We have been increasingly talking about expert-to-expert (e2e) communications.  The premise of which entails one subject-matter expert communicating a market-specific insight to inform and educate another overstretched professional. 

e2e communications exist because busy professionals need to be informed.  There is too much information available and thus a filter is required in order to digest and assimilate that which is ultimately relevant and of value. 

Take the example below, C-Suite Exec's at a Banking firm need to keep up to date with the latest market innovations in order to maintain a competitive advantage.  

The easiest way to do so is relying on trusted and reliable sources.  Whether your preferred journalists, market analysts, or individuals with domain-expertise, each act as a conduit through which you can filter the noise in order to obtain highly relevant market insights. 

Considering therefore the question: 'What do you want to be known for?' is remarkably important as will determine how you are perceived by your business contacts.  Whether your domain is M&A Integrations, Shipping Law, or Cybersecurity, positioning yourself as a trusted advisor will strengthen your business relationships. 

Thus, regularly delivering expert insights to your key business contacts will diminish the need for these individuals to go elsewhere for subject-specific updates.  Not only does this position you as a trusted advisor, but the "go-to" resource for that particular individual. 

As Sir Joshua Reynolds noted, "There is no expedient to which a man will not resort to avoid the real labour of thinking."  And therefore you can remove the cognitive demand in your contacts having to actively search for the latest market updates, by instead bringing your insight to them.