There’s a problem with business advice from top influencers.

The ability to have a good conversation is hard enough - adding subject matter expertise like business changes the dynamic even further.

Add to this the fact that its going to be recorded for distribution as a podcast and your hope of having an authentic and insightful conversation will feel like. chasm without a bridge.

“We have to embrace that content and visibility online requires curation more than it requires documentation.”

While business is fundamentally a mechanical process once its operational, each vertical has its own nuances and each founder has their strengths, weaknesses and assets.

Listening to the advice shared by any top influencer in business has to be understood through the context of the level that particular Entrepreneur is operating through and your particulars are not taken into consideration when this free online advice is shared online.

If you hear someone like Gary Vaynerchuk say “Document, Document, Document” and you decide to try recording yourself on video, recording an conversation for just audio or writing one article just to see what happens - you’d be missing the point.

To hit record does not mean you’ve created content, it just means you now have a means of distilling content.

You still have to curate the documentation for the gold.

The word “content” itself has become a buzzword that’s led to a lot of wasted effort but visibility still remains a chief objective for many leaders.

Why? What are you looking for from added visibility?

There are a few possibilities:

Inbound Sales

Thought Leadership

“Impact”

The more vague your reasons are for making content - the less impact, leadership or sales your generate.

For example - my reason for writing this is to change the way you as a leader or entrepreneur approach making content with the intention of increasing your visibility.

After 2000+ interviews with CEOs, VCs and Entrepreneurs I’ve come to realize many people take a leaders money with the promise of helping them build authority without helping them manage expectations about what will and will not result from their paid agreement.

I want you to be in a position to take full advantage of a PR or Marketing campaign by helping you shift your paradigm around digital communications.

For now, start with taking the time to outline one point you’d like to make and find a story in your life that ties to this point.

When you have that comment below with the short version of that point and story. 😎