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Here’s something that catches a lot of business owners off guard.
The more you know about your subject, the harder the content can become. It seems back to front, but it’s one of the most common reasons experts go quiet.
When you’ve spent years getting good at something, two things happen. The basics start to feel too obvious to bother sharing. And the deeper insights feel too tangled to explain without writing a small book. So you end up sharing nothing at all.
There’s even a name for it: the curse of knowledge. Once you understand something deeply, it becomes genuinely difficult to remember what it was like not to know it.
But here’s the good news hidden inside that problem.
The things that feel painfully obvious to you are very often the exact things your audience is still trying to work out. What bores you can be a genuine lightbulb moment for someone three steps behind you.
So your task isn’t to share everything you know. It’s to choose one useful thing and explain it clearly. That’s where real authority comes from – not from proving how much you know, but from helping people understand something they couldn’t before.
This week, try answering this:
What do you understand now that your audience is still trying to work out?
Write down a few answers. Each one is a piece of content waiting to happen, and far easier to create than you might think.
If you’d like a clearer view of what your customers actually value most – which makes choosing your topics far simpler – the Customer Value Scope is a great next step. You can also browse our free marketing resources for more practical tools to get you going.
More next week.
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