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4 Questions Brands Should Ask Themselves Before Making Content, Starting With, 'What Problem Am I Trying to Solve?'

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This story appears in the July 2021 issue of Entrepreneur. Subscribe »

Entrepreneurs feel a pressure to be everywhere, grabbing everyone’s attention. You may think it’s the difference between growth and decline. But that’s not true. How you make an impression on someone is just as important — and arguably more significant — than simply getting on their radar.

I learned this early in my career, before I entered business, when I began as an aspiring journalist. People told me I needed “more clips,” which meant I needed more proof of my work. I hustled, taking every writing opportunity I could find regardless of quality. But I kept getting rejected for full-time jobs. It was frustrating and confusing, until one potential employer finally explained his disinterest: “You’re only as strong as your weakest clip,” he said.

In other words, people were aware of what I was doing — but what I created didn’t make them excited........

© Entrepreneur

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