You Can Be Tremendously Successful Without Joining The Thought Leadership Race
You don't need to join the ferocious battle for attention to build a thriving consultancy practice. In fact - it's probably better you don't. Optimise for trust, not for attention.
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Is It A Publish Or Perish World For Consultants?
Has the battle for attention ever felt this ferocious?
It feels like everyone is trying to build their reputation by publishing thought leadership content on social media platforms. Each post soon forms part of a torrent which gushes through our social streams every hour.
Not only does there seem to be more content than ever, but it’s increasingly better optimised to attract our attention. Once somebody discovers a successful tactic, it’s copied into every other field. That’s why you see so many posts like:
“95% of [professionals] make this mistake….”
“I’ve been working in [industry] for [xx] years, here’s what most people are doing wrong…”
“Here’s a definitive framework to [x]”
A successful tactic is copied until the saturation point where the audience identifies the tactic as an emblem of low-value content (remember listicles?).
It can feel e…
