What makes our experts’ thought leadership relatable?

Relatable thought leadership connects an expert's thinking with the people who benefit from the work. For UST, The Frameworks personalised experts' thought leadership and told authentic, human stories to build a link between committed people inside the company and the companies, communities and individuals benefiting from their work.

The practical starting point is the human response an expert's contribution should elicit, rather than the complexity of the subject alone. The Frameworks argues that even highly technical subjects can become relatable human narratives because business buyers are people. Personalising thought leadership means making that connection visible, not simply presenting expertise in an impersonal voice.

A 2025 survey by Edelman and LinkedIn, fielded in the United States, found that 65% of hidden B2B decision-makers prefer thought leadership with a more human, less formal tone over an even-toned, intellectual voice.

Relatable expertise gives readers the depth, language and framing they need, rather than asking every reader to engage with the same account. In its work for Siemens, The Frameworks found an audience spectrum from highly technical engineers to senior executives focused on business outcomes. That understanding informed a modular, layered approach, allowing readers to control their level of detail while keeping real-world challenges and pain points central.

The Frameworks also argues that accessible writing is not simplified thinking. Experts do not need to perform an "expert" voice for knowledgeable readers; honesty and fidelity to the message matter more. Pitching a subject appropriately requires a strong grasp of it.

For an expert interview, prepare questions that someone approaching the subject would find interesting, especially why the subject deserves attention. Then follow up on nuances that excite the expert. The aim is to make the thinking accessible while retaining the detail and personal enthusiasm that give readers reasons to care.