Success Advice
4 Steps to Creating Epic Content According to Stan Lee
content builds relationships, relationships are built on trust and trust drives revenue.

According to Andrew Davis (bestselling author), content marketing is important because “content builds relationships. Relationships are built on trust and trust drives revenue.”
In line with this, Disney’s documentary on Stan Lee (aptly named after him) is a masterclass on exactly what it takes to achieve those results in your business, as it relates to the following principles.
#1 Authenticity
In order to build relationships with others, we must first get to know ourselves. This is because “a healthy relationship only thrives when two people can show up as themselves” (Ibinye Olayide (Marriage and Family Therapist)).
We see this in action through Lee’s life in that he describes himself as being “miserable” before he eventually decided to write the kinds of comic books that he would want to read.
Not only did this cause him to fall in love with the comic book industry again, it attracted a like-minded readership that has gone on to span multiple generations which has led to adaptations to multiple mediums (including film and television).
This can be incorporated into your content marketing strategy by taking note of the kind of content that grabs your attention or that you enjoy and finding a way to put your own spin on it.
If you already have a preferred platform you can do that there or, like Stan Lee, don’t be afraid to create something new that is more true to who you are.
#2 Relatability
Another key piece to the puzzle of building know, like and trust with potential clientele is the ability to tell relatable stories.
This is because “neuroscientific research shows that narratives trigger the release of oxytocin, the neurochemical associated with empathy and connection [causing] our brains [to] sync up, or ‘neuro couple,’ with that of the storyteller” (Caitlin Bell (psychologist and copywriter)).
Not only did Lee achieve this by writing the kinds of stories that he would want read, he also did it by focusing on making his characters more relatable and representative of his audience.
With this example in mind, it becomes clear that it is important, not only to be authentic, but to weave your story into your content in order to build connections with your audience.
This relatability factor can also be taken a step further by highlighting audience members through testimonials and/or case studies so that they can see themselves in those stories and feel represented.
#3 Bucking trends
According to Steven Bartlett (entrepreneur, podcast host and author), “Habituation is a phenomenon in which the brain adjusts to repeated stimuli by ignoring or downgrading their significance [which] is the enemy of effective and successful storytelling and marketing”. The antidote? “Tell stories in an unrepetitive, unfiltered and unconventional way”.
In other words, buck trends. As previously mentioned, Lee did this by making his characters more relatable. For example, although they were superheroes, he gave them flaws and “real life problems”.
He also made them more representative of his audience by creating characters who were teenagers, female and from other ethnic backgrounds (e.g. Spiderman, Captain Marvel and Black Panther respectively).
In addition to this, he grounded them in the real world by setting them in places like New York, rather than fictional cities, like Gotham City, and “made their dialogues more sophisticated” instead of using the simplified language that was traditionally used in comic books.
What this demonstrates is that sometimes jumping on bandwagons does more harm than good. While it can be tempting to fall in line with algorithms, challenges and other types of trends that we may see pop up, it is important to innovate in order to set yourself apart and remain distinct from others within your industry.
#4 Impact
Another way that Stan Lee bucked trends was by tackling real life issues such as bigotry, drugs and war. This is because he believed “if you really want to change things and make them better, you’ve got to plunge in”.
Hence why Marvel always “tried to find some little moral besides [characters] running around and fighting”. This is in line with, mental and emotional advocate, Michelle Stinson Ross’ thoughts that “…your content has to be more than just brilliant– it has to give the people consuming that content the ability to become a better version of themselves”.
Such impact can also be made in your work by highlighting larger issues in your content. You could then take it a step further by showing your audience how partnering with your organisation can help to either alleviate or eradicate them in the long run.
Storytelling “helps create bonds with the reader and get complex information across,” making it “a powerful tool for content marketing” (Caitlin Bell). This can be achieved in a number of ways including being authentic, relatable, innovative and having a deeper why (mission/vision) that acts as the north star of your content.
It is my hope that this article will help you to implement this within your current content marketing strategy.
Success Advice
Why One-Size-Fits-All Leadership Will Always Fail (and What Works Instead)
The surprising truth about leadership styles that can make or break your team’s success.

