The line between work and home has smudged into a blur for many of us this year.

For me, I’m spending more time with my kids than I have since they were babies. Yet I’m still bringing in work, growing my fledgling business, and doing what I love. But to manage this, my working hours are, frankly, all over the shop. And I’m more time-poor than ever.

So I’ve come to realise the benefits of curating the content I read, the things I watch, the podcasts I listen to, and the people I spend time with.

If I’ve got half an hour before I turn off the lights, I’ll try to pick up a book instead of mindlessly scrolling through social media.

If I’m going for a run, I’ll find a podcast to listen to where I might learn something useful.

If the week ahead is busy, I’ll make sure I book in time with the people who lift me up.

But how can businesses, leaders, and communicators cut-through and connect with an increasingly time-poor audience?

It comes down to generosity and intent.

Do your communications address your audience’s problem? Is the information you’re putting out genuinely valuable to them? Are you making their lives better?

So approach your communications (and indeed your entire business strategy) with generosity and intent aimed at a relevant audience. Then you can become the dreamer, doer, believer, or thinker with whom your audience chooses to engage.