The Art of Advocacy: Get tough without getting loud

Where outrage often overshadows reason and soundbites dominate complex issues, effective advocacy can feel like a lost art. That’s why an interview on The Late Show with Stephen Colbert this week caught my attention.

The former head of USAID, Samantha Power, delivered what can easily be described as a 7-minute advocacy masterclass, defending the critical role of the U.S. Agency for International Development (USAID) amidst recent political discussions about cutting foreign aid programs.

I had not personally heard of Samantha before this appearance.

Wait, what’s happening with USAID?

First some quick context. USAID is the U.S. government agency responsible for administering foreign aid and development assistance around the world. Since being founded in 1961 by President John F. Kennedy, USAID has played a role in promoting global stability, reducing poverty, responding to humanitarian crises, and advancing U.S. interests abroad.

The agency’s offices and computer systems were suddenly shut down last weekend and employees overseas were recalled back to the U.S., effectively halting hope of the agency’s operations resuming anytime soon. (This was at Elon Musk’s direction, though it would officially take an act of Congress for USAID to be dissolved).

But this isn’t a political piece, to be clear, and as a Canadian, I’m not writing to discuss why/how this happened.

Today, we’re going to look at how Samantha Power communicated her message so effectively. Regardless of your political or fiscal views, there’s a lot to learn from her approach — whether you’re advocating for a cause, pitching an idea, or trying to persuade an audience on any topic.

Why Power’s advocacy was so effective

In just a few minutes on TV, Power managed to do the heavy lifting that many advocates struggle with — she captured attention, built credibility, and made her case with clarity and impact.

Here’s how she did it, and what we can learn from her appearance.

1. Anchor your story in shared values

Power doesn’t dive into statistics or policy jargon. From the very first moments, she connects USAID’s mission to something bigger: American values and national security. It’s not just about helping people in distant countries; it’s about what that says about America’s role in the world.

She reminds the audience that USAID was established during the Cold War, with JFK recognizing that winning wasn’t just about military power — it was about winning “hearts and minds.” By framing foreign aid as a strategic tool rather than just an act of goodwill, she taps into values that resonate across political divides: leadership, security, and national pride.

This is a critical lesson for anyone advocating for a cause. If you want people to care, start with what matters to them. Whether it’s business, nonprofits, or community work, framing your message around shared values builds an immediate connection.

2. Get concrete, quickly

Advocacy often loses its audience when it stays too abstract. Power avoids this trap. Instead of waiting for Colbert to ask for examples, she proactively shares real-world stories that illustrate USAID’s impact — programs that have delivered food during famines, provided medical aid during epidemics, and supported communities recovering from disasters.

By offering tangible examples, she grounds the conversation in reality. It’s no longer about vague ideas — it’s about real people, real outcomes, and real stakes.

Whether you’re pitching a project, leading a presentation, or rallying support for a cause, concrete examples make your message relatable and memorable.

3. Zoom in for impact

While broad statistics can show scale, personal stories create emotional resonance. Power knows this instinctively. One of the most powerful moments in the interview is when she describes a heartbreaking scene:

A line of children waiting in the scorching sun for tuberculosis medication. When an executive order abruptly shut down the program, only 3 children received their meds. The rest were sent home — untreated, vulnerable, and out of options.

That image is clear. It’s not just a number on a spreadsheet, it’s a vivid story with faces, emotions, and urgency. It’s the kind of detail that makes an issue impossible to ignore.

In your communications, don’t underestimate the power of small, specific stories. They create human connections that data alone can’t achieve.

4. Stay calm, be factual

Outrage often gets the most attention on social media, but Power’s calm, measured delivery is clearly working. She doesn’t raise her voice, make dramatic gestures, or even rely on emotional appeals. Instead, she speaks with quiet authority, using open hand gestures and a steady pace. I was surprised at how calm she remained.

This signals confidence. It tells the audience that you know what you’re talking about, and don’t need theatrics to make your point. It also invites people to think critically rather than react emotionally — which is so key when when dealing with complex or controversial topics.

What’s the takeaway?

Storytelling, strategy, and staying calm.

The interview was a strong defence of USAID, but it’s also a blueprint for effective advocacy. Whether you’re a nonprofit leader fighting for funding, a founder pitching your startup, or someone trying to create change in your community, the principles are universal:

• Start with shared values. Connect your message to what your audience cares about.

• Be concrete. Don’t just talk about your impact — show it through real examples.

• Tell specific stories. Personal anecdotes create emotional resonance.

• Stay calm and factual. Confidence doesn’t need to be loud.

You can see these principles in action by watching the full interview here.

It’s seven minutes that could change how you think about persuasion.

Let’s all focus on trying to have the clearest message, and the courage to stay calm and tell it well.

Thanks for reading!

Until next time,
Daniel

Speaking about speaking
PS — Last week, I spoke at SocialNext in Ottawa. I’ll leave you with a couple of clips from the event below, and am sharing more over on LinkedIn.