Leadership has always been as much about people as it is about performance. Ken Blanchard, in his influential book, “The One Minute Manager”, put it simply: different strokes for different folks. (more…)
Success Advice
What Every New CEO Must Do in Their First 100 Days (or Risk Failure)
Your first 100 days as CEO could define your entire legacy, here’s how to make every move count

When Tim Cook took over from Steve Jobs at Apple, the world watched with bated breath. Jobs wasn’t just a CEO; he was a visionary, an icon, and a legend of innovative leadership. (more…)
Entrepreneurs
The Leadership Shift Every Company Needs in 2025
Struggling to keep your team engaged? Here’s how leaders can turn frustrated employees into loyal advocates.

In workplaces around the world, there’s a growing gap between employers and employees and between superiors and their teams. It’s a common refrain: “People don’t leave companies, they leave bad bosses.”
While there are, of course, cases where management could do better, this isn’t just a “bad boss” problem. The relationship between leaders and employees is complex. Instead of assigning blame, we should explore practical solutions to build stronger, healthier workplaces where everyone thrives.
Why This Gap Exists
Every workplace needs someone to guide, supervise, and provide feedback. That’s essential for productivity and performance. But because there are usually far more employees than managers, dissatisfaction, fair or not, spreads quickly.
What if, instead of focusing on blame, we focused on building trust, empathy, and communication? This is where modern leadership and human-centered management can make a difference.
Tools and Techniques to Bridge the Gap
Here are proven strategies leaders and employees can use to foster stronger relationships and create a workplace where people actually want to stay.
1. Practice Mutual Empathy
Both managers and employees need to recognize they are ultimately on the same team. Leaders have to balance people and performance, and often face intense pressure to hit targets. Employees who understand this reality are more likely to cooperate and problem-solve collaboratively.
2. Maintain Professional Boundaries
Superiors should separate personal issues from professional decision-making. Consistency, fairness, and integrity build trust, and trust is the foundation of a motivated team.
3. Follow the Golden Rule
Treat people how you would like to be treated. This simple principle encourages compassion and respect, two qualities every effective leader must demonstrate.
4. Avoid Micromanagement
Micromanaging stifles creativity and damages morale. Great leaders see themselves as partners, not just bosses, and treat their teams as collaborators working toward a shared goal.
5. Empower Employees to Grow
Empowerment means giving employees responsibility that matches their capacity, and then trusting them to deliver. Encourage them to take calculated risks, learn from mistakes, and problem-solve independently. If something goes wrong, turn it into a learning opportunity, not a reprimand.
6. Communicate in All Directions
Communication shouldn’t just be top-down. Invite feedback, create open channels for suggestions, and genuinely listen to what your people have to say. Healthy upward communication closes gaps before they become conflicts.
7. Overcome Insecurities
Many leaders secretly fear being outshone by younger, more tech-savvy employees. Instead of resisting, embrace the chance to learn from them. Humility earns respect and helps the team innovate faster.
8. Invest in Coaching and Mentorship
True leaders grow other leaders. Provide mentorship, career guidance, and stretch opportunities so employees can develop new skills. Leadership is learned through experience, but guided experience is even more powerful.
9. Eliminate Favoritism
Avoid cliques and office politics. Decisions should be based on facts and fairness, not gossip. Objective, transparent decision-making builds credibility.
10. Recognize Efforts Promptly
Recognition often matters more than rewards. Publicly appreciate employees’ contributions and do so consistently and fairly. A timely “thank you” can be more motivating than a quarterly bonus.
11. Conduct Thoughtful Exit Interviews
When employees leave, treat it as an opportunity to learn. Keep interviews confidential and use the insights to improve management practices and culture.
12. Provide Leadership Development
Train managers to lead, not just supervise. Leadership development programs help shift mindsets from “command and control” to “coach and empower.” This transformation has a direct impact on morale and retention.
13. Adopt Soft Leadership Principles
Today’s workforce, largely millennials and Gen Z, value collaboration over hierarchy. Soft leadership focuses on partnership, mutual respect, and shared purpose, rather than rigid top-down control.
The Bigger Picture: HR’s Role
Mercer’s global research highlights five key priorities for organizations:
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Build diverse talent pipelines
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Embrace flexible work models
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Design compelling career paths
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Simplify HR processes
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Redefine the value HR brings
The challenge? Employers and employees often view these priorities differently. Bridging that perception gap is just as important as bridging the relational gap between leaders and staff.
Treat Employees Like Associates, Not Just Staff
When you treat employees like partners, they bring their best selves to work. HR leaders must develop strategies to keep talent engaged, empowered, and prepared for the future.
Organizational success starts with people, always. Build the relationship with your team first, and the results will follow.
Entrepreneurs
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