Vickie Sullivan

Market Strategy for Thought Leaders

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Written by: Vickie Sullivan  |  February 22, 2022

How to Stand Out in Competitive Markets

How to Stand Out in Competitive Markets
iStock.com/Uwe Moser

How can you stand out when you have a lot of similar colleagues in your space? For Fathers Uplift, the differentiator is that the organization helps a group one doesn’t typically consider.

Fathers Uplift is a mental health and substance abuse treatment facility for fathers and families. It’s one of many non-profit organizations that supports families. Charles C. Daniels Jr., CEO of the organization, helps Fathers Uplift stand out by doing these two things, which also work in the thought leadership space.

• Shifting the story from the player to the role. It’s popular to help mothers, and deservedly so. Fathers Uplift, instead, supports fathers, especially those who are absent and not paying child support. Instead of promoting fathers in general, however, Daniels promotes the role dads play in their kids’ lives. During his TEDWomen 2021 session, he talked about shifting the narrative of the role fathers play from “dads deserve love, too” to “kids need their dads.” It’s a much easier sell.


Listen: 2 Stories to Tell About Someone’s Role  


• Shifting the timing and kind of help. Instead of helping fathers reconnect with their children, Daniels helps Dads be better people. Coaches help men modulate emotions and stress first, which enables them show up better with their kids and the kids’ mothers. To paraphrase a famous John F. Kennedy quote, the rising tide can lift the entire family boat. Again, the approach stands out because the organization changes what happens first.

When many organizations try to solve similar problems, it’s easy for yours to get lost in the shuffle. When you take a less-popular route, you not only create effective solutions, but you change the story that paves the way to support.


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