Content creation is more like building with Legos. You take different pieces and put them together to make something new. You start with a bunch of ideas, tools, and resources. Your job is to piece them together in a way that makes sense and connects with your audience. This means planning, organizing, and even redoing things.

90% of that content is just digital noise. It's complex, confusing, and ultimately valueless to the audience. True content innovation requires the opposite approach. It's about simplifying and focusing on delivering maximum value. This is the content innovation paradox: Less complexity creates more value.

Websites and apps are our modern equivalent of phones. You create them so that people can serve themselves. Make your site or app a good conversational partner.