Founder thought leadership can create a powerful search advantage, but only when executive expertise is converted into a structured publishing system. Many founders have valuable opinions, customer insight and strong industry experience sitting in their heads, yet their websites still publish generic posts that compete with one another and struggle to rank.
A content writing agency for founder-led thought leadership should solve that gap. It should turn interviews, ideas, opinions and commercial experience into search-ready articles with clear intent, useful internal links, credible perspective and a publishing schedule. It also needs to prevent keyword cannibalisation, because duplicate keyword targeting can quietly weaken an otherwise strong content strategy.
SEO Letters is built for this exact workflow. It is a blog writing software platform for people who publish for a living, helping you move from a keyword or topic to a researched, structured and publishable article without the copy-and-paste grind. You can explore the platform at app.seoletters.com.
Why Founder Thought Leadership Needs More Than a Skilled Blog Writer
Founder-led content is often treated as a personal branding exercise. That is only part of the picture.
Your executive expertise can support:
- Organic search visibility
- Brand differentiation
- Trust signals across the buying journey
- Sales enablement
- Investor and partnership conversations
- Recruitment and employer branding
- Customer education
- Topical authority within a defined market
The difficulty is turning informal knowledge into content that performs in search without removing the human perspective that made the idea valuable in the first place. A generic article about “the future of marketing” will rarely compete with a detailed explanation of how your company assessed a market change, what went wrong, what you measured and what you would do differently now.
That distinction matters. Search engines increasingly evaluate whether a page appears useful for the query, whether it demonstrates experience and whether it fits the wider topic coverage of the website. A founder’s first-hand knowledge can strengthen those signals, but only if it is organised properly.
The content gap between expertise and publication
Founders tend to have plenty of raw material:
- Customer conversations
- Product decisions
- Market observations
- Contrarian opinions
- Lessons from failed experiments
- Industry forecasts
- Operational frameworks
- Commercial benchmarks
- Hiring and leadership experience
What they usually lack is time. They may also lack a repeatable process for turning those materials into articles that target distinct search intents.
That is where software can be more useful than a conventional agency model. You do not necessarily need another person to create isolated drafts. You need a system that researches, plans, writes, structures, links and publishes content in a consistent way, while preserving the executive point of view.
The Keyword Cannibalisation Risk in Founder-Led Content
Keyword cannibalisation occurs when multiple pages on the same website target the same or closely related search intent. Instead of one strong page becoming the clear authority, several pages compete for similar rankings.
This can create:
- Rankings dilution issues
- Unclear relevance signals
- Fluctuating positions
- Lower click-through rates
- Internal linking confusion
- Weak conversion paths
- Repeated content updates with little gain
The problem is not always exact-match duplication. Two articles can use different titles while still serving practically the same query.
For example, a founder-led consultancy might publish:
- What Is Executive Thought Leadership?
- How to Build Executive Thought Leadership
- Executive Thought Leadership Strategy
- Founder Thought Leadership Examples
- Why Executive Thought Leadership Matters
These titles appear different. Yet if every page explains the same definition, benefits and basic steps, the site may have significant SEO content overlap.
Duplicate keyword targeting versus legitimate topic coverage
Not every related article is a cannibalisation problem. A website can and should publish multiple pages around a broad topic when each page has a distinct purpose.
| Content type | Primary purpose | Example keyword | Likely relationship |
|---|---|---|---|
| Pillar guide | Covers the full subject | founder thought leadership | Main authority page |
| Process guide | Explains implementation | founder thought leadership strategy | Supporting page |
| Case study | Demonstrates results | founder thought leadership case study | Distinct evidence page |
| Comparison article | Helps evaluate options | thought leadership agency vs software | Commercial investigation |
| Definition page | Answers a narrow question | what is founder thought leadership | May overlap with pillar |
| Opinion article | Presents a specific viewpoint | why founders should publish expert content | Editorial support |
The key question is simple: Would the same reader expect the same answer from both pages?
If the answer is yes, you may have duplicate keyword targeting. If the pages satisfy different stages of the journey, the relationship may be healthy, provided the content architecture makes that difference clear.
How a Content Writing Agency Should Handle Founder Expertise
A content writing agency for founder thought leadership should not simply ask for a topic and return a polished article. That approach often produces generic material that sounds professional but lacks original experience.
