The hot vs. not of high-value technical content

Hot	Not
Engineered approach to content.	Engineering degree as a requirement.
Rock-solid fundamental English skills, technical editing know-how.	A “good enough, send it” mindset.
General technical aptitude, constant learning, continuous self-improvement.	Specialized, non-transferable skills in one industry; years of experience using one or two tools.
Controlled language specifications, measurable consistency.	Eloquence, creative writing, being a “wordsmith”.
Structured authoring.	Writers’ personal preference, gut feel.
Markup languages.	Word, Confluence.
What you see is what you mean (WYSIWYM).	What you see is what you get (WYSIWYG).
Separation of content from formatting and publishing.	Web content management systems, general-purpose knowledge base products.
Content as a service.	Copy and paste.
Open standards.	Welded-shut content silos that reinvent the wheel.
IBM Plex.	Fonts shipped with Microsoft Windows and Word.
Must.	Shall.