"If you’re able to communicate a shade different, just a bit more distinct or personal, you’re already ahead of the game." - Jason Malouin

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications, and content creation.

Hosted by Trevor Young, this series explores how recognition is earned, how credibility compounds, and how influence is built in today’s reputation economy.

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In this episode of Earn the Right, Trevor Young is joined by Jason Malouin, founder of Superpower Portraits, to explore what really makes someone distinctive.

Drawing on a pivotal professional encounter in Dubai, as well as his background in theatre, wilderness guiding and photography, Jason challenges the idea that differentiation comes from simply creating a sharper message, better visual identity or more polished personal brand.

Instead, he argues for going deeper into your own context: understanding your experiences, values, beliefs, worldview and capabilities, then finding the language to communicate them in a way that is genuinely yours.

The conversation explores what happens when we start “performing” distinctiveness rather than expressing something real, why the seemingly simple question “Why you?” can be surprisingly difficult to answer, and how self-awareness can become a source of strategic differentiation.

Along the way, Jason introduces some memorable ideas, including the difference between “standing out” and “standing in”, developing a personal lexicon, communicating in 3D, and the difference between a “mic drop” and a “pin drop” moment.

Key Takeaways:

• Surface branding vs. deeper context: Colours, messaging and visual identity can shape how you're perceived, but genuine distinctiveness starts with understanding the person behind the brand.
• The “Why you?” question: It's surprisingly difficult to explain what makes you distinctive beyond your skills, services or methodology.
• Define your values for yourself: Words like “integrity” only become meaningful when you can explain exactly what they mean in your own life and work.
• Context is a competitive advantage: Your particular combination of experiences, beliefs, perspectives and capabilities can create something other people can't simply reproduce.
• Communicate in 3D: Jason explores the interplay between heartset, mindset and skillset, moving beyond what you do to communicate who you are and how you see the world.
• Standing in vs. standing out: Distinctiveness isn't about being louder or manufacturing uniqueness. It's what can emerge when you're deeply grounded in your own experience and perspective.
• Mic drop vs. pin drop: The loudest communication isn't necessarily the most powerful. Sometimes a quieter, more nuanced observation creates the deeper moment of connection.
• Becoming difficult to copy: The more your communication reflects your particular context and perspective, the less it can be replicated by simply following a formula.
• Authenticity isn't a tactic: Authenticity emerges from the work of understanding yourself and bringing that understanding consistently into how you communicate and operate.

This episode is a must-listen for anyone wanting to build a personal brand that is genuinely distinctive, deeply grounded and impossible to copy.

Check out Jason's website - https://www.superpowerportraits.com/

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"If you've got genuine authority, it's not about being noisy, it's about just holding your space and owning it." Susanna Reay

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications, and content creation.

Hosted by Trevor Young, this series explores how recognition is earned, how credibility compounds, and how influence is built in today’s reputation economy.

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In this episode of Earn The Right, Trevor Young sits down with Susannah Reay, renowned framework strategist, consultant, and author of Framework Thinking: Sketch, Scale, Be Sought.

Susanna shares her expertise on transforming intangible service-based businesses into clear, visual frameworks that elevate authority and provide a strategic edge in today’s crowded expert marketplace.

What You’ll Learn

The Power of Frameworks: Why turning your IP into a memorable framework makes your ideas stick, simplifies complex offerings, and creates a foundation for authority.

Frameworks vs. Personal Brand: Susannah explains why being an “authority brand” goes beyond mere personal branding, offering a more robust and less exhausting path to credibility.

Defining a Framework: A framework is not necessarily rigid but acts like an umbrella -providing structure, recognition, and flexibility, and helping prospects understand your unique approach.

Visual Thinking & Simplicity: Visual frameworks, from Venn diagrams to pyramids, make it easier for audiences to grasp what you do and remember your process, no artistic skills required.

