A client provided me with an insight the other day, which I wanted to pass on to you.

I was helping this client with his professional story, and I casually mentioned that my goal is to help him express himself effectively—so his writing and speaking has the intended effect on his audience—and authentically—so that his writing and speaking efforts feel true to him.

He told me it’s that latter piece, the authenticity piece, that’s been missing from so many other marketing and communications efforts he’s tried.

He revealed that he previously spent thousands of dollars on marketing efforts only to feel that they were hollow and unsatisfying, and ultimately ineffectual as well.

“I’ve been told it’s ALL about the customer,” he reflected. “Nothing about me.”

This was a bit of a lightbulb moment for me.

Since my approach is rooted in helping leaders express themselves, I might take authenticity for granted sometimes. I would never want my clients to feel like what they are writing or saying isn’t really “them”.

And yet… maybe you’ve been taught that you don’t really matter. Your job is to focus 100% on your audience, your customers, your team members, etc.

If so, let this be a reminder that, as much as considering your reader and leading with empathy is absolutely essential, YOU count too.

Leadership communications—and thought leadership in particular—require YOU.

Your unique voice, your style, your one-of-a-kind way of seeing the world, your distinctive way of expressing yourself.

It’s not just about what your audience needs and wants. It’s also about your vision for where they can go. And how you, in your own way, can help them get there.

Keeping these nuances within your communications are essential to both communicating effectively, and enjoying the process.

Sure, there is a line to walk. Context matters. Empathy matters too. If we work together, I will relentlessly champion your reader/audience to ensure you are expressing yourself in a way that will resonate with them and achieve your desired effect.

But if you strip yourself out of the equation too much, your communications will fall flat. They won’t feel real, or human. And they will feel disingenuous to you, which is a terrible feeling.

So, as you approach whatever challenges and opportunities you’re facing today, don’t forget to include yourself in the process.

As a bonus, here are a couple of prompts to consider:

“What does my audience want / need / expect from me?”

“What is my unique approach to helping them with that?”

If you can marry both of these things when you communicate and lead, you will be in a better position to make a meaningful (and personally fulfilling) impact.

Meanwhile, I invite you to listen to my latest podcast episode, featuring Molly Galbraith, co-founder and woman-in-charge at Girls Gone Strong.

In this episode, we explore the often messy road to leadership, including the role of vulnerability, passion, values, mistakes, and more.

Girls Gone Strong (GGS) is the world’s largest platform providing evidence-based health, fitness, nutrition, pregnancy, and menopause education for women and the health and fitness professionals who work with them—including industry-leading certification programs and coaching.

I’ve been working with Molly and GGS for a number of years. I’ve worked on all of their current certifications including their newly released Menopause Coaching Specialist Certification. And I served as Molly’s storytelling partner in her book Strong Women Lift Each Other Up.

In this episode, we give listeners a behind-the-scenes look at what it really takes to make a name for yourself as a thought leader, to become a published author of non-fiction, to create courses and certifications, and to build a business around your passion and your values.

Topics we cover include:

Why collaboration is the best kept secret of avid authors and content creators – and why (and how) you should try it for yourself.
Why vulnerability is an essential ingredient in becoming a thought leader.
How a single blog post kick-started Molly’s journey to becoming a global leader, and her words of wisdom for people who are just getting started.
The conversation that changed the game for Molly’s business and leadership. (Hint: The game-changing question was, “What do we do better than anyone else?”)
What’s involved in creating a certification product (and the kinds of roles you may need to hire or employ to get it done.)
How Molly turned a keynote speech into a bestselling book, and why it was worth all the effort.
How to get clear on your personal and professional values. Molly walks us through a three step process, and shows us how to use those values to make decisions in your life and business.
Why you should expect judgment and criticism as a leader, and how to prepare yourself for it.

Learn more about Molly Galbraith and Girls Gone Strong at www.girlsgonestrong.com and check out the GGS Menopause Coaching Specialist Certification at go.girlsgonestrong.com/menopause-pre-sale-list2

Be sure to have a listen at all the usual spots: my website, Spotify, Apple podcasts, Google, Amazon, Stitcher, and anywhere else you listen.

Meanwhile, never forget the value of your unique self-expression.

It matters more than you think.

Is it really ALL about the customer?