The digital landscape has shifted dramatically since my blogging hiatus. Where traffic once came from diverse sources – blog aggregators, Twitter, client networks, industry meet-ups – today it is almost entirely LinkedIn driving readers to my content. That change reflects both the nature of what I’m writing now and the broader way people consume content.

Despite those shifting patterns, one principle has stayed constant: own your content. There’s an old acronym for this, POSSE, short for “Post Once on your own Site, Syndicate Everywhere.” Clunky name aside, the philosophy matters. When you own your content you are building long-term value rather than feeding someone else’s platform. Independence protects you from the whims of algorithm changes. Portability ensures your words and ideas outlive the hype cycle of any single social network. And consistency keeps your voice recognisable across every channel.

I started blogging in 2002 with a hand-crafted setup: a PC in my home office, dynamic DNS, and a database that grew as the content did. Primitive, but mine. Today my WordPress setup is simpler to run yet offers the same core advantage: with a single export I can move everything wherever I want. Over the years I’ve learned that this combination of portability and simplicity reduces lock-in, lowers maintenance overhead, and gives me the freedom to adapt as my needs change.

One thing I’ve noticed since returning to writing is that any post with “AI” in the title consistently attracts double the engagement. That says something about our industry’s current obsession. AI is certainly transformative, but after three decades working across insurance, banking, government, manufacturing, retail, big tech, consulting, and education, I don’t think it’s the most interesting challenge. The most rewarding work hasn’t changed: solving problems that seem impossible, and bending technology until it meets a real human need.

If you’re setting strategy, the lessons are straightforward. Syndicate your work wherever the audience is, but keep a home base you control. Treat writing as an asset that outlasts today’s trends. Focus less on buzzwords and more on real problems worth solving. And always look for technical solutions that reduce operational friction rather than adding to it. The platforms may evolve and the hype cycles will come and go, but the essential challenge is still the same — using technology to tackle meaningful problems. That’s where the real value lies, and it is where the most interesting stories will always be found.