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A soloist came to me recently, frustrated that their viewpoint wasn’t being picked up and magnified by a couple of key people in their field.
Why was it so darned hard to get their attention and what did they need to change to get their better-known peers to engage and embrace them?
While I 100% get the need to be publicly recognized by industry “celebrities” (we are building authority for a reason), this struck me as the wrong question.
Because framing their challenge this way was not only sapping their confidence, but keeping them from playing their own, very well executed game.
Sometimes, you’re just not going to be anointed by the existing voices and outlets—and that’s OK.
It might even be an advantage.
Say your views are a little—or a lot—off the accepted belief system. Of course the established voices won’t be in a hurry to acknowledge you—it feels dangerous to their personal worldview and maybe even their livelihood.
Or maybe you look and/or sound different from their norm—some insulated leaders take an annoyingly long time to embrace new voices, so it feels like you’re hitting your head against the wall.
Does that mean engaging them is not worth doing?
Not necessarily.
But it does mean that the sooner you let go of that deep desire to be brought into their fold, the sooner you can focus on your ideal audience and allies.
Because you’re not going to make it or break it on one recommendation or one relationship.
The basket to place your eggs in is your own.
Build your own ideas with a distinct point of view.
Publish (writing, podcasting, videos) your take on what matters most to your ideal audience.
Take some risks to put your “stuff” out for your world to see—in your voice, your style for your best audience.
Share the transformations you’re making with the people who most need to learn about them.
Do the daily spade work of connecting with your ideal people, engaging with them as fellow humans on their way to your shared vision for the future.
In other words, anoint yourself.
No more burning daylight waiting for someone else to decide your voice is worthy.
Related: Pollinating: One Way To Grow Your Authority Business Beyond Publishing