INSIDER JOKES TECHNIQUE
“target the few. they bond harder. unpredictable rewards addict.”
The Lesson
Scott intentionally makes Dilbert comics that only 5% of readers fully understand-using jargon from one profession, obscure references, insider knowledge. That 5% feels personally addressed and bonds intensely. The Math of Comics: if you laugh at one comic per week, you convince yourself it's usually hilarious. Unpredictable rewards are more addicting than predictable ones. When people don't understand, they ask around-physical action creates extra bonding. Generic content that's okay daily beats nothing, but targeted content that hits hard occasionally beats generic content.
Real-World Example
A founder writes a newsletter. Generic approach: useful tips for everyone, 10% engagement. Insider approach: one issue uses deep YC jargon, another references an obscure Paul Graham essay. Most readers skim. But the YC founders feel seen. They share it, reply, bond. The 5% who get it become superfans. Personal connection beats mass appeal.
Watch Scott explain this lesson
Watch Lesson on Locals →