The news of the day is my catalyst for content and idea generation. Without it, I would be stuck in the past, using old techniques to acquire attention for myself and my clients. The news is my ally, and a strong ally it is -- to quote Yoda.

In my experience working with numerous founders and CEOs, a healthy majority do not stay up to speed with what’s taking place in the real world. In other words, they do not consume the news of the day. And that makes all the difference.

Related: 7 Ways to Generate Publicity Without Spending a Cent

Many of my clients live in their own little podcast bubble, constantly trying to get others to listen to the latest podcast they heard. Most of the time, it’s about some life hack to increase brain function or an awesome business technique that would make them super successful. Hold on. Before the podcast loyalists get their pitchforks out, let me explain. I am not anti-podcast. I think podcasts are great. Admittedly, like any lukewarm believer, I haven’t gotten into them as much as I should. And there’s a guilt that comes with that.