For big brained experts who sell their thinking…
Your ownable idea is your:
🔸 Positioning
🔸 Messaging
🔸 Personal brand
Nail it, and the rest clicks into place.
It’s simple. (not easy)
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Katelyn Bourgoin 🧠
47.1K posts
Katelyn Bourgoin 🧠
@KateBour
Idea owners get rich // Founder of @beunignorable, the Ownable Ideas agency
Be unignorable 👉 Katılım Ekim 2014
992 Takip Edilen143.4K Takipçiler
@KateBour People without kids will tell you to wake up at 4AM.
Parents are just trying to negotiate peace treaties over chicken nuggets by 7 😭
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Life hack:
Don’t take productivity advice from people without kids.
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People don’t change when they see the light.
They change when they feel the heat.
Build your offer around a deeply painful problem—one you know you can solve—and you'll start seeing Stripe payments hit your bank account.
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@KateBour All the above. Someone was gonna do it, why not me?!
+ agency leads, Magister, speaking gigs, newsletter growth
Rising tide lifts all boats ⛵
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Marketing Skills v2.0 is finally here! 🎉
I've been working on this for over a month.
The biggest release yet. Shorter names, one unified CRO skill, and a foundation built to scale.
What's new:
✨ Cleaner, faster skill names
→ /paid-ads → /ads
→ /email-sequence → /emails
→ /social-content → /social
→ /launch-strategy → /launch
→ /pricing-strategy → /pricing
→ /referral-program → /referrals
→ + 11 more
🔗 /cro is now one skill
Page CRO + Form CRO merged. One mental model for every conversion optimization workflow.
📦 100+ refinements across the entire skill set
40 skills. 52 tool integrations. 100% evals coverage.
Free and open source.
🚨 Heads up — v2.0 is a breaking change, so reinstall to get the new names:
npx skills add coreyhaines31/marketingskills
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PSA:
If you want your business to win in 2026, your reputation shouldn't stop at the edge of your network.
Get known.
Get trusted.
Get paid.
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“Wait… what!!? I never thought about it that way, but now it totally makes sense.”
☝️ the reaction you want when sharing your POV
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@grant_seaver This can help with the finding part, but the repeating part is still hella tough
x.com/katebour/statu…
Katelyn Bourgoin 🧠@KateBour
“How do I find my ownable idea?” The question I’ve been asked 146 times Here’s the answer: The top paid experts don’t just share ideas—they own one. An ownable idea is the strategic territory you claim and become known for. To find yours, answer these 5 questions in order. Each answer builds on the last. // 1. Aspiration: What does your buyer deeply want? Could be a functional outcome or a deeper emotional desire. Write it in their voice, not yours. What would they say at 11pm when they’re being brutally honest? // 2. Problem: What’s the real problem stopping them? Choose a problem people are already spending money to solve. Interesting problems that nobody pays to fix are a dead end. // 3. Lens: What does your experience let you see that others miss? Why trust you? Show why you see the problem differently based on earned experience. Opinions and credentials are a good start. Battlescars and wins that prove your different approach works are better. // 4. Revelation: What hidden truth reframes everything? This is the step that matters most—and where people go wrong. Three ways the revelation fails: ❌ Not actually novel (everyone says it) ❌ Not credible ❌ Blames the buyer for their problem That last one? It’s sneaky. You can’t tell someone they’ve been wrong, or else their defences go up and they’ll close off. You must frame the revelation so it *gives them an out*. // 5. Directive: What must they do or believe differently now to reach their goal? Tell them what action to take. Make it feel achievable. This is where the sequence pays off. The directive should land the buyer back at the aspiration they started with. – 5 simple questions. 1000+ possible directions (some *significantly* more lucrative than others). If finding your ownable idea still feels elusive, that’s not a YOU problem. That’s the Expert Paradox at work. You’re too close to see your best ideas clearly. (I can help with that). This is phase one: finding the idea. Phase two is shaping it—compressing it into something sticky, spreadable, and ownable (eg. James Clear’s “atomic habits”). – P.S. Should I host a webinar going deeper into this stuff?
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@KateBour The hard part is finding the idea.
The harder part is saying it enough times that other people start saying it for you.
