tour guide to a world most people have never seen.
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00:00 – 01:09
01 · Cold open: no boring businesses
States the central premise and previews the strategy buckets: exciting scenarios, strong takes, viral vehicles, education, lore, format and speed.
01:09 – 01:54
02 · Format Shakeup + Speed
Borrow a viral format and reskin it for your industry. Speed-running familiar experiences turns routine content into novelty events.
01:54 – 03:36
03 · Viral Vehicles + This Is Amazing
Invest once in a recurring prop that guarantees virality every time. Apply your professional skill to something surprising to trigger this is amazing reactions.
03:52 – 05:20
04 · Sponsor: Dropbox
Sponsored segment on Dropbox as a content team workflow tool.
05:20 – 07:33
05 · Exciting Scenarios + Strong Takes
Hook with the G Wagon, deliver the tax law. Put expertise inside exciting scenarios so the hook does not require prior interest. Strong opinions drive more engagement than neutral education.
07:34 – 10:59
06 · Attention Hijacking + Education Formats
Apply expertise to pop culture and current events. For education: answer questions people feel dumb asking, or use a versus format to make comparison the entertainment.
10:59 – 12:17
07 · Lore and Depth
Americana Pipe Dream army surplus case study: go all-in as the nerd authority, make memes, build inside-joke culture around even the dullest subject.
12:17 – 14:28
08 · The One Thing + Tour Guide Positioning
One unusual element often is the only change needed. Chris Group manufacturer case study: reframe from selling clothes to being tour guides to the hidden world of Wangzhou textile manufacturing.
14:28 – 15:10
09 · Outro
CTA to Cut30 bootcamp, invitation to comment business names for live workshops.
Lines worth screenshotting.
- There is no such thing as a boring business, only boring content — the problem is always the angle, never the industry.
- A single recurring viral prop (a hydraulic press, a vintage car, a ladder) delivers more return than expensive monthly shoots.
- The hook is never the technical subject — the hook is the exciting scenario that makes the technical subject feel urgent.
- Being a barometer — someone willing to say this is good and this is bad, with credibility — is increasingly rare and rewarded.
- Strong opinions outperform neutral education every time; never shoot on a Nikon again beats here is the new Sony A7 whatever.
- Attention hijacking means taking something people already care about and applying your expertise to it — it is a formula, not a talent.
- The versus format creates a competitive frame that makes dry content feel like a debate.
- Going deeper into niche lore than anyone else — memes, history, inside jokes — builds a fandom that no general-interest account can compete with.
- One unusual element in otherwise ordinary content (filming a roofing tip from a ladder) is usually all it takes to stop the scroll.
- Reframing from sell our product to we are your tour guide to a world you have never seen multiplies followers without changing the business.
- Speed is underused — compressing a familiar experience into a speed run turns a routine format into an event.
- Asking questions people feel dumb asking removes social friction and lets you own a category others ignore.
Ten moves that make any business interesting.
WHAT TO LEARN
The subject of your content is almost never the problem — the frame around it is, and every framework in this video is a different way to build a better frame.
02Format Shakeup + Speed
- Format Shakeup: take a viral format everyone recognizes and apply it to your industry — you inherit its attention without having to earn it from scratch.
- Speed: compressing a familiar experience into a speed run turns routine content into a novelty event worth watching through.
03Viral Vehicles + This Is Amazing
- Viral Vehicle: one recurring prop purchased once delivers more sustained virality than expensive shoot-by-shoot production.
05Exciting Scenarios + Strong Takes
- Exciting Scenarios: lead your hook with something people already find exciting, then deliver your expertise inside that frame; G Wagon first, tax law second.
- Strong Takes: being a barometer — willing to say this is good and this is bad, with credibility — drives more comments and loyalty than neutral education.
06Attention Hijacking + Education Formats
- Attention Hijacking: attach your expertise to pop culture, current events, or celebrities that already command attention; the existing interest transfers to you.
