Content programmes in advisory firms usually die in month three. The cause is almost always the same: the process assumed a partner would write.
Why writing fails and talking works
A partner who bills by the hour will not spend two hours drafting. The same partner will happily spend thirty minutes explaining something they find interesting, because that is what they do all day.
The method
- Book thirty minutes. Record it.
- Ask about a live situation, not a topic. "What did that client get wrong?" beats "tell me about VAT".
- Draft from the recording, in their phrasing.
- Send it back to correct, not to create. Correcting takes ten minutes.
- Publish.
What changes
Partner input drops to forty minutes a month. Output becomes reliable. And because the source was a real conversation about a real client problem, the article says something specific instead of something safe.