Specific experience gives familiar subjects a fresh angle
Start with what the expert has personally noticed, experienced or connected, rather than a general industry argument. Firsthand reporting can supply details that make an account distinctive: visiting an event or office and speaking to people gives a writer something specific to describe and interpret. The useful detail is not merely proof of attendance; it contributes to the author's angle.
Unexpected connections can also give a familiar debate a personal perspective. An essay connecting coffee-shop chains with making peace with AI uses an everyday experience to explore predictability and the value of unexpected human creativity. The connection gives an abstract subject a concrete starting point.
Ambrook, an American B2B accounting software startup for family farmers, offers another example through first-person essays about subjects such as the American dream and an accountant's experience in the field. The approach makes room for individual interpretation rather than a detached expert tone.
A 2025 survey by Momentum ITSMA found that 59% of senior buyers at large organisations globally believe they have seen almost identical thought leadership content from at least 2 providers.
Sources: The Prompt: AI; didn’t read. Why audiences are craving personality, How a Coffee Chain Helped Me Make Peace with AI