People read nonfiction to learn and to feel. My framework for ensuring a blog post accomplishes both is to start with a first draft that focuses on "novel" ideas.

A novel idea is one that's not just new to the reader, but also significant and not easily intuited. Think of it as new and worthwhile . I've identified five categories:

• Counter-intuitive —

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The way to get novelty is to write about topics you've thought about a lot. Then you can use yourself as a proxy for the reader in this department too. Anything you notice that surprises you, who've thought about the topic a lot, will probably also surprise a significant number of readers. And here, as with correctness and importance, you can use t... See more