As a former journalist and PR guy, and now a thought leader offering differentiated insights ;), the best advice I can give, which is not mentioned in this piec

As a former journalist and PR guy, and now a thought leader offering differentiated insights ;), the best advice I can give, which is not mentioned in this piece, is to cut the crap. Speak in plain language. Speak in a way an intelligent outsider would understand. Constantly find ways to express or explain jargon in short, everyday words. Thought exercise: Pretend you are writing a page for Thing Explainer. When you speak in plain language, you have a better chance of avoiding pretension. You yourself will come across as more authentic to readers, because your words are closer to their experience. And that will make you stand out, because most people in tech and business, even very smart people, have trouble expressing themselves clearly to strangers and outsiders. In every industry, some things don't work. Be the first to admit it. In every industry, there is hype and bullshit. Own it, debunk it, and then talk about the way things really are. And then explain why that matters. Readers and journalists always want to hear about the "so what?" They don't want to decipher arcane statements. Walk them to the finish line.