There are two major challenges thought leadership practitioners face when they sit down to codify their ideas: Too many ideas, and A big, blank page.   Sitting down to codify your content can feel like a daunting task. You've got tons of insights - but when you're staring at that first page, everything freezes up. Where do you even start?   To learn how to gather your insights, map them out, and codify expert solutions, I’ve invited Rhea Wessel, the Founder of the Institute for Thought Leadership. Rhea helps companies turn their subject-matter experts into thought leaders, enabling them to share their insights clearly, cohesively, and fluidly. Our conversation begins with a common issue: Should thought leaders give away their best insights for free? Rhea discusses the balance between how much content a thought leadership practitioner should share, and how much should be kept in reserve for clients, and most importantly - why that line exists and where to draw it. As a journalist with 25 years of experience, Rhea has developed methodologies to help experts identify topics, map them out, and apply their knowledge in a way that offers a valuable solution to their audience. This "story engine" can help overcome the fear of giving away ideas, by generating a constant flow of topical insights. Finally, we take a look at the things that make content compelling. Rhea tells us to include an element of transformation -  either in a person, team, or project. In order to create that, you need to understand the full story of the transformation, from the beginning to the end. Be sure to describe the waypoints of change, and illuminate why that transformation was critical to success. Three Key Takeaways: * Good ideas that sit on the shelf aren't helpful. Giving away ideas that create buzz and show promise is the best way to get your content, and your name, recognized. * Good content will make an audience say, “Tell me more!” Make sure they see quickly what your insights do, and why they're valuable. * Compelling content needs to lead the audience through a journey of transformation.