Thom Chambers writes about how focusing on a single idea and talking about it over and over is far more valuable in the long-run than always trying to start with a bang (I have trouble remembering the importance of this because I have a strong aversion to being too wordy):
Ideavirus, tribes, permission marketing, purple cow, linchpin; whenever you use these words and phrases, you’re tipping your hat (consciously or not) to Seth Godin, the man who popularised them.
Look elsewhere: Kevin Kelly and “1,000 True Fans”, Hugh MacLeod and the “global microbrand”, Chris Anderson and the “long tail”.
What these writers and thinkers understand is not only the power of a good idea, but the longevity of it.
It’s tempting to want to break new ground each time you publish a piece of writing. To dazzle.
Far more valuable in the long run, though, is when you take an idea and run with it. Show us around it. Show us how it works in action, how it affects us. Own your idea and you’ll be remembered for it.