Yeah.

Because if your voice is distinct, if people can feel you coming through the page, that's what really matters, and everything in content now is built on these parasocial relationships.

People wanna follow people, not brands or publications.

They wanna feel like they really know you, but they can't really know you unless you've figured out what your voice is, and so that has to come through in your writing, and in turn, that'll also come through when you script video, right, and when you're doing things in a multi-format way, when you're doing podcasts.

Um, so I think that central skill is still really important.

[lips smack] And then the ability to create nimbly and understand the grammar of social channels I think is a real superpower for young people right now, and something I would definitely advise focusing on because that's something that I, I find in a lot of the clients that I work with who can be, you know, brilliant folks, 30-- you know, comm le- comms leaders with a great 30-year track record and history.

But that sense of being really able to, like, innately understand, like, what does a great, like, TikTok hook feel like?

Yeah