What should managers remain focused on in terms of content?

Managers should prioritize substance over surface when considering content because depth and quality significantly influence the impact and effectiveness of communication. Focusing on substance ensures that the content is meaningful, informative, and valuable to the audience. This approach fosters genuine engagement, builds trust, and enhances the credibility of the message being conveyed.

When managers emphasize substance, they are more likely to create content that resonates on a deeper level with their audience, leading to more effective outcomes. This is essential for fostering long-term relationships and ensuring that the content serves its intended purpose, rather than just appealing to fleeting interests or trends.

In contrast, focusing solely on trends and popularity may lead to superficial engagement without building real, meaningful connections. While flexibility and adaptability are important traits, they are secondary to ensuring that the foundational content is rich and substantive. Lastly, while innovation and creativity can contribute to how content is presented, it is substance that ultimately drives value and effectiveness in messaging.