You really do know everything there is to know about your “thing”… or if you don’t, you’ve done the research. You’ve trawled through every page of search results, hunting down the perfect quotes, and perfect stats, and perfect proof that you’re RIGHT.
You pour all of that genius into one brilliant blog post… and then as you read it back, something awful happens. You realise it’s not so brilliant. In fact, it’s kind of the opposite.