Jeff LeBlanc

Credibility comes from proximity to real decisions. Titles matter less than whether someone is actively leading or navigating tradeoffs in their work. At the same time, relatability matters. The most effective experts sound like someone you could actually learn from, not just someone speaking at you.

Clarity and application. A strong angle makes it obvious what a reader can do with the insight. It should feel timely, a little thought-provoking, and ideally spark some conversation. If it's relevant to what people are dealing with right now and brings a fresh perspective, it's in the right lane.

Writing for attention instead of relevance. A clever hook doesn't help if the connection to the audience isn't clear. It's also important to have a distinct voice — something people remember. Even in business writing, you're shaping how someone feels, not just what they know.

Start with tension, not trend. The most interesting stories sit in the gap between what people expect and what's actually happening. That's where new insight tends to come from.