Everyone really wants to know what’s going to happen next so they can figure out what to do now. Each day brings countless competing answers. We all have to decide which answers to trust.

Honest content encourages such trust. Creating that content takes care, dedication and skill—especially now, when so much remains unknown, information keeps changing, and the stakes are enormous.

Here’s what honest content looks like to us:

1. Honest content is accurate. It draws on thorough reporting and presents sound evidence.

2. Honest content is careful. Clumsy writing undercuts trust. Take the SBA Payroll Protection Plan’s guidelines: Their blurry wording confused many small business owners, with devastating consequences.

3. Honest content is useful. Helpful content starts with the intention to help. Right now, it can help save careers, businesses, investment portfolios and, yes, lives.

4. Honest content knows its limits. Most readers are wary of promises. They’re looking for reassuring but frank guidance that acknowledges the unknowns.

We don’t know what the future will bring. Like you (in many cases with you), we’re working to help clients and readers navigate the now. It feels like good, honest work.