What this is
Four to six territories you own, each with a defensible reason you are the person to speak on it. Pillars are what stop a feed becoming a diary, and they are refreshed quarterly as the business changes.
What you get
Where it sits
A managed publishing system rather than a posting habit.
Frequently asked
Both, and the ratio matters. Roughly seventy per cent category expertise, twenty per cent operating experience, ten per cent personal. Feeds weighted the other way build affection rather than authority.
They should complement it, not duplicate it. Where a founder simply amplifies the corporate line, the audience learns nothing from following you personally.
Give it a quarter, then cut it. Territories that do not produce conversation after ninety days of consistent posting are usually ones you are not genuinely interested in.
Fewer territories, held consistently, produce recall. A feed spread across a dozen topics reads as a diary and is remembered as nothing. The constraint is the point.
For every territory we ask why you rather than anyone else. If the honest answer is that you have an opinion, that is not a pillar. If the answer is that you have operated in it for eight years and have the scars, that is.
Each territory is broken into sub-themes that can sustain twenty posts without repetition. This is what stops month four feeling like month one.
Pillars are reviewed every quarter against what the business is actually doing. A territory that no longer connects to your commercial reality gets replaced.
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