Written by: Vickie Sullivan | March 30, 2021
A Small but Powerful Way to Stand Out
During the crazy election season, I discovered a great writer: history professor Heather Cox Richardson. Her winter post about what comes next and the U.S. Senate’s use of the filibuster is another cool example of what we’ve explored before: small hinges. Those are tiny ideas that change everything.
Considering how powerful small hinges are as a marketing tactic is, it’s worth revisiting them.
2 Reasons Why Small Hinges Stand Out
Yep, small hinges stand out in a sea of big ideas because they are harder to identify and require deep thinking. Focusing on something small that has a big impact works for two reasons:
• Highlights discernment. In uncertain times, discernment is expected. But you can’t just say you have that; you have to prove that you can drill down. This technique is a great way to demonstrate that you can spot the invisible factors that impact everything.
Listen: How to Position a Small Hinge
• Makes people think. Smart people don’t want to be told what to do. They want material that makes them see a situation differently. By reframing the impact of the filibuster, Richardson helps us spot what looked like just another political ploy. By linking something small to a bigger question, we can help folks see what’s hidden in plain sight.
As thought leaders, it’s tempting to focus on the broad paradigm shifts. Let’s save some bandwidth for the small stuff, though. When you bring tiny yet impactful insights to light, you stand out in a sea of big ideas.
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