Messaging is a challenge for many organizations. From struggling with differentiation, to being too “us” focused, it’s flat-out difficult to nail your core message and engage stakeholders.Yet most nonprofits have a great story lurking in the haze. After all, what’s not to love about an inspirational mission? And even the newest nonprofits have success metrics that can be used to help frame a compelling story. Getting your message to land is sometimes as simple as switching the perspective from which you tell your story. It’s easy to consider your organization the hero of your story and fall into language about “we,” “us,” and “our.” But what if there was a better way? Flipping the narrative—recasting the roles in the story you tell so your reader is the hero—can be a powerful way to connect with your audience. With your organization cast as the guide, you can tap into your reader’s natural ego and help them see how they benefit when they partner with you.This is just part of what Danny Combs, Founder and CEO of TACT, and I talked about this week on Relish THIS. His organization helps kids on the autism spectrum get training in trades they love and secure great jobs. Our discussion focused on the TACT mission and how they effectively share this message with the world—and inspire stakeholders to get engaged—by “making it all about the reader.”When you focus on your audience’s core motivators, Danny says, and make them the hero of your story, you’re essentially helping them see how helping you will make them feel good. When you can get comfortable sitting in that “guide” seat—with empathy and authority—you can build deep connections. You can even transform strangers into enthusiastic supporters who go on to spread your message far and wide.We had a few tech challenges during this recording but stick with it. Danny and his team are doing great things and there’s some definite gold to be found in our conversation for any organization.Hope you enjoy!Links: Build with Tact Ask: Recognize people's strengths, if you have a business be open to looking at how you can see someone with Autism as an asset.