My friend Mark Schaefer has written another wonderful marketing book that examines how a range of people have become known.
If you are thinking about exiting the cubicle and finding a path forward, I highly recommend you pick up a copy to read. This book is for anyone seeking to enhance their visibility to a specific audience. Whether you are an industry executive looking to promote your knowledge to a wider audience or a young professional trying to figure out a path forward, KNOWN is rich with ideas and insights.
Mark dispels the common and simplistic notion of just following your passion.
Instead, he urges people to create a plan and follow it as you head toward your goals. Known is filled with many useful examples of how to do this and has a personal branding workbook with step by step exercises to help you achieve your goals. Mark interviewed over one-hundred individuals who have become known in a range of industries from a UK wine blogger, YouTube stars, podcasters, cartoonist to Food Network host.
When he reached out to other colleagues and me to provide him with some names of people who have become known in their field, I quickly thought of a half-dozen individuals who fit the bill having established authority in a market or niche. Several of them are featured in Known and help provide examples of how some well-known individuals built their reputation within niche market segments.
Step-by-Step Approach to Becoming Known
Mark’s style is very accessible and filled with useful examples of how people started and persisted along their path to building a reputation. He has some practical observations about the qualities he observed in all of the people he spoke with who all believed that through their work, they had to be consistent and persistent in their efforts.
Another theme that runs throughout each profile is that most people believe that they are serving a community and are trying to make the world a little better place to live. Having a mindset of helping, helps.
If you are looking for inspiring stories to help motivate you to take the leap, there is a lot of useful suggestions and examples to help you see a path forward.
Some of my favorite examples are people like Tom Fishburne who combined his marketing expertise with his passion for cartooning. Check out www.tomfishburne.com to learn about the Marketoonist.
The story of internationally known wine blogger Dr. Jamie Goode also helps you understand how critical persistence is in any field. Jamie has spent years learning about every aspect of wine making and writes about it in his famous blog at www.wineanorak.com
Tom and Jamie are both friends I have had the privilege to work with and their stories illustrate Mark’s thesis of how to become known to a specific audience.
The story of Antonio Centeno from www.realmenrealstyle.com is another example of someone focusing on a niche and bringing a human, fresh perspective to fashion from an ex-Marine. This is a surprising story and one that underscores that conviction is vital on the road to becoming known.
Known – all in the family
Perhaps my favorite story of all is about a certain young woman named Fanny Slater who focused on three things she enjoyed doing – writing, cooking, and improv and turned it into a cookbook (Orange, Lavender, and Figs) and a hosting gig on Food Network.
Fanny is an example of someone who is climbing the ladder to become known by having a plan and always heading toward her North Star. You can learn more about Fanny at www.fannyslater.com and don’t miss her recipe for sweet potato latkes. Fanny is the fruit loop, in the bowl of cheerios.
You can order Mark’s book at Amazon or other booksellers.
How will you be Known?
Need help finding your path forward? I can help as a coach to help you or your business become better known. Let’s talk. 919 720 0995 or email me at jeffreylynnslater@gmail.com
Mark spoke at a wine industry conference I organized last year. I’m proud to call him my friend and an inspiring educator.
Photos courtesy of Mark Schaefer
