Not long ago, a new client asked if we were familiar with the Minto Pyramid Principle and could we use it to help with the white paper he was planning. Yes, of course, we said. (We’re helpful like that.) But, we added politely, that’s not the right way to start a paper or article.
Imagine this: a senior partner has a great idea for an article. She jots down a few thoughts during a break in her client meeting. She writes up that idea on the plane ride back from the client. Done! Published. Posted. Right? Not right.
After months of debate and discussion, your big new white paper is out. But is it really any good? How will you know? Hint: scorecards.
The snarky rejoinder: “You mean, at Trump University???” OK, now we’ve gotten the cheap laugh out of the way, let’s see what we’ve got.
Because the competition for mind space is so acute, you must avoid the pitfalls discussed here. With this approach, you’ll convince readers that your insights have value, and that your thought leadership is worth following.