Hi! This is Peter Winick. I am the Founder and CEO of Thought Leadership Leverage. And what I want you to think about today, is your content doing what it should do? And what I mean by that is are you enlightening people, are you guiding people, and are you inspiring them as a result of being exposed to your content? So what do I mean by that?
Enlightening them means you’re exposing to something new, something different, a way of thinking about the world that they may have not thought of before. That’s a valuable thing for people and you need to bake that into the work that you do. It needs to inspire them because typically by taking on something new, by taking on some new content and doing something. There’s a little bit of a risk involved there. There is of an uncertainty there. There is a little bit of a challenge to people.
You have to inspire them that it’s worth the effort. You have to inspire them that by putting in the thoughtfulness and the thinking and work that goes involved in mastering some of your content that it will inspire them to do something different, to do something better, to see the world in a new way that makes their jobs easier. That makes them more proficient at a competence that they were trying to master.
The next thing is that you need to guide them. What do I mean by that? You need to guide them by saying that if they take on this thinking, if they internalize what you’re writing about, what you’re thinking about, what your speaking about, what will it do for them? What can they do with that? Where will it take them?