This is where things get tough for me because I spent all of this time saying that you can find the best ways to apply The World Code, and that still holds true.

But because we aren’t building our worlds in a bubble, there are times when certain tactics or tools can prove to be more effective. Especially because our Character’s behavior can change depending on where we find them.

Have no fear. I’ll break it all down and justify each decision so you can have a clearer picture of why this works.

Where Does One Piece of Content Do the Most Work?

This is a question that people don’t ask themselves enough and that’s because we get lost in the numbers. When we see someone talking about how they got 100,000 views on something then we immediately associate that with more money.

It makes sense.

But that’s not usually how it works.

The metric that we should focus on is revenue per view.

How much money do you make for each view of a piece of content? This is an interesting question because it brings up a number of key points:

1. The platform the content is on plays a big role
2. The size/length of the content plays a big role
3. The format of the content plays a big role

If we go back and look at the One Conversation, we can recall how highly effective content has specific attributes. Do you think it’s easier to fit those attributes into short-form or long-form content?

We’ll get back to this in a second.

You Want to Increase World Time

Google did a study a while ago that when someone spends 7 hours consuming your content across 4 different platforms and 11 touch points, they are more likely to buy. This can make it seem like you need to be everywhere but that misses the real finding of the study.

You’ve probably heard the idea that someone needs to be on your email list for 6 months before they are likely to buy.

I interviewed one of my clients who was finding success, and they found that when someone spends about 60 – 90 minutes watching their YouTube videos then they are likely to buy.

For many of us who have been playing this game for a while, we drew the wrong conclusion about things like this. Just because the numbers told us that someone had to be on our list for 6 months before they bought, didn’t mean that time on the list was the true metric.

The true metric is time spent in the world.

If you sent one email a week for 6 months, that’s 24 emails. If it takes 5 minutes to read each email, then that’s 120 minutes spent inside your world. But the problem is that the time is spread out, so maybe that time is less effective than the time someone might spend binge-watching your YouTube content.

When people spend time working on their Reels (Instagram), hoping that this one is the one that will convert people, maybe they should be thinking about how all of the Reels work together (One Conversation) to keep people on their profile. But Instagram doesn’t do a great job of allowing you to binge someone’s content, so it takes a lot more work.

On the other hand, it’s much easier to consume but let’s say that for everyone, on average, they need their audience to consume 60 minutes of their content.

If you’re doing 30-second Reels, then you need 120 Reels to move people forward. This is why so many people use automations such as ManyChat to get people off the platform so that they have an opportunity to give them more content.

Your goal is to increase World Time. The time spent in your world.

The Half-Life of Beacons

Pretend that each piece of content you create is a beacon that you send out into the Universe. It lets people know of your world’s existence.

The problem is that some of these Beacons have a very short half-life. When I post something on Instagram, how long before it gets pushed to the bottom? When I send out an email, new people who sign up afterwards don’t get to see it.

It doesn’t matter how great your world-building is if you still have to work harder to get people to know it exists.

The person who can spend more time creating impactful content that lasts is going to have an easier time than the person who is creating the impactful content that dies after 48 hours.

So why do we bother with short-form content on platforms with short half-lives? Reach.

I can write a blog post today that will take 5 years to reach 100,000 views. I can create a TikTok today that could reach 1,000,000 people in a weekend. And this is the big dilemma that Creators face.

You’ve probably been through this cycle yourself:

1. Post on Instagram because of the reach potential.
2. Burn out because you aren’t getting reach or results.
3. See someone talk about the benefits of blogging.
4. Start blogging.
5. See that it takes a while for SEO to kick in and get any type of results plus it feels like it takes longer to create content.
6. Maybe Instagram has changed, so you’ll give it another shot.

This is a system for burnout.

What We Really Need

So here are the criteria for what we need to not lose ourselves in a content mess of burnout:

1. A built-in audience that allows us a chance of being seen immediately
2. An algorithm that shows our content to the right people
3. Content that stays around forever
4. The ability to post long-form content that can help to increase our World Time without worrying about our Character bouncing to somewhere else
5. The ability to easily binge our content when they are ready

I’m going to assume the content that you create does a great job of having the One Conversation. Otherwise, it doesn’t matter what platform you choose.

