"That is why, I explained to Bojia, as a columnist, "I am either in the heating business or the lighting business." Every column or blog has to either turn on a lightbulb in your reader's head--illuminate an issue in a way that will inspire them to look at it anew--or stoke an emotion in your reader's heart that prompts them to feel or act more intensely or differently about an issue. The ideal column does both. But"