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It seems like every day there are new headlines and soundbites underscoring
the importance of continuous learning.
 “The most fundamental skill: Intentional learning and the career
advantage” states a headline from McKinsey’s research.
 The Pew Research Center found 87% of workers think it’s essential to
develop new skills throughout their life to keep up with the changing
workplace.
 By just 2022, the World Economic Forum estimates 133 million new jobs
in major economies will be created to meet the demands of the Fourth
Industrial Revolution.
How can an individual put
into practice intentional learning? How can we develop new skills?
There are many ways. One that I would like to focus on in this article – as well
as in follow-up pieces – is the importance of “content learning”. I define this as
the process of creating thoughtful content – books, reports, presentations,
designs, articles, videos, podcasts or social media posts – with the goal to
crystallize our thinking, grow our networks, spark our curiosity and inspire us
to innovate.
#1 – Content Creation Can Crystallize our Thinking

There is a good chance that you think much clearer about a topic after you
have created a substantive piece of content. Putting words on a document
let’s us see potential gaps in our thinking. We can decide whether we need to
remove unnecessary language or further research a topic so we can make our
points in a more succinct and compelling way.
Amazon executives don’t do PowerPoint (or any other slide-oriented)
presentations, CEO Jeff Bezos wrote in a letter to shareholders. Instead, they
write narratively structured written memos.
In an email to employees, Bezos wrote: “The reason writing a ‘good’ four page
memo is harder than ‘writing’ a 20-page PowerPoint is because the narrative
structure of a good memo forces better thought and better understanding of
what’s more important than what.”
In the book Jeff Bezos and the Age of Amazon, author Brad Stone explains
the rationale for this approach to using memos. “Bezos believes doing so
fosters critical thinking. For each new product, they craft their documents in
the style of a press release. The goal is to frame a proposed initiative in the
way a customer might hear about it for the first time.”
You can apply Bezos’ rationale to any form of content creation.

#2 – Content Creation Can Grow our Networks
I very much enjoyed listening to James Carbury discuss his book Content-
Based Networking: How to Instantly Connect with Anyone You Want to Know
on the Marketing Book podcast. James shares stories on the value of creating
interviews to connect with potential clients and has built an entire
agency around this concept.
I am not someone who enjoys going to big conferences and meeting many
people in one setting. Rather, I prefer to find one person and have a good
conversation with that individual. Hence, I have really enjoyed hosting three
different interview podcasts over the years. Anybody who has conducted
interviews as part of the content creation process can attest to this powerful
form of networking.
#3 – Content Creation Can Spark our Curiosity
Mitch Joel, the influential speaker, author and blogger, was just on
my Learning and Development Stories podcast. The Iron Man of podcasting,
Joel has published a new episode with many authors and thoughts leaders
every Sunday since 2005.

“I was asking questions that I would selfishly ask if I could have coffee with
some of these authors,” Mitch said. “It was education for me. I wanted to
learn. I wanted to understand. If I felt I had a particular perspective, I wanted
to have it challenged. In that journey of a content creator I learned a lot. I
found it stimulating and it spoke to my core.”
Noteworthy are his interviews with Nancy Duarte. “Any time I speak to her I
feel there are 50 things I should be rethinking and doing.”
#4 – Content Creation Can Inspire Us to Innovate
Back in 2014, I had the pleasure of interviewing marketing communications
expert Dorie Clark on my podcast. Dorie wrote an HBR blog post about career
reinvention. The article resonated and she was invited to write a full-length
piece in the print magazine. Eventually she was approached to write
a book on the topic. This led to her discussing the concepts of the book as
part of teaching and consulting assignments around the world. All this
stemming from a simple blog post.
You don’t have to be someone as accomplished as Dorie to experience how

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the importance of continuous learning.

 “The most fundamental skill: Intentional learning and the career

advantage” states a headline from McKinsey’s research.

 The Pew Research Center found 87% of workers think it’s essential to

 By just 2022, the World Economic Forum estimates 133 million new jobs

in major economies will be created to meet the demands of the Fourth

into practice intentional learning? How can we develop new skills?

as in follow-up pieces – is the importance of “content learning”. I define this as

the process of creating thoughtful content – books, reports, presentations,

#1 – Content Creation Can Crystallize our Thinking

have created a substantive piece of content. Putting words on a document

remove unnecessary language or further research a topic so we can make our

points in a more succinct and compelling way.

Amazon executives don’t do PowerPoint (or any other slide-oriented)

presentations, CEO Jeff Bezos wrote in a letter to shareholders. Instead, they

write narratively structured written memos.

memo is harder than ‘writing’ a 20-page PowerPoint is because the narrative

structure of a good memo forces better thought and better understanding of

what’s more important than what.”

way a customer might hear about it for the first time.”

You can apply Bezos’ rationale to any form of content creation.

on the Marketing Book podcast. James shares stories on the value of creating

interviews to connect with potential clients and has built an entire

agency around this concept.

#3 – Content Creation Can Spark our Curiosity

my Learning and Development Stories podcast. The Iron Man of podcasting,

every Sunday since 2005.

learn. I wanted to understand. If I felt I had a particular perspective, I wanted

to have it challenged. In that journey of a content creator I learned a lot. I

found it stimulating and it spoke to my core.”

feel there are 50 things I should be rethinking and doing.”

#4 – Content Creation Can Inspire Us to Innovate

Back in 2014, I had the pleasure of interviewing marketing communications

piece in the print magazine. Eventually she was approached to write

stemming from a simple blog post.

You don’t have to be someone as accomplished as Dorie to experience how

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