- Versus Format: pitting two things against each other creates a competitive frame that makes dry content feel like a debate.
- Questions People Feel Dumb Asking: answer what the audience is too embarrassed to search and you own a category others ignore.
07Lore and Depth
- Lore and Depth: going all-in as the most knowledgeable, nerd-culture authority in your niche builds a fandom that general-interest content cannot reach.
08The One Thing + Tour Guide Positioning
- Tour Guide Positioning: reframing from here is our product to we are your access point to a hidden world is a single mental shift that changes what content you make and why people follow you.
Terms worth knowing.
- Format Shakeup
- Taking a well-known viral format such as Hot Ones or speed runs and applying it to an unrelated industry to inherit its existing audience attention.
- Viral Vehicle
- A physical object or recurring prop — a hydraulic press, a vintage car — that a brand purchases or builds once and uses repeatedly to guarantee virality.
- Attention Hijacking
- Attaching your specific expertise to a piece of pop culture, current events, or a celebrity that already commands attention, so your content inherits that existing interest.
- Lore and Depth
- A content strategy where a brand goes all-in as the most knowledgeable, fandom-style authority in a niche — making memes, sharing obscure history, and building an inside-joke culture around their subject.
- Tour Guide Positioning
- Reframing a business not as a seller of products but as a guide giving the audience exclusive access to a world they have never seen — used to shift from commodity to community.
- The One Thing
- The single unusual element — a location, a prop, a camera angle — added to otherwise ordinary content that makes it worth watching.
- Versus Format
- A content structure that pits two things against each other to create a competitive frame that drives watch-time and comments.
- Barometer
- A creator or brand voice that is willing to make definitive quality judgments in their niche — saying something is good or bad with credibility — as opposed to neutral, hedge-everything content.
Things they pointed at.
Lines you could clip.
00:04
“There is no such thing as a boring business, only boring content.”
05:56
“The hook is not how do I use bonus depreciation. The hook is G Wagon, then bonus depreciation.”
13:13
“We are tour guides to the hidden exotic world you have never seen.”
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
00:00This is how to make killer social content for boring businesses. Time and time again, whether it's people that are in cut 30, brands I talk to online, or people that are starting a personal brand, they're always saying, oh, well, I'm an accountant. I'm a dentist.
00:13I have a massage business. We make candles. How could we possibly make interesting social content?
00:18And this is absolutely the wrong mentality because there are dozens of ways with which you can make amazing, captivating content about the most boring things. And we're gonna break down those strategies inside of this video.
00:31I'm gonna talk about how to use exciting scenarios, how to put strong takes out there that establish personality, how to incorporate viral vehicles, taking an education centric approach, really leaning into lore and depth inside of a niche, and using things like formats and speed to stand out. It'll be a fun video no matter what your brand is or what you do.
00:49If you're interested in making awesome social content, there'll be a lot to learn throughout. Let's lock in. So first, I'm gonna start off by just rattling through a number of ideas I know can work for businesses that wanna make content that stand out in the Internet.
01:00And the first is what I call a format shakeup. You don't have to reinvent the wheel when you wanna make something successful. So you could take the Hot Ones format.
01:07Everyone knows it. You are eating spicy chicken wings while answering questions.
01:11And you could do that legal edition. Hot law came off the top of my head. Sometimes sometimes you win.
01:16But literally with legal questions. Talk to people about why they shouldn't have a beware of dogs sign while engaging in a experience similar to Hot Ones. But there are hundreds of shakeups you can do that inherently are going to make even something that might not be the most interesting thing more captivating to watch.
01:31The second tool I think is really interesting is speed. We've all seen normal real estate tour TikTok. If you did the same thing in ten seconds, a speed run of showing an apartment, you're playing to the algorithm's strengths because it likes faster content.
01:44But there's always the element of can you do something people understand faster than they're used to it and make it an event that you are doing it faster. That's why you'll see things like thirty second makeup, one minute recipes.
