Market Leader I Told You I Am

Fake it until you make it, right?

I wonder how many successful people have to tell you that this is what they did, before you start believing them?

But there’s also brands doing this

Red Bull used to place empty cans in nightclub bins, so everyone thought that this drink was wildly popular and they had to try it. Innocent did the same with bottles in London cafes and park benches

They give the illusion of momentum - the idea that if everyone else is already in on how great this is, you must be late.

We don’t like being late to things. So we jump in with everyone else.

To become a market leader - You could spend £1000s on courses to become the best (and you certainly should, over time). Or you can BE a market leader.

You can have testimonials everywhere. Screenshots everywhere.

Share advice you’ve given, thoughts you’ve had, issues you see.

Subtle social proof, like ‘I had 5 consultations yesterday and it told me’ or ‘I spoke about that recently on a podcast I was asked to be on’

The density of your narrative is crucial - how you can you get your name to show up in more places, so it feels more real for people?

There’s a handful of people I hadn’t heard of in the industry - then out of nowhere they’re on panels, they’re at events, they’re on podcasts, they’re in a friend’s share - I start to ask if I’m the idiot for not knowing who they are?

I’m not - they’re scaling the wall of my consciousness in a variety of ways, creating the simultaneous illusion of absolute expert and industry leader.

Credible and educated? Sure.

Spending all their spare cash on courses covering what they’ve already learnt? Nope.

They’re just letting everyone they know that they’re a Market Leader.

‘You haven’t heard of me? That’s weird, everyone else has’.