Terms

"I own a family-owned company with a model of business which is dependent on the growth of communities because it's an open source program," the founder says. So, he wanted to start a private Discord community that had access to the content of WordPress which is where his very first project on media, virtualization.info was created. It would enable him to "recycle 20 years of knowledge".

He decided to utilize WordPress and not due to his expertise, however, it was because of the broad range of the platform. "There is a reason why for 43 percent of all websites around the globe utilize WordPress," he adds. The growth of the plugin community means what is possible through WordPress is remarkable and could be done just an incredibly quick amount of time by using different tools."

Don't compromise the importance of brand recognition

Alessandro continues: "Many newsletter and blogging platforms offer very little freedom in the creation of your brand. They meld the design and feel and everyone does exactly the identical thing. You can customize the look of your website and include your company logo, but this is a minimal modification.

"Every newsletter or blog looks identical. This doesn't work for me. Also, as I mention on social media: don't compromise on the solution that you find most suitable. Make sure you do your most productive work you are able to do in order to ensure that you've checked the box. Doing something you don't want to do is among the main things that sets you back through the years."

   Screengrabs from the first virtualization.info website  

"I am the creator of a brand customers remember 20 years ago. People still speak to me about. I want to be able to enjoy complete control and the ability to shape each and every pixel on my site to ensure it reflects my personal brand. I want to advance my own brand, not other publishing brands."

Becoming valuable: niche and voice

"Two factors are crucial in the process of creating an online magazine," Alessandro continues. "The first one is finding your target market. It's easy to consider however, it's a challenge to reach!" The man smiles.

There isn't any benefit in the presence of another person who covers the same topics like other individuals with the same perspective. "You are able to cover the same topics, it can be about cooking, politics or crochet, squash or whatever else you wish but you must to look at things from a completely different angle. And that defines your niche: the way your approach to issues will differ."

He says that Synthetic Work is looking at AI from a non-technical point of view as well as how it affects economics job opportunities, and also as the general public. "If you think about cooking, for instance, it may be an area where your attention is focused on its science that is something rarely discussed - maybe how, at the very deep chemical level it is that something tastes great.

Second, you need to identify your voice. "Human is a creature which learns by mimicking our environment. It is commonplace to say, "Wow, I like the way this person writes' and so you try to copy this. It's great - that's the way to get as much knowledge as you can. You must however, attain a level at which you can develop your own voice. It's terrifying!"

It's quite daunting to think that others might not be able to appreciate how you view the world or even how you talk about it, but this is the only way to differentiate yourself from the rest of your peers. "If you're using the same style or similar approach to everyone who else, you'll disappear quickly."

He continues: "People don't read for informational content. Although this may sound contradictory, but the truth is that people love reading because they trust them: they're fascinated by the person you are which translates into what you say." It is important for people to ensure that their personality is evident in the language they use when speaking about their niche.

   Alessandro performing on stage during OpenStack community gathering in the suburbs of Silicon Valley  

Alessandro says that he's observed this for more than 20 years, and is still witnessing this happening on a frequent basis. For example I recently read the guideline to students considering an idea to pursue a PhD that was written by one of the cofounders of OpenAI. This isn't related to artificial intelligence; it was a long-standing post that was written by him sometime in the past. In the post, he advises going to conference. He suggests not looking too much at the agenda and focus more on the speaker. Make sure to choose the speakers that you are familiar with and enjoy, or people you've heard enjoy a good taste even if the content they offer doesn't match your research."

Alessandro says that this is a great example of his point that it is important to make your audience aware of what you do and how you talk about things. Then, what you say could disappear completely into in the background. "Even though they might not agree with the things you've said, they'll be interested in what you have to say because they've come to respect your opinion and believe that you play a significant role in the world."

More information on Synthetic Work

Find out more information about Alessandro Perilli and his Synthetic Work newsletter on synthetic.work.

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