Content creation is no longer the super power it once was at the dawn of the internet. When everyone and their robot can create content, how do you break through the noise?
The key lies in developing a powerful Point of View (POV). Whether expressed through a distinctive format or a deep understanding of your audience, a strong POV cuts through the clutter of mediocre AI-generated content and creates a lasting impression.
To help you cultivate a compelling point of view (POV) that resonates in this new era, consider these five essential questions:
Are You in Sync with the Current Version of Your Ideal Customer Profile (ICP)?
It’s not enough to have a vague idea of your target audience. Dive deep into understanding what truly matters to your ICP. What keeps them up at night, especially with the disruptions from AI and new technologies? What are their aspirations and how have they changed? What language do they use?
Example: When working with a B2B SAAS company, we discovered their ICP wasn’t just looking for efficiency gains, but was deeply concerned about cybersecurity – which was a new concern. This insight shaped our entire communication strategy, positioning the software as not just a productivity tool, but a security enhancer.
Does Your POV Fit Into the MACRO Conversation?
Your POV doesn’t exist in a vacuum. It needs to fit into the broader context of what’s happening in the world. How does your perspective relate to current events, trends, or societal shifts?
Example: A fintech startup we worked with didn’t just talk about their innovative payment solutions. They connected their message to the broader conversation about financial inclusion and the global shift towards cashless societies. By highlighting how their technology could provide banking services to underserved communities and contribute to economic development in emerging markets, they made their POV relevant to a much wider audience, including policymakers and social impact investors. This macro-level thinking elevated their brand beyond just another payment app to a key player in the future of global finance.
Is Your Take Uniquely Yours?
It’s not enough to just create value. You have to create something that’s UNIQUELY valuable. In a sea of voices, what makes yours stand out? Your POV should say something that not everyone is saying. It’s not about being contrarian for the sake of it, but about offering a fresh perspective based on your unique insights.
Example: In the crowded field of productivity apps, one client stood out by challenging the “hustle culture” narrative. Instead of promising to help users do more, they focused on helping users do less, but better. This unique take garnered significant attention and engagement.
What Do You Take for Granted?
Often, our most valuable insights come from our own experiences – things we do or know that seem obvious to us but might be revelatory to others. What expertise or perspective do you have that others might find valuable? Gaining clarity about what you take for granted also leads to more insights about what you offer that’s uniquely valuable.
Example: A cybersecurity firm we worked with realized that their internal incident response protocols, which they considered standard practice, were actually cutting-edge for many of their clients. Sharing these protocols became a cornerstone of their thought leadership strategy.
Are You Cross-Collaborating?
Don’t stay in your lane. Some of the most compelling POVs come from unexpected collaborations or drawing insights from seemingly unrelated fields. How can you bring in elements from outside your natural scope?
Example: Think Mattel and the Barbie movie. By collaborating with filmmakers and embracing a self-aware, tongue-in-cheek approach, Mattel transformed a toy line into a cultural phenomenon, reaching audiences far beyond their traditional market.
Cultivating a strong POV isn’t just about standing out – it’s about providing value in a world overwhelmed by information and hungry for thoughtful, curated viewpoints. By addressing these five questions, you can develop a perspective that not only captures attention but also fosters meaningful engagement with your audience.
Remember, in the POV age, it’s not just about what you know – it’s about how you see the world and the unique value you bring to the conversation.
Shama Hyder is the Founder & CEO of Zen Media, an international keynote speaker, and a bestselling author.
Fast Company calls her a “millennial master of the universe” and a “zen master of marketing.”
She’s a Forbes and Inc. 30 under 30 alum, and LinkedIn has named her a Top Voice in Marketing four years in a row.