By Rhea Wessel
Every expert has a story to tell, but not every expert is a storyteller.
My journey from a business journalist to a thought leadership coach and advisor taught me a crucial lesson: The power of storytelling should not be reserved just for those officially in the communications business.
Experts who wish to share their knowledge with the world need to know how to find and frame their best ideas into a story that serves their audience.
Yet, the leap from technical expert to engaging storyteller often feels like a big one.
How do we bridge this gap?
The Art of Simplification
Thought-leadership writing relies on simplification. This is different than watering down your expertise.
It’s more akin to distilling its essence in a way that resonates with your audience.
Let's dig deep into this idea.
During my 25 years as a journalist, when I freelanced for The New York Times and The Wall Street Journal, and later, when I coached countless professionals, I've seen brilliant minds struggle to convey their insights.
They know their subject inside out, yet their messages often get lost in translation, buried under jargon and complex explanations.
Simplify by Unlocking the Story Within
The key to simplification? Find the universal truth in your work.
Every piece of technical knowledge has at its core an elemental truth—a human angle that connects on a basic level.
This is where your story begins.
Take, for example, a cybersecurity expert trying to convey the importance of secure passwords. The technicalities of encryption and data breaches might fascinate a few but lose many. So, we find the universal truth: the human desire for safety and privacy.
Suddenly, you're not just talking about passwords; you're discussing the digital equivalent of locking your doors at night.
It's a simple shift in perspective, but it can turn a technical recommendation into something that resonates at a deeper level.
Crafting the Narrative
Once you've identified your universal truth, the next step is to frame your story.
This is where journalistic techniques come into play.
Consider the who, what, when, where, why, and how, but don't stop there. Look for the emotional hook that draws readers in. Why should they care? What's at stake? Use vivid examples and anecdotes from your own experience to bring your points to life.
Remember, the goal is not just to inform but to engage.
To continue with the example, instead of presenting dry statistics about password breaches, share a real-life story of someone who faced the consequences of a weak password.
Then, share your expertise in a way in which the reader feels guided through the journey of securing their digital lives.
Simplification Does Not Mean Oversimplification
Simplifying your message doesn't mean stripping away its complexity.
It's about making it accessible.
Your audience doesn't need to know every detail to grasp the importance of your message. They need to understand its relevance to their lives. This is where your expertise shines.
You have the knowledge to decide what's crucial and what can be left unsaid, always keeping the reader's perspective in mind.
The Power of Personal Connection
Ultimately, the transformation from expert to thought leader hinges on how you can personally connect with your audience.
Your audience wants to see the person behind the knowledge. They're drawn to authenticity and vulnerability.
Share your own experiences, challenges, and successes.
By opening up, you not only make your narrative more engaging but also more credible.
As you embark on a journey to thought leadership, consider the words of Brené Brown, "Maybe stories are just data with a soul."
It's a reminder that at the heart of every technical detail, there's a story waiting to be told, one that can connect, inspire, and inform.
-Rhea Wessel is a writer and founder of The Institute for Thought Leadership. Her new book on using AI to boost your thought leadership is due out late 2024.
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