So, what do you actually do? Embracing the power of storytelling

Even after all these years working on thought leadership, it's the same question. “So, tell me then," my father-in-law asked, “what do you actually do?”

Four quick reactions. First, it’s a very fair question. Second, my father-in-law builds houses: what he does is clear, easy to understand, and inherently valuable. Third, “SVP of Content Strategy” is possibly none of these things. And fourth, if you’re in this content caper and someone in the C-suite hasn’t asked you that question, just wait.

“Um, well, I still write and edit,” I said. “And, um, well, we help companies communicate more effectively. You know, there’s thought leadership—the content I’ve worked on for a long time—that helps people make better decisions at work…and then, I guess, I mean, ummmm, well, you know the content you see on company websites? Someone has to write that…”

It then struck me the essence of what we do is far easier to convey: “I guess it all comes down to storytelling. I tell stories.”

Have you ever walked away when someone says, “Let me tell you a story”? Whether short or long, true or tall, stories are the currency of our existence and how we make sense of it. And for all the processes and organization and metrics we impose to the process of producing content, it’s really that simple. If you can tell a story compellingly and gain the confidence and trust of the reader (or viewer or listener), you’re no longer just someone just trying to sell them stuff. You’re a confidant. A friend. Someone worth listening to.

So, here's a quick story.

After more than a decade in the once-arcane-now-ubiquitous world of thought leadership, working for increasingly larger organizations, I’m returning to the essence of what we do. I’ve joined Leff for simple reasons: to be surrounded by great people doing great work, telling great stories for great clients. And if we have a lot of fun doing it, that’s a price we’ll just have to pay.

As noted by Scott, the company’s founder, timing is everything. Just as we endeavor to ensure content hits the right people in the right place at the right time, sometimes the stars align professionally—you want a new challenge, just as an organization wants to forge the same path. Maybe it’s kismet? Maybe it’s dumb luck? No matter what, it’s a good start to a story. And I’m excited to see what comes next.