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I accidentally made trencher content

I accidentally made trencher content

Matt Deseno
March 17, 2026

I accidentally made trench-digging content

I'm not a contractor. I'm not especially handy.

But I had a project, and the project needed a trencher, so I drove to Home Depot and rented one.

Before I touched the thing I did what anyone does.

I went to YouTube. I found a few videos that were close but not quite right. Wrong model. Different setup. I figured it out anyway, finished the job, loaded the machine back up.

On the drive home I had a weird thought.

I just spent 20 minutes looking for a video that didn't exist. I now have the exact information someone else is going to need. And it cost me nothing extra to film it.

So I pulled over and recorded a three minute walkthrough on my phone.

Not because I had a content strategy. Not because I was trying to grow a channel.

Just because the job was done and the value was already sitting there. All I had to do was notice it.

Today in 3 minutes or less:

✔️ You’re walking past money

✔️ You already paid for this

✔️ Once you see it, you can’t unsee it

🚶 You're Walking Past Money

For a long time, I believed progress meant doing more.

More effort, output, and ideas on top of an already full plate.

Whenever growth slowed, my instinct was to go hunting for the next thing, the next offer, the next experiment, the next big push.

What I missed was that a lot of real leverage doesn’t come from adding work.

It comes from paying attention to what the work is already producing.

Every project leaves something behind.
Every decision teaches something.
Every problem you solve creates knowledge you didn’t have before.

Most of us treat those byproducts like noise. We move on too quickly to notice them.

But sometimes the most valuable thing you make isn’t the thing you set out to build, it’s what gets created along the way.

🔍 You Already Paid For This

That moment made me think about how much we walk past in our own businesses.

You built an onboarding process that cut your churn in half. You answered the same question 40 times this month. You figured out a HighLevel integration that took you three days and two frustrated clients to finally get right.

That's inventory.

Every one of those things cost you something…

Time, money, frustration, failed attempts.

The bill is already paid. The knowledge is already yours.

Most people treat it like an inconvenience and move on. But someone out there is on YouTube right now looking for exactly what you figured out last Tuesday.

The work is done. The value isn't gone anywhere.

You just haven't packaged it yet.

Most people think leverage requires a big creative push.

A new product.
A new funnel.
A new offer.

But often, leverage is just the byproduct of something you already paid for.

You already spent the time, made the mistake, figured it out.

You create zero extra work turning that into something useful for someone else.

🧩 Once You See It, You Can't Unsee It

Most HighLevel resellers are already sitting on this stuff. They just don't see it yet.

The SOP you built to train your team? Your clients probably need that too.

The workflow you figured out the hard way after three failed attempts? That's a walkthrough someone would pay for.

The problem you solved for one client last month? That's a case study. That's social proof. That's a lead magnet.

You don't need a content strategy. You need to start documenting what you're already doing.

Already going to an event? Post about being there.
Already building out a client's HL account? Record it.
Already answering the same question for the fifth time this month? That's a video.

The trencher wasn't a content idea. It was just a job that needed doing. The content was a byproduct of paying attention.

Same thing works in your business. Stop asking what to create next. Start noticing what you're already making.

The best part about this kind of leverage is timing.

You don’t need to be early, loud, or original

You just need to be useful.

And usefulness compounds because it’s anchored to real work, not theory.

Maybe that one video never goes anywhere. Maybe it pays for the rental. Maybe it pays for the next one.

Either way, the upside exists because the cost is already sunk.

Instead of asking, “What should I create next?”

Try asking a better question:

What am I already doing that someone else would find valuable?

Look for:

Repeated questions you answer
Processes you’ve simplified
Tools you’ve learned the hard way
Decisions you’d make faster the second time

You don’t need to create more. You need to notice more.

Because sometimes the smartest thing you can sell is the thing you almost threw away.

THOUGHTS ON TODAY'S MARGIN MAKERS?

To profiting more and working less. 💸

-Matt

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