A stronger workflow has five layers:
- Expertise capture
- Search intent analysis
- Topic and keyword mapping
- Article production
- Performance and consolidation
The software supporting this workflow should make each stage visible. You need to know which keyword is being targeted, which page owns that keyword, how the article fits your topical cluster and where it will be published.
1. Capture the Founder’s Original Knowledge
The best executive content usually begins with a specific experience. It might be a product launch that went badly, an unexpected customer objection or a decision that changed the business model.
Broad prompts create bland content. Specific prompts produce usable insight.
Ask questions such as:
- What did you believe about the market three years ago that you no longer believe?
- Which customer problem did your team initially misunderstand?
- What operational metric changed your decision?
- What advice do competitors give that you consider incomplete?
- What mistake has cost the business the most time?
- Which assumption did your first ten customers challenge?
- What process would you never build again?
- What do buyers ask privately but rarely say publicly?
These questions produce material that an ordinary blog writer cannot invent reliably. They also create useful evidence for experience-led content.
Build a founder insight bank
Create a working database with categories such as:
| Insight category | Useful source material | Potential article format |
|---|---|---|
| Customer experience | Sales calls, support tickets, onboarding notes | Problem-solving guide |
| Strategic decisions | Board notes, planning documents, founder interviews | Opinion article |
| Product development | Release history, failed experiments, user feedback | Case study |
| Market analysis | Competitor research, search trends, analyst reports | Industry commentary |
| Operations | Hiring, delivery, finance or process lessons | Practical framework |
| Personal expertise | Talks, podcasts, workshops and posts | Expanded search article |
SEO Letters can support this whole process by turning a core topic into a wider content plan, then helping you identify the pages needed around that subject. The important part is that the founder’s input remains a source of judgement, examples and evidence rather than being replaced by generic language.
2. Match Every Article to One Search Intent
Search intent conflicts are a common cause of content cannibalisation. If an article is designed to define a term but also tries to compare suppliers, explain implementation and promote a service, it becomes unfocused.
Before writing, label the intended page:
- Informational
- Commercial investigation
- Transactional
- Navigational
- Local
- Editorial or opinion-led
A founder thought leadership article may have an informational search intent with a commercial connection. For instance, a founder can explain how to build a leadership content programme while naturally showing that software can automate research and publishing.
The page should still answer the main query directly.
Search intent scoring rubric
Use a simple scoring model before approving a new article:
| Criterion | Score 1 | Score 3 | Score 5 |
|---|---|---|---|
| Query clarity | Broad or uncertain | Partly defined | Specific intent |
| Audience fit | General audience | Relevant segment | Exact buyer or reader |
| Founder insight | Little original input | Some opinion | Strong first-hand evidence |
| SERP alignment | Poor match | Mixed results | Clear result pattern |
| Cannibalisation risk | High overlap | Moderate overlap | Distinct page role |
| Commercial relevance | Weak | Indirect | Natural service connection |
A page scoring below 20 should usually be revised before production. That is not a strict search engine rule. It is a practical editorial control that helps prevent publishing for the sake of publishing.
3. Create a Keyword Ownership Map
A keyword map assigns one primary topic or query to one principal URL. This is one of the most effective ways to reduce content overlap.
Your map should include:
| Keyword or topic | Search intent | Primary URL | Supporting URLs | Action |
|---|---|---|---|---|
| founder thought leadership | Informational | /founder-thought-leadership/ |
Case studies, strategy guide | Protect pillar |
| founder content strategy | Informational | /founder-content-strategy/ |
Publishing workflow | Keep distinct |
| executive thought leadership agency | Commercial | /executive-thought-leadership-agency/ |
Software comparison | Strengthen conversion |
| founder content writing software | Commercial | /founder-content-writing-software/ |
Product features | Link to app |
| thought leadership content calendar | Informational | /thought-leadership-content-calendar/ |
Strategy guide | Support planning |
The primary URL should be the page you expect to rank for the main term. Supporting articles can discuss narrower subtopics, but they should not repeat the entire pillar page.
Give each page a single job
A useful content brief should answer:
- What query is this page targeting?
- Who is searching for it?
- What decision are they trying to make?
- What question must the page answer?
- Which page should be linked to next?
- Which existing pages must not be copied?
- What founder evidence will make the article distinctive?
- What conversion action should the reader take?
