There’s a lot of noise about how to be “influential” as an expert right now.

Recently I’ve been asked to take part in a lot of discussions about “thought leadership” and the keys to “personal branding”.

The truth is, in 2025, being influential isn’t about having a huge platform.

It’s about knowing how to cut through the noise.

Standing out as a sought-after authority isn’t about constantly trying to shout louder. It’s about understanding the fundamentals of connection.

And the leaders who understand this are the ones cutting through.

This is GREAT news for all of us.

Why? Because the most powerful tool for connection is something you already have – a lifetime of stories. However…

Most leaders are getting storytelling all wrong. They’re either:

• Waiting for the “perfect” story
• Trying to sound like everyone else
• Holding back their unique perspective
• Or staying silent altogether

So how do you get it right?

Here’s your step-by-step guide to turning your expertise into influence:

1. Start with Why It Matters

Every story needs a reason to exist. Before you begin, think about:

• What’s the largest challenge your audience faces?
• When have you faced this before?
• How can your experiences help them?

2. Choose Your Story Type

There are five types of stories you can choose from to create instant connection:

• The Journey (your path to where you are)
• The Challenge (obstacles you’ve overcome)
• The Discovery (lessons you’ve learned)
• The Vision (where you’re heading)
• The Truth (what nobody else is saying)

Pick the one that best serves your audience right now.

3. Follow the Bulletproof Structure

Here’s what most people miss – structure is 80% of storytelling success. To help with this, I developed the Bulletproof structure to quickly create stories that will cut through the noise and compel attention.

All compelling stories need:

• A hook (what line will create curiosity?)
• A challenge (what was at stake?)
• A turning point (what changed for you?)
• A lesson (what did you learn?)
• A bridge (how does this apply to them?)

4. Make It Real

There’s a reason we all love reality television. Research from Princeton’s Neuroscience Institute shows our brains literally light up when we get to experience real stories, but only when it feels authentic.

This means:

• Always use real human language (not “corporate speak”)
• Include specific and multi-sensory details
• Share your genuine emotion
• Allow yourself to be vulnerable

5. End with Action

If you want people to take action, your story needs to move them forward. That’s the sign of great storyteller. Give them:

• One clear next step
• Something they can do today
• A challenge they might face and how to overcome

Here’s what this means for you

You don’t need to be perfect. You don’t need to wait. You just need to start sharing your stories in a way that serves others.

Your audience needs your insights. Your experiences matter. And someone out there needs to hear exactly what you’ve learned.

So here’s your challenge for this week.

Choose one story from your journey as an expert. Write it down using this framework. Then share it – in the next meeting, on social media, or with your team.

Remember: Your story isn’t just about you.

It’s about lighting the way for others who are walking a similar path.

What story will you share first?