The last thing I assume is that colleagues intuit the value of content and brand. On the same day, I've received these two very different sentiments from colleagues in engineering and operations teams: - "I used to think brand was a dumb investment, but now I think it's the best investment we've ever made." - "What does brand even contribute to growth? We need growth more than we need brand." I use two core methods to increase understanding when presented with the latter statement: - [[Make it easy for stakeholders to contribute to or benefit from content]] - [[Host bullpens to surface new ideas and refine thinking]]