Stuck on what to post or say?

Eric shares a 3-step content strategy any mission-driven org can use to cut through the noise: name the problem, show the impact, and paint the vision. Clear, repeatable, and built for the long haul.

Episode Highlights:

• [00:00] Why “the problem” isn’t always one thing
• [01:51] Intro to the 3-step content strategy: Problem, impact, vision
• [02:39] Naming and framing the problem: It’s more powerful than you think
• [05:10] Problem sets, not problems: How to tell different layers of the same story
• [07:11] Scale matters: Matching problem scope to your audience
• [08:09] Real-world example: How 35 Mile Foundation names the digital divide
• [10:53] Step 2 – Share your impact: Why it’s essential (and how to go deeper)
• [13:08] The “So what?” test: Making your impact stories hit harder
• [16:22] Human + data: Layering emotional and statistical storytelling
• [18:23] Why impact storytelling builds trust
• [20:15] From anecdotes to narratives: Connecting the dots for your audience
• [21:47] The results: Jonathan shares how this shifted fundraising outcomes
• [24:15] Step 3 – Share your vision: Moving from vague statements to bold future casting
• [25:42] Vision isn’t a promise—it’s a rallying cry
• [28:09] Make it visceral: Help people imagine your world
• [29:50] It’s not “the” vision—it’s visions, plural
• [30:42] The takeaway: Beat the drum until you're bored

Quotes:

• “Even the problem is actually kind of a shorthand for many different problems.” –Eric Ressler [00:00]
• “The story has to connect back to the big ‘so what.’” –Jonathan Hicken [20:15]
• “If you can’t make your vision clear, relatable, and vivid—people won’t follow it.” –Eric Ressler [24:15]
• “Your vision isn’t a solo mission. It’s an invitation.” –Jonathan Hicken [25:42]

Resources:

• Nail Your Impact Story With These 4 Crucial Components
• Amplify Your Social Enterprise's Impact Story to Grow Your Business
• The #1 Mistake Social Impact Organizations Make in Their Digital Storytelling
• Turning Stats Into Stories: Supercharge Your Social Enterprise’s Proof of Impact
• Your Theory of Change isn't finished until your Grandma can understand it.
• 35 Mile Foundation

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