Hooks create attention.

We see this phenomenon appear at different sides of life in different names.

Attraction.

Love at first sight.

First impression, Last impression.

Dress to impress.

Whatever. It’s all hooks.

It happens in business too.

Hooks generate attention.

Attention creates demand.

Demand creates revenue.

Revenue creates terminal value.

Terminal value makes you rich.

That entire chain starts with the hook.

Hooks might only be ten percent of your content.

They might not even be 1% of your efforts to run the business.

But they generate majority of the results.

Great Ad-mans say hooks are 90% of your ad’s power.

Even with that, you can say 90% of your revenue comes from hooks.

90% of your terminal value & riches is from hooks.

Lack of wealth indicates lack of ownership of terminal value and lack of attention garnered.

And by extension of that it indicates a lack of hooks generated and deployed.

Hooks are true generators of wealth because they do not have the scope of ever turning into sunk cost.

Inventory, developed software, or uncharged hours on their own can all become sunk costs.

For example, if you develop great software but it doesn’t sell, you hold the development cost without any returns.

These things depend on attention to realize their value.

Hooks are fundamentally different.

They are inherently valuable because hooks themselves generate attention.

A hook either provides data about why it didn’t work, or it captures attention directly.

Both outcomes are always more valuable than the cost of creating the hook itself.

This makes hooks eternally convex devices.

Inventory, software, and uncharged hours cannot sell themselves; they rely entirely on attention.

Hooks, however, independently create something out of nothing by generating attention.

Therefore, hooks are always profitable.

Either they provide valuable feedback to make future attempts more successful

Or they immediately attract attention, which is even more valuable.

In either scenario, the outcomes are worth more than the resources invested in creating them.

Keep creating hooks, mass produce them.

You will get everything this world has to offer.