How do you find out what your customers are afraid of and what they already want? What has it been like for Aaron to go from being the long form guy at previous companies to now creating short form content? How does our personal story fit into the larger narrative and why is that powerful to consider? Listen in now to the discussion with Aaron Orendorff and hear this and more! The Story Within The Story{00:06:31} Good writing that is a mix of good content, emotion, storytelling, and enough of the right juice to get eyes on it works, even when you are not exactly the expert on the subject{00:08:58} The tension between knowing a little bit about a lot and being willing to take risks and be open to learn makes it hurt less when you are actually proven wrong{00:18:18} Three levels of Aaron’s strategy for Future Commerce: Originality with accessibility, capturing the demand, and cleaning up the technical side of things{00:25:41} After six years of experimentation at Future Commerce, we feel more than ever that our content is worth discovering{00:43:19}  Have you ChatGPT’d yourself? I mean, we have a draw to be known and to do something that has meaning{00:47:16} Writing incredibly compelling content is exciting, being found and generating traffic is even more exciting, and it’s also critical{00:51:12} “The place to always invest is what's the voice, what's the value, what's the creative angle, what's the thing that we can do in a way that no one else can? You build a back catalog of just day in, day out, put in the reps, you've then amassed this war chest, and then it just becomes so much easier to actually get this out into the world now that I have something worth sharing.” - Aaron OrendorffAssociated Links:Learn more about Aaron Orendorff and RecartFind out more about The Visions Summit at RICE 2023 and make plans to meet us there!Have you checked out our YouTube channel yet?Subscribe to Insiders and The Senses to read more of what we are witnessing in the commerce world! Listen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!