I launched the second season of Build Your Authority by introducing someone I consider a master of storytelling. I’m talking about Don Yaeger.
As the newly appointed publisher at Advantage: The Authority Company—and a 12‑time New York Times bestselling author—Don has helped legends like Walter Payton, Condoleezza Rice, and countless others tell stories that leave a lasting mark.
I invited him on the show to share the art of translating your experiences into a powerful personal brand. Whether you’re a speaker, an executive, or simply a leader in your industry, Don’s insights are pure gold.
How Great Storytelling Sets You Apart
I’m convinced great leaders and top‑performing brands all have one thing in common: they know how to tell a story. Don underlined that point by explaining his approach to writing and speaking.
Early in his career at Sports Illustrated, he learned to “know who you’re writing for before you write a single word.” That principle remains essential whether you’re crafting a keynote speech or writing a book. If your audience can’t see how your story impacts them, you’ve lost them.
Don also spoke about something I call the “You” Factor. Instead of saying, “I climbed Mount Kilimanjaro,” he suggests flipping the sentence to, “You can only imagine what it’s like to stand atop the world’s greatest mountain.”
You’re still sharing a personal experience, but you’re inviting your listener—or your reader—into the moment. It’s a simple twist that instantly draws people closer to your message.
Build Your Personal Brand from the Ground Up
If you think personal branding is about churning out self‑promotion, Don says you’ve got it backward. True authority comes from focusing on your audience’s aspirations and then showing up as the guide who can help them achieve those goals.
“The more you acknowledge the people around you,” Don told me, “the more they celebrate your success.” That humility, that readiness to share the spotlight, makes you both credible and magnetic.
Many entrepreneurs or business owners ask me, “Where do I even start with building my brand?” The conversation with Don pointed me to a two‑pronged approach: authorship and public speaking.
By writing a book—even if it’s a focused e‑book or concise how‑to guide—you create a tangible product that cements your expertise. Then, when you step onstage, people see you as an established authority figure.
This synergy is powerful: a book boosts your speaking profile, and speaking events introduce more readers to your book.
Pivot at the Right Time
Don’s history with superstar athletes taught him that a career pivot is most successful when launched before you need it. Think of Walter Payton deciding to capture his life story while fans still had him top‑of‑mind or an athlete transitioning to broadcasting while they’re still a household name.
The same logic applies if you’re an entrepreneur or founder thinking about your “next.” If you’ve built a thriving business and plan to exit in a year or two, start your pivot now—whether that means writing your book, building your online presence, or speaking at industry events.
The beauty of a well‑executed pivot is that you maintain the momentum from your current success. You don’t have to introduce yourself all over again. Instead, your brand naturally evolves, and your audience comes along for the journey.
A Personal Invitation
Don shared story after story that reminded me of one central lesson: authenticity wins every time.
If you’re writing a book, don’t write for “everybody”—write for the person who needs it most. If you’re stepping onstage, offer vivid anecdotes that highlight your audience’s challenges, not your own ego. If you’re pivoting, give yourself enough runway to turn your existing authority into something fresh without losing your core message.
I’d love for you to try these ideas out. Perhaps that means drafting a short anecdote aimed at your customers—one that speaks to them, not just at them. Or maybe it’s time to outline a potential book so you can crystallize your knowledge on the page.
The point is that you already have a story worth telling. You just need to take that first step.
Be sure to listen to this episode of Build Your Authority to learn how Don makes every message resonate. You’ll be inspired and equipped to turn your personal experiences into a compelling brand story.
And if you have a chance to put any of these ideas into practice—whether it’s flipping “I” to “you” or pinning down your avatar—shoot me a note. I’d love to hear how it goes.
Stay tuned—there’s much more to come.
