There is a belief among professional services firms that anything you publish needs to be reviewed, refined, and validated before you share it.
The problem is that publishing today has a much broader definition than in the past. If you're not publishing, you're going to get left behind.
It starts in school. "Show your work." "Draft it first." "Have it marked." "Don't look over someone's shoulder." Then in our careers: "Only work in scope." "Have it reviewed." "Get compliance sign-off."
A never-ending barrier to getting something out to the world.
In a time when publishing was infrequent, in print, with no opportunity to revise things, this check-check-check approach made some sense. But in today's world, where publishing is fast and attention is short, this is a huge disadvantage to firms and professionals who are slow to hit that publish button.
AI Is a Force Multiplier to the Agile (and the Lazy)
The problem is compounded by technology. AI is a force multiplier to those who are happy to move fast, take the information, add color, perspective, and opinion, and hit publish.
It's no longer going to be difficult to create "ok" content. A few minutes typing prompts will generate a week's worth of content that reads better than a lot of paid content today.
For the lazy, that will be enough. A cursory review and send.
For the agile, a fast process to combine a few of these, add an opinion, a reason it matters, and share it with the world.
For the slow, cautious legacy firms, this will be falling further and further behind as search engines, social media, and even clients reward those who share more ideas and build authority.
Forget School and Let the Robots Help
Your opinion separates you from the crowd. You might not think so because you hear yourself every day and your opinions become subconscious. But to your clients and those who will be clients in the future, your perspective draws them to you.
So the secret today is to forget the barriers to publishing of the past and let the robots help. There are twelve weeks in every quarter. Twelve opportunities to publish a weekly message to your blog, your email list, and wherever your audience gathers.
