How Story Can Elevate Your Thought Leadership
Weaving good stories into your content is hardly unique advice.
Yet it’s worth revisiting when it comes to taking thought leadership content to the next level.
A story in and of itself won’t necessarily elevate your thought leadership. It needs to add impact and relevance to the main point you aim to make.
In short, it needs to serve a purpose.
As such you need to be a self-editor when choosing a story to support your point, making sure that it achieves at least one of the following:
It helps drive home your main point: "Show don’t tell" is a trusted maxim of good journalism and it holds true for thought leadership. Facts, figures, data can build and support your case. But a relevant story can help the data come to life in an accessible and memorable way.
It adds emotional impact: Not every topic lends itself to connecting with people on an emotional level. Yet when you have a powerful example that can resonate with your audience, make the most of it.
It makes a lasting impression: Humans are hard-wired to remember stories. A story that has staying power can not only help people remember your point -- but also remember you.
One story that has stuck with me for years checked all three boxes. It was delivered by leadership guru David Rabiner, who preaches that the secret to success is mastering a core strength through practice and perseverance.
To drive his point home, Rabiner tells a story about the day he met one of his idols, Arnold Palmer.
David had a tee time one morning with some friends at a course designed by Palmer. Unfortunately, the foursome woke to a relentless downpour.
As they glumly ate breakfast in the clubhouse, David noticed an older man on the putting green, practicing 3-foot putts.
“Who is that?” David asked the waitress.
She glanced out the window. “Oh, that’s Mr. Palmer.”
“Arnold Palmer?”
“Yes,” she said. “Arnold Palmer.”
David couldn’t let the opportunity pass. He strode into the driving rain and stood respectfully at the edge of the green for several minutes.
Palmer finally looked up, smiled, and walked over.
David shared his longtime admiration, and the two men chatted briefly. Then Palmer turned back toward several golf balls ringing a hole.
David couldn’t help himself. “Mr. Palmer,” he said. “One more thing. You’re one of the greatest golfers of all time. Why the hell are you out here in the pouring rain practicing putts?”
Palmer cracked a wise smile.
“Well David,” he said. “How exactly do you think I became one of the greatest golfers of all time?”
When David tells that story he lets that final moment sink, and then pivots.
“So,” he asks his audience, “What’s your three-foot putt?”
Find a story that supports your main point, connects on an emotional level, and leaves a lasting impression and you are well on your way to building a devoted following.