Writing

If you want to learn something for the long run, you have to write it down. If you want to really understand something, you have to translate it into your own words.

Kantar shows that differentiation is key to younger brands, but distinctiveness for older brands , generalizing our research showing the importance of sticking to your positioning. Second, emerging markets see a greater importance of differentiation. As Manoli ponders, distinctiveness may suffice for habitual buying , while differentiation is

#31 Add personal experience to anything you write. Yes, you’re likely in a B2B role, but remember you are selling to a human decisionmaker. It’s not unprofessional. It’ll be more memorable and easier to identify with. It’ll also invest the reader into getting to the end of the journey of how you resolved the problem.

“Betteridge's Law of Headlines”, which states “any headline that ends in a question mark can be answered with the word “no.’”

#27 Write down every time you hear a client share a challenge, problem, opportunity, or block. This is your thought leadership treasure trove. Use this as fuel for content writing, as it’s likely to appeal to a broader audience. If you can answer these universal client challenges, more potential clients will identify and visit your site to learn

Metaphor Downloads Playbook

• Blair Enns shares his whitewater kayaking experience where a metaphor helped him understand the skill quickly.


• The instructor said, "Kayaking is like skiing," which downloaded the skiing playbook into his brain for kayaking.

#78 Writing, for those who dislike it: I make this sound easy. I know writing often doesn’t come naturally to creative leaders. That’s why I urge you to record yourself chatting through your thoughts of your synopsis on a Zoom call with Otter.ai plugged in, using the tone of voice you would use with a work friend you respect. The resulting