Peter Winick separates validated content, which is research-backed, from valuable content, which delivers measurable client benefit. Most creators chase validation without considering whether their audience actually needs it. Match your hypothesis to the right people and situation to make content that both holds up and works.
Hey there, it's Peter Winick. I'm the founder and CEO at Thought Leadership Leverage, and here's the thought that I'd like to share with you today, and that's this: there's content out there, thought leadership out there, that's incredibly validated, meaning it has been proven, it has been researched, it's based on longitudinal studies, whatever the case may be, but when the thought leader makes a statement, it is backed up And it is valid. Great. We love valid content. Then there's content out there that is valuable, meaning when the clients internalize it, when the clients use it, when the clients process it, they create value typically in excess of what they've paid for it. So the question is, how do you balance this connection, this continuum if you will, between content that is valid and content that is valuable? And what I would say is this, is that the folks that tend to lean toward the validated content often don't spend enough time getting the context right. So if my hypothesis is valid, right, then where and whom would extract the most value from using my content? So that's my thought for you. Great.
