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How I created content in 2020

A thread...

Back in Aug 2016, I started creating content to share my experiences as an entrepreneur.
Over 3 years I had put out 1,200+ hours of content - posting every week without


Little did I know that something I started almost 4 years back would give my life an entirely new direction.

At the end of 2019, my biggest platform was LinkedIn with ~700K followers.

In Jan 2020, I decided to build a team that would help me with the content.

I ran a month long recruitment drive to hire a team of interns.

It comprised 4 detailed rounds - starting with my loved 20 questions, then an assignment, then a WhatsApp video round and finally F2F.

Through 1,200+ applications, I finally selected 6 profiles, starting March.

I am a firm believer in @peterthiel's one task, one person philosophy
So the team was structured such that everyone was responsible for ONLY one task

1. Content ideas
2. Videography
3. Video editing
4. LinkedIn (+TikTok) distribution
5. FB+IG distribution
6. YouTube distribution
The common understanding of propaganda is that it is intended to brainwash the masses. Supposedly, people get exposed to the same message repeatedly and over time come to believe in whatever nonsense authoritarians want them to believe /1

And yet authoritarians often broadcast silly, unpersuasive propaganda.

Political scientist Haifeng Huang writes that the purpose of propaganda is not to brainwash people, but to instill fear in them /2


When people are bombarded with propaganda everywhere they look, they are reminded of the strength of the regime.

The vast amount of resources authoritarians spend to display their message in every corner of the public square is a costly demonstration of their power /3

In fact, the overt silliness of authoritarian propaganda is part of the point. Propaganda is designed to be silly so that people can instantly recognize it when they see it


Propaganda is intended to instill fear in people, not brainwash them.

The message is: You might not believe in pro-regime values or attitudes. But we will make sure you are too frightened to do anything about it.