Patricia Rivera, content strategist and founder of Hook PR & Marketing, says success goes beyond just selling – it’s about telling stories and making genuine connections. Take Peloton, where ordinary people became athletes. Or think of fine-dining restaurants that turn street food cravings into culinary adventures. These ideas show how remarkable brands turn the ordinary into the extraordinary. The key is creating meaningful connections.
- Fuel their identity shift
Peloton didn’t just sell exercise bikes. It sold transformation. Customers were stepping into a new identity as athletes pushing past limits. In “Building a StoryBrand 2.0,” Donald Miller says that people don’t want products or services. They want a better version of themselves. A financial planner helps clients shift from anxious to confident about money. A career coach guides individuals from feeling stuck to rising as leaders. Great brands help customers become their best selves.
Focus on what your clients want to become.
2. Connect with universal themes
Apple’s Think Different campaign changed how people see technology. Instead of showing specs, Steve Jobs highlighted rebels who transformed the world. The campaign featured black-and-white images of bold thinkers, appealing to deep human desires. Themes like belonging, freedom and overcoming challenges resonate with everyone. When organizations base their messages on universal stories, their messages make a lasting emotional impact.
Emotional connection matters more than features.
3. Cultivate cultural humility
Universal themes create strong connections in storytelling, but the nuances make a deeper impact. No matter how much we learn, we can’t fully understand someone else’s experience. Listening with curiosity and being open to learning are keys to true understanding.
For instance, health care providers working with immigrant refugees know that medical skills are just the start. Cultural beliefs, trauma and language barriers affect care decisions. Providers team up with cultural liaisons to build trust and adjust their approach.
Genuine connection involves curiosity and humility.
4. Lead with psychological safety
In a time of uncertainty and change, teams must feel secure to build trust. Real breakthroughs happen when a junior engineer feels confident enough to point out security flaws to the chief technology officer or a new hire questions established processes.
Google’s Project Aristotle found that psychological safety, not talent or experience, makes teams excel. People who feel heard and valued take risks, share ideas and drive innovation.
Innovation thrives when people feel safe to speak up.
5. Notice the extraordinary in the ordinary
The famous subway experiment with violinist Joshua Bell teaches us about mindfulness. Having just played to sold-out crowds, Bell performed intricate classical pieces on his $3.5 million violin in a D.C. subway station. Almost no one stopped to listen. His brilliance, evident in a concert hall, went unnoticed in an unexpected setting.
Authentic leadership requires slowing down and remaining open to extraordinary possibilities in everyday life.
Pay attention. Opportunities are hidden in plain sight.
6. Lean into crucial conversations
Nobody likes tough conversations, but avoiding them makes things worse. The wisdom of “Crucial Conversations” remains highly relevant today: When handled skillfully, difficult discussions can strengthen relationships rather than damage them.
Research consistently shows that organizations benefit from transparent dialogue around challenging issues. Consider how major tech companies have had to address concerns about AI development with their teams, or how retail chains navigate policy changes affecting employees and customers. People notice and remember how organizations handle high-stakes conversations.
Avoidance weakens teams. Honest conversations create stronger relationships.
7. Make AI emotionally intelligent
Artificial intelligence (AI) excels at processing information and spotting patterns. However, emotional intelligence — our ability to understand nuances and show empathy — remains a human trait. AI can generate responses. We must add emotional depth.
Consider these examples:
- Basic AI-generated: Your order was delayed. We apologize for the inconvenience.
- Human-enhanced: I know waiting is frustrating. But we’re on it and will update you ASAP.
Instead of expecting AI to mimic emotional intelligence, we should combine its efficiency with our empathic and authentic human touch.
AI is a tool. Human connection is the advantage.
8. Use plain language
Plain language benefits everyone, from busy professionals and exhausted parents to people with lower literacy levels. Nearly half of U.S. adults struggle with complex documents, and even those with advanced education prefer clarity.
Which makes more sense?
- Patients with suboptimal glycemic control should consider the utilization of antihyperglycemic agents as prescribed by their health care provider.
- Take your diabetes medicine as directed to manage your blood sugar.
Plain language isn’t about dumbing things down. It’s about making information usable. It improves outcomes in health care, ensures accessibility in government and builds trust in business.
Clear communication builds trust and action.
9. Go the extra mile
At Eleven Madison Park, Michelin-starred restaurateur Will Guidara redefined hospitality. When diners mentioned craving a New York street hot dog, his team didn’t dismiss the idea. Instead, they bought hot dogs, plated them elegantly and served them with a fine-dining flourish. That small gesture turned first-time diners into loyal customers.
Guidara’s book “Unreasonable Hospitality” underscores a key lesson: Success involves creating unexpected moments of delight that inspire deep loyalty.
Surprise and delight to create lasting connections.
10. Ask boldly for action
Know what you want and stop wasting opportunities with weak, forgettable calls to action. Phrases like “Learn more” and “Check it out” won’t motivate people.
Be clear and urgent. Say “Sign up today,” “Download the guide now” or “Join the conversation.” A clear ask makes all the difference.
Vague requests lead to vague results. Be direct.
Patricia Rivera, Content Strategist & Founder Hook PR & Marketing
