Want work that stands the test of time, think classical not topical
• With any social post, if you can add a topical overlay it increases engagement. It’s undeniable. But what kind of engagement?
• Many posts capture short-term, disposable engagement, gone with the fleeting moment they tie to.
• I prefer classical ideas. Ones that are great now, great 20 years ago, great 20 years from now. Ideas that don’t need the context of the moment for meaning. They always mean.
• Rather than chasing things that trend, it is better to pursue things that endure.
