Introduction
My daughters, who are eight and ten, like to tease me with riddles. They posed the following question: Imagine you’re trapped in a black box, underground, with no tools and no way to get out. What do you do? I was stumped, until the eight-year-old grinned and said, “Stop imagining!”
After Parts 1 and 2, you are no longer in your black box of content nightmares. You can see your way out because you have a firm grasp of the philosophy of content. Now that you think about content differently, you can approach it differently from within your organization.
You’ve learned who you are by exploring branding (Chapter 1). You know how to say what you want to say by exploring the three parts of content: information, structure, and substance ...
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