From Chapter 2 · The Orange Trick
The orange, squeezed once, fills ten glasses
Think about an orange. You can eat it once, as one piece of fruit, and it's gone. Or you can squeeze it, and that same orange becomes ten small glasses of juice — enough to share around a whole table. Content repurposing is the second option. One piece of raw material — a video, a photo, a story you tell customers in person — gets squeezed into every format your audience actually shows up on, instead of being consumed once and thrown away.
Most small business owners create content the first way: one photo, one caption, one platform, done. The businesses that build real momentum are squeezing the orange.
One ninety-second video, properly repurposed, can reasonably become: one short-form video edit, one long-form caption, three short captions in different tones, one blog post, a three-part email mini-series, five pull-quote graphics for a carousel post, and a handful of one-line "teaser" posts pointing back to the full piece. That's not ten pieces of content from one video — it's closer to twelve, spread across two to three weeks, from a single ninety seconds of raw footage.