This stops the blog from becoming a collection of loosely related articles. It becomes a connected publishing system.
4. Use Founder-Led Content Clusters
A topic cluster helps your website demonstrate depth without creating repetitive pages. The cluster normally includes one broad pillar and several focused supporting articles.
For founder thought leadership, a cluster might look like this:
Pillar page
Founder Thought Leadership: A Complete Guide to Building Executive Authority
This page covers the overall subject, including strategy, formats, distribution, measurement and common mistakes.
Supporting pages
- How Founders Can Build a Thought Leadership Content Strategy
- How to Turn Founder Interviews into Search-Ready Articles
- Founder Thought Leadership Metrics That Matter
- Common Executive Content Mistakes
- Founder-Led Content Examples by Industry
- Content Writing Software for Executive Thought Leadership
- How to Refresh Old Thought Leadership Articles
- How to Prevent Keyword Cannibalisation in Founder Content
Each supporting page must add something specific. If it simply restates the pillar content, it may be better as a section within the pillar rather than a separate URL.
Topic clusters and authority
Topical authority is not created by publishing hundreds of pages around one phrase. It develops when your site covers a subject from relevant angles, answers connected questions and demonstrates useful expertise.
The cluster should include:
- Definitions
- Processes
- Examples
- Comparisons
- Data and benchmarks
- Common errors
- Templates
- Commercial solutions
- First-hand commentary
SEO Letters can help identify these relationships through keyword research, difficulty ratings, topical authority clusters and site-gap analysis against competitors. That gives you a more defensible plan than choosing article topics one at a time.
Why SEO Letters Is the Best Blog Writer Software for Founder Thought Leadership
A founder-led content operation needs more than text generation. It needs coordination across research, structure, production, optimisation and distribution.
SEO Letters is designed as an AI writing engine for that broader workflow. You can begin with one keyword, develop the surrounding content plan and create a complete article with headings, internal links, schema and images. Then you can schedule future campaigns instead of returning to the same manual process every week.
Its useful capabilities include:
- Keyword research with difficulty ratings
- Topical authority cluster development
- Competitor site-gap analysis
- Structured article generation
- Internal link recommendations
- Schema support
- Image creation and placement
- Multi-language generation across 21 languages
- Direct publishing to WordPress and Shopify
- Webhook publishing for custom systems
- Product-aware content for affiliate and ecommerce websites
- Performance tracking for published articles
- Autonomous campaign scheduling
- Content-refresh campaigns for existing pages
The software can also let you bring your own AI keys and route different stages to Gemini, OpenAI or Claude. That can be useful if your team has preferred models, account controls or specific quality requirements.
Why the workflow matters
A blog writer that only produces a draft still leaves you with the difficult work:
- Checking keyword overlap
- Finding internal links
- Adding schema
- Sourcing images
- Formatting the article
- Uploading it to the CMS
- Scheduling publication
- Updating old pages
- Tracking performance
SEO Letters brings these steps into one publishing operation. That reduces friction, which matters because the gap between having an idea and publishing it is where most founder content programmes slow down.
Building a Search-Ready Founder Article
A search-ready article has a clear information architecture. It should be useful to a reader, understandable to search engines and connected to the commercial purpose of the website.
Use this production framework.
Step 1: Define the founder’s point of view
Write one sentence that states the opinion or lesson behind the article.
Example:
Most founder thought leadership fails because it publishes personal opinions without connecting them to a repeatable problem-solving framework.
That sentence gives the article direction. It also creates a standard against which each section can be judged.
Step 2: Identify the target query
Select one primary keyword and a group of closely related terms. Do not try to target every variation equally.
For this topic, related terms may include:
- Content writing agency for founders
- Founder thought leadership content
- Executive content strategy
- Founder blog writing software
- Search-ready thought leadership articles
- Executive personal branding content
- Content writing tool for business leaders
These phrases can appear naturally where relevant. They should not produce repetitive paragraphs that say the same thing with slightly different wording.
Step 3: Analyse the search results
Review the current results for:
- Page types ranking
- Typical content depth
- Questions covered
- Common subheadings
- Commercial pages appearing
- Evidence and examples used
- Gaps in current coverage
- Whether the results favour agencies, software, guides or personal commentary
Do not copy the structure of every result. Look for what the searcher is actually trying to achieve and where existing pages are thin.
