The Often Painful Awesomeness of Publishing Non-Obvious Content
The Soulpreneur Series Free Issue No. 27
What Does It Mean to Be “Obvious”?
“Obvious” comes from the Latin word obvius—meaning “in the way,” or “presenting itself readily, open, exposed, commonplace.”
Obvious content does just that: it sits in front of you, familiar and easy to grasp. And sometimes, that’s its power—it clarifies, simplifies, and guides.
But what happens when everything you create sits “in the way”—the same regurgitated repetition seen 10,000+ times before?
Depth, originality, and connection fade into the background.
Obviously
Obvious content sits right in front of you.
It’s familiar, recognizable, and easy to grasp. That’s why obviousness is sometimes powerful—it can work.
Obvious content can clarify, simplify, or guide.
We’ve all had those aha moments when someone pointed out something obvious. And we have that “ooohhhhhhh….! Of course!” reaction.
However, not every published piece needs to disrupt, challenge, or counter. Some of my work leans into the obvious.
But something is lost when everything we create sits “in the way”— sits in the open, when every post is a regurgitated repetition of what’s been said before… 10,000+ times.
Depth, originality, and connection fade into the background. Stuff like:
“Work smarter, not harder.” = Obvious
“Consistency is key to success.” = Obvious
“Failure is a stepping stone to success.” = Obvious
“Follow your passion, and success will follow.” = Obvious
I see this shite every day on social media.
Non-Obvious
For me, Non-obvious writing and posts aren’t about rejecting the obvious—it’s about moving beyond, behind, around, and through it.
Pushing into the Non-obvious asks, for example, “What lies beyond what’s easily found?”
“What’s behind those obvious things sitting in front of me?”
For example, each of the Obvious shit-bits above can be flipped into Non-obvious insights:
Non-Obvious: “Sometimes working harder is exactly what you need to work smarter later.”
Non-Obvious: “Inconsistency at the right time leads to breakthroughs.”
Non-Obvious: “Failure isn’t just a step—it’s an entire purposeful system for refining and defining what comes next.”
Non-Obvious: “Passion often comes after mastery, not before it.
Obviousness has its place—it resonates because it feels safe, immediate, and easy to digest. But creativity, depth, and originality often live beyond the obvious.
This is where some tension lies. For example:
How can we balance what’s accessible with what challenges, stretches, and inspires deeper thought?
The Tension Between Obvious and Non-Obvious Work
Some of the most successful creators—James Clear, Marie Kondo, Mark Manson—work in the obvious realm. Their work reframes familiar ideas with clarity and accessibility.
And there’s immense value in this. Obvious work can make complex concepts approachable, serving as a gateway for broader audiences.
For example, during my years designing courses for adult learners with lower literacy, Obvious content was essential. It made abstract concepts tangible for people underserved , marginalized or ostracized by traditional systems.
But Non-obvious work takes a different path. It doesn’t simplify—it expands.
It doesn’t confirm—it challenges. It’s less about answering questions and more about asking new ones.
Non-Obvious
However, Non-obvious work doesn’t confirm what you already know — it challenges you to think differently, or at least deeper and under the surface.
Not everyone wants to do that — especially in societies of convenience and now the rapid expansion of AI. (And that’s fair and just fine).
Non-obvious work is often more challenging to create. In The Creator Economy and across social media channels, it simply does not attract the same levels of engagement and traction.
It takes time, curiosity, and a willingness to push against the grain. It also generally takes more brain power and energy to engage Non-obvious content.
Our brains are hardwired for efficiency and energy conservation.
Box Cutter Co.
For me, Obvious is not where the most meaningful work and creative activity lives and flourishes.
With that comes the reality that my metrics will simply be far from the metrics of an ‘Obvious’ creator. The:
“Here’s how to start writing on Substack” crowd.
“Here’s how to get your first 1,000 Followers on X/Twitter” guides
“Buy my $69 course to start writing on Medium” mavens.
It's just not my schtick.
I don’t write and post about the usual ‘leadership’ stuff, or ‘be consistent,’ or ‘niche down,’ or ‘focus on one platform,’ or “dream big”…. bla bla bla.
For example, posts on LinkedIn this week were about anti-fragility. (e.g. Not Obvious…)
Why Creating Non-Obvious Content Keeps Me Grounded
When I’m thinking about and creating Non-obvious content, like these past issues of Box Cutter Co.: 👇
… the process forces me to slow down, reflect, and stay connected with the deeper reasons behind my work.
It’s not about chasing trends or crafting what certain people might want to hear (as you can see by the title of the August issue above critiquing “Know your audience…”).
My writing and posts are more about exploring honest and aligned ideas—even if they take longer to compose and land (or not land…)
This practice keeps me soul-centred in a world that rewards speed and surface-level engagement. It reminds me that creativity isn’t just a job or a system—it’s a way to think, live, and grow.
Non-Obvious Creation in Practice
Here’s how I approach creating work that goes beyond the obvious:
1. The Art of Seeing Beyond
Start with what’s obvious, then push further. Instead of “Consistency is key,” ask: When might inconsistency drive innovation?
For example, a post exploring when persistence trumps consistency resonated more deeply than yet another “be consistent” platitude.
2. Go Beyond the Surface
Obvious content flattens nuance and complexity. Non-obvious work respects complexity.
