Intentional Learning Based on Curiosity and Purpose

I was recently asked: “Where do you look to keep learning? How do you stay so up to date?”

It was more than a compliment. It was a reminder. In professional services marketing, staying current is not just about personal development; it is a business imperative. If we are not current, we cannot advise partners, anticipate client needs, or build credibility as thought leaders.

The challenge? There is too much out there. From the constant stream of new AI tools, evolving buyer expectations, and the barrage of breaking industry news across countless platforms, the sheer volume can feel overwhelming. To succeed, it takes more than just energy or luck; it requires a focused intentionality combined with a huge dose of intellectual curiosity.

Weaving Curiosity and Intentionality Into Daily Practice

I often discuss intentional marketing, where strategies are deliberately planned and executed in alignment with clear goals, narratives, and client outcomes. Instead of broad, sometimes scattered campaigns that blast generic messages geared toward capturing leads, intentional marketing does the opposite: it narrows its focus and targets strategically to build deep, lasting relationships. When based on a good understanding of your best clients and prospects, the result is better leads, stronger trust, and lasting growth.

The same principle applies to staying current. If you are too broad, meaning you scan every headline, subscribe to every newsletter, or click every LinkedIn post, you’ll end up overwhelmed, not wiser. When you take the time to channel your curiosity into specific areas of opportunity versus a broad spectrum of everything, you will be able to learn – and share – relevant, actionable information. Being an intentional learner means curating with discipline. Knowing not just where to look, but what to keep pursuing and what to leave behind.

Curating with Purpose: The Coco Chanel Test

“Before you leave the house, look in the mirror and take one thing off.”

It’s a quote loosely attributed to the fashion icon, Coco Chanel. What she did say, however, was,

“The best color in the whole world is the one that looks good on you.”

The same goes for learning. We over-accessorize our knowledge: too many feeds, podcasts, webinars, and alerts. The result? Clutter and noise.

The solution is curation. Strip it back to the essentials, strip it back to what works best for you:

• Industry trends: Define your industry and select a limited number of reliable outlets or industry associations to follow. For instance, if you are a marketer in compliance, start with ACAMS for anti-money laundering and compliance news.
• Client industries: Do the same with outlets, reporters, or newsletters covering your clients’ world. For instance, if your client is in the fashion industry, start reading WWD.
• Marketing and tech trends: Identify the platforms writing about where the latest tools, platforms, and AI are heading. For instance, if you are exploring marketing technology, follow MarTech.org; for broader insights, look to HBR, HubSpot, or Gartner. And don’t discount the vendors/new platforms exhibiting at industry events – they also write and have blogs.
• Best practices: Look beyond your own sector for fresh ideas. If you are a legal marketer, study what accounting or consulting firms publish in their thought leadership and reports, or what is published by their industry-specific associations.
• The hidden jewels inside your firm/company: Inside your own firm/company, mine the data you already have: CRM reports, pitch materials, experience databases, even matter-level data. Paired with AI for pattern detection, these resources can reveal powerful insights, like client stickiness or cross-selling opportunities. The key is being selective: don’t drown in data, use it well.

Everything else? Remove one accessory.

Building Your Curiosity Habit

Even with curation, staying current doesn’t happen by accident. Like networking, it requires a system.

I recommend setting aside time each morning – maybe with your first cup of coffee – to scan and read. Just as you block time for project follow-ups and mailbox maintenance, block the time to stretch your professional muscles. Maybe it’s scanning headlines in your client’s industry, skimming a thought leadership piece, or listening to a quick podcast. Anchor this practice to an existing routine, such as the first time you open your inbox each morning, so it becomes a daily habit. The key is consistency.

This is the same advice I give about networking: if you don’t make it intentional, it won’t happen. You must set the time aside to make it happen.

Curiosity Isn’t Dangerous — It’s a Superpower

We’ve all heard the phrase “Curiosity killed the cat, but satisfaction brought it back.”

Curiosity is not dangerous. In marketing, curiosity keeps you alive. It leads you to the reward of finding an answer or solving a problem.

Too often, curiosity is dismissed as indulgent — a distraction from billable hours or “real” work. In reality, it’s a competitive advantage. Curiosity fuels the insights that help you:

• Spot opportunities before they hit the radar.
• Ask sharper questions in client conversations.
• Build thought leadership that isn’t recycled, but original.

For me, curiosity is less about fear of missing out and more about fear of falling behind. It keeps me relevant. And relevance is the foundation of both thought leadership and intentional marketing.

AI: A Shortcut or a Sand Trap?

Of course, AI has shifted the ground beneath us. It’s easier than ever to skim more, faster. But AI comes with a risk: it tempts us to confuse information summaries with true in-depth knowledge. Consider when to rely on each: perhaps using AI summaries for quick updates or overviews, with deep dives reserved for when context, nuance, critical analysis, and comprehensive understanding are required.

AI is a valuable tool for processing clutter — but your value lies in discernment. What does this trend mean for your clients? How does this news connect to your firm’s strategy? Where is the opening for your brand’s voice?

AI can help you learn faster, but it cannot learn it for you.

Intentional Learning with Curiosity and Purpose is Intentional Marketing

Intentional marketing is not just about campaigns, content, or closing a deal. It is about knowing where to focus, how to focus, and who to focus on. It is about building relationships based on shared purpose and need. And ultimately, it is about client loyalty, repeat business, and referrals. All of this begins with being an intentional learner.

If you want to advise partners with authority, speak to clients with credibility, and establish trust, you can’t afford to be passive about learning.

That includes listening directly to your clients. Feedback — whether from structured client interviews, voice-of-client programs, post-matter reviews, or even informal conversations — is one of the richest sources of learning available. The range of programs at our disposal today, from advanced analytics to comprehensive client listening, makes staying close to client needs both possible and essential. If you are not on the distribution list for those reports, now is the time to ask for this.

Curiosity, curated and consistent, is what keeps you relevant. And relevance is what makes marketing not just busy — but intentional.

“Staying current isn’t about knowing everything. It’s about being intentional with what you know — and using it to build stronger client relationships.”