Step 4: Add experience and evidence
Founder content should contain more than broad claims. Add:
- A customer scenario
- A before-and-after process
- A decision framework
- A specific mistake
- A relevant benchmark
- A product or market example
- A measured outcome where available
- A clear limitation or caution
If you do not have verified results, do not invent them. A hypothetical example can be labelled as hypothetical, while a case study should be based on evidence.
Step 5: Structure the article around decisions
A useful article should help the reader decide what to do next. Include sections such as:
- When this approach is appropriate
- What usually goes wrong
- How to assess the current position
- Which metrics to monitor
- What to automate
- What requires human review
- How to implement the process
- When to consolidate or refresh content
This approach creates a more practical article than a collection of definitions.
A Practical Keyword Cannibalisation Audit
A keyword cannibalisation audit reviews whether multiple pages are competing for the same or closely related query.
Run the audit quarterly, and also run it when organic performance becomes unstable.
Step 1: Export ranking data
Collect:
- URL
- Primary keyword
- Current ranking
- Impressions
- Clicks
- Click-through rate
- Conversions
- Number of referring domains
- Last updated date
Google Search Console, an SEO platform or your internal analytics system can provide much of this information.
Step 2: Group similar keywords
Create groups based on meaning, not only wording. For example:
- Founder thought leadership
- Executive thought leadership
- Leadership content strategy
- Founder authority content
These may represent related but separate intents, or they may all be variations of one central query. Review the search results before deciding.
Step 3: Compare page purpose
For every group, ask:
- Do the pages answer the same question?
- Do they have similar headings?
- Do they attract the same audience?
- Do they link to the same commercial page?
- Do they use the same examples?
- Are their title tags competing?
- Does one page clearly deserve to own the topic?
Step 4: Select an action
Choose one of the following:
| Situation | Recommended action |
|---|---|
| Two pages serve the same intent | Merge and redirect the weaker page |
| One page is broad and one is narrow | Clarify scope and strengthen internal links |
| Old page has authority but poor coverage | Refresh and consolidate useful material |
| Pages have separate intent but similar wording | Rewrite titles and introductions |
| Thin page adds no unique value | Remove, redirect or deindex after review |
| Multiple pages rank for different terms | Keep both and improve topical distinction |
Do not merge pages only because their keywords look similar. Check backlinks, conversions, historical rankings and the value of existing content before changing URLs.
Step 5: Rebuild the internal link structure
Internal links should explain the relationship between pages. Anchor text needs to be descriptive, but it should not be forced into exact-match repetition.
A sensible structure might be:
- The pillar page links to each supporting page
- Supporting pages link back to the pillar
- Related supporting pages link to one another where useful
- Commercial pages receive links from relevant informational content
- The most important page receives stronger contextual support
This helps users move through the site and gives search engines clearer signals about your content hierarchy.
Ranking Dilution Issues in Executive Content
Ranking dilution issues often appear when a website expands rapidly without an editorial map. A founder may publish an article every week, each one addressing a slightly different version of the same topic, until the site has ten pages with similar titles and overlapping sections.
The symptoms can include:
- Several URLs appearing for the same query
- Rankings changing between pages
- Impressions spread across multiple articles
- One page ranking briefly, then disappearing
- Internal links pointing to competing URLs
- Low average positions despite strong brand relevance
- Organic traffic failing to grow in proportion to publishing volume
This does not always mean Google is imposing a penalty. It may simply suggest that the website has not made its preferred page clear enough.
A hypothetical example
Imagine a founder of a B2B analytics company publishes these articles:
- Why Data Leaders Need Personal Brands
- How Data Leaders Can Build Authority
- Data Executive Thought Leadership Tips
- The Founder’s Guide to Data Industry Content
- How to Write Thought Leadership for Data Executives
All five articles may attract similar readers. If the first page targets “data executive thought leadership” and the fifth page targets “thought leadership writing for executives”, the distinction may be meaningful. If both contain the same advice, examples and calls to action, the site is likely carrying unnecessary overlap.
A better structure could be:
- One pillar page for executive thought leadership in data
- One process page for creating the content
- One case study about the founder’s publishing programme
- One commercial page for content writing software
- One opinion article about data leadership and trust
The content becomes easier to navigate and easier to maintain.
