By Christine Blosdale
For more than 25 years I’ve worked in media, marketing and personal branding, and I’ve noticed something fascinating:
Some of the smartest people in the room struggle to communicate their ideas in a way that truly connects.
Not because they aren’t brilliant.
But because they’re speaking in “staplers” when their audience is hungry for “sandwiches.”
Yes… let me explain.
Expertise Alone Is Not Authority
Many entrepreneurs, coaches, leaders and experts believe that if they simply share more knowledge, people will recognize their brilliance.
But knowledge alone doesn’t build authority.
Connection does.
Authority is built when people understand you, trust you, and feel like you truly “get” them.
And the fastest way to create that connection?
Storytelling.
Stories allow people to see themselves in what you're saying. They turn complicated ideas into something relatable and memorable.
As I often say:
"The simpler we can make our concepts, and the more that person can absorb and understand it — that's the success right there."
The Stapler vs Sandwich Framework
During my interview on The Human Connection Podcast with Karl Pontau, I shared a framework I often use when teaching entrepreneurs and leaders how to communicate their ideas more effectively.
I call it:
Staplers vs Sandwiches.
Here’s the idea.
Imagine someone walks into a store and says:
"I'm starving."
The salesperson replies:
"Great! We sell staplers."
Technically, the salesperson might have a fantastic stapler. It might be the best stapler in the world.
But that’s not what the customer needs.
They need a sandwich.
The Same Thing Happens in Marketing
Entrepreneurs and experts do this all the time.
Someone says:
"I want more clients."
"I feel invisible online."
"My business isn't growing."
"My team isn't engaged."
And instead of addressing the real problem, we start talking about:
frameworks
methodologies
certifications
features
processes
In other words…
Staplers.
But what people actually want is the outcome.
They want the sandwich.
They want:
visibility
confidence
clarity
growth
trust
opportunity
When you communicate from the outcome perspective, people instantly understand your value.
Closing the Communication Gap
Another thing Karl and I discussed is something I see constantly with brilliant entrepreneurs:
There is often a communication gap between what we think we’re saying and what our audience is actually hearing.
You might think you’re clearly explaining your work.
But your audience may hear:
"That sounds complicated."
Or worse…
"I have no idea what they actually do."
Storytelling bridges that gap.
Stories translate expertise into something human.
Instead of explaining a concept, you illustrate it.
Instead of teaching theory, you create a moment people remember.
Authority Is Also About Energy
Something else that doesn’t get talked about enough is energy.
Whether you're a leader, a coach, a founder, or a speaker…
People feel your energy before they process your words.
If you walk into a room carrying:
clarity
confidence
authenticity
generosity
People lean in.
But if you're operating from fear, insecurity, or control — people feel that too.
Human-centered authority isn't about dominance.
It's about presence.
Human-Centered Leadership Builds Trust
One of my favorite parts of the conversation with Karl was discussing how leadership has changed.
Fear-based leadership may create compliance.
But it destroys trust and retention.
What people respond to today is:
authenticity
transparency
empathy
clarity
Whether you’re leading a company, building a personal brand, or growing a business, the same principle applies:
People trust people.
Not titles.
Not credentials.
Not jargon.
Turning Your Expertise Into Influence
If you want to build authority in your industry, remember this:
Don't just share information.
Share meaning.
Don't just list features.
Show transformation.
Don't sell staplers.
Give people the sandwich they came for.
When you learn to communicate your expertise in a way that is simple, human, and story-driven, something powerful happens:
People stop seeing you as just another professional.
They start seeing you as the trusted authority.
Watch the Full Conversation
If you’d like to hear the full discussion about storytelling, leadership, communication and authority, I invite you to watch my interview on The Human Connection Podcast with Karl Pontau
🎥 Watch the full episode here: https://youtu.be/TYfj6fCYY3s?si=xD1wjYO2lgFna3Xg
It was a fantastic conversation about how leaders, entrepreneurs and experts can communicate in ways that truly build trust and connection.
Christine Blosdale The Expert Authority Coach™
Helping entrepreneurs get seen, trusted and paid for what they already know.
Learn more at ExpertAuthorityCoach.com