A lot of us have a lot of high level things to say that people would be interested in, but we struggle to package it in an engaging and compelling way for platforms like Instagram. What value component is make or break for a social media campaign management business? How do we find that X-factor we can easily create and can be done on a frequent enough basis to add value to our audience? How do thought leaders find the balance between what we want to talk about and what people want to hear from us?