Written by: Vickie Sullivan | March 26, 2019
How to Set Up Your Best Insights
I talk with my clients a lot about the “twist” – that one idea or insight that changes how we perceive a situation. This Fast Company article (about branding no less) is a great example of how to set up a good twist.
Yes, there are many ways to frame what’s going on. And many of us use what I call the “ta da” method. We describe the environment, point out where folks zig instead of zag, and go from there. It’s effective, but it’s also overused.
I prefer what author Brian Miller does to set up his idea: He goes after the roles of the behind-the-scenes players. Sure, he explains the market strategy and redefines “purpose.” But instead of stopping there, he explains the blowback, the opposition. And that – why the popular trend doesn’t work – is the springboard for his best example of what does work in a jaded marketplace.
Listen: Two Great Ways to Explain Your Twist
We as thought leaders need to shift the focus. But how we get there can help us stand out. Read this article and ask yourself: “How do I set up my best insights? Do I tell the same story with different players?” If so, you must up your game.
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