01:54Time is a vehicle. Speaking of vehicles, I wanna talk about the s idea of viral vehicles, and I don't mean cars. I mean objects and things that you can buy or build into your business that will help guarantee you virality.
02:05For instance, if you are a toy store and you had a hydraulic press, all of a sudden you are one of the more interesting toy stores on the Internet. Those videos do super well. Naturally, people are used to what they see and you're supplying it to a different thing.
02:15And that investment is likely worth it. If you were to say, hey, we're gonna spend thousands of dollars on getting not the hugest in hydraulic press, something that works for our videos or whatever that viral vehicle is. And you'll see people who rent really nice apartments for this or shoot everything with a vintage car or whatever it is.
02:29Those are all expenditures to help guarantee them virality. But if you did that for your toy store or whatever brand it was, the result in terms of the views you're gonna get on social media, the notoriety, the being known for being the toy store that has the hydraulic press. These are the kind of hacks you can look at and say, hey.
02:44Maybe I don't want to invest tons of money every month in complex shoots, but I want to invest in that one thing that I know every time is gonna help hit and go viral. One more quick technique before I get into the middle of this video and the big bulk of like the longer tactics is the this is amazing approach or using your skills for good.
02:59But how can you do something with that skill set that people go, this is amazing when they look at the content? For instance, if you were a copywriting agency that was bringing romance novels to life in fifteen second videos, all of a sudden, you're a super interesting copywriting agency. All of sudden, you're showing your skills in a way that is immediately applicable and viral to others.
03:15And it's interesting. I am built to think like this. Because I workshop with hundreds of people and brands every month inside Cut30, and I do this strategy constantly with major brands, I am thinking always in terms of what's the angle.
03:26I know not everyone thinks like that, so I'm gonna try something new on this video where I want you to comment your business. You have something really, like, I cannot for the life of me figure out what I would do with x or y. Drop it below, and I will workshop in the comments throughout it, and we will see what ideas that we can come up with.
03:42I promise I will try to hit all of them. You know, when you're running a creative studio, putting out seven short form videos a week, plus a YouTube every week, on top of managing brand and client deliverables, you really start to notice where your systems and your process slow you down.
03:55That's why Dropbox has been such a core part of my workflow, and why I was so excited when they reached out to sponsor this video. Whether I'm uploading footage from a trip or a shoot or reviewing a lookbook PDF with my team, Dropbox keeps everything moving and organized without a million apps or unnecessary back and forth.
04:11So when I wrap filming, I head straight into my team's shared Dropbox folder. From there, my team of editors, my designers, my management can pick it up based on our shared count. Everyone's working at the same structure synced in real time here and overseas.
04:23Then I love that I can literally mark up a PDF on my iPad during a flight, annotate images, and do approval in one place versus a bunch of systems. The pro tip, we use this to actually mark if people have used footage or not in the folders. And also, if something might make a great hookshot.
04:37So I can easily go through folders and a bunch of hookshots are already identified. But maybe the most underrated part is that we have years of project files. I mean, years.
04:44Everything from first gen product mockups to TikTok drafts from 2023 is all in Dropbox. And Dropbox Dash uses AI to help us find documents, images, and videos across the entire library of files that are less organized than I'd like. You don't remember the exact file name, and Dash can help you find the content you need.
05:00So if you're managing a growing content pipeline or just want your creative projects to run smoother without the chaos, check out the full features of Dropbox and see how it can help your team push creative limits, not deadlines. But now let's dive into the meat. Establishing personality for your brand is gonna be the first one.
05:15So the biggest thing that I think any boring business can take advantage of is leveraging exciting scenarios. So for instance, if I were a CPA or I was an accountant and I was trying to make content, I would be starting with the Bravis g 63. I would be starting with the g wagon.
05:29Break down the tax savings if someone were to purchase a vehicle like that. Show the threshold of how much money should you be making to consider having it be worth it to buy the g wagon. Explain the differences state to state.
