---
title: "The three kinds of jab"
description: "Where to find content people value."
canonical: https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/the-three-kinds-of-jab/
updated: 2026-11-03
---

# The three kinds of jab

> Where to find content people value.

Gary Vaynerchuk's framework, from Jab, Jab, Jab, Right Hook, pp. 49 to 74.

Framework 4 of 9 from [Jab, Jab, Jab, Right Hook](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/index.md) by Gary Vaynerchuk. Category: Storytelling.

## The steps

1. **Social.** Content about other people, because people are interested in people.
2. **Entertainment.** Games, music and escape.
3. **Utility.** Maps, organisers and how-tos that provide service.

## Where it comes from

From chapter: Round 2: The Characteristics of Great Content and Compelling Stories, pp. 49–74

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/the-three-kinds-of-jab.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/the-three-kinds-of-jab-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/the-three-kinds-of-jab.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/the-three-kinds-of-jab-dark.png