“We need someone to cover the urinal story.”
I swear to God,
as soon as my boss said those words,
I felt eyes burning into the back of my head.
I had no say in the matter. I was a rookie journalist, pranked and sent to cover the “grand” reopening of a renovated public toilet at one of Mumbai’s busiest railway stations – Churchgate.
Annoyed but resigned, I grabbed my gear, called my cameraman, and made my way there. But as I neared the station, I threw my hands in the air and said:
“F#$& it!
I’m already stuck with this.
I might as well try something different.”
So, instead of treating it like a dull, throwaway story, I started looking for a fresh angle. I asked my cameraman to get a clear shot and roll as soon as the chief guest arrived.
It was a public health officer, droning on in front of the press. And after what seemed like an eternity, he finally cut the tape.
The moment he did,
a swarm of commuters shoved him aside and rushed in.
It was hilarious.
I had the footage to prove it.
But the real story revealed itself when I jokingly asked some commuters who had barged in if they really missed the public toilet.
One man told me it was the only place to relieve himself before his two-hour commute home. In the two weeks the facility was closed, he had developed a urinary tract issue.
“Nature doesn’t like it when its call goes unanswered,” he said with a shrug.
That was it. The story had a spin, a human insight.
I didn’t think it was funny after that.
Was I made fun of back at the station? Yes.
But my boss smiled and told me I handled it well. That small moment boosted my confidence and taught me a lesson that still shapes my work today:
The best content isn’t about what you say.
It’s about how you say it.
Find Your Angle
Most business owners struggle with content because they think more content = better content.
They focus on volume, trying to keep up with trends, rather than focusing on what truly makes content work:
Perspective.
You don’t need to create more content.
You need to create better content.
That means:
– Finding the angle no one else is taking.
– Looking at common topics through a unique lens.
– Bringing in personal insights, experience, and storytelling.
In journalism, a unique angle is the difference between a forgettable story and one that captivates an audience.
The same applies to your business content.
If you want to stand out, ask yourself:
– What do I love talking about?
The topics you can’t shut up about are where your best insights lie. Use them.
– What frustrates me about my industry?
That’s your opportunity to challenge the status quo and connect with an audience that feels the same way.
– What values do I stand for?
When your content aligns with your beliefs, it attracts the right people and builds trust.
Why Unique Perspective Matters More Than Ever
Every niche feels saturated today.
Everyone’s talking about the same topics – marketing, coaching, business growth …
But the problem isn’t what they’re saying.
It’s how they’re saying it.
Most content lacks a distinct point of view. And in a world where AI-generated content is everywhere, the only thing that makes content truly valuable is insight.
Here’s an example:
Think about the fitness industry.
Every personal trainer is talking about weight loss, muscle gain, and nutrition. But not all of them approach it the same way.
– One coach focuses on meal plans and workouts.
– Another approaches weight loss through psychology, helping clients fix their mindset first before ever touching a dumbbell.
Same topic.
Completely different impact.
The difference?
Yep. Perspective.
The best content shapes how people see that information in a way that only you can.
How to Find Your Unique Content Angle
Here’s how you can start thinking differently about your content:
1. Use Your Personal Stories
Just like my urinal story, your everyday experiences hold gold. What unexpected lessons have you learned that others in your field haven’t shared?
2. Challenge the Norm
What industry advice do you disagree with? What’s a common belief that you think is misleading?
3. Infuse Your Values
When your content reflects what you believe in, it attracts an audience who aligns with you. If sustainability, authenticity, or innovation matter to you, let it show in your messaging.
4. Make Boring Topics Interesting
Sometimes, the best content isn’t about finding a new topic; it’s about presenting an old one in a fresh way. Look at how comedians take everyday life and turn it into a hilarious insight. You can do the same with your content.
5. Ask, “Why Should Anyone Care?”
Before you hit publish, ask yourself, “Why would someone stop and engage with this?” If you can’t answer that, go deeper.
Your Unique Angle Is Your Superpower
My story taught me something most content creators never learn:
Even the most mundane topic can be interesting
IF you look at it the right way.
Your perspective is your edge.
It’s what makes people pay attention, come back for more, and, most importantly, trust you.
So, what’s the angle only you can bring to your content?