I’m posting on Instagram, TikTok, YouTube, LinkedIn, and Skool, and I just started on Substack too. I’ve heard good things about it, and I’d rather find out for myself than keep hearing about it. (Six platforms. Yes, my calendar has opinions about this.) I heard a quote recently that stuck with me: a strong handshake can take you where your degree can’t. The more I build, the more true it feels. Every real opportunity I’ve had lately started with a person, not a credential. I sent one cold message to a stranger and ended up building something with him. Someone I’d never met reached out to me on Skool and asked for help. Nobody asked to see a certificate in either case. That’s why I care about visibility. It isn’t about the numbers on a screen. It’s about being findable by the people I’m supposed to meet, so the handshake can happen at all. I’m also keeping one rule for myself. The goal isn’t to be everywhere. It’s to say the same true things in different places, so that anyone who finds me anywhere hears the same story. -Khubaib

A lot of time can be wasted trying to be clever and constantly thinking of something new to post. Instead, try building a “Reputation Library.” Start by writing down 20–30 questions the people you want to help are already asking. Search Google, YouTube, Facebook groups, forums, etc. and see what questions keep coming up in your niche. Then create a post, video or something else that answers each one. But don't think of those 20–30 questions as things you answer once and never talk about again. Keep coming back to them from different angles. Let's say you teach guitar and one of the common questions is: “How long should I practice guitar each day?” You could: • Write a post answering it directly • Make a short video with your recommendation • Talk about a practice mistake you made when you were learning • Share a simple 20-minute practice routine • Ask members how long they currently practice • Make a longer YouTube video explaining what to practice • Revisit the question a few months later with a different angle One question can give you a lot of useful content. You can also take the same idea and use it in different places. A Skool post can become a YouTube video, short, blog post, email or Facebook post. And don't worry about repeating yourself. Most people won't see everything you publish, and the people who do aren't going to remember every post you've made. In fact, repetition can help. If people repeatedly see you giving useful advice about learning guitar, eventually when they have a guitar question you want them thinking: “I know who I should ask about that.” That's your goal. You don't need hundreds of new content ideas. Find the questions your people already have, answer them really well, and keep finding useful ways to talk about them. That's how you start building a reputation instead of just creating content.