Snyder’s PULL Hypothesis for Content Creation
The real person rule applies everywhere. If you’re giving a talk, use the real person rule to write a speech that actually works. If you’re writing a post online, write for one real person, and you’ll write like an actual human. I wrote this book for one real person. Hi Ross!
There is a saying that originated in Japanese manufacturing: “Go to the gemba,” which instructs managers to go solve problems on the factory floor where their machines are (gemba loosely translates to the place where the work happens.’)
So, the “PULL hypothesis” template is as follows:
I believe that [real person I know] is prioritizing [a real project] right now and is considering [options] that have [limitations].
In the “Power of PULL”, Rob Snyder talks about how the PULL hypothesis can be used not just to hypothesize demand in the market but for creating content as well. Rob emphasizes that a PULL hypothesis is earned. It’s based on a real experience that you had with a real person in the gemba.
After reading that chapter, I’m being more intentional when I create content. I think about a real person I know whom I would want to talk to about the topic about.
Sometimes I’ll actually write a letter addressed to that person as a first draft to elicit a relational, conversational tone. The second and third drafts are then crafted for the platform (blog, LinkedIn, X)..
Other times, I’ll just think of someone and imagine that I’m talking about the topic at hand. For example, in this exact post, I imagined speaking it to one specific friend and realized that I should rearrange the order of a couple paragraphs, because that’s how I’d naturally talk to them.
And if I’m talking about a topic that I haven’t spoken to anyone about before, I search for a LinkedIn or X post where the author has deeply engaged with that topic in their writing and then I go through my draft process with them in mind.
Not only does this give my writing a warmer tone, it gives me a warmer experience because I’m not writing to an imaginary room of readers. I’m writing to a specific person.
I’ve heard some comedians talk about this: when they’re making a joke, they know and love someone in that circumstance, so they are able to keep it respectful while also being playful.
The balance for content is between technical, professional, relational, and warm.