June 21, 2023
Opinion pieces are a brilliant way to present your thoughts in a condensed and well-structured way. You can increase your impact by getting to new, broader audiences. And you can build up a public persona that supports your own channels and makes the media take an interest in you.
The zeitgeist is entrepreneurial. Young people are founding companies like never before. Young CEOs have become rockstar-like celebrities. And startup life takes up more and more space in TV and in the broader attention economy in general.
Driving it is the dream of being your own boss, creating your own legacy, and making a mark on the world. It’s supported by a counter-culture that loves the idea of challenging the status quo. But it’s also loved by the mainstream – especially for job creation, productivity gains and the innovation of the economy.
Work has never seemed more important to us. Staff writer at The Atlantic, Derek Thompson, has coined and popularized the term Workism which he defines as “the belief that work is not only necessary to economic production, but also the centerpiece of one’s identity and life’s purpose”. Work might even have replaced religion as a new secular identity, he writes. “So what do you do?” is usually the first question when meeting a new person. It’s a sign of the times.
Meanwhile, our work culture is undergoing fundamental changes these years. The #metoo movement changed how we see power and leadership. The mental health crisis alters our attitude to work. And digital technologies (AI-driven or not) have upended the tasks we’re performing, the function of the office and everything else that can be summarised into the long-time trending macro-topic we tend to call the future of work.
So where am I going with this?
There has never been a better time for entrepreneurs to engage in the public debate.
Entrepreneurs have never enjoyed this kind of status. Work has never meant more to us. And people are craving new perspectives; on technology, work culture and the role companies play in the world. In fact, many expect entrepreneurs to deliver them. Consumers prefer opinionated brands and employees join purpose-driven companies with a broader societal impact. You must have a take on the green transition, on work culture, well-being and leadership.
There are many ways to contribute. You can be active on social media: LinkedIn, Twitter, Reddit etc. You can engage in public affairs; meet up with important stakeholders, and participate in debates and events. And then there is PR; You can contact a journalist to have them interview you or you can engage in public debate by writing opinion pieces.
Opinion pieces are a brilliant way to present your thoughts in a condensed and well-structured way. You can increase your impact by getting to new, broader audiences. And you can build up a public persona that supports your own channels and makes the media take an interest in you.
Finally, I’m led to the actual point which is to highlight what makes a good opinion piece.
Authenticity. Don’t write opinion pieces solely to position yourself and get media attention. It’s not that you can’t use opinion pieces to position yourself. It’s perfectly normal to have your own self-interest in mind. However, you should only engage when you have something real to say. It’s totally fine to use a ghostwriter but the thoughts should be yours: The more you mean it the better.
Accuracy: Only write what is true. Research your pieces well and focus on your expertise. Find credible sources to support your claims and populate your opinions with facts, examples and numbers that validate your point.
Originality. You are not a thought leader unless your thoughts are actually original. You must either have a thought-provoking new thought. Or express your views in a thought-provoking new way.
Relevancy. The best opinion pieces are able to set an agenda. The second bests are well-timed and topical. Don’t use opinion pieces to promote your products. Use them to say something important.
Creativity. Good opinion pieces are precise and to the point. Great pieces make use of narrative elements, personal anecdotes, pop-cultural references, great analogies and other kinds of creative writing tools to get the readers hooked and engaged. Coin a concept, invent a word, you may be more playful than you think.
Punch: It’s usually a bad piece if nobody disagrees with you. Don’t be afraid to be a bit provocative and challenge the mainstream. At least if you want people to care enough to debate your opinion.
If your piece has these six elements and otherwise lives up to the formal requirements and tone of voice of the publication you are sending it to, you should have a crisp and effective opinion piece.
