Yesterday I said that your business is the medium through which the message of all your content is ultimately filtered. So, to provide a more concrete example of this idea, let’s take a look at McDonald’s.

McDonald’s offers fast, cheap food at scale.

To do this, they have mastered the art of translating the technology of the assembly line to food preparation. But not only is the food offered in assembly line fashion, the entire franchise business model upon which McDonald’s is based is in essence an assembly line model.

Fast, cheap, repeatable.

This is the message of McDonald’s which is consistent throughout both their offering and their business.

If they started creating ads which were about slowing down and taking the time to smell the roses, so to speak, it would be incongruous with the entire medium (the business) through which the message was being conveyed.

So . . .

Is the message of your content consistent with the medium of your business?

If not, your message might be something other than what you think it is.