Talk Faster

"The supply of time is totally inelastic. No matter how high the demand, the supply will not go up."
--Peter Drucker

Sharply lower production costs driving a content explosion impacts strategy big time — especially for tech companies. Tech is a knowledge-intensive industry, so tech companies have a lot to say. So now they have to say it faster. Just as a few bestsellers carry the publishing industry, and Hollywood depends on a handful of blockbuster hits (and bankable stars) — tech companies need at least a few “rich” content successes to stand out. Content for the sake of content wastes time.

What makes content rich? I suggest five key elements:

• It grabs you from the beginning and doesn’t let you go till the end
• It follows proven principles of structure, theme, and style
• It is factually accurate
• It is logically convincing
• It is language efficient

Life would be great if all five of these elements were present in all your content —ads, web pages, white papers, case studies, articles, or whatever. But whether it is or not, in this content environment, you are just like a Hollywood studio. You need a few solid hits to carry you through.