S2.E31: Audience-First, Leading Expert Later, with Brian Clark

Few people embody “audience-first” and “leading expert” like Brian Clark. In this conversation, the Copyblogger founder (now building Further and Leading Expert) traces how trust-driven publishing beat ads and algorithms then—and why it still wins now. He, Curtis and Tom get into building on owned land (email > everything), testing offers with lean content, and pairing lived expertise with AI without losing your voice. If you’re a Gen-X creator, consultant, or founder trying to grow in an algorithmic world, this one’s a playbook.

N.B.:

• Learn more at further.net and leadingexpert.com.

• Connect with Brian on LinkedIn.

Takeaways:

• Build the audience first, then design the product around validated pain points of that audience.

• Treat social as discovery; make email your home base and asset.

• You don’t need a massive audience—just a trusted one.

• Use “lean content” to iterate: publish → observe → refine → ship.

• Let AI amplify your ideas and delivery, not replace your voice.

• Speak to a specific someone (repel to attract); shared identity builds trust.

• Midlife is a growth edge: seasoned expertise + AI + ownership = leverage.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!