The value has to be focused on the end consumer, and it has to be targeted to the right moment in time to be valuable to that customer. We’ll get to offers in a minute, but suffice it to say for now: not understanding your audience, their needs and desires, and how your product or service has a unique selling proposition that cures those needs and desires, means that you are not ready to advertise. You are going to fail until you understand the value to the customer. Simple as that.
The Burner List is also disposable. It gets stale fast as you cross off finished to-dos. I “burn” through my list every few days and then recreate it, over and over. This act of recreation is important, because I always discard some unfinished tasks which no longer matter and I reconsider what belongs on the front burner right now. Sometimes it’ll be a work project, sometimes it’ll be a personal project—over time, I’ve realized that it’s okay and natural for the spotlight to shift. What’s important is there can only be one most important project a time.