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From what they have said, you can instantly …

1. Understand them deeply.

2. Generate story leads and context-setting themes.

Leads and Themes for an Article on

Kanye West

Imagine you have to write a news or feature article on Kanye West.

Here is part of a recent statement he released on Instagram (but subsequently deleted). It was reported by Elyse Dupre on February 16, 2022, in E! Online at:

I’ve learned that using all caps makes people feel like I’m screaming at them, I’m working on my communication. I can benefit from a team of creative professionals, organizers, mobilizers and community leaders. Thank everybody for supporting me. I know sharing screen shots was jarring and came off as harassing Kim. I take accountability. I’m still learning in real time. I don’t have all the answers. To be good leader is to be a good listener.

– Kanye West

Context: West’s recent social media posts that caused controversy were related to his failing marriage to Kim Kardashian. And, yes, the “a” was missing in the last sentence.

Now, see how MercurySaysPersonal helps you to instantly create a story lead and context-setting themes.

Understand Them

Feeling clever is not the same as being clever. When intellect is puffed up by emotion, bad things can happen. “Smart” is a word that suggest flashy, superficial, and vain. But, on the other hand, they may simply be very smart.

Potential Leads and Context-setting Themes

If they really are smart, why do they get into so much trouble?

Are they a strategic thinker or do they wing it from one day to the next?

They are clearly intelligent but does their feverishly creative mind sometimes override their feelings and common sense?

Do they think that they are cleverer than anyone else?

Did they become smart through life’s experiences or from their genetic inheritance?

Do they use their creative genius simply to generate media attention?

Understand Them

The word “willing” suggests acceptance but it also implies that someone is ready to spring into action. They are certainly feeling an expectation of some event that they hope is positive for them.

Potential Leads and Context-setting Themes

What will they do next?

Do they think that willpower can create the future?

How do they feel about upcoming events?

Are they likely to accept the inevitable?

How much patience do they have in this situation?

What will happen next?

How do the next few years appear to be shaping up?

Understand Them

There is no question that people like feeling strong. But, when emotions underpin their drive to have things their way, problems can arise. Pivoting on their latest emotion can be unpleasant for those who behave that way. And, it can be worse for those on the receiving end. However, strong, smart, and successful people are almost always in love with themselves and their glorious determination. And, that’s not necessarily a bad thing. After all, that’s probably how they got to be … successful.

Potential Leads and Context-setting Themes

What will be the focus of their next social media posts?

Does their heart override their head?

Does their overwhelming need to express their determination sometimes create trouble?

Do they have any regrets about how they have applied their willpower in the past?

Is there room in their life for anyone else to express their willpower and to feel good about it?

Understand Them

It is very common for people to feel driven to express themselves. But, when risk-taking also comes into play, problems can easily arise. A self-perception based on being daring will inevitably lead to some failures. The only questions to be answered are how bad will the fall be and can they recover from it? People who are expressive, assertive risk-takers must find it almost impossible to escape their entangling personalities. One daring self-expression always leads to another.

Potential Leads and Context-setting Themes

Have they clearly set their goals or are they striking out blindly?

Is their risk-taking likely to bring about their downfall?

Can two powerfully assertive people stay married when both want to express themselves?

Will their assertiveness ensure that their children are well cared for?

What will they lose if their daring behavior fails?

Are they too fixated on expressing themselves?

Does being an assertive risktaker eventually lead to isolation and alienation?

Understand Them

The word “committed” implies loyalty and unwavering focus. Someone who is committed has typically put all their eggs in one basket. But, the dynamic aspect of “committed” includes speaking, thinking, feeling, and acting in a way that is in tune with the thing to which they are committed. By its nature, it is all-encompassing.

Potential Leads and Context-setting Themes

What are they committed to do next?

Do their actions speak louder than their words?

Are they concerned that some of their actions are carried out despite new, offsetting facts?

Are they committed to something that is more fantasy than reality?

Do they understand that, sometimes, doing nothing is more effective than doing something?

Understand Them

Usually, being attentive is a tremendous asset. And, those who can hold their attention over long periods of time can create stupendous results. Just ask Warren Buffett. But, being overly attentive can have its downside. Looking only through a microscope does not show you the whole world.

Potential Leads and Context-setting Themes

What’s the next thing we can expect to see, if we pay close attention?

Does their attention to detail give them a powerful advantage?

How must they feel when they miss small details?

By paying close attention to specifics, do they miss the bigger picture?

Are they always seeking an advantage in whatever they do?

Understand Them

Someone who is starting to close their mind usually becomes increasingly less interested in listening to new ideas. Typically, they are growing weary of thinking about an issue and are wanting to move on to something else. This means that there are fewer chances for other people to express themselves in a way that will be heard, creating a frustration that may cause trouble. When someone doesn’t care, and people around them are frustrated, that’s a potent mix.

Potential Leads and Context-setting Themes

As they make up their mind, Do their lives seem to be easier the more certain they become?

Do they understand what it feels like to be ignored?

Are they listening to other points of view when their own wellbeing depends on keeping an open mind?

Are they able to reverse course and begin accepting other views?

Does their ego run cover for them when they close their mind and make mistakes?

Do they spend too much time focusing on what they believe?

Do they recognize frustration in others?

Understand Them

It seems they are looking for evidence that proves or disproves the validity of a decision or action they have taken. A strongly rational person will consider any new information then draw conclusions. But, a strongly emotional person, will skip through that tiresome effort called thinking and simply blast out their feelings. Pity anyone in their way.

Potential Leads and Context-setting Themes

When do they know that they have achieved what they want?

What do they look for immediately after they have said or done something controversial?

Do they like change or do they think things should stay the same?

When they do something, do they expect immediate results?

Do they gather information by seeing or hearing things?

How do they feel when nothing changes?