2. Contrast the Ordinary with the
EXTRAORDINARY
Human beings are superb contrast spotters. We pay close
attention to thing that seem out of place.
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3. Contrast the Ordinary with the
EXTRAORDINARY
"Discarding worn ball bearings is killing
your profit margins.”
Examples:
!
"Golden Retrievers Are Excellent
Largemouth Bass Spotters”
!
"Actually Video Games Are A Great Way to
Stop Bullying"
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4. Connect the Dots in an
UNCONVENTIONAL WAY
"Connecting the Dots" is a critical skill for thought leaders
working in information dense industries.
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5. Connect the Dots in an
UNCONVENTIONAL WAY
"Why Your Intern Recruitment Process is
a Competitive Advantage”
!
Examples:
"How Vladimir Putin Will Set Your
International Operations Agenda for the
Next 3 Months"
!
“Why Every Therapist Should Care About
Groundhog’s Day"
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6. Create a
CONVERSATION STARTER
You publish a blog to stay relevant and top of mind.You need
to give your reader something to work with by combining
urgency with relevant information.
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7. Create a
CONVERSATION STARTER
How Your Congressman Would Vote
If He Cut Grass for a Living"
Examples:
!
"Why It's Time to Fire Your Best
Customer."
!
"Perhaps You Should Cheat on Your
Accountant"
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!
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