How to Build Unforgettable Thought Leadership Using the Villain, Vision, and Voice Framework
In today’s crowded digital landscape, content is everywhere—but clarity is rare.
Everyone’s posting. Everyone’s selling. Everyone’s trying to be heard. But the thought leaders who actually cut through the noise? They don’t just create content—they create movements. They stand for something. They speak with conviction. They attract followers, clients, and opportunities because they lead with purpose.
And more often than not, they’re using some version of a simple but powerful framework: Villain. Vision. Voice.
This three-part storytelling structure helps clarify your message, rally your audience, and make your brand memorable. Whether you're leading a company, launching a campaign, or building a personal brand in hospitality or marketing, this framework can change the way you show up—and how people respond to you.
Let’s break it down.
🦹♂️ The Villain: What You’re Up Against
The villain isn’t a person—it’s a problem. It’s the broken system, outdated belief, or toxic industry norm that frustrates your audience and holds them back. As a thought leader, your job is to name that villain boldly.
In hospitality marketing, the villain might be:
“Cookie-cutter guest experiences”
“Automated service that lacks real connection”
“One-size-fits-all marketing that ignores the soul of a brand”
“Obsession with vanity metrics over genuine engagement”
When you call out a villain, you give your audience something to push against. You create shared tension—and that’s the foundation of connection.
Pro tip: Don’t be afraid to be controversial. Bold clarity wins over bland neutrality every time.
🌟 The Vision: What You’re Fighting For
Once you've named the villain, you have to offer a compelling alternative. This is your vision—the belief system or aspirational future you’re inviting others to buy into.
Your vision isn’t just your opinion. It’s your flag in the ground.
It tells the world:
“This is the kind of hospitality experience we believe in.”
“This is the kind of marketing we stand for.”
“This is how we make our industry better.”
For example, your vision might be:
“Hospitality should be about connection, not just convenience.”
“Marketing should elevate, not manipulate.”
“A brand should be felt, not just seen.”
Vision gives people something to believe in—and that’s the key to loyalty.
Pro tip: Your vision should be emotional, inspiring, and clear. Think manifesto, not mission statement.
🗣️ The Voice: How You Say It
Your voice is what makes your message yours. It’s your tone, your energy, your personality. It’s the way people feel when they read your content, hear you speak, or interact with your brand. In an industry where so many brands sound the same, your voice is your superpower.
Are you:
Bold and fiery?
Calm and strategic?
Playful and witty?
Wise and reassuring?
Whatever your style, own it. Voice creates trust. And trust builds influence.
Pro tip: Voice isn’t just what you say—it’s what you don’t say. Be intentional. Be consistent.
Putting It All Together: Leading With Clarity
Here’s why Villain, Vision, and Voice work so well for thought leaders in hospitality and marketing:
They help you stand for something meaningful, not just sell a service.
They give your content structure and direction.
They help you connect emotionally with your audience.
They make your message easy to remember—and repeat.
If you’re building a brand—whether it’s personal or professional—this framework can become your compass.
Ready to Use It?
Ask yourself:
What am I against in my industry?
What future am I fighting for?
How do I want to sound to the people I’m trying to serve?
If you can answer those three questions clearly, you’re not just another marketer or hotelier—you’re a leader people want to follow.
So go ahead:
Name the villain.
Cast the vision.
Find your voice.
Because in this world of noise, the ones who lead with clarity will always rise above the rest.
