I'm a veracious reader of blogs, perhaps not like a Robert Scoble , but nearly everyday I'm looking for tit-bits of knowledge. More often that not this follows a process of eliminating noise and zeroing in on a few blogs a day, maybe 2 from hundreds.
Thinking about what makes me focus on those two blogs in that day, they fall primarily into the 'what' category, and ever so rarely the 'how'.
'What' blogs tell me stuff, IBM taking on Amazon for instance. Interesting but with out a lot of context.
The 'how' blogs are much more useful. By learning from those who have gone before I don't have to make the same mistakes. Blogs like Ben Kepes and Phil Wainewright's on Ariba's journey through disruption provide huge insight for people.
The third pillar of knowledge is the 'why'. As a strategist I hold tenaciously to the belief (knowing sometimes i'm dreaming) that companies do things for a reason. Understanding those reasons is critical to decoding what is going on.
These three facets form the pillars of knowledge, and to my way of thinking, they increase in value as you move down that list.
So my challenge to you all out there, if you are going to take the time to blog, provide your readers with value. Get past the what, move into the how and why….
PS – I set out to make this a 'how' and 'why' post…. did you find more value in it?