05:39Similarly, if there's a big trade that happens in the NBA and someone moves from Canada to Houston or New York to Houston, there's a tax benefit of moving to Texas based on the salary. Break that down. Give your expertise in context of exciting things because the hook isn't how do I use bonus depreciation for my business.
05:55The hook is g wagon, then bonus depreciation. Tax difference between states.
06:00Like, and what does that implication look like? You can put your expertise in context of exciting scenarios, and there is basically no limit to how many of those scenarios, like, exist. And those scenarios happen in real estate.
06:11There's obviously all kinds of either weird homes or expensive homes or controversial neighborhoods or places where news happens or famous people are from that you can use. And there is such a benefit to just showing your expertise in context is something that actually makes people stop scrolling. And if you follow that formula, it's really hard to lose in terms of making content.
06:28Same thing happens if you develop really strong takes about your need. I wanna shout out Lauren Crease. He's the current CEO of a furniture company, and he makes interior design videos online that are just hammering hot takes.
06:39He'll be like, if you use this gray, I would never speak to you again in my life. You you are disowned for using kitchen tile of this type. But he makes these videos where he has his very strong opinions as someone who's in interior design, who produces furniture, and has proven to be a notoriety gainer for his pretty traditional furniture business.
06:55But it's not just about putting content out there that's educational or simple. The power of his content is that he is brave enough to have a really strong opinion, which is something we've lost in the Internet a lot along the way. Everyone wants to be everyone's friend.
07:07People don't wanna be too negative or too this way or that way, but we actually need people who are barometers to say, I think this is good, I think this is bad, I have credibility and here's why. And you may disagree with them or agree with them, but that recipe for attention and the comments that come from it and people discussing it and people beginning to say, hey, I like that guy or that girl's point of view is super powerful.
07:24And this works for everything. If you're like, you should never shoot on a Nikon camera ever again. That video is gonna do much better than here's the new Sony a seven whatever.
07:32Boring. But put your service in context of recent events. Very similar to the G Wagon attention hi jacking, putting a business in terms of current events, something almost every business can do no matter how boring it is.
07:44So for instance, as a therapist, here's my analysis of the secret lives of Mormon wives, breaking down the different characters and why. Again, appealing to some kind of fandom or a therapist going through the different characters in succession. I saw this recently where it was a a lawyer who was actually leading off with rap lyrics for like three seconds and then breaking down what they would have meant in court if you were to try and position it to be not someone committing a crime.
08:06But again, you take these things that are happening in pop culture, in the news, and you put your spin on it. As a psychologist, I think, as a massage artist, here's the massage that I feel that this person should get while they're in China negotiating whatever because you it shows your expertise of knowing all these different things around the Recommendations you have as an expert as pertains to people out there.
08:25And we saw this trend really take off in a really light format with baristas and coffee shops where a bunch of videos went viral where it was someone being like, hey. If Lana Del Rey came in, here's the coffee I would make her. And it was like a, you know, like a Pepsi latte or whatever it is.
08:38Like this but, having some sort of fun or interesting vehicle that goes with that. But this applies to almost any business. Again, you are attention hijacking.
08:45You are taking something people already know and like and applying your expertise to it. And that is a surefire recipe for success that I cannot say enough. When you look at the kind of content I've done to get hundreds of thousands damn near a million followers, a good amount of it was being my hot takes on brands, my responses as a marketer to what I would have done differently, not just what happened, but what I would have done or what I think from a marketing perspective should be better about a campaign or a thing that happened.
09:07Now we're gonna get to education. There's always room for education in the market, but a lot of people kind of get wrong about this is they make the education very straightforward. They make it almost dull, but it has to really have some oomph to it.
09:17And one of the things that I like to really focus on is questions that people feel dumb asking that you answer for them. Because there's a lot of people that go throughout the world acting like they know what's going on but really don't, and giving education to those people is a great way to start and get an initial feedback.
