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 →