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"Thinking is to humans as swimming is to cats... We can do it... but prefer not to."
~ Daniel Kahneman
(this explains so much, huh?)
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Katelyn Bourgoin 🧠 retweetledi
“How do I find my ownable idea?”
The question I’ve been asked 146 times
Here’s the answer:
The top paid experts don’t just share ideas—they own one. An ownable idea is the strategic territory you claim and become known for.
To find yours, answer these 5 questions in order. Each answer builds on the last.
// 1. Aspiration: What does your buyer deeply want?
Could be a functional outcome or a deeper emotional desire. Write it in their voice, not yours. What would they say at 11pm when they’re being brutally honest?
// 2. Problem: What’s the real problem stopping them?
Choose a problem people are already spending money to solve. Interesting problems that nobody pays to fix are a dead end.
// 3. Lens: What does your experience let you see that others miss? Why trust you?
Show why you see the problem differently based on earned experience.
Opinions and credentials are a good start. Battlescars and wins that prove your different approach works are better.
// 4. Revelation: What hidden truth reframes everything?
This is the step that matters most—and where people go wrong.
Three ways the revelation fails:
❌ Not actually novel (everyone says it)
❌ Not credible
❌ Blames the buyer for their problem
That last one? It’s sneaky.
You can’t tell someone they’ve been wrong, or else their defences go up and they’ll close off. You must frame the revelation so it *gives them an out*.
// 5. Directive: What must they do or believe differently now to reach their goal?
Tell them what action to take. Make it feel achievable. This is where the sequence pays off. The directive should land the buyer back at the aspiration they started with.
–
5 simple questions. 1000+ possible directions (some *significantly* more lucrative than others).
If finding your ownable idea still feels elusive, that’s not a YOU problem. That’s the Expert Paradox at work. You’re too close to see your best ideas clearly. (I can help with that).
This is phase one: finding the idea.
Phase two is shaping it—compressing it into something sticky, spreadable, and ownable (eg. James Clear’s “atomic habits”).
–
P.S. Should I host a webinar going deeper into this stuff?
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@aymanalabdul Love this thinking. This is what I’m attempting to do with @beunignorable but didn’t have a name for it. Now I do!
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The Co-Founder Era Is Dead.
For decades, founders had to marry their business. Years of commitment before you knew if it would work. Getting tied to a single co-founder during the best earning years of your life.
That's why most built one company for life.
AI has changed the math.
The time and cost to build real assets has collapsed. Which means a new model is now possible.
I call it The Oscar Model.
Hollywood's best directors don't marry their cast. They assemble world-class teams, make something that lasts, collect royalties forever, and move on to the next exciting project.
That model never worked in business... until now.
Here's how it works:
→ Assemble an all-star cast
→ Lock in roles, equity, and royalties upfront
→ Build for 6-9 months
→ Own royalties forever
→ Disperse
→ Do it again
No endless partnerships. No bloated orgs. Just a portfolio of bets that compound while you sleep.
This isn't a startup. It's not a fund. It's a studio.
And whoever masters this model first builds more in 5 years than most founders build in 20.
Welcome to The Oscar Era.
What's your first Oscar project?
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Original ideas aren’t rare.
Here’s what is:
👉 Having CLARITY on what you actually believe—that’s rare.
👉 Having CONVICTION in your approach even when others may disagree—that’s rare.
👉 Having the COURAGE to share your idea publicly before it feels “perfect”—that’s rare.
👉 Having the CRAFT to express it in a way that makes it travel—that’s rare.
👉 Having the COMMITMENT to repeat it until you’re known for it—that’s rare.
—
So do what’s rare.
Because the world doesn’t remember the people who *almost* shared something.
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When everything looks the same, the only thing left to buy is clarity, perspective, and originality.
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Attention is just the first step.
Intention is the real goal.
If people don’t understand *when* they should think of you… they won’t.
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@noahkagan @buchi_yt Truest tweet I’ve seen in years haha
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I wonder what really happened to this creator. How does someone build a multimillion-view channel and then just leave it like that? It almost feels like something serious must have happened.
Buchi@buchi_yt
Health channels are pulling in thousands of dollars these days.
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Original ideas aren't rare.
Having the courage to share them is.
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