Resources that solve a problem, offer new insights, or tickle your gray matter.
"Very few people or companies can clearly articulate why they do what they do. By why I mean your purpose, cause, or belief — why does your company exist? Why do you get out of bed every morning? And why should anyone care?"
~ Simon Sinek, Start with Why
Few people can articulate why they do the work they do. Fewer can explain why they want to write a book, publish articles, start a podcast, speak at a conference, or get interviewed by The New York Times.
Like most consultants, you want to be recognized as an authoritative expert. You want to build your personal brand, attract more clients, open the doors to more speaking engagements, and earn more media exposure because doing so allows you to expand your influence and magnify your impact.
Writing articles for publication is one way to share your ideas with a broader audience, demonstrate your credibility, and cultivate your community. But you can accomplish that same goal by speaking at industry conferences, getting featured by media outlets, or being a guest on a podcast. So why write? What can writing do for you that other visibility-building tactics cannot?
Writing, unlike speaking, does not allow you to rely on context, shared knowledge, or body language to convey your message. You must use the written word alone, which leaves no room for ambiguity. Your writing must be cogent, well-researched, and compelling to get your message across. And, because written material can be read repeatedly and analyzed closely, it must be strong enough to withstand a much higher level of scrutiny than other visibility-building tactics like public speaking.
Regardless of whether you write for publication, becoming a better writer will make you a deeper thinker, stronger communicator, and better consultant.