How Do I Tell My Story?

Creating content may be easy, but that doesn’t mean you should do it.

- By Adam Bornstein

Q So many brands have become content producers. Do I need to launch a podcast or a blog, too? —AZIZ, TORONTO

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.