Advice becomes easier to evaluate when someone can see how you use it. A small worked example can make an abstract skill tangible.
A useful lesson from Kallaway
Kallaway's recent writing recommends showing expertise through applications such as scenarios, builds and worked examples. His storytelling discussion also advocates bringing the situation into focus early and maintaining useful progression. Application article, storytelling article.
Our example below applies those ideas to a founder's content. It does not assume his exact timing prescriptions or explanations of attention are universal findings.
Our application: make one decision observable
Choose a problem small enough to demonstrate clearly. Show the relevant starting point, make a decision and explain why you made it. The viewer should be able to recognise what improved and what remains uncertain.
You can demonstrate a hypothetical situation if you label it. You do not need to invent a client or imply the demonstration produced revenue.
Worked example
Suppose a consultant's draft opening is: We provide tailored solutions for growing businesses.
Rather than simply advise the consultant to be specific, construct an alternative around a real buyer situation. For a hypothetical project-delivery adviser, that might be: Before you buy another project-management tool, check who owns the next handoff.
Show a fictional task board with the ownership gap. Explain why this opening creates an opportunity to demonstrate the consultant's judgement. Then clarify that it fits this problem, rather than every possible buyer.
The viewer sees the writing choice and the underlying reasoning. We have not established that the revised opening would outperform the original; that would require observations from publication.
Story structure you can use
- Make the situation clear in the opening image and spoken line.
- Show the important decision or change.
- Explain the reasoning with an example.
- Address a relevant objection or limit.
- Deliver a takeaway the viewer can use.
This is a suggested structure from The Tom Tribe. Use only the steps that help the particular explanation. Artificial suspense adds little when the answer can be shown clearly.
A quick test before publishing
Could the viewer point to something they have seen you do? Does the explanation match the promise? Can they use the takeaway without requesting another asset? Are illustrative examples and real outcomes clearly distinguished?
In a managed founder-led programme, we identify useful demonstrations together, then organise recording, editing and publishing to produce them consistently.
Further reading
- The great eduslop epidemic, 20 August 2026.
- The reason your videos don't hold attention, 23 July 2026. Timing and performance claims are treated as practitioner advice rather than guarantees.
Last source review: 23 September 2026. No affiliation or endorsement implied.