They're not booking who's best. They're booking who's seen.
Let me show you how to make sure it's you.
📌 In This Issue:
- Why some people command the room... and others disappear
- It's not about confidence. It's about clarity, positioning and presence
- Icons don't hustle for attention - they're magnetically remembered
- How Catherine got booked a year in advance
- 2 power moves to shift the energy of any room
- DOWNLOAD: 7 Ways to Be The Obvious Choice in Any Room
When You Walk In, Does The Room Already Know Who You Are?
One of the weirdest - and strangely most gratifying-moments of my early career happened 25 years on a flight from Dubai to Bahrain.
I'd just started at the brand-new, ultra-cool radio station: 104.8 Channel 4 FM.
Back then, social media didn't exist.
The internet was barely more than a digital business card.
So, being a radio DJ made you a local celebrity overnight.
On this flight, the cabin crew did their ususal seatbelt routine. Then out of nowhere, the flight attendant said:
"And thank you to Dave Crane for joining us today, one of the new DJs from Channel 4 FM."
I was stunned.
Nobody on that flight knew who I was... and yet, my reputation had outrun me.
That moment had taught me something priceless:
You don't have to be famous to be recognised.
You just need to be positioned.
Since then, I've walked into hundreds of rooms - conferences, boardrooms, green rooms - and something magical happens when I've done the pre-work. The organisers talk about me before I arrive. The host name-drops me on the mic. People seek me out after. Not because I'm a household name - but because I've branded myself as someone worth knowing.
This doesn't just stroke the ego. It builds pipeline.
It gets podcast invites.
It wins clients.
When I work with my Industry Icon clients, one the first things we build is a signature keynote. Something scalable. Something that can be delivered in 5 minutes or 50. A piece of content so solid, it turns heads and creates cash.
Let's say I've got a talk called "The 10 Most Powerful Ways to Make an Entrance."
If I'm in a room full of decision-makers and get asked to say a few words, I don't panic - I just deliver 3 killer points from that keynote.
Every time.
They get value. I get remembered.
That's not celebrity.
That's strategy.
That's how you become the obvious choice.
Your Talent Means Nothing If Nobody Can See It
The biggest mistake smart professionals make?
They think showing up is enough.
It's not.
Not anymore.
We're living in a world where everyone has a story, and AI is flooding every feed with pixel-perfect content that sounds smart... but feels soulless.
Soon, you won't be able to tell who's real, who's fake, or who can actually help you grow.
That's why - whether you're walking into a boardroom, joining a Zoom call, dropping into a LinkedIn thread, or showing up in a WhatsApp group - you've got to bring more that just your name.
You need credibility. Visibility. Consistency.
Your presence has to land with authority. And your follow-up needs to spark action - whether it's a follow, a DM, a download, or a collaboration invite.
And here's the truth most won't admit:
AI can never answer like a CEO.
But only YOU can connect like a human.
Anyone can use ChatGPT to give a Havard-sounding solution.
But that's not leadership. That's regurgitation.
What people truly need - what the market is craving - is empathy, clarity, and insight what hits home.
Real influence means knowing the Wi-Fi code of the room.
It's the human ability to read the room, choose the right message, and deliver it in a way that builds trust instantly.
That's what makes you memorable.
Not noise. Not AI blur. Not billionaire bravado.
So here's the takeaway:
Show up strategically.
Share value freely.
Be the one who speaks with them in mind - not yourself.
And then, when they want more - and they will - they'll buy the book, book the call, or join the next program.
Because they've already decided:
You're the obvious choice.
Why Icons Never Fight on Price
There's a formula that will change your life.
Icons know it.
Top business leaders live by it.
And now - you will too.
Most people believe success is about being cheaper.
Undercut the competition. Squeeze a profit. Win the client.
But here's the truth:
That strategy creates a bloodbath.
It's what we call a Red Ocean - everyone fighting for scraps, slashing prices, bleeding margin.
But Icons swim in Blue Oceans.
Different market. Different rules.
They command attention, not discounts.
And here's the real formula:
Your income = Impact of what you do x How hard you are to replace
Think about it.
