Do "History is Written by the Victors" or "Those Who Write History are the Victors"?

Do the Victors Write History?

The phrase "History is written by the victors" represents a notion we commonly hear in public interest settings or when discussing political matters. And while it's probably true that those who achieve victory also tend to review history to tell it in their own terms, what we sometimes overlook is that often the one who wins is because they've already begun telling the story of victory, even before winning.

That's why a more empowering way to see it is by recognizing that "Those Who Write History are the Victors."

Storytelling as an Offensive, Defensive, and Counter-Attack Strategy

99% of the people who appear in media and tell stories miss the most important opportunity that storytelling offers: the chance to review a particular event from a new perspective of victory. For good storytelling, there are no crises as risks, only as positioning opportunities. Think of Elon Musk when he presented the Cybertruck.

To make the point that the glass was very strong, he threw a heavy steel ball. We all expected it not to break, but it did.

A "media spokesperson" would have done everything possible to minimize what happened. Instead, Musk asked for it to be thrown at the rear window as well.

Not only that, but in the Cybertruck, on the vehicle's screen there is a "hidden gem" where you can play a game where the windows break in the same places they broke on the day of the presentation.

This is a much better way to take the helm to avoid the storm.

Crisis = Opportunity

For a good storyteller, all crises are levers of opportunity. Just as Aikido is to martial arts, storytelling is to conversations the alternative that allows you to use the force of your own opponent to strengthen your strategy.

This KFC campaign took advantage of a public relations crisis due to supply chain failures to open a new door for engagement and opportunity, both with existing and new markets.

Playing That Ball Well

Of course, it's key that you arrive at your interviews and media appearances prepared to argue and to turn your hosts' questions into opportunities to tell your story. Here are some of the strategies you can use to argue in your favor:

Bridging: A technique that consists of taking a difficult or unexpected question and redirecting it toward the main message you want to communicate. Example: "What's really important to remember here is..."

Reframing: Changing the perspective of a negative or challenging question to focus on positive or constructive aspects. Example: "Rather than a problem, I see it as an opportunity to..."

Strategic Postponement: Responding to a difficult question by indicating that you don't have all the information at that moment, but committing to research and respond later. Example: "I don't have that information right now, but I'll make sure to review it and share it with you."

Partial Concession: Accepting part of a criticism or difficult question while continuing to defend your own point of view. Example: "It's true there were challenges, but we've also achieved..."

Asking in Return: Responding to a difficult question with another question to buy time or to guide the conversation toward more favorable ground. Example: "That's an excellent question, but first I'd like to know..."

Use of Figures or Concrete Facts: Using specific data to respond to a difficult question, which gives credibility and reinforces the speaker's authority. Example: "Actually, statistics show that..."

Appeal to Emotion: Responding to difficult questions by connecting with the audience on an emotional level, using personal stories or anecdotes. Example: "I understand the concern, and I remember a case where..."

Positive Affirmation: Responding to a challenging question with a positive and proactive statement. Example: "We're focused on improving and have implemented several measures to..."

Breaking Down the Question: Breaking down a complex question into more manageable parts to answer each part effectively. Example: "That question has two parts; first... and then..."

Use of Strategic Silence: Taking a moment of silence before answering a difficult question to think and give a more thoughtful and controlled response.

Acknowledging the Question: Showing that you understand the concern behind the question before redirecting your response. Example: "I understand why you might think that, however..."

Reverse Narrative: Taking a criticism or negative question and flipping it to show how it actually reinforces your argument or point of view. Example: "That might seem like a disadvantage, but actually it's a strength because..."

Euphemisms: Using softer words or phrases to handle sensitive topics without directly confronting them. Example: Instead of saying "failure," use "unexpected learning."

Analogies and Metaphors: Explaining or defending a point of view using comparisons with familiar situations or concepts. Example: "It's like when..."

Connecting with the Audience: Adapting your responses so they resonate with the audience's values, interests, or concerns, creating a sense of mutual identification and understanding.

If after reading these strategies you realize that people with more "media experience" use them, it's because they work. And just as they work for the most experienced masters of debate and argumentation, they can work for you.

You don't have to memorize all of them. Practicing 2 or 3 for each media appearance can be enough to make your participation stellar.

Doubt is a Vote Against

Recently, influencer Jimmy Donaldson, better known as MrBeast, experienced what will probably be remembered as the most important scandal of his career, when one of his collaborators: Chris Tyson first announced his controversial decision to become transgender, legally changing his name and identity.

A few months later the crisis exploded when conversations were leaked in which Chris Tyson was addressing minors inappropriately, collaterally damaging Jimmy Donaldson's image and integrity.

Although Jimmy was not directly accused of committing any crime or behaving inappropriately with anyone, his mistake was delaying expressing his point of view and distancing himself from Chris in a timely manner.

Jimmy Donaldson did speak out against Chris's actions, but by the time he did, it was too late. As a vacuum filled, the story wrote itself. This is the importance of taking the lead and telling your story first, and the story of your brand, before others do it for you.

Moral Authority in Controversial and Polarized Conversations

Participating on one side or the other in a polarized conversation has equal risks and benefits.

Just as Target in the United States went through a "boycott" by the American conservative demographic when to celebrate Sexual Diversity Month in 2023 they opened a children's clothing island with LGBT+ theming,

This decision was considered a risk factor for children, to the point that after a few days they decided to remove the islands. But the damage was done.

Target's stock price fell to pandemic values, losing all gains from 2 years prior throughout the season and not until November of last year did it finally begin to recover.

The Silent Majority

From that moment on, many "brand lovers" became disillusioned. That's the risk of taking a side. That's why it's key that when you do, you have a real understanding of public opinion on a particular issue and not let yourself be carried away by what personally or individually we think is or isn't correct.

Managing opinion for brands and companies goes beyond what a person in the offices might feel or believe about a particular issue.

It's key to make these decisions based on real information and specific data, not just the pulse or feeling of what apparently is politically correct.

Many times the silent majority starts to raise their voice when a person, brand, or company touches a sensitive nerve. We have to be extremely careful about this.

4 Steps to Tell Your Story in Media

1: Do Your Homework.

Take the time to research the conversation you're about to participate in. Research the media outlet, the audience, the market, as well as journalists, editors, and other actors involved in your participation.

2: Write Your Victory Story

Don't wait for others to decide who the hero of your story is. Write the story as the victor, even if you're still in the middle of the crisis. 

In World War II, planes from the Allied armies dropped pamphlets from the sky over Japanese cities announcing the end of the war, even before the war truly ended. This contributed to both civil and military society gradually relaxing, and this was one of the factors that allowed the war to end more naturally and organically.

You can do the same. Write and tell the story as it happens, and assume your victory with others. This is also a strategy used by politicians to balance votes in their favor. The example that comes to mind is the famous "We've already won" by Vicente Fox.

Fox said in his campaign "We've already won" before he won the elections, and he finally won.

3.- Do Role Play

There are no small interviews. Your next media appearance could be the one that positions you personally and/or your brand as leaders in the market. It's worth dedicating time with your communication coach or with people you trust to practice and explore the different ways this could go well or poorly.

How Do I Apply This to My Case?

The classic media training is dead. That's why at Leaderlix we do Story-Media Trainings. If you want more information we'll be happy to evaluate your case and determine if we're able to work with you. You can request an exploratory call by selecting a date here. Or if you have an emergency you can write to contact@leaderlix.com and we'll get back to you in less than 24 hours.