Turn Your Big Ideas into Content that Sticks

If you're like many of the thought leaders I work with, your mind is bursting with big ideas and deep insights that could change the way people think and act. But you get stuck. You know so much about your subject area that translating that expertise into compelling content feels... impossible.

This is what I call the “curse of knowledge.” When you’ve been immersed in your subject for years—maybe decades—it’s easy to forget what it’s like not to know what you know.

And yet, the people you want to influence—whether they’re potential partners, clients, or advocates—aren’t living in your world. They don’t have your context or your expertise.

To inspire them, you have to meet them where they are and build a bridge from their knowledge to yours.

But how do you do that? How do you turn your rich, nuanced ideas into stories, posts, and insights that resonate with someone who may be hearing them for the first time?

Here’s a framework I’ve developed that can help:

1. Start with Their Perspective, Not Yours

The first step is understanding what your audience cares about. What questions are they asking? What challenges are they facing? When you start from their perspective, you can position your insights as answers to their real-world concerns.

Example: Instead of launching into the technical details of a new policy or program, start with, “Have you ever wondered why [specific challenge] keeps happening? Here’s a new way to think about it.”

By connecting your expertise to their lived experience, you make your content feel relevant—right away.

2. Focus on One Idea, One Person

When you’re an expert, it’s tempting to pack everything you know into a single post or conversation and feel like it has to make sense to everyone. But here's the truth: less is more. Trying to explain too much all at once overwhelms your audience and dilutes your message.

Instead, focus on sharing one big idea at a time and talk to one person when writing. Break it down into smaller, bite-sized pieces of content. Over time, these small pieces will build a bigger narrative.

3. Turn Ideas Into Stories

Humans are wired to connect with stories, not data points. If you want to make an idea stick, wrap it in a story.

For example:

• Talk about a time you faced a challenge and what you learned.
• Share a story about someone your work has impacted.
• Highlight a problem your audience can relate to and how a new approach could change things.

Stories make your ideas relatable, emotional, and memorable.

4. Make It Actionable

Your audience doesn’t just want to understand your ideas; they want to know what to do with them. Whether it’s a new way of thinking, a habit to adopt, or a specific action to take, always include a clear takeaway or next step.

Pro Tip: Ask yourself, “What’s the one thing I want someone to do after reading this?” Then, build your content around that outcome.

5. Simplify Without Oversimplifying

This might be the trickiest part. When you’re an expert, it’s easy to worry that simplifying your ideas will make them seem shallow. But simplicity doesn’t mean dumbing things down. It means making them clear, accessible, and engaging.

Use analogies, metaphors, and plain language to explain complex concepts. Test your content with someone outside your field—if they get it, you’re on the right track.

6. Embrace Vulnerability and Curiosity

Your audience wants to connect with you—not just your ideas. Share what excites you about your work, what keeps you up at night, and what you’re still trying to figure out.

When you open up, you invite others into the conversation and make your thought leadership more relatable.

The Bottom Line

The real power of thought leadership isn’t just in sharing what you know—it’s in changing the way others think and act. When you take the time to translate your expertise into stories, insights, and actions that meet your audience where they are, you become the kind of leader who inspires change.

Let me know if this resonates—I’d love to hear your thoughts!

Brynne

P.S. When you're ready, here are 3 ways you can work with me:

1. Audit your CEO's social media accounts
2. LinkedIn profile makeover for a leader on your team
3. Comprehensive thought leadership strategy for your organization

Send me a DM to get started!