Many years ago I was told that if you don’t have a few butterflies in your stomach when publishing a piece of important and/or thought leadership content you haven’t gone far enough on the topic.
I would also add that you either sit on the fence of content safety or you jump right over it as high as possible.
We are all drowning in content and saturated with choices on social media, blogs, websites and media.
Along with thousands of others, I squeal with delight when reading content that is provocative, unique and considered.
It’s so darn refreshing to read something that makes us think differently versus keeping everything nice and vanilla and not upsetting the applecart.
Thought leadership vs expertise content
So, what makes content jump out from the page or screen? It’s generally thought leadership that takes us next level, or expert commentary that presents in a distinctive way.
There is a difference between thought leadership and expert content as I believe that “Thought leadership is being truly innovative. Thought leadership contemplates and creates unique solutions, ideas and concepts for significant impact and change. There are few purist thought leaders, but many outstanding experts and inspiring communicators.”
A key litmus test is the willingness to be courageous and risk negative and positive repercussions. Pushing boundaries will challenge the norms and areas that others prefer to leave hidden.
Courage and ruffled feathers
In whatever profession you are in, or sector you operate, there will be positive and negative aspects, important updates and news.
Feathers will be ruffled and that’s ok. If they weren’t your content didn’t delve or go far enough. But doing so with respect is essential.
As a subject matter expert in your field, it’s really important to shine a light and discuss all aspects of your industry and its challenges.
And if you are a true thought leader you will seek to solve issues with innovative solutions and fresh perspectives. Experts will hold their value and position by communicating best practice with their own voice.
I’m motivated to dig further from a place of courage. In her terrific book Dare to Lead, Brené Brown’s shares, “Integrity is choosing courage over comfort. It’s choosing what’s right over what’s fun, fast or easy and it’s practicing your values, not just professing them”.
Examples and impact
I have published many pieces on Inside Small Business over the years that have shaken and rolled. Good!
Some content challenged with fearless honesty such as The underbelly of LinkedIn and Are ethical bribes past their use-by date?
Other content was designed to shake business malaise with a call to action such as A wake-up call to the LinkedIn hesitant.
Content that has real impact and positions for change needs to be motivated by ethics and honesty. Having the courage to call out industry issues is uncomfortable and feathers get ruffled.
There can be negative consequences. And I totally appreciate that not everyone can, or is willing, to put their head on that consequence block.
No matter what you write and publish, not everyone will like it. That’s ok as your vibe will attract your tribe. And for those willing to jump that fence, the rewards and impact is immeasurable.
Checking butterflies
Have something important you want to write and share? Vanilla and safe won’t cut it, but courage to explore with fearless respectful light will. And if you don’t have a few stomach butterflies before sending, you haven’t gone far enough. Go back and ramp up the grunt and courage levels.
DARE Group Australia is a valued content partner of Inside Small Business
