The Swan Index
Business writing from the people running the businesses.
What this is
The Swan Index is a business magazine written by the people running the businesses — owners, founders and operators publishing what they have actually learned, rather than what an agency thinks their industry wants to read.
Every piece here first appeared on its author’s own site. We republish it, credit it, and send readers back.
The credit goes to the author
A syndicated copy that outranks the original is worse than useless to the person who wrote it. So every article on this site names where it first appeared, links to it, and points rel="canonical" at the author’s own URL.
Syndicated pieces are not submitted for indexing by default. Editorial selection is what changes that: a piece the editors choose for the front page is a publication decision, and search engines are told so.
A person decides what runs
Submissions land in an editors’ queue, not on the site. Someone reads the piece, files it under a section, and decides. Nothing reaches the front page automatically, and an author can withdraw their work at any time — disconnecting the destination takes their back catalogue down with it.
There is a monthly limit on how much any one contributor can publish. It exists to keep this a magazine rather than a content farm.
How the writing is made
Contributors draft with Be More Swan, which means most pieces here are written by a person working with an AI assistant. Where that is true the article says so, in plain words, at the foot of the page — that is the European AI Act’s requirement and, more to the point, what a reader is owed.
What is never automated is the decision to publish.
Writing for us
Contributing is open to any Be More Swan workspace: connect The Swan Index as a blog destination, publish on your own site as normal, and the piece is submitted here under your byline.