Naming and Narrating Your IP: The importance of naming your framework, giving life to your process, and building a story-driven approach that resonates with potential clients.

Framework Thinking Method: Susannah introduces the four elements of her proprietary Framework Thinking approach:

• Visual Recognition
• Impact Detection
• Boundary Setting
• Transfer Integrity

Application Across Industries: Examples of how frameworks apply - from accountants and lawyers to coaches, consultants, and even animal communicators - any business of transformation can benefit.

Don’t Hide Your Mona Lisa: Why too many experts keep their best thinking hidden - the "Mona Lisa in the basement" - and how exposing it through frameworks can turn ideas into recognized authority.

Framework as Marketing: Using your framework as a Trojan horse for niche marketing and authority positioning—becoming known for “one thing,” even when you do many.

Publish and Protect: How making your framework public actually helps protect your IP, accelerates visibility, attracts opportunities, and builds loyal fans.

Key Takeaways

• Simplicity, structure, and visibility of ideas are critical in building authority.
• Frameworks should be clear enough to draw on a sticky note - aim for between 3 and 7 steps.
• Authority is built on showcasing transformation, not just telling people what you do.
• Start with one-to-one work, uncover your core transformation method, and then scale with frameworks.
• Get your framework right before ramping up visibility efforts.

About the Book

Framework Thinking: Sketch, Scale, Be Sought by Susannah Reay is available in hardback and paperback. Designed as a practical guide, with purposely chosen square format and actionable exercises. The book is meant to remain open on your desk, ready to help you map, name, and share your expertise.

Connect with Susanna

• Website: susannareay.com or frameworkthinking.uk
• LinkedIn: Search Susannah Reay and reach out to her if you want help developing your own framework.

This episode is a must-listen for anyone wanting to turn expertise into a leverageable, memorable authority brand.

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"Good thought leadership can grate against the norms. It can grate against what has always thought to be true." - David J. Ebner

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications, and content creation.

Hosted by Trevor Young, this series explores how recognition is earned, how credibility compounds, and how influence is built in today’s reputation economy.

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In This Episode

How do you build a powerful, human-centered personal brand in a world where AI-generated content is flooding our feeds?

And once you've built it, how do you use AI as a tool without letting it flatten your voice?

Trevor Young digs deep into these big questions with David J. Ebner, an expert in story-first content and founder of Content Workshop.

Highlights

• The Power Shift: Why your unique story matters more than ever in an AI-saturated environment
• Brand Storytelling Redefined: David discusses why the best brand stories aren’t about you - they’re about the impact you have on your audience
• Human vs. AI: What AI can do, what it can’t, and why relying solely on it is a recipe for “sea of sameness”
• Bringing Back Authenticity: How long-form content and newsletters are roaring back, and the authenticity premium in a noisy digital space
• Thought Leadership in the AI Age: The difference between informational and educational content (and why the latter matters most if you want to stand out)
• Actionable Tactics: Practical tips for solo founders and expert practitioners to inject more story, emotion, and credibility into their content—without losing their voice to the robots
• The Human-AI Sandwich: How David blends human creativity and AI efficiency at his agency
• Pitfalls to Avoid: The hidden costs, risks, and strategic mistakes brands make when over-relying on AI for content

Quick Takeaways

• Storytelling isn’t just a buzzword - done right, it’s your secret weapon in the digital age.
• AI is a powerful tool, not a replacement for original thought, lived experience, or authentic voice.
• The most memorable brands and thought leaders are those who embrace vulnerability and connect emotionally with their audience.
• Want to reclaim your voice? Go deep, get curious, and don’t settle for “good enough” AI output.

Resources & Links

• Content Workshop (check for upcoming courses on AI and authentic content)
• Books mentioned: "Start with Why" by Simon Sinek, "King Makers" by David J. Ebner

Subscribe and don’t miss future episodes as we unpack the biggest shifts, tools, and thinking in personal branding and content creation.

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