A good hook can’t save a bad idea

Imagine this: you’re prepping for your first-ever stand-up gig at a comedy club. You’ve got the best T-shirt, a new pair of jeans, and even that expensive deodorant (in case anyone comes close to you for an autograph).

But when you step on the stage… crickets. Most of your jokes flop. All you get is a couple of polite laughs, some mild applause, and a lot of silence.

The jokes weren’t good enough. No amount of expensive outfits can save a stand-up comedian from bad jokes.

And yet, we make the exact same mistake when creating content. We obsess over hooks, headlines, and visuals. But the truth is a good hook cannot save a bad idea.

The process is simple:
Step 1: Find something worth talking about. (A good idea.)
Step 2: See how you want to say it. (The presentation.)

No point in skipping step 1.