Luck, they say, is the result of hard work + opportunity.
Serendipity, on the other hand, feels like stumbling into a pile of rocks in the pre‐dawn darkness, only to find that they turn into sparkling diamonds as the first rays of sunlight hit them.
There are three principles of business publishing serendipity.
Once you know them, you can make them work for you.
1. Learn to spot opportunities.
If you don’t know how to spot opportunities, then all you’ll be left with when you try to create luck is hard work!
Opportunities are everywhere: They’re splattered all over the internet, and the best ones are the ones nobody else is doing. They’re also hidden in your customer service and sales conversations.
2. Exhibit tenacity.
When it comes to business publishing, staying the course is more important than having an early, media‐worthy win. Deep, focused work is rewarded.
It’s better to find a specific topic and drill the seam for every little speckle of gold it might contain, than to pan the creek once or twice and move on.
3. Be able to defend your position.
It’s no secret that continuing to want to publish will, in many industries — like law — cause your bosses, partners, or board to question the time and the spend. Be willing and able to defend your position with evidence.
Combining all three principles puts you in a position where:
- Ideas are never in short supply.
- Readers turn into fans, and from fans to loyal customers
- You get buy‐in from everyone else in your business
When that happens, you’ll make all kinds of unplanned, fortuitous discoveries, many of which will drive your publishing forwards.
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