One of the questions I hear most often from executives is, "What should I be talking about?"

It's a fair question. Sitting down in front of a blank page and trying to invent something insightful is surprisingly difficult. Even people who spend their careers making important decisions often struggle when it's time to turn those decisions into content.

I think they're looking in the wrong place.

The best content begins with a conversation.

Think about the meetings you've had this week. Somewhere along the way, a client asked a thoughtful question. A colleague challenged an idea. A new employee wanted to understand why something was done a certain way. You explained a decision, shared an opinion, or told a story you've probably told dozens of times over the years.

Then the meeting ended, everyone moved on, and that insight disappeared.

It happens every day.

The conversation with a client at 9:00 in the morning usually carries more energy than the idea you try to invent at 4:00 in the afternoon. That's because real conversations are grounded in real problems. They answer questions that people genuinely care about, not questions a marketing calendar says you should address this month.

I've noticed something else over the years. Expertise has a way of becoming invisible to the person who possesses it. After explaining the same concept for the hundredth time, it no longer feels unique. It feels obvious.

But obvious to you doesn't mean obvious to everyone else.

The story you tell every new employee about how the company got started could become one of the most engaging videos on your website. The analogy you used to explain a complicated concept during yesterday's meeting might be exactly what a prospective client needs to hear before deciding to work with you. Even the questions clients ask repeatedly are telling you something important. They're showing you where curiosity already exists.

That's a gift.

Instead of asking yourself what you should create next, start asking a different question.

What did I explain today?

That simple shift changes everything. Instead of manufacturing ideas, you're documenting experience. Instead of creating content for the sake of creating content, you're preserving conversations that already proved their value.

Over time, those conversations become a library of your thinking. They demonstrate how you approach problems, how you make decisions, and what you care about. That's the kind of content that builds trust because it reflects who you already are.

For the next week, keep a note on your phone called "Questions I Answered Today."

Every time someone asks you something you've answered before, write it down. Don't worry about whether it sounds interesting. Just capture the question.

At the end of the week, look for the one that appears more than once. Record it exactly as you would if the person were sitting across the table from you. No script. No teleprompter. Just your experience and your perspective.

You may discover that your next twenty pieces of content weren't waiting in a brainstorming session after all.

They were already sitting on your calendar.

That’s a wrap for now, have a wonderful week!