Hey there

What I'm about to say will give some people apoplexy...

I hope you're not one of them..

For those of people obsessed with "giving" value...

It's important to understand that often it's not what you think it is...

And whilst you're busy only providing "value" that your audience really don't care about...

There are a few people out there who understand what it is...

And are daily positioning themselves to profit from it.

Let me share with you a rather random story...

A few weeks back a friend contact me with the offer to buy a blue leather briefcase...

It was beautiful!

It was also $4000.

I just couldn't bring myself to pay for it.

Fast forward a few days...

And I'm at Ebeano at Ikeja GRA...

Guess what I see....

A blue leather brief case...

And absolute beaut!

Price?

N5200

But it wasn't a Bottega Veneta’s Intreccio Imperatore Briefcase.

And so I didn't buy that either...

I'd rather not be caught feeling fly with a fake high end looking briefcase...

Got a rep to protect you know...

Anyways...

Two briefcases...

One $4000

The other N5200 (about $14)

The reality is....

They both carry things.

And sure the $4k briefcase might have better leather...

But $3,880 better?

Probably not.

But the $4,000 briefcase has the status...

And the $14 one doesn’t.

No, it’s not “fair”, or logical, or even makes much sense.

But once you realize that all human beings make decisions on emotion and not logic…

It makes all the sense in the world.

And if you think you’re any different...

Think again...

#evillaugh

Even the decision to be logical & rational is ultimately an "emotional" decision.

As is the reason why people often pay more for entertainment than education, practicality, or anything else that logic says should cost more and be considered more valuable....

Whether it’s a hand bag or a human being...

Eg...

A pro footvaller player who entertains gets paid millions while a teacher— a job more intrinsically valuable than playing sports — get paid peanuts in comparison.

Another example of this reality:

Take a celebrity like Kim Kardashian #shecute

She literally gets paid close to a million dollars just to send a Tweet.

Think about that.

Brands will pay her hundreds of thousands of dollars or more to post something about a product on social media.

And...

When she does...

Her fans buy it...

And she sometimes creates million-dollar brands with a push of a button for certain companies.

On the other hand, the average person or company or “great teacher” or “skilled artist” without high status sends a tweet, and gets maybe a retweet or like, at best.

The reason for this?

It ain’t because Kim Kardashian is the most talented celebrity in the world.

Nor is she the world’s greatest business mind who ever lived either....personally I think Chloe is far smarter...

And it’s certainly not because she’s the best social media “copywriter.”

Chick can't spell to save her life...

#okimhating

No...

The only reason people pay her this much is because she has high status.

Status that gets millions of people watching her every post.

Status that got her inside the White House to discuss prison reform.

Status that, frankly, comes from being a great entertainer.

Which begs the question:

How does the rank-and-file expert/"thought leader" get high status?

There are multiple answers to that.

Like being born into royalty or a high status family.

You can also get it via mastering a specific skill over the course of many year and knowing how to “flip” that mastery into status.

You can even do it via the intelligent use of trolling #myfavorite

But the easiest and most predictable way is......

Yeah...

I'm not telling...

Show up tomorrow to find out...

#stickingmytongueout

BTW:

It's my anniversary in a few days...

I'm thinking of running off somewhere with my boo...

Not sure how that's going to work no thanks to Rona...

But hey...

I'd love some suggestions.

Plus...

To celebrate...

The very obvious copulations that will be happening that night and well into the morning...

I'm thinking of putting together an offer for us...

Probably in the N5k to N10k range or less...

Not sure yet....

But be on the look out...

It wouldn't be open for long.

Till tomorrow...

Play a bigger game...

CTM

PS: Not yet booked for November's Brand Acceleration Workshop? You can get a seat for just N25000 between now and sunday night...and it's the last one for the year. Hit reply for payment details.

PSS: If you're uber grateful for the emotional and mental trauma I have put you through over the past few months and want to send me something for my anniversay...hey hit reply too and let me know.