But looking at the criteria above there is only one platform today that fits the bill.

YouTube.

But don’t panic because we can always change the lens through which we are looking.

Watch this.

1. Built-in audience
2. An algorithm that shows our content to the right people
3. Content that reaches the right people
4. An easy way to get people off the platform

As you can see, some of the variables have changed. Instagram combined with ManyChat (or some other automation program) fits all of the criteria.

But what if we wanted to add the ability to have long-form content and make it easy to binge? Then you have exactly what you’re looking at here.

Everything that you’ve gone through on this site is a piece of long-form content. It’s easy to navigate, so it’s easy to binge.

So if I’m dead set on using Instagram as my primary platform, then it makes sense to combine it with a secondary platform that can handle what it can’t.

Instagram + ManyChat DMs + Website

Let’s look at LinkedIn. LinkedIn allows for semi-long-form content and it has videos. So I have a platform that allows me to use mixed media (remember, how content is delivered plays a big role) and I can get people off of the platform to my site.

I could send them to email or straight to a sales page. It depends on the Conversation that I’m having with my Character.

Cover the Deficiencies

The idea is that there isn’t a perfect platform so you need to figure out what is needed to complement the platform that you’re working with to help increase your World Time.

I mentioned YouTube first because it’s the best use of my time. I can sit down and record a video that has very little to no editing and then get it up.

And it stays there forever. It shows up in search. It gets recommended to the right people (once YouTube understands my content). It lets people see and hear me, which plays a huge role in how quickly you can develop trust.

The people on it are in learning mode. Not scrolling mode. Not entertainment mode.

When my Character comes across one of my videos, they know it’s time to lock in and learn. I don’t need to create a massive resource like this because I can cover all of this stuff in videos that my Character can binge.

But this is here because I only need to create it once and it lives on my site that I own. If YouTube were to disappear one day I still have this resource.

It also means that people can come here via search engine (although that isn’t a priority for me). If I go hard on other social media platforms? Then I just need to figure out how to get them off the platform and get here.

Is it easier for me to write a Thread? Yes. It’s infinitely easier, but it also is harder to get people to binge my content and the potential audience is a lot smaller there so even though I can move people from Threads to here, it’s not having high impact.

That doesn’t mean I won’t post Threads, but because I see how everything connects, it makes it easier to manage expectations.

The One System Setup

We know that to keep our world thriving then we need to make money. To make money, we need people to see our offers. For people to see our offers, they have to see us.

So I want a system that ensures I have beacons that are out there letting people know that my world exists and I want these beacons to do their job.

That means I rarely post content that doesn’t pertain to my business. Maybe if I had more free time on my hands, I would venture out, but my brain is funny. When it posts a piece of content, it checks that item off the to-do list.

If that item is me talking about Arsenal, then I’ve wasted a beacon.

The beacon also has to inform the Character that they have an option to continue further. This will be dependent on the platform but let’s stick with YouTube to make this easier.

Within the video, I’ll tell people to check out the description, which will have a direct link to work with me (usually pointing to The World Code Studio) and links pointing to other resources that will help them. This could be another YouTube video or something like this on my site.

The One Conversation has to do its job and cover the right bases so the people who are ready to work with me now understand how they can do that now. While those who need more time (for whatever reason) are aware of more resources and the offer.

If this were Instagram, then I would have to make a decision on whether I want the bio link (yes, I know you can have multiple, but I’m just not feeling that) to point to the Creation or another resource. This is going to be dependent on a couple of things:

1. The Conversation I’m having on Instagram.
2. How likely I feel the Conversation will get someone to want to work with me from a single piece of content.
3. The price of the Creation. It’s a bit jarring watching a single 30-second Reel and then being shown a $5,000 offer. It’s not that some people wouldn’t buy it, but it can also feel like there is a whole part of the conversation that is missing.

