A lot of people say that ideas are the currency of the 21st century. Before that it was information. But information became useless once we all got access to pretty much all of the information out there with a few simple clicks.
So information was replaced by ideas. And ideas are now being replaced by something else. Ideas are being replaced by exposure.
The more exposure you have yourself or can offer to someone else, the more you bring to the table. The more valuable you'll be seen by someone else.
Exposure and building your brand..
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And this turns the entire game upside down. It turns things like hierarchies completely upside down. Here's why..
Even if you're a broke ass like me but people believe that there's some potential exposure for them on the table, you'll be taken serious.
Then people who are a lot more successful than you, who have a lot more skin in the game, who have a lot more money than you, will take you serious.
The moment people start to believe that you're able to offer some exposure is the moment that you can reach out to almost anybody. It doesn't matter how successful they are.
Living in the attention economy where even money doesn't guarantee you to get your product, yourself or whatever noticed, the only thing that's really valuable is exposure. Exposure is worth more than anything else out there.
You give me some exposure and I'll give you (almost) everything you want. Exposure in exchange for exposure. Or exposure in exchange for credibility. Or some hard cash if you're promoting clothes on Instagram or something like that.
That's why not too long ago a young YouTube kid in Germany with millions of followers was able to interview Angela Merkel on his YouTube channel. He offered exposure. And in exchange he got credibility (and more exposure because everybody was talking about it).
That's why I started my podcast. Because it allows me to offer some folks exposure. And in exchange I'll get credibility. And in a best case scenario I'll get exposure AND credibility at the same time. And because I love listening to great stories and inspiring people. Just like that German YouTube kid.
And then you can tap into even bigger networks. Whenever that kid needs anything from Angela Merkel, his emails will get through. Or his calls. Or whatever. He “hacked the system”. And skipped working 50 years of his life to get his emails answered by Angela Merkel.
Even if he did work 50 years of his life Angela Merkel might probably still not answer his emails. Or return his calls. Now she will..
And to me, that's why exposure is the new currency of the 21st century. That's why today it's even more important to build a following than it ever was. Exposure allows you to “hack the system”. Exposure will make Angela Merkel return your calls.
Sure, at the end of the day the way you build up that following, the things you come up with to build your follower base is based on the ideas you come up with. But the currency you'll have to pay with is exposure. And nothing else..