Every piece of content I create starts with the same five steps.

Simple. Repeatable. Effective.

I learned this approach from my publishers while writing my first book. Every author was asked to create a structured outline of each chapter in their book before being allowed to move on to the “vomit draft” (their words, not mine).

This habit has stuck with me ever since.

Why? Because it gets me past the hardest part: the blank page.

Whether I’m writing a chapter for my book, putting together a talk, or drafting a post like this, I start with the same structure:

1️⃣ Hook – Grabs attention. Makes someone want to keep reading. This is usually a bold claim, surprising fact, or relatable pain point.

2️⃣ Thesis – What is this really about? It’s the core idea. The thing you’re trying to prove, teach, or explore.

3️⃣ Supporting content – A list of the stories, examples, or data you want to include. This is where the idea takes shape. Think: “show your work."

4️⃣ Key takeaway – What’s the one thing you want people to remember? This helps your idea stick (even if they forget everything else).

5️⃣ Callback or segue – Bring it full circle or tee up what’s next. It creates closure or momentum. Bonus points if it ties back to the hook.

It sounds basic, but that’s the point.

Structure helps me clarify my thinking, sharpen my ideas, and actually finish what I start.

As a founder, I thrive in chaos — but writing? Writing is about turning chaos into something cohesive (and ideally typo-free).

If you're writing anything — a chapter, a deck, a newsletter, a talk — try starting here.

Skip the overthinking. Start with a framework.