Everything Changes: Ghostwriters find substance is back, content must create fresh value

With a volatile economy, career paths that disappear in months, and one-time best practices which are ruining organizations, more Americans are turning to Eastern thinking.  At the heart of Buddhism, for example, is the belief that everything changes.

In the book "Eight Mindful Steps to Happiness," Bhante Henepola Gunaratana points out:

"Over time, everything - mountains and mayflies, marshmallows and microchips - breaks down, changes, or dies." 

Therefore, ghostwriters who have already embraced impermanence can glide in easily to the shift in style from breezy commentary to carefully documented arguments.  In addition, that content must create value, ranging from the presentation of new data such as the results of a survey to investigation of implications of trends.  In short, substance is back, with the mandate that it's worth the audience's time to pay attention to it.

For ghostwriters that means not only that we have to recommend provocative A.K.A. marketable topics to our clients to opine about.  In addition, we must invest more energy into creating a package that, even if published on a blog, has the information, arguments supported by evidence, and perspective of commentary published as a HARVARD BUSINESS JOURNAL piece. 

An implication of this is that substance again trumps the performance art of an entertaining or charismatic voice.  In danger is the celebrity chief executive officer (CEO) or former CEO who had dazzled with an iconoclastic tone.  What leap to mind are all the books, web presentations, and speeches Jack Welch has been selling.  The packaging, for that time, was brilliant.  However, it may not align with current realities and therefore its value diminished.  Audiences want the "white space" the author creates for listening.  Can Welch listen? That may determine his marketablity in the future. 

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