09:30And the second thing is education in a more competitive format. One of the things I always talk about in Cut 30, we've had some a couple of people blow up on. One is an education creator.
09:37Great example of boring content. He it's a so the format's called a versus format where you say blank versus blank. You're gonna compare two things.
09:43I would do this in my series product versus brand. Are you buying the product? Are you buying the brand?
09:47This educator did it, and it was is this education or is this edutainment? Are you just doing this pretending it's education, but it's actually just a game? And you break down a bunch of popular things and give your take on that versus format.
09:58This is this, this is that, and here's why. This video for an educator with a relatively dry approach blew up because it is a important thing for people to say, I'm learning. This is what I should use for my kid or do in this education process.
10:09Here's why a pro thinks like this, and here's an approach to a topic that makes me interested to watch more and watch through it. So I always look at educational content. You wanna have a lens.
10:17You wanna be able to say, hey. I'm gonna answer the questions that people feel too dumb to ask, or you wanna say, I'm gonna put everything in context. I'm gonna break it down between these kind of two items.
10:24I wanna make sure I have the ability to help people discern in what I educate. This ties into the last big bucket I'm gonna talk about here, and that is lore and depth. Because I think what people underestimate is how if you're extremely into something and you wanna be the most into it person out there and you're gonna get in deep into the inside jokes and the lore and the history of things, how many other people that are out there who are just as passionate or who would become as passionate from it?
10:45So I like to use Americana Pipe Dream. I brought them up in my meme video, but these are a great example of they sell army surplus. There are plenty army surplus stores out there that don't have any social media worth recognizing, whereas their social media is massive because they are obviously gigantic war history nerds.
11:00They will talk to you about the German Fokker airplane, about what camo the Swedes switched to in 1962. They'll not only talk about it and educate about it, they'll literally make memes about it and jokes it.
11:09For the other people that care that much who had all the model armies when they were growing up as kids, they are going all the way in, and you can enter that world. And if you're a little interested, you can learn way more. And all of a sudden, you know the eight types of Danish sniper rifles, whatever it is, that are able to come up from that there.
11:24And this applies not just to something like army surplus, because people even will look at that and be like, well, that's exciting. Yeah. Guess what?
11:29Most people will be like, how do I make content of my army surplus business? They made it exciting. Most people can't make that jump.
11:35This is more to my point if there is no such thing as a boring business, only boring content. They're a perfect example. Because you would look at army surplus and be like, this is boring, until someone made it exciting.
11:43This applies to anything. My friend Ashwin had a hook the other day where he went to a dermatologist conference because he's got a skin brand. And he was like, I went to the Coachella of dermatologists.
11:51That's a great hook because, right, we all go to these events. I go to these events where I make viral videos, and it's like, I went to the fashion show, the most exotic materials in the world. Like, of course, that's exciting.
11:58But when you're going to a dermatology conference, you're kind like, how can that be exciting? It's like, hey. It's the Coachella of the dermatologist because they find it exciting because x and y.
12:04Here's the things that they love about it. You're treating it with that level of excitement, and you're nerding out on it to that extent. And if you try to be, like, the most in-depth nerd out account about this, whatever that ends up being, again, massage, beverage co packing, construction, roof work, whatever it is.
12:18Be the most knowledgeable and in-depth about that, and then treating it with fun and nerd and fandom and memetics around that can really get you a long way. A few parting shots. One, wanna talk about a social media campaign I've worked pretty in-depth on that thought was really interesting that ties into this.
12:33Before that, I wanna talk a bit about doing normal content with a interesting approach. I was talking to someone with a roofing business about this the other day. I'm like, hey.
12:39You can actually give roofing tips. You can do basic roofing video, but if you do it on a ladder, it's inherently more interesting. One thing makes your content more interesting.
