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In 2016, at the Qualtrics organized CX week, author Fernando Pizarro had shared ideas on how to be a thought leader and tell your story. Some of his thoughts were very interesting and still make sense. Despite our world taken over by AI in the meantime, if you’re trying to create a personal brand and figuring your way out to tell stories that you care about, this will come in handy!

This is very critical for us as a young nonprofit trying to find its way through our communities. To be effective as an organization, we have to effectively share our stories. Often, people believe that they don’t care about stories because they’re not writers. But stories are a human way to connect and so no matter your job title, you better believe that you are indeed a storyteller.


You can invite us for a storytelling workshop to your organization. Request a session HERE.


How To Be A Thought Leader And Tell Your Story

How to be a thought leader and tell your story

Why are stories important?

Pizarro says,

He further urged us to look at brands we love. Apple, Facebook, Starbucks. Apart from remembering just the service or superlative, he reminds us that we recall the stories associated with these brands and their drama. Take these examples that he shared:

And in today’s environment, you bet we will all remember the ChatGPT’s Altman board coup. And that’s just our humanness about finding stories and drama more interesting than factual information that we may be constantly fed.

How does a story help a brand and YOU?

A story helps you identify the unique element that makes you different. When you listen to a story, you know who these people were , where they came from and what these organizations or people stand for. As per Pizarro,

In a competitive market, you have to give your audience a reason why they would choose you over anyone else. You succeed by being able to differentiate through your brand. Sure, you can differentiate with price, or technology or other such tangible elements. But those are very rarely significantly long lasting. The way you make people feel with your brand and communication however, is definitive. Your intangible perceptions last you over the price drops and campaign freebies. People choose brands they like despite these commercial attributes.

Stories help you differentiate and is are authentically your own. Generative AI is not going to change your mind, at least not yet. We still need internal work in order to figure out what our story is. AI may help clean it up to become more exciting, but the matter comes from within us.

How do you create and share a unique story?

Pizarro tells us,

Stories that connect with your audience are unique, human and showcase you as a thought leader in your space. Some of the attributes of a strong story include:

  • Short/ simple
  • Memorable
  • Relatable
  • With a Social Proof
  • Personal
  • With Data
  • Humorous
  • Controversial
  • Unexpected

You could potentially share your story on a variety of media. These include:

  • Websites
  • Blog
  • Social Media
  • Emails
  • A book (with your research and work behind it)

And the best part about exploring and creating your brand myth and story is that it forces you to think about how you are unique. And, what do you want people to take away? I’ll leave you with a quote from mystic Rumi,

Have you worked on recreating your communication and brand experiences through the tool of storytelling? It’s something worth trying!