"A blog post is a search query for the people who would understand you."

Reading this back tonight after a week of writing client briefs that all secretly want to be the same essay. The post is mostly about why writing in public works as a filter — but the line above is doing real work for me on a different question: what's the right format for a one-person consultancy's voice online? Not "thought leadership." Not "case studies." Search queries. Things specific enough that the right person nods and the wrong person bounces.