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Visibility versus Ability
CAN YOU THINK OF ONE OF YOUR COMPETITORS who is very successful even though they aren't nearly as experienced or skilled as you? The one that leaves you scratching your head about why they are on top and you are not? I'm going to tell you why, and I will reveal the harsh reality about branding and marketing and the truth about why inferior products and services often end up as the market leaders.
Your visibility is more important than your ability.
When it comes to branding, size matters. The more visible you are, the more you win. It doesn't matter if you're more skilled or have more talent. The most visible brands are those who have opportunities come their way while invisible brands do not.
People get paid for who they are more than for what they do. We see this happen with celebrities every day. Paris Hilton doesn't get paid to attend events because she's a riveting conversationalist. She gets paid to attend events because of her name recognition. People don't always choose the most deserving person or company to work with. Business is a popularity contest.
Now, by no means am I saying that you can have a bad product or service as long as your brand is visible. That is a surefire way to make sure your brand is known for all of the wrong reasons. You will never get any repeat business or referrals if you can't deliver on the goods. You still have to have the ability.
Visibility gets people in the door, but your ability keeps them there.
Most people ...
