People Don’t Need More Words; They Need Better Ideas

Your job as a thought leader is not to create content; it’s to deal in intellectual property.

So says Jay Acunzo, author of Break the Wheel and a brand messaging strategist.

People can get words from anywhere these days. Thanks in part to AI, we are no shortage of content. But what the world will continue to seek out is expertise. Fresh ideas. New approaches to solving problems.

And if the content you’re publishing isn’t delivering on those needs, it might as well just be words on a page. In fact, it is.