12:46That's why you see a lot of videos where, like, shoot from a single angle. So there's all it takes is that one, the hydraulic press doing it from a ladder, or we can do normal content and add on to it. But if you don't have that one thing, it's probably why the content's failing.
12:57But I wanna give a good example of some of the work I've done advising my manufacturer who I work with, Chris Group, where they're look. They're a manufacturer, a factory of clothes. There's people who make good content with that.
13:05There's thousands of people that don't. Yahoo works for them went through Cutthirty. We've worked on strategy.
13:09We've done collab videos together. We spent a lot of time together. We work closely.
13:11It's kinda natural. It's like, hey. The goal isn't to be like, here's our manufacturing business.
13:15Here's how it Here's what you can buy from us. Cool. That's one part of the content.
13:18The goal is to be like, we are tour guides to the hidden exotic world you have never seen of Wangzhou, of the place where fabric happens, where people make product, and now expanding that as the world changes. They're exploring Ho Chi Minh, going to Vietnam, going to these different trade shows in other parts of China.
13:32But, like, literally the job is to enter people in this world they did not know exist and be the tour guides of it. And guess what? That is extremely viral.
13:38And then you become the people when anyone is interested or at that stage in the company where they wanna go into and have that experience. You are the people who know the most, who go to the places. If you're actually going there to visit somebody, you're the people to call.
13:49And that shift in mentality from sell our thing to sell access to this world that no one knows about is the reason why they have 10 times as many followers, 15, a 100 times as any of the competitive people within that basis. I like to look at that too. If you have a world, whether that's the world of the area around you or the industry that you're in, you can position as a secret, as something that you're able to shed access to no one's ever seen, especially for international companies.
14:12Maybe you never you're from Lithuania. No one even knows what to do there, and you can share the intricacies and interesting nature of that as part of your content pillars. It's a really unique way to think about what you make.
14:21I will end by saying one of my favorite phrases again. There is no such thing as a boring business, only boring content. So there's a whole wealth of tools within this video that you can use to help move that, whether you're a personal brand or an expert, whether you actually have a brand in one of these niches.
14:35Wanna work with me on content at any point? You can look at cut30.co for when our next session is.
14:40I will link here some of the many other videos I have breaking down different social strategies and approaches from everything from carousels to treating your social media like a TV show. You can learn more. Go as deep as you want.
14:50I a have whole playlist on social media marketing. And as always, I appreciate y'all watching. Comment your businesses below if you do want me to workshop any of the things you have and try to come up with an interesting angle for it.
15:00I will be doing that in the comments. Thank you all so much.
The Hook
The bait, then the rug-pull.
The premise is a provocation: your business is not boring, your content is. In fifteen minutes, the host dismantles the most common excuse holding back local businesses, service providers, and niche brands from social media — the belief that their subject matter is the obstacle — and replaces it with ten repeatable moves any operator can test this week.
Named ideas worth stealing.
01:09concept
Format Shakeup
Take a known viral format and apply it to an unrelated industry to inherit its existing attention. Example: Hot Ones becomes Hot Law.
Steal forany service business that can host a Q&A or interview format
01:54concept
Viral Vehicle
A physical object or recurring prop purchased once that guarantees virality every time it appears, replacing the need for expensive monthly shoots.
Steal forproduct businesses, retail, food and beverage
05:20concept
Exciting Scenarios
Lead with something people already find exciting, then deliver your expertise inside that frame. G Wagon as the hook for tax law.
Steal forany expert or professional service brand
06:43concept
Barometer Positioning
Take a definitive, credibility-backed position on quality in your niche. Being willing to say never use this gray drives more engagement than being neutral.
Steal forinterior design, tech, food, fashion — any taste-driven category
13:13model
Tour Guide Positioning
Reframe your business from here is what we sell to we are your access point to a hidden world most people never see.
Steal forB2B, manufacturing, trade businesses, international sourcing, any niche with an insider world
How they asked for the click.
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
OTHER LINKSAlso linked in the description.
