Cults of personality are an existential threat to your business. To every business, really.
Here’s why: 👇
First, to be clear: there is no Transitive Property of Expertise.
If an expert built, grew and sold a company that does X, and that expert now shows a passing interest in Y, they are not automatically an expert in Y.
Beware: they can still eat your lunch.
Audience doesn’t care about expertise.
They care about TRUST.
And, there IS such a thing as a Transitive Property of Trust.
If someone has earned trust on topic A, and they turn their attention to topic B, their audience automatically assumes they’re trustworthy on topic B.
It’s just the way we’re all wired.
So, why not use it to your advantage?
Any trust you’ve built with your audience is also your best defense.
Build an audience while you’re building your business.
Instead of a liability, it becomes your moat.