[DigitalJack]

I must have missed that. Thanks for pointing it out, I was bothered by the seemingly contradictory advice :)

all I noticed was:

  >"Titles are 80% of the work, but you
  write it as the very last thing. 
  It has to be an compelling opinion 
  or important learning"

followed by

  >"Most of my writing comes from
  talking/reading deciding I strongly
  agree or disagree. These opinions
  become titles. Titles become essays."

and then the example

  >"The best example of this in
  my work is 'Growth Hacker is the
  new VP Marketing' which started
  out as a tweet with 20+ shares, and
  then was developed into an essay
  afterwards."