Average Doesn’t Scale: What Makes Leadership Remarkable
When I was managing the stationery category for Newell Rubbermaid (i.e. Sharpie, Paper Mate, etc) I was invited to present to a new Walmart buyer. High stakes. This buyer had changed the rules. She no longer wanted one supplier leading the planogram. She wanted a team of suppliers.
Suddenly, I wasn’t the only voice in the room.
I knew the data wouldn’t differentiate me, everyone had data. I needed something more powerful, more relevant. Something memorable.
So I created buyer personas.
I showed her exactly who was walking into her stores. Back-to-school parents. College students. Professionals. I told the story of their buying moments. Why they shopped. What they cared about. And how her shelf could reflect those moments.
That shifted the entire conversation. I wasn’t just showing data, I was offering insight. And it worked.
Why This Is Marketing, Not Just Communication
Seth Godin calls it “being remarkable”, creating something worth talking about. That day, I didn’t just share numbers. I delivered a story with strategy.
This is marketing in motion:
Segmentation: Knowing the audience, both the buyer and the end consumer.
Positioning: Tailoring the message to what matters to them.
Differentiation: Standing out through clarity and relevance, not noise.
You don’t need a massive budget to make an impact. You need relevance and resonance.
How to Be Remarkable in High-Stakes Communication
Here’s how to lead with impact when the stakes are high:
Know Who Cares
Speak to the stakeholders who matter. Focus on what drives their decisions, don't try to win everyone.Lead with Insight, Not Info
Anyone can show data. But insight—emotional, contextual, human—creates connection and action.
Customize the Experience
Ditch the default. Create materials and stories that fit the moment. When it’s personal, it’s powerful.
“When communication serves the person, not just the numbers, that’s when leadership becomes memorable.”
Alt Text: Yellow road sign in a desert showing arrows pointing left to "Average" and right to "Remarkable," symbolizing the choice leaders face in how they communicate.
From Godin to Growth: The Marketing Mindset in Motion
Seth Godin reminds us: “Remarkable means it’s worth making a remark about.” Let’s take that further: Memorable means it’s worth acting on. And that’s the difference. Whether you’re pitching a product or selling a strategy internally, memorable beats massive every time.
Let’s Make It Stick
Before your next high-stakes meeting, ask: Are you showing up like everyone else? Or are you bringing something that makes people stop and think? Because the average doesn’t scale. But remarkable? Remarkable changes everything.
Let’s Turn Visibility Into Value
Effectively communicating your leadership brand isn’t about saying more—it’s about saying what matters, in a way that sticks. At Éclat, we help leaders like you refine your narrative, elevate your executive presence, and deliver strategies that resonate in high-stakes environments.
Ready to transform your next presentation, pitch, or leadership moment into a powerful tool for visibility and business growth? Book your consultation with Éclat and discover how we sharpen your message, so what you say becomes unforgettable.
