Perspective Is the Hidden Engine of Great Content
- Anna Amoresano
- Oct 14
- 3 min read
When Mark Pomerantz recently wrote about perspective in great content creation on the CTCX Consulting blog, he reminded us of something obvious yet overlooked: content isn’t just about words, visuals, or platforms — it’s about the lens you bring to the table. Perspective is the hidden engine that shapes every story you tell.
In today’s AI-fueled marketing world, perspective matters more than ever. Algorithms reward sameness. Echo chambers reinforce predictability. Left unchecked, your content starts sounding like it came out of the same machine as everyone else’s. The result? Flat. Forgettable. Scrolled past.
Why Perspective Drives Content
Perspective is what gives your audience a reason to stop, listen, and act. It’s the spark that makes your brand voice feel alive.
It shows up in two ways:
Relatability: “I know where you’re coming from.”
Your audience sees themselves in your story, which builds immediate trust.
Novelty: “I never thought of it like that.”
A fresh angle disrupts the scroll and expands imagination. The best content doesn’t just choose one; it balances both.
A Lesson in Perspective
One day in the office, I was debating an idea with a colleague when a senior leader interrupted. He said: “Close your eyes. What color is your apple?”
Without hesitation, I answered: green. He smiled. “But not everyone’s apple is green.”
That simple exchange stuck with me. It was a reminder that our perspective feels obvious and natural — until we remember that someone else’s experience is entirely different.
In content creation, this lesson is invaluable. The stories we tell, the metaphors we choose, even the assumptions in our calls-to-action — they all carry the tint of our personal “apple.” If we never stop asking what someone else sees, we risk creating content that only speaks to people who already think like us.
The Perspective Problem in 2025
Social feeds, recommendation engines, and hyper-targeted ads have narrowed our inputs. We consume what looks like us, sounds like us, and agrees with us. That may be comfortable, but it’s death to creativity.
If your team is only creating content from inside that bubble, you’ll struggle to stand out. Brands that thrive are those that deliberately seek new perspectives — through diverse teams, unexpected collaborations, or even something as simple as stepping outside their usual data sets.
And sometimes? It takes something as unexpected as a potato in sunglasses — the kind of offbeat, sideways glance Mark used in his own piece — to jolt us out of our assumptions and spark a new perspective.
Practical Ways to Shift Perspective
Audit your bubble. Review your last five posts. Do they all sound the same? Who’s missing from the conversation?
Draw inspiration from other worlds. Look at how industries far outside your own tell stories — then translate that energy into your space.
Rotate the storyteller. A single voice builds consistency, but multiple voices build dimension. Invite different team members to contribute.
Use AI as a mirror, not a crutch. Run your draft through a generative tool. Does it echo your intent, or flatten it?
The Bottom Line
Perspective is not a soft skill. It’s a growth engine. Without it, your content may be polished, but it won’t persuade. With it, you can create narratives that build trust, spark emotion, and ultimately drive action.
At CTCX Consulting, Mark showed why perspective is essential. At CTCX Digital, we’re focused on how to put that principle to work — turning strategy into execution, and perspective into performance.
CTA: This week, audit your brand perspective. Ask yourself: when’s the last time we created from outside our bubble? Then take one small step to shift your lens — your audience will notice.
Disclaimer: This blog post is an original work created for CTCX Digital. References to CTCX Consulting’s thought leadership, including Mark Pomerantz’s article, are acknowledged with credit. All rights reserved by CTCX Digital.
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