Every next question you ask and every next thing you publish is a chance to further develop your IP and become known for your ideas. Those ideas and that IP supersede every project or offering for your business. In other words, upstream from what you're selling and the content you create is the premise you wish to own and the surrounding material... See more

Creativity isn’t the manufacturing of brilliance. It’s the pursuit of curiosity.

Want to be more creative? Start with an idea, then interrogate it. Make an assertion -- aka your premise -- then ask lots of simple, obvious next questions about it. Then do it again and again and again.

It's time we reframed this work to see it more clearly. We're not creating content. We're developing IP. We are not an experts. We are investigators.