From Narcissism to Narrative - Why Bad Op-Ed Is Like A Bad Date

The best way to understand poor thought leadership?

Think of a bad date.

You sit down opposite someone who spends the entire evening talking about themselves — their job, their successes, their life experiences — without once pausing to ask you a question or consider why you should care.

That’s exactly how too many SMEs approach PR: a one-way broadcast about their greatness, with no consideration whatsoever for the reader. 

If you want a one page monologue that extols your greatness, go take out an advert or advertorial. But if you’re interested in finding out how you can use thought leadership - one of the most powerful communication tools an SME can use - to your advantage, read my column in Elite Business on how you can precisely move from narcissism to narrative. 

But, in essence, here’s the gist of it:

What Editors and Audiences Actually Want

The harsh truth is this: no one will care about your business until you give them a reason to. 

And that reason has to extend beyond you.

Great thought leadership isn’t about banging your own drum. It’s about saying:

• Here’s what we’ve learned

• Here’s what we’re seeing

• Here’s what needs to change

It’s about relevance, not rhetoric. Context, not chest-beating. And sometimes, that even means quoting your competitors to prove you’re serious about moving the conversation forward.

The Payoff for SMEs

When you shift from self-referential hype to meaningful insight, you transform how your brand is perceived:

• Journalists see you as a credible source worth quoting.

• Customers see you as an expert who understands their world.

• Investors and stakeholders see a business with authority and vision.

That’s the difference between noise and narrative.

Final Thought

If you’re an SME leader, the best PR investment you can make isn’t another press release — it’s learning how to tell a story that makes people care.

You can read my full Elite Business article here.