I could post something Seth Godin wrote every single day. This in particular stuck out to me today, though. On writing things people aren’t expecting:
The unexpected doesn’t work because it’s surprising. It works because it’s valuable. Valuable because it brings new truth, because it says something we didn’t already know.
But unexpected writing isn’t merely important, it’s a miracle. If we already knew what we needed to hear from you, we wouldn’t need you to say it.