Proof Comes in Tiers: Rank Yours Strategically
Not all proof is created equal. How does yours rank up? So if you’ve been following me for a while or done any of my programs, then you already know that I talk about proof… A LOT. You can have the best product in the world, but without proof? Every sale will be a slog. There are 8 different types of proof, and I’ve experienced them all—from being featured in Inc. and winning awards to getting unsolicited shoutouts from smart, respected people. (One tweet from Amanda Natividad once sent me 3,500 new Twitter followers overnight.) If you’re trying to use proof more strategically, think of it in tiers: → Tier 1: Borrowed proof Think stuff like industry stats or success stories that validate your recommended approach. These aren’t results you’ve gotten *personally*, but they add credibility to your argument. → Tier 2: Self-reported results This is sharing your own wins or numbers. Valuable, but you’re the least objective source so they can raise skepticism. → Tier 3: Paid media mentions Think being featured in recognizable media outlets or a popular newsletter. You benefit from association with a trusted brand. And there’s real SEO value and credibility in saying “as seen on” Business Insider or ABC. → Tier 4: Solicited testimonials A real person vouched for you and sings your praises. Even if you asked, they still chose to say it. → Tier 5: Earned third-party recognition Stuff like getting earned media coverage, winning an award, or making a “best of” list. Someone with their own credibility decided you were worth featuring. → Tier 6: Unsolicited customer praise A client publicly gushes about how great you are without being asked. No incentive to exaggerate. → Tier 7: Demonstrated results A live demo or visible public outcome. You’re not claiming results—you’re showing them. The buyer draws their own conclusion without needing to trust anyone’s word. → Tier 8: Endorsement from a trusted source Someone your buyer already trusts vouches for you. Because that person was already known and trusted, that credibility transfers directly to you. What kind of proof are you using in your business? Most experts mostly stick to Tiers 1 and 2. The higher tiers are where clients actually convert. Makes sense, right?
Be Top‑of‑Mind: Buyers Choose the First Idea
Your buyer’s brain is lazy. That’s why your positioning can’t be. Have you lost work to someone you’re objectively better than? It stings. Maybe you found out later. Maybe you just suspected. The thinking was shallower, the track record thinner—but they got...
Focus on Your Own Game, Not Bigger Teams
You’re creating content solo or with a tiny team. And you’re comparing yourself to people wirh full time content crews. Be inspired by their come-up story, but ignore what they’re doing today. They’re playing a different game. Play your own...
Own a Bold Idea; Ditch Empty Consistency.
F*ck "staying consistent." Consistency without a sharp idea is just showing up to be ignored on a schedule You need to say something that’s helps you break through. Don’t just share ideas. Own one.
Earned Ideas Win: Act, Prove, Think Differently
Differentiated thinking is hard won through action. If a person hasn’t really done anything themselves—they've just analyzed others’ wins or been along for the ride but never drove the bus—they rarely have a real POV. They'll just parrot their peers....
Offer Fresh Insights, Not Louder or More Posts
The fix isn't posting more. The fix isn't shouting louder. The fix is having something different to say that your audience doesn’t know they need to hear.
Own a Unique Belief, Not Just a Point of View
What’s the difference between a point of view and an ownable idea? Commitment What differentiated belief do you have, that your audience doesn’t know they want to hear, that no one else is saying? That’s the foundation of your ownable idea But you must...
Shift From Expertise to Ideas: Reputation Wins
Old game: → Compete on expertise → Win on competence → Grow on referrals New game: → Compete on ideas → Win on narrative → Grow on a reputation that spreads while you sleep Most experts are still playing the old game
Focus on What Never Changes, Not Every New Tool
Don’t ask: “How can I survive all this change?” Ask: “What *won’t* change?” Jeff Bezos built Amazon by asking that exact question. He didn’t obsess over competitors or waste time trying to predict the future. Instead, he built Amazon around things he knew customers...
Think Publicly; People Must Buy Your Ideas First
If you want to get rich, you should think in public Why? Because people need to buy into your thinking before they'll buy from you
Own a Distinctive Idea, Not Just a Target Audience
Being known for a specific idea beats just choosing a specific audience to target. You don’t need to narrow who you serve—you need to own what you stand for. Your ownable idea is your niche.
Marketers, Not Engineers, Drive Today’s Billion‑Dollar Brands
The (lazy) narrative: "agencies are dead" The reality: good marketers will get VERY rich — Building a product used to require a ton of capital, years of engineering or R&D, and a team you probably couldn't afford. (Trust me. I built a VC-backed tech...
Ownable Ideas Turn Buyers Into Followers
Your buyer already knows what they want. They’re waiting for someone to show them why everything they’ve tried falls short. That’s why an ownable idea is so powerful. When you find the right one, you stop chasing clients and start attracting...
Clients Choose Empathy Over Credentials: Your POV Sells
Buyers don’t hire the most qualified expert. They hire the one who makes them feel understood and makes them think. Your POV is your pitch.
Original Thinking Beats Automated Content Volume Every Time
Every 2nd post in my feed is somebody bragging about their automated content creation system Volume ≠ Value Viral ≠ Authority The real advantage in this new landscape isn't volume, polish, or even engineered engagement—it’s original thinking Act accordingly