Uncovering the Truth Behind the YOU Inc Brand and the Expert Conspiracy

Hey what’s up everybody.
Richard Bravo here and today I’d like to talk with you about
“Uncovering the Truth Behind the YOU Inc Brand and the Expert Conspiracy.”

Expert …
it’s a funny word really.
What makes you an expert?
Well here’s what they have to say about it on Wikipedia (expert) …

An expert is someone widely recognized as a reliable source of technique or skill whose faculty for judging or deciding rightly, justly, or wisely is accorded authority and status by their peers or the public in a specific well-distinguished domain. An expert, more generally, is a person with extensive knowledge or ability based on research, experience, or occupation and in a particular area of study. Experts are called in for advice on their respective subject, but they do not always agree on the particulars of a field of study. An expert can be, by virtue of credential, training, education, profession, publication or experience, believed to have special knowledge of a subject beyond that of the average person, sufficient that others may officially (and legally) rely upon the individual’s opinion. Historically, an expert was referred to as a sage (Sophos). The individual was usually a profound thinker distinguished for wisdom and sound judgment.

So the idea commonly tauted today in the “attraction marketing” space is to focus on building YouInc. and be branded as an expert.

An expert of what exactly? An expert of YOU Inc. presumably.
But how do you do that?

As that definition on Wikipedia is relayed to us, how do you fit into it all? Especially if you’re brand new to all of this.

Well first of all, here’s something I’ve noticed about true experts (for the most part)…
They aren’t the ones calling themselves experts. Their followers do.

Now I know some people might jump in here and tear me a new one talking about “followers of gurus” and how you should never follow gurus, rather do your own thing and create your own experience and test your own stuff. But reality is there are leaders and there are followers. Always have been, always will be.

Something I also heard recently was the fact that it takes the first follower to create a following, hence converting a “lone nut” into a leader. So never underestimate the power of a follower.

So truly the question is – Which One Are You?
Interestingly enough however, being a good leader requires being a good follower.

::: the Character Of an Expert

No… not that kind of character. I’m talking about the stuff that’s inside.
Not some cooked up “image” of an expert.

If you look closely at the concept of an expert there are a few critical elements to take note of:
1. Experience
2. Knowledge
3. Wisdom

Just as note worthy is the fact that officialese, credentials, branding, a sharp image, a fancy title … all of these things are actually quite trivial at the end of the day.

It is within the realm of the 3 main characteristics of a leader that one is bestowed the title “expert,” BY THEIR PEERS, not their brand.

Where do you get all that wisdom, knowledge and experience?
Well a good place to start is modeling others that are successful in the area of “expertise” you want to become an expert in. As well as studying any other sources that will build that knowledge base that is characteristic of a wise expert.

So an expert really is someone (a leader in their field) who gathers mass amounts of knowledge through studying and experience, more than the average person would.

::: to Brand or Not to Brand?

So let me ask you this, what good will that do you if no one agrees and no one os listening or buying your stuff?

• If I create a fancy new graphic for my website with the word “Expert” in it,
  will that make me more money?
• If I add “Expert” to my forum signature will that make me more money?
• If I “brand” myself as an expert in my videos will that make me more money?

The simple answer is no.

You can brand all day from stage to an empty audience.
You can claim to be an expert as much as you want.
But what good will it do you if no one is listening?

With that I would argue that as Dean McNamara pointed out in a conversation on the Better Networker forums, you begin by being YOU.

A likable you.
A trustworthy YOU.
A caring YOU.
A you that your peers want to be around and listen to.
A you that people will begin to flock to as you create a more valuable version of you.
A you that people like.
But more so … a you that you like.

That will create a very attractive YOU Inc. brand.

I argue that you do not need to “promote” you, rather … Be You.
But “be you” everywhere. Market the hell out of “being you.”

A key thing to realize is that “great marketing” isn’t viewed as marketing by the passionate followers that respond to it – to them it’s a culture, a movement, part of their life. Something they want to be a part of and something they want to be around.

Be that. Brand that.

I love the US military’s slogan – “Be All You Can Be.”
Be all you can be and work your ass off to become more valuable to the marketplace. Gain your expertise. Hone your craft. Serve your followers. And do a lot of it.

::: Climb the Ladder

As I said, “being” an expert isn’t as simple as slapping up a blog and saying it’s so. Like Diane Hochman discussed in her recent video – don’t be a pig in lipstick. Just be you. The you, you are right now. Own that. Understand it.

Now that you have that pesky branding issue figured out, now it’s time to get to work on creating the most valuable version of you, you can muster up.

Jim Rohn said it best …
“Work harder on yourself than you do at your job.”
That is how you get paid more. When you become more valuable to the marketplace, the dollars will follow.

The ladder of success is a real thing and we all begin on the first rung.
However…
While it may measure the pay grade, it does not dictate how high you can climb.

::: Your Journey

OK, so how do you start?
Here’s a simple 2 part formula anyone, and I literally mean anyone can follow like clock and will work every time, 100% of the time – guaranteed!

Yeah baby …
when was the last time you saw a guarantee like that!?

Ready?
Here it is …

1. Put your right foot foot in front of you, followed by your left.
2. Repeat step 1 in perpetuity.

I know! … crazy simple right?

See, I used to have this little saying I quoted from time to time that went like this:

“Life is a trip … I’m still packing.”

I look at that now, right now as a matter of fact because I just used it again the other day and I realize how self defeating it is to “program” myself with that statement.

Always packing, never traveling.

So here’s the takeaway …
Take what you have packed “right now” and get moving. Take that walk. Take the lead in your journey. Go.

As you progress through your journey you will learn new things, have new experiences, meet interesting people you can learn from and discover things about yourself.

But don’t let being “new” hold you back. Everyone starts at start. The real secret is simply starting and then to keep moving forward. That’s it.

::: the Quest

There’s a great sequence in many iconic adventure stories where the “hero” is on their quest and as they go from place to place they meet other adventurers, warriors and other resourceful characters in the story.

As the story progresses these characters form a brotherhood, a league, a team … and they go onto fight evil and conquer the quest – together.

There will be people along the way planing to take the same journey; packing for the same trip. People getting ready to “start.”

Guess what? You have more experience than they do on the journey … assuming you started. Help them do the same.
Get their attention and walk with them. Show them what you’ve learned. Help them get started. Teach them to walk.

Then teach them to lead.
Repeat.

Embrace that journey. Take the trip.
Do that and do it well and I guarantee the day will come when they call you an expert.

Live Long & Prosper.
~Richard
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