Ralph Waldo Emerson, in his Essay on Compensation, wrote:

The law of nature is, Do the thing, and you shall have the power; but they who do not the thing have not the power.

This quote works on so many levels. But it is most appropriate to web content, and company blogs. If you want to be connected to the issue, you have to post something about it. It is that simple. You can talk about the issue, you can think about the issue, you can imagine the issue. You can even dream about the issue. But until you post something on the web, you aren’t the issue. Someone else is.

Talking to companies, they want to be a part of the discussion, the ideas, the thought leadership. But the only way to do that is to get into the game.