How do you go from evergreen to topical and topical to evergreen?

Transcript

Hi there, it’s Peter Winick. I’m the Founder and CEO at Thought Leadership Leverage. Here’s the idea that I’d like to share with you today—and that’s this:

Everybody’s thought leadership—everybody’s content, if you will—has elements of it that are evergreen.

What do I mean by that? I mean there’s an element of timelessness to that, in that there are pieces of the thought leadership that are true regardless of what’s going on in the world at a moment in time.

Is the stock market going up? Is the stock market going down? Are we living in a work-from-home environment? Is DEI in vogue these days or not in vogue these days? Whatever it is, there are components of your work that will always be true, regardless of what’s going on.

Then there are elements of your work that—due to nothing that you can do—become more or less in demand based on what’s going on in the world. Right? More topical.

So the challenge, the question is: how do you take what is evergreen and make it topical?

And then, oftentimes, the other way: how do you take something that is topical today—it’s top-of-mind today—and convert it back into being evergreen, so that there’ll be a market for it when the fad fades, when it’s not as in vogue as it is today?

Love to hear your thoughts.