<p>A podcast by 37signals about the better way to work and run your business. The REWORK podcast features the co-founders of 37signals (the makers of Basecamp and HEY), Jason Fried and David Heinemeier Hansson sharing their unique perspective on business and entrepreneurship along with host Kimberly Rhodes.</p>

&lt;p&gt;This episode kicks off with the Underdog Challenge winner sharing the unconventional strategies that enable his small business to take on their larger competitors.&lt;br/&gt;&lt;br/&gt;Then, 37signals&amp;apos; co-founders, Jason Fried and David Heinemeier Hansson, sit down with host Kimberly Rhodes to delve into the power of building an audience through authentic content.&lt;br/&gt;&lt;br/&gt;Jason and David share the secret of building a genuine connection with your audience and the importance of having &amp;quot;skin in the game&amp;quot; in content creation. Listen in as they walk listeners through the vital components of organic content creation to engender trust and resonate with your audience in a landscape overflowing with &amp;quot;content marketing BS.&amp;quot;&lt;/p&gt;&lt;p&gt;&lt;a href=&#039;https://youtube.com/playlist?list=PLwo5Hcps5IkBBAv1-_HPOMvC4Rn1p8lsQ&amp;amp;si=Kf1NaBCG7g1Np-eu&#039;&gt;&lt;b&gt;Check out the full video episode on YouTube&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Show Notes: &lt;/b&gt;&lt;/p&gt;&lt;p&gt;[00:00] -Kimberly welcomes Christian Hyatt, the co-founder and CEO of cybersecurity company &lt;a href=&#039;https://risk3sixty.com/&#039;&gt;Risk3sixty&lt;/a&gt;, as the winner of 37signals&amp;apos; Underdog Challenge.&lt;br/&gt;[03:16] - Christian shares his top tip for underdogs.&lt;br/&gt;[03:50] - Kimberly awards one year of &lt;a href=&#039;https://basecamp.com/pricing&#039;&gt;Basecamp Pro Unlimited &lt;/a&gt;to Christian and his team. &lt;br/&gt;[04:08] - 37signals co-founders Jason Fried and David Heinemeier Hansson join the podcast to discuss building an audience through authentic content.&lt;br/&gt;[04:32] - Jason shares the key to building a genuine connection with your audience. &lt;br/&gt;[05:51] - David stresses the importance of demonstrating competence and having &amp;quot;skin in the game&amp;quot; in content creation. &lt;br/&gt;[09:34] - Why you should avoid adding more &amp;quot;content marketing bullshit&amp;quot; to the internet.&lt;br/&gt;[10:12] – Avoid the “content marketing playbook.” Today’s challenges in audience building require alternative marketing strategies.&lt;br/&gt;[10:55] - Kimberly discusses the concept of giving before asking inspired by Gary Vaynerchuk&amp;apos;s book,&lt;em&gt; &lt;/em&gt;&lt;a href=&#039;https://www.amazon.com/Jab-Right-Hook-Story-Social/dp/006227306X/ref=tmm_hrd_swatch_0?_encoding=UTF8&amp;amp;qid=1698166970&amp;amp;sr=8-1&#039;&gt;&lt;em&gt;Jab, Jab, Jab, Right Hook&lt;/em&gt;&lt;/a&gt;.&lt;br/&gt;[11:16] - Steering clear of rigid sharing schedules and examples of authentic, meaningful content that resonates with your audience. &lt;br/&gt;[12:04] - &lt;a href=&#039;https://world.hey.com/jason/keeping-easy-from-becoming-hard-e6af27d0&#039;&gt;Keeping the easy from becoming hard&lt;/a&gt;. The importance of sharing thought processes and insights with your audience.&lt;br/&gt;[13:22] - A non-pushy approach to introducing new products or content. &lt;br/&gt;[15:54] - Advice for listeners on being willing to share and educate online, particularly in the face of potential internet criticism.&lt;br/&gt;[16:18] - The importance of an audience that includes supporters and detractors&lt;br/&gt;[18:50] - 37signals&amp;apos; marketing strategies, specifically their perspective on paid advertising and leveraging their existing audience.&lt;br/&gt;[19:07] - Building a trusted brand through organic sharing.&lt;br/&gt;[21:45] - “Engage, respond, argue, defend, promote, whatever it might be,” but actually have a conversation.&lt;br/&gt;[22:41] - The value of being in-the-trenches to build brand equity.&lt;br/&gt;[25:59] - How entrepreneurs who are just starting out can begin building an audience. &lt;br/&gt;[26:15] - The key to getting started and improving as you grow.  &lt;br/&gt;[27:22] - Why you shouldn&amp;apos;t overlook the importance of educating people about the finer details of your field.&lt;br/&gt;[28:02] - Rework is a production of 37signals. You can find show notes and transcripts on our &lt;a href=&#039;https://37signals.com/podcast/&#039;&gt;website&lt;/a&gt;. Full video episodes are available on &lt;a href=&#039;https://www.youtube.com/@reworkpodcast&#039;&gt;YouTube&lt;/a&gt; and &lt;a href=&#039;https://twitter.com/37signals&#039;&gt;X&lt;/a&gt;. If you have a question for Jason or David about a better way to work and run your business, leave us a voicemail at 708-628-7850 and we might answer it on a future episode. &lt;/p&gt;

REWORK

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