Written by: Vickie Sullivan  |  October 27, 2026

Make Your Story Stand Out

Behind every brand is an origin story, who you are and why you are here. This Smartbrief article highlights a great way to make that story relevant.

Anyone over 30 has a background, with some kind of successful track record. In this crazy competitive marketplace, that’s not enough to stand out. Thought leaders have to go beyond proving their credibility to connect their background with something people care about. That specificity drives relevance.

This article builds that relevance in two powerful ways:

• Narrow focus, broad appeal. The narrow focus on threat vs opportunity is compelling and a natural fit for a former FBI agent chasing terrorists. Yet it also applies to everyone on a smaller scale. Make sure your subject matter not only makes you look good but is also useful in the buyer’s world.
• Show not tell. Too much content out there uses our backstory as context, such as generalized “lessons learned” pieces. Instead, the author here opens strong with a story that shows urgency. (That narrative also sets up her background better than any bio would.) Demonstrate what you’ve seen up close and personal.

Whether it’s a long string of business successes or an adventurous life, your past history sets up the value of your contribution.  To differentiate your story, go beyond general credibility and inspiration; use your content to show what you can do.

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Now read this:

How to Get People to Pay Attention to Your Ideas

Outsmart your competition. Attract more opportunities.

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