Why We Stopped Publishing Thought Leadership and Started Publishing Arguments

The thought-leadership scam

Phrases like 'the future of X' and '10 predictions for Y' produce endless content that says nothing. It's algorithmic mush — written to exist, not to argue.

What an argument looks like

A claim most of your category disagrees with, stated plainly, with evidence. It can be wrong! That's why it's an argument. Something readers can agree or disagree with — not floss past.

The argument test

If the opposite of your article would be ridiculous, you haven't written an argument. 'Marketing is important' — who says otherwise? 'Most CMOs should not be running brand campaigns' — now we have something.

The business outcome

Arguments get shared, quoted, and debated. They create inbound. Empty thought leadership creates nothing.