Eben Pagan reveals his systematic approach to transforming business concepts into compelling content pieces. He teaches three powerful frameworks including the three-brain model to create content that resonates physically, emotionally, and logically with audiences.
How To Create A Piece Of Content
How to Create Content Using the Three-Brain Model -- A systematic approach to creating content that addresses all three aspects of human psychology for maximum impact and engagement.
Format Matters Less Than the Concept Itself
The format is relatively unimportant because it's just sharing your concepts in a format that makes sense to the user
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Reptilian Brain Governs Physical Survival Responses
The reptilian brain evolved to deal with the physical world, managing fight or flight responses and keeping the body alive
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One Concept Repurposed Across Ten-Plus Content Formats
A single concept can be repurposed across 10+ different content formats including email newsletters, blog posts, podcasts, webinars, and free reports
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Content Defined as Bite-Sized Consumable Knowledge
Content is defined as a bite-sized chunk of knowledge that's been expanded and put into a format easily consumable by customers
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Frameworks as Skeletons That Make Content Accessible
Use frameworks as skeletons or structures to hang your content on, making information highly accessible, easier to understand, and more attractive
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How to Create Content Using the Three-Brain Model -- A systematic approach to creating content that addresses all three aspects of human psychology for maximum impact and engagement.
Three-Brain Model — Reptilian, Mammalian, Neocortex
The three-brain model addresses the reptilian brain (physical/survival), mammalian brain (emotional/bonding), and neocortex (logical/abstract thought)
One Concept Repurposed Across Ten-Plus Content Formats
A single concept can be repurposed across 10+ different content formats including email newsletters, blog posts, podcasts, webinars, and free reports
Teaching Across All Three Realms to Reach Every Learner
Cover all three realms when teaching to communicate with all parts of the human and reach people who tend to be more physical, emotional, or logical
Frameworks as Skeletons That Make Content Accessible
Use frameworks as skeletons or structures to hang your content on, making information highly accessible, easier to understand, and more attractive
Content Defined as Bite-Sized Consumable Knowledge
Content is defined as a bite-sized chunk of knowledge that's been expanded and put into a format easily consumable by customers
Reptilian Brain Governs Physical Survival Responses
The reptilian brain evolved to deal with the physical world, managing fight or flight responses and keeping the body alive
Format Matters Less Than the Concept Itself
The format is relatively unimportant because it's just sharing your concepts in a format that makes sense to the user
Mammalian Brain Drives Emotional Bonding and Tribe
The mammalian brain handles emotions and allows bonding with others and feeling affection toward people in our tribe
Neocortex Unlocks Abstract Thought Beyond Emotion
The human neocortex enables processing beyond physical and emotional into pure abstract thought space
Content as the Logical Building Block of Products
Content is the logical extension of a complete concept and serves as the building block of products
Three-Brain Conflicts Between Body, Heart, and Mind
The three brains aren't well connected to each other, creating conflicts where what we want physically, emotionally, and logically pull us in different directions. We experience heart versus mind conflicts, or feel physically drawn to something while emotionally ashamed and logically knowing it's bad for us.
Use Frameworks as Skeletons for Organizing Any Content
Use frameworks as structural skeletons to hang your content on. Take a complete concept and expand it into a bite-sized, consumable format. The same concept can be transformed into emails, blog posts, podcasts, webinars, or any format once you understand how to organize information for human consumption.
Frameworks Work with Human Biological Wiring
Frameworks are skeletons or structures that you hang your content on, based on human biological wiring and psychological processing. They make information highly accessible, easier to understand, and more attractive to audiences by working with how humans are naturally wired to receive information.
Three-Brain Model for Full-Spectrum Communication
The three-brain model addresses the reptilian brain (physical/survival), mammalian brain (emotional/bonding), and neocortex (logical/abstract thought). When creating content, you should cover all three realms to communicate with different types of people and all parts of human psychology.
Bite-Sized Knowledge Made Accessible Across Any Format
Content is a bite-sized chunk of knowledge or information that's been expanded and put into a format easily consumable by customers. It can be presented as emails, blog posts, podcasts, webinars, tutorials, or free reports - the format is less important than making it accessible.
Frameworks Make Information Accessible Attractive and Understandable
When you use one of these frameworks, it makes the information highly accessible to another person. It makes it easier to understand. It makes it more attractive.
Format Is Secondary to Sharing Your Core Concepts
The format is relatively unimportant because for the most part, it's just going to be you sharing your concepts in a format that makes sense to the user.
Communicating Across All Three Realms Reaches Everyone
When you cover all three realms, you'll be communicating with all parts of the human, and you'll be communicating with all of the people.
Complete Content Is the Logical Extension of a Concept
Think of a complete piece of content as the logical extension of a complete concept.
Content Is the Building Block of All Products
Content is the building block of products.
Why Three Brains Conflict in Decision Making
Why do the three brains create conflict in decision making?
The Three-Brain Model for Content Creation
What is the three-brain model for content creation?
Turning Concepts into Consumable Content Pieces
How do you turn concepts into content pieces?
What Frameworks Actually Are in Content Creation
What are frameworks in content creation?
What Content Actually Means in Business Terms
What is content in business terms?
Concepts
Questions
Canonical Teachings
Eben introduces content as the logical next step from complete concepts, serving as the building blocks for full products. He emphasizes that mastering this progression from concepts to content to products is essential for business success.
A single concept can be transformed into over 10 different content formats including emails, blog posts, podcasts, and webinars. The key insight is that format is less important than organizing information in ways humans naturally consume it.
Frameworks serve as structural skeletons based on human biological wiring and psychological processing. These proven structures make content more accessible, understandable, and attractive to audiences by working with natural human information processing patterns.
Based on Dr. Paul McLean's triune brain theory, this model addresses the reptilian brain (physical/survival), mammalian brain (emotional/bonding), and neocortex (logical/abstract). Understanding these three systems and their conflicts is crucial for effective content creation that resonates with all aspects of human psychology.
Claim: “You need different content for different formats and platforms”
Reframe: One concept can be transformed into any format once you understand how to organize information for human consumption
Claim: “Content creation is about coming up with new ideas constantly”
Reframe: Content creation is about using proven frameworks to expand complete concepts into consumable formats
Coaching Strategies
Business Frameworks