If I’m a plumber who shows people how to save massive amounts of money, then my Conversation is highly focused on something specific, so I’d have no problem linking directly to my Creation. That’s a smaller continent to work with.

The World Code Studio is a Climax in the middle of a bigger continent, so it makes more sense to send people to this resource first.

My Current System (Established July 2025)

My main energy goes to YouTube. It’s one of those things that I wish I did 15 years ago, but you know what they say about the best time to plant a tree.

I say my main energy because I must understand the different energies I have throughout the day. There are times when I can knock out anything, so it’s important to use that for the things that have the highest leverage.

For me, that is YouTube.

Then there are cases when I have time, but little energy. Then I might do a Thread, Instagram Story, or find somewhere to leave some comments.

But I never sit around wondering what to talk about. I’m constantly having a conversation in my mind about my One Concept, One Core, and One Climax, which leads me to unlock several different topics. So when it’s time to create content, I’m looking at a list that is ready to go instead of wondering what I should post.

So overall, things are pretty simple:

1. Look for a gap in my One Conversation.
2. Create content around that gap.
3. Repeat.

The only time I do what I call direct selling is when I have a time-based offer up. For example, every once in a while, I might do a Live Workshop. This Live Workshop obviously has a deadline, so it makes sense that I actively talk about it to my audience.

But once the Workshop is done, if I want to make it an evergreen offer, then I’ll put it up and let people come across it through their own discovery. I don’t mean they’ll randomly come upon it, but when there are opportunities to introduce it into the Conversation, then I will.

The same goes for when the doors to The World Code Studio open up. It makes sense to actively talk about it so that people are aware, or else they’ll miss out.

What About Email?

Email is interesting because I think how people perceive it has changed. Not the marketers, but the people who receive the emails.

I don’t think there is an expectation anymore that one email is going to be the one email that will solve your problems. In fact, I think people expect the email to sell them something.

It’s no longer the deep, nurturing platform that it used to be because social media (when done right) does a great job of that.

People who watch two of my YouTube videos will get a better feel for me than they will in 10 emails. Personally, I view email more as a notification platform.

• Hey, I have a new idea
• Hey, I wanted to remind you that this offer exists

And that’s why I think people view email as the best platform to convert people, not because the emails themselves finally convince them to buy, but because the emails remind them that the offer exists. The conversion usually happens in everything else the world is built around.

A lot of people will buy my offers because of this resource, not because of an email that I send them randomly.

That means that building my email list is not my #1 priority like it was in the past. I’m still happy to get people onto my list, but it’s going to be on different terms than before. I’m more intentional with who I want on it.

For example, you can get on my list by buying something or signing up for the waitlist for The World Code Studio. But I don’t sit around trying to think of new free opt-ins to hand out when I can have that information freely available without getting people to jump through hoops.

I’m not saying anything here is a best practice. I’m going with the philosophy that my Character is more than happy to binge my content because they see it can help them get to the Climax sooner, and they know when they want to work with me.

Is there a scenario where someone will catch me on social media, come to my site, not find a way to join my mailing list, and then never come across me ever again? Yeah, but I can live with that if it means everyone else is able to spend more World Time because I’m not hiding anything.

Wake Up and Have a Conversation

This means that the only thing I have to do is show up and have One Conversation with my One Character. I don’t have to do this every single day because I have beacons out there that are letting people know that my world exists.

And when they come to my world, they have enough resources to let them know if I can help them or not. Hell, this resource alone gives you enough information to understand that. Do you think you need to receive a 30-day email sequence from me to figure things out?

Working less doesn’t mean having a lesser impact.

Your World Should Compound

This is not something that is built overnight. The more I put into my world upfront, the less I have to work on it later and the more I simply get to live in it.

I’m better off with 20 videos with high intent that are meant for the One Character than 100 shorts trying to keep anyone’s attention.

This resource cost me a couple of days of my time to create, but how much will I get out of it? I can’t even imagine.

The more you spend time creating resources for your world that are meant to last, the more your world will compound over time. Burnout happens when your input far outweighs the output that you receive.

I expect a 10x – 100x return on anything that I do which means I don’t waste time trying to do everything.