Written by: Vickie Sullivan | November 11, 2014
Use A Scientific Approach For Compelling Content
Thought leadership is demonstrated by the content we create. The more compelling we are, the more traction our ideas get. This Fast Company article about cognitive science professor Jim Davies’ work gives us some insight on how our brains decide what is compelling.
Pay attention to this finding: the delicate balance between knowing and not knowing. As much as the brain loves patterns, we also love finding secrets not yet discovered. How this applies: show the patterns in your content but leave some things unanswered. Give away all the answers and folks lose interest because there’s nothing more to look for.
This is a challenge for even the most prolific thought leaders. Many of us are taught to give our secrets away because our contribution is unique to us. My vote: don’t tell all. There’s nothing wrong with a little bit of mystery.
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