Early in 2016, Ian Kerins read a summary of Brian Dean’s skyscraper technique. He thought he got the gist of it and started using it for Thalman Health’s first blog, Ayda. In 2017, he basked in the glory of 180,000 monthly visits to the health blog. He thought skyscraper was working its magic. He was wrong. Despite his best intentions, he hadn’t implemented Dean’s famous skyscraper technique. Instead, he’d misread Dean’s original article, taking from it only some of what has now become such standard practice in the marketing world. In the process, he discovered something even more effective.