Refresh Campaigns Are Essential for Founder Content
Thought leadership can become stale quickly. Market conditions shift, products change, customer expectations move and search results develop.
A content writing agency or software platform should support refresh campaigns, not only new article production.
Review existing pages for:
- Outdated statistics
- Broken links
- Old product references
- Missing examples
- Weak introductions
- Search intent changes
- New competitor coverage
- Internal link gaps
- Declining impressions
- Falling conversion rates
SEO Letters includes content-refresh campaigns that help you maintain existing pages while continuing to produce new content. This is important because a website that only publishes new articles may create more overlap while its strongest existing assets become outdated.
Refresh priority model
Score each page from 1 to 5 against the following criteria:
| Metric | Low priority | High priority |
|---|---|---|
| Traffic decline | No decline | Sharp decline |
| Commercial value | Minimal | Direct revenue influence |
| Ranking position | Beyond page three | Positions 4 to 15 |
| Content freshness | Recently updated | Clearly outdated |
| Cannibalisation risk | Distinct | Significant overlap |
| Backlink strength | Few links | Strong link profile |
Pages with high commercial value and rankings between positions 4 and 15 often deserve attention first. Small improvements to these pages may create more value than publishing another broad article.
Measuring Founder Thought Leadership Performance
Thought leadership should be measured as a content system rather than through rankings alone.
Track a combination of visibility, engagement and commercial metrics.
Search performance metrics
- Impressions
- Clicks
- Click-through rate
- Average position
- Number of ranking queries
- Share of non-branded traffic
- Featured snippet visibility
- Search visibility by topic cluster
Engagement metrics
- Engaged sessions
- Scroll depth
- Return visits
- Time spent on key sections
- Downloads or newsletter subscriptions
- Podcast, webinar or consultation clicks
- Internal link engagement
Commercial metrics
- Assisted conversions
- Demo or enquiry submissions
- Pipeline influenced
- Sales conversations mentioning the article
- Conversion rate by content cluster
- Revenue from organic landing pages
- Subscriber growth
A founder article may not convert directly on the first visit. It can still influence a later sales action, especially in complex B2B buying journeys. Use assisted conversion reporting and sales feedback where possible.
How to Keep AI-Generated Content Human and Credible
Using AI writing software does not remove the need for editorial judgement. It changes where that judgement is applied.
The founder should provide:
- Original views
- Specific experiences
- Commercial context
- Boundaries around sensitive claims
- Examples that can be verified
- The tone and vocabulary of the business
- A clear position on the subject
The software can handle much of the operational work:
- Research organisation
- Outline development
- Draft production
- Search structure
- Internal link suggestions
- Schema creation
- Image support
- Publishing and scheduling
Review every important article before it goes live, particularly where the content includes legal, medical, financial, regulatory or technical claims. Human review is also needed when the article represents the founder personally, because credibility can be damaged by a phrase that sounds polished but does not reflect the executive’s actual position.
Editorial quality checklist
Before publishing, check:
- Does the introduction answer the search intent?
- Is the founder’s point of view visible early?
- Are claims supported or appropriately qualified?
- Does each section have a distinct purpose?
- Is the article genuinely different from existing pages?
- Are internal links relevant and descriptive?
- Does the call to action match the reader’s stage?
- Are title tags and headings aligned?
- Is the article readable on mobile?
- Has the page been assigned to the correct content cluster?
Founder Thought Leadership in Multiple Languages
Global businesses often need executive content across more than one market. Direct translation may preserve the words while losing the search intent, cultural context and commercial meaning.
A multi-language workflow should consider:
- Local keyword research
- Regional search behaviour
- Country-specific examples
- Native terminology
- Local competitors
- Hreflang implementation
- Translation quality review
- Local conversion paths
- Differences in founder tone
SEO Letters supports generation across 21 languages, which can help global teams create a repeatable publishing process. You should still review important market pages with someone familiar with the language and audience. A technically correct translation may not sound like a credible local executive.
Product-Aware Thought Leadership for Commercial Growth
Founder expertise does not have to sit apart from your products or services. The connection should be useful rather than forced.
A founder at a software company might write about:
- Why reporting processes fail as companies scale
- What buyers misunderstand about automation
- How to evaluate a new analytics platform
- Which metrics leadership teams should review
- When a manual process is still the better choice
These topics can naturally lead to a product page, comparison guide or demonstration. Product-aware article production is particularly useful for affiliate and ecommerce publishing, where the content needs to educate the reader while helping them evaluate a product.
