The current obsession seems to be with putting ourselves into niches.  Nice little buckets to contain us so others can easily understand us before the 5-second rule expires and they flit to the next article, image or video.  The advice tends to run along the following lines: stay in your lane but stand out. All I seem to encounter these days are articles of 'definitive lists' or 'why you're wrong about...".  Everyone is attempting to be the absolute authority, attract the eyeballs and lull them into your commercial web.  Don't forget the juicy formulaic title "5 proven steps to earn €1bn...

Read More