Too often we end up creating only as a reflex.

We have to fill that space on our content calendar with something after all.

So we create with the end goal of filling that space.

We maintain our production streak while failing to say anything worth saying.

So if content production for content production’s sake isn’t what we’re shooting for, what is?

At its core, our work should be created to achieve one purpose.

Change.

If we seek to create work that matters, our goal with each piece of content, each product, each creative endeavor is to create change in some way.

Even if only for one person.

Even if only in the smallest of ways.

Work that matters changes things.

Perspectives, beliefs, mindsets, moods, systems, processes, practices, relationships.

These are all good places to start seeking change.

So the next time you find yourself staring at a blank spot on your content calendar, instead of publishing for the sake of it, ask yourself, “What’s the smallest amount of change I can make with this content?

There’s too much that needs changing in the world to waste a podcast, blog post, tweet, or Instagram post not working to shift it.

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