INSIGHTS
Listen up! We have all kinds of opinions about how to do this stuff right. No ranting — we promise.
Where will your next generation of thought leaders come from?
Who are your current thought leaders? How old are they? And who’ll be authoring the bulk of your company’s thought leadership in 10 years’ time?
Five Ways to Waste Money on Thought Leadership Content
There’s no one single reason for ballooning costs of content. It’s more common to see several factors converging to inflate the invoice. Let’s break down five of the usual suspects.
When I rule the world (of strategic content)
Hey, a guy can dream, can’t he?
Thought leadership content: why hire a writer when you need a story doctor?
Is there a (story) doctor in the house? If not, there should be. In our trade – the thought-leadership trade – those who want to publish their big ideas typically call on the services of a “writer.”
The single reason why some people can’t write
What is “the Curse of Knowledge?” And why is it responsible for so much bad prose?
Content Creation: 4 Reasons Why You Need a Fox, Not a Hedgehog
The British philosopher Sir Isaiah Berlin created a stir in 1953 when he published an essay that classified various writers as either foxes—generalists, able to leap nimbly from one realm of knowledge to …
Sorry, But That Really Is One Ugly Baby
When — and how — to tell a client that their “content baby” needs a makeover.
Three reasons why AI is not the only writing help you need
Try to remember the last time you read a truly compelling piece of strategic content—something that spoke to the world as it is now while recognizing possibilities spinning into existence. That particular piece—a white paper, perhaps, or a research report, or a point-of-view article—began with an...
Using the Minto pyramid to start a white paper? Stop right now.
Not long ago, a new client asked if we were familiar with the Minto Pyramid Principle and could we use it to help with the white paper he was planning. Yes, of course, we said. (We’re helpful like that.) But, we added politely, that’s not the right way to start a paper or article.