Bringing Value
The Power of Identifying with Your Audience
One of the biggest lessons I’ve learned—whether in business, speaking, or back in my days as a youth pastor—is that it’s not about what I want to say. It’s about what the audience needs to hear.
I’ve been in situations where I had to get up in front of a room full of people, alongside other speakers, and talk about something important. The easy route? Just say what I think is interesting, flex a little, and hope they’re impressed. But I’ve learned that if I want to make an impact, I have to flip that mindset. It’s not about me—it’s about them. What are they struggling with? What would actually help them walk away with something useful?
When I’ve taken that approach, the results have been completely different. People tune in. They connect. And most importantly, they actually get something out of it. When I’ve focused on delivering value instead of just talking, it’s led to real conversations and real change.
That lines up pretty closely with Donald Miller’s StoryBrand framework. A lot of businesses think they’re the hero of their own story, but the truth is, your customer is the hero. They don’t care about your credentials or how great you think you are—they care about their own problems and whether you can help solve them. The smartest thing you can do is position yourself as the guide, not the main character. When you make it about them, they listen.
This isn’t a new idea to me. Back when I was a youth pastor, I had to work hard to make sure my messages actually landed with the kids I was speaking to. I couldn’t just say what I thought was inspiring—I had to say what was actually going to help them in their real, everyday lives. The more I focused on that, the more engaged they were. It wasn’t about sounding smart; it was about serving them.
Same thing in business. At Airo Consulting, I don’t throw out strategies, marketing plans, or operational advice just because it sounds good. I try to figure out what’s actually useful for the people I’m working with. What’s their real struggle? Where are they stuck? What’s going to make a difference for them? Because at the end of the day, if I’m not providing value, what’s the point?
Whether you’re speaking, selling, or leading, the key is the same: make it about them. When you do that, everything changes.
