Terms

"I am from a business which has a structure that depends on communities flourishing because it's an open source platform," he begins. Therefore, he wanted to build a secure Discord community which had access to all content available on WordPress and that's where his first media project, virtualization.info was hosted, this would enable him to "recycle 20 years of expertise".

He decided to use WordPress and did not do so based on experience, but because of the flexibility of the platform. "There exists an explanation for why that 40% of all websites around the world use WordPress," he adds. Experience that the WordPress plugin industry means that it is feasible to achieve results through WordPress is remarkable and could be accomplished in a small amount of time compared to other methods."

Do not underestimate the importance of branding

Alessandro states: "Many newsletter and blogging platforms offer little freedom in creating a brand. They combine the design and feel of the site which means that everyone's the same. The theme can be customized with a few tweaks, and you can incorporate your logo but those are only minor changes.

"Every website or newsletter is exactly the same. It's not working for me. As I often make clear on my social media accounts, do not compromise on the solution that is right for you. Don't compromise on performing the very best job you can do just to tick a box. Compromises in the quality of your work is among the things that sets your back a lot of instances."

   A screengrab from the initial virtualization.info website  

"I have built a brand that users will remember from twenty years ago. They continue to write me letters on. I need to have absolute liberty and freedom to design and create every image on this site to reinforce my personal branding. I'd like to build my own personal brand and not other publishing brands."

Becoming valuable: niche and voice

"Two essential things to consider while designing an online magazine" Alessandro continues. "The foremost is to determine your target market. It's easy to state however, it's a challenge to execute!" he smiles.

He says that there's nothing gain in the presence of another individual who is covering the same topics as people with the same viewpoint. "You may cover similar topics that could be related to the cooking industry, politics or crochet, squash or any other topic you want, but you must be able to think about things from a unique perspective. This is your area of expertise: the way you view things is unique."

The author explains Synthetic Work looks at AI in a non-technical way as well as how it affects jobs, economics, and society. "If you are thinking about cooking for instance, you could be part of a field that is focused on the science of it. This is something is not discussed much, maybe how, at the level of a fundamental chemical, what makes something taste good.

In the second, it is important to find your own voice. "Human creatures learn through imitation. We say"Wow, I love how someone writes in their style' and try to replicate this. It is wonderful - that's the best way to gain as much knowledge as you can. However, you must reach a stage where you have your own style. The process can be daunting!"

It's difficult to comprehend that people may not appreciate the way you look at the world or write about it, yet that's the only way you will stand out from everyone else. "If you have identical tone of voice or approach as everyone who else, you'll be quickly erased."

He continues to state: "People don't read for information. Although it may be counterintuitive, they read because they are confident in you. They are curious about you as a person and this curiosity carries to the content you share." He advises readers to ensure their personality can be seen in the tone they employ when speaking about what you do.

   Alessandro present on stage at OpenStack Community gathering in Silicon Valley  

Alessandro claims to have witnessed this happen for more than 20 years, and he still observes this happening every single day. In one instance I read an instructional manual for students contemplating an idea to pursue an PhD that was written by one the co-founders of OpenAI. The manual has nothing to do with artificial intelligence but is an old article written by him years back. In the post, the writer suggests attending conferences. He says to look more at the conference program and then specifically on the speakers. Look for ones you've seen and like or have heard of who are good regardless of the fact that their presentation doesn't correspond to what you've studied."

Alessandro says that this is a perfect illustration of the argument he is making that you should make people aware of the person you are as well as how you express yourself. At the end of the day, the things you talk about can be viewed as secondary. "Even when they may not be with what you say, they'll want to hear what you have to say as they've learned to respect you and think they're playing an important role in their life."

More details about Synthetic Work

Learn more about Alessandro Perilli and his Synthetic Work newsletter on his website: synthetic.work.

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