The Starbucks barista writes your name on a cup.
It feels personal. Special. Recognised.
But are they irreplaceable? Not really.
The system works - whether they know your order by heart or not. The coffee still arrives.
That's why their pay reflects the process, not the person.
But when you walk into a room - stage, boardroom, Zoom call, or panel - your role is different.
You're not a cog.
You're the constant that can't be cloned.
If you want to own your value, focus on:
- Being irreplaceable.
- Deliver the impact that moves the room.
- Bring insights no one else can.
People need to know that when they say "Can you help?" - your "Yes" comes with trust, results and real ROI.
💥 Because once you're trusted, respected and remembered...
You stop asking what to charge.
You start setting your price.
How Catherine Became Fully Booked and Paid 12 Months in Advance
When I started working with Catherine, she was a scientist-turned-menopause expert.
Smart? Yes.
Qualified? Absolutely.
But her market? Crowded.
Post-pandemic, the space was flooded with self-proclaimed "experts" in menopause - many offering free advice just to get noticed. Catherine has knowledge, experience, and credibility.. but wasn't standing out.
So what did we do?
- Repositioned her identity.
We reintroduced the title Doctor. She wasn't an MD, but she had a doctorate in science. That small shift elevated her instantly in a field where credibility is currency. - Refined her audience.
No more generic advice for "all women".
We laser-focused on high-level businesswomen going through menopause - women losing confidence, losing focus, and sometimes losing their careers. These were people willing (and able) to invest to get clarity, coaching and a plan.
We also included decision-makers around them - CEOs, HR teams, and partners who needed to understand what their colleagues or spouse was going through. - Rebuilt her message around the Phoenix effect.
We shifted the narrative from "dealing with menopause" to rising stronger because of it.
We planted the seed for long-term change:
"When menopause starts knocking, be ready to consult, pivot, or launch your next chapter on your terms." - Launched her ecosystem.
- A podcast with real conversations.
- A bestselling book that flew off the shelves.
- Speaking spots on the most relevant stages.
- High-ticket programs that were fully booked out.
Now?
✅ Her calender's jammed.
✅ Her name opens doors.
✅ Her audience finds her without her chasing them.
Key lesson?
You don't have to be the best in the world.
You just have to be the best in your world - and easy to find.
And when your name comes up in a conversation you weren't even part of...
... that's when you know your system is working.
How to Walk Into Any Room and Leave with Opportunities
Let's break this down...
A "room' doesn't just mean four walls and a coffee station.
Today, a "room" could be:
- a boardroom
- a Zoom call
- a WhatsApp group
- a LinkedIn thread
- a podcast, panel or even a private dinner party.
Once upon a time, success was about money.
Then it became about influence - the number of eyeballs on your brand.
But right now?
The new currency is community.
A powerful network of people who care about what you do, benefit from it, and invite you into their circles.
People who promote you when you're not in the room.
People who bring you up in meetings, podcasts, and DMs because your work mattered to them.
And here's the twist:
You don't buy any community.
You build it - room by room, moment by moment.
That's why you need a martial art in:
💥 Positioning
💥 Communication
💥 Strategic Networking
It all begins the moment you enter the room.
So here are two tactical moves to instantly shift your presence and perception...
TACTIC 1: Be Known Before You Show
Don't wait to introduce yourself in the room - do it beforehand
- Connect with key people on LinkedIn
- Engage with their posts before the event or meeting
- Send a message: "Looking forward to seeing you at ____."
This small move makes a huge impact.
You're no longer a stranger. You're someone.
TACTIC 2: Let Others Do The Talking
Curate your credibility so others introduce you with power.
- Share clips, testimonials, case studies.
- Let the host or organiser name-drop you.
- When someone says, "You need to speak to ___" - make sure that blank... is your name.
These are just 2 of the 7 game-changing tactics I break down in the new cheat sheet:
"7 Ways To Be The Obvious Choice in Any Room"
From mastering first impressions to highjacking attention in a crowded space - these are the exact moves top performers use to turn presence into pipeline.
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