For example, exploring “failure as a system” challenges the tired “failure is a stepping stone” trope plastered all over social media.
3. Connect What Might Not Belong
Non-obvious ideas emerge at intersections—those in-between spaces where concepts collide.
For example, my “ecosystem approach” frames creative work across platforms as interconnected currents, rather than siloed efforts.
Yesterday, on LinkedIn, one idea posted across three contexts yielded entirely different responses, amplifying reach and sharpening the insight itself.
I openly posted this on my feed (look at the impressions — bottom L corner of images) 👇
I then shifted the post slightly for a private group called ‘Working Writers’ and this was the result 👇
And, I shifted it again (ever so slightly) for a private LinkedIn-operated group on Career Success… and… well… 🚀
Notice that this one, with almost 20,000 impressions, has been posted for five fewer hours than the first one. 🤷♂️
[Update from today… this last post above is now at almost 30,000 Impressions]
If I followed various digital guru advice and only posted the first open one, it would seem like my ideas and writing would be dead in the water.
But if I look at the last one, I should be 100x my efforts.
Someone on Substack recently commented on my suggestions of an ecosystem approach to posting and publishing, suggesting it equated to “more” and that “more isn’t always better.”
I corrected that sentiment.
An ecosystem approach is about diversity rather than monoculture. And diversity does not = “more”
Just as monoculture does not = “less”
It’s about building in anti-fragility and resilience. If you post Obvious content, you are throwing your obvious thoughts into the vast ocean of other Obvious content.
Social media is FULL of it. A grand sea of sameness
How to Move Beyond the Obvious
Creating Non-obvious work is about some level of originality and authenticity. It’s also about navigating the challenges that come with it — and adjusting one’s mindset accordingly.
Here’s how to move deeper while acknowledging the dangers and realities of the process:
1. Flip the Script on Your Obvious Ideas
Don’t reject the Obvious—but deconstruct it. Ask:
What’s hiding behind this idea?
What might be the untold story here?
What assumptions need to be challenged?
For example, instead of repeating, “Failure is a stepping stone to success,”
Explore the idea that Failure is inevitable—and incredibly useful if you learn how to use it as a deliberate system for growth.
2. Write for Depth, Not Approval
Non-obvious content is more challenging to digest.
It doesn’t get instant applause (or any)
It asks readers to think, which often means fewer likes, shares, and engagement.
Reality: Your reach might be smaller, but the impact on those who engage will be more significant.
Tip: Prioritize depth over immediacy. This week, write one piece or post prioritizing a sharp, challenging insight over immediate relatability.
Then… 👇
3. Prepare for Resistance
Non-obvious work disrupts assumptions, which provokes disagreement—or even silence.
Danger: It might feel like you’re speaking into the void.
Reality: Silence doesn’t mean failure—it often means your ideas are percolating.
Tip: Also try sharing your work in smaller, thoughtful, or directed spaces (private groups, niche forums) where it can spark more conversations and engagement.
And! —always keep in mind the majority of people reading on social media are quiet lurkers.
I can’t count the number of times I run into friends, colleagues, former colleagues, etc. who will say:
“Hey, I see your posts on [x] platform — provocative stuff. Nicely done!”
And, I think, “but I’ve never seen you engage a single one”…
Oh well… carry on.
4. Fail (& Try) Like You are in Research & Development (R&D)
Every experiment won’t succeed. The vast vast majority won’t—but every failure is data.
Danger: You’ll question your instincts and approaches
Reality: You’ll uncover what resonates — with you and others — and refine your approach.
Tip: Track what works, what doesn’t, and why. For you, and, for others. Treat your content creation like a lab notebook. And make sure you try multiple channels and platforms.
5. Challenge Yourself First
Non-obvious content demands more of the creator. If it doesn’t challenge your thinking, it’s unlikely to challenge anyone else’s.
Tip: Revisit one of your past posts or articles and ask, Does this idea push hard enough? If not, rewrite it with a sharper edge or explore its opposite perspective.
The Dangers and Realities of Non-Obvious Content
Non-obvious creation isn’t for everyone.
It’s slower. It’s less predictable.
And it often lives much deeper than what’s popular. It’s rarely the ‘trend’ or “trending.”
Danger: Non-obvious content will alienate casual audiences.
Reality: It attracts deeper thinkers and builds lasting trust and engagement.
Danger: It can feel isolating, especially when engagement is low.
Reality: The right audiences find non-obvious work over time—it lingers longer and resonates deeper.
I base this on my experience of “Following” very few creators. Here on Substack, for example, I only have one paid subscription:
I have no interested in swimming in the vast sea of sameness that is social media.
The Less Travelled (or Non-existent Path You Build)
Non-obvious work is the path less travelled, but it’s where the most meaningful ideas live.
How about you?
What’s one assumption in your work you’ve yet to challenge?
And how will you push beyond?
That’s it for this issue. Thank you to those who have become paid subscribers. You are vital in supporting this work with some energy exchange.
If you are not a paid subscriber, please consider becoming one. The next issue of Box Cutter Co. will be out shortly.
Such a great post, David! Like you, I’ve noticed the obvious that is repeated over and over ad nauseum. I love the questions that are making me consider the non-obvious aspects of the obvious and questioning my own assumptions. Considering my own “ecosystem” and assumptions I hold about where, when and how to build that ecosystem. Thanks for all the inspiration!