Years ago, when I was covering legislative hearings for a local newspaper, I arrived in the newsroom late one night and told the night editor there wasn’t a single thing to report on. No decisions had been reached by the committee. The editor, who I’m certain ate cigarettes for breakfast, responded, “There’s always a story there, even if it’s not the one you were expecting to write.”
He told me to empty my mind, be formless, shapeless, like water.
So your technology product? Your services firm? Your regulated industry that precludes you from talking about certain specifics? A brand journalist like me finds the crevices where the stories lie. Whatever you sell can’t possibly be as dull as legislative hearings and I found plenty to say after that night.
As Muriel Rukeyser once said, “The universe is made of stories, not atoms.”