The commercial section should be proportionate. If the article exists to answer an informational question, a short contextual connection may perform better than an aggressive sales pitch.
A Repeatable Publishing System for Founders
If you want founder thought leadership to generate search growth consistently, use a documented operating process.
Weekly workflow
- Collect founder insights from calls, notes, presentations and customer conversations.
- Review search opportunities using keyword difficulty, competitor gaps and existing rankings.
- Check for keyword overlap before approving a new topic.
- Assign the page to a cluster and give it one clear primary URL.
- Create the brief with the founder angle, audience, intent and conversion path.
- Generate the article with structured headings, internal links and relevant media.
- Complete editorial review for accuracy, voice and originality.
- Publish directly to WordPress, Shopify or your connected webhook.
- Monitor performance through rankings, engagement and commercial outcomes.
- Schedule a refresh based on performance and content age.
SEO Letters can automate much of this sequence through autonomous campaign scheduling. Set the topic, cadence and destination, then allow the system to research, write and publish while your team focuses on strategy and review.
That is the difference between buying individual articles and building a publishing operation.
Content Writing Agency Versus Blog Writer Software
A traditional content writing agency may be useful when you need interviews, account management or high-touch strategic consulting. Software becomes more attractive when you need consistent production, integration and repeatability.
| Requirement | Traditional agency | Blog writer software |
|---|---|---|
| Founder insight capture | Usually human-led | Can organise supplied insights |
| Article production | Managed by assigned writers | Automated through configured workflows |
| Keyword research | Often included in a package | Built into the platform |
| Topic clustering | Depends on agency process | Available as a planning workflow |
| Internal links | May require manual work | Can be generated and managed at scale |
| Publishing | Often handed back to client | Direct publishing options |
| Campaign scheduling | Varies by provider | Autonomous scheduling available |
| Content refreshes | Usually a separate request | Refresh campaigns supported |
| Model flexibility | Hidden or agency-controlled | Bring your own AI keys and route models |
| Scaling | Limited by team capacity | Designed for repeatable production |
| Cost structure | Retainer or per article | Software-led workflow |
The right choice depends on your operating model. If you need every article to be created through long interviews and extensive bespoke consulting, a traditional agency may still have a role. If you already have access to the founder’s knowledge and need to convert it into a repeatable search workflow, software can be much more efficient.
Common Mistakes to Avoid
Publishing every founder opinion as a separate page
Not every idea deserves its own URL. Some should become sections, examples or quotes within a stronger article.
Treating similar keywords as separate strategies
Keyword variations are not automatically separate opportunities. Review the search results and reader expectation first.
Removing the founder’s personality during editing
A technically correct article can still fail if it sounds interchangeable with every competitor. Keep the judgement, friction and specificity.
Ignoring older content
New articles do not automatically repair old content. Refresh, merge and redirect where the evidence supports it.
Measuring only rankings
A ranking without qualified traffic or commercial value may not support the business. Track the full journey.
Letting automation publish without controls
Autonomous publishing is powerful, but your workflow should include brand rules, approval thresholds and checks for factual accuracy.
Key Takeaway: Build One Publishing System, Not a Collection of Articles
Founder thought leadership works best when executive knowledge, search strategy and publishing operations are connected. The goal is not to create a high volume of loosely related blog posts. It is to build a clear content architecture where each page has a defined intent, a distinct role and a measurable business purpose.
Keyword cannibalisation makes that structure more important. By mapping keyword ownership, separating search intents, consolidating overlapping pages and refreshing valuable content, you can protect rankings while improving the usefulness of the entire site.
If you are looking for a content writing agency for founder thought leadership but want the scale and control of software, SEO Letters gives you the workflow to research, plan, write, optimise, schedule and publish search-ready articles. It supports topical authority clusters, competitor gap analysis, internal links, schema, images, multilingual content and direct CMS publishing.
Start with one founder topic. Map the surrounding opportunities. Assign each page a clear job, then let the publishing system handle everything between the idea and the live page. If you need help assessing your content architecture or resolving rankings dilution issues, use the rightbar as the contact path and make the next step a keyword cannibalisation audit rather than another unfocused article.
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