“If you try to put 100% of your information into a piece of content, it's going to be too dense. It's going to be too complicated, and someone is only going to read 10% of it or 0% of it.

If you try to put 80% in, well, guess what, it's going to be more digestible now, and someone might read 70% of it or watch 70% of it. You can retarget them with something else down the line and you fill in that extra 30%.

Get them in the door, get them hooked on something, and then you can fill in the gaps later once you've sold them on your story.”

- Erik Schmidt

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