How easily we can fall into that cultish vibration. One day, we call it unsettling, the next we’re sending PR packages with mugs bearing our faces and towels stitched with our initials. We even frame it with a story, “Welcome to our land, the place where destiny has placed you.”
It’s not as if we’re concealing the persuasion; that’s the point. They’re not even hiding anymore. They proudly confess that they kiss the mirror every morning they wake. They are certain that one day they’ll stand on national television declaring a public holiday in their own name, “Christopher National Day.” And perhaps the strangest part is that this kind of delusion sometimes works. It can actually get you everything you want in life.
Because it stands on the opposite side of shrinking yourself so that others can breathe, a habit that, ironically, can be the very formula for failure. You must be utterly unafraid of your own power if you want to wield it.
So yes, from the very first line, we can agree that sending PR boxes with your face on a mug might be a touch excessive. Yet it doesn’t mean every bold gesture belongs to the category of vanity.
The real difficulty lies in knowing what truly elevates your business, and what merely feeds the ever-hungry machinery of consumerist theater. That’s why we’re here, though. To navigate the thin, trembling line between what brings lasting value and what is just another polite form of daylight robbery.
What To Do? Where Is Found Real Substance Behind The Shine?
First things first, you should know that authenticity is the only form of wealth that retains its value over time, particularly in the era we are discussing, which is one where attention has become a form of currency. For this reason, building a business is no longer about being seen or the spectacle of its marketing, but about being understood and proving consistency in its core principles. Trust is simply not feasible without consistency. Whether we speak about the messages, design choices, or tone of voice, they should all convey the same conviction. The public should never need to guess who you are. Beyond that, there are other practices meant to endure, including:
- Invest in emotional intelligence, not just visibility. Contrary to the public opinion that regards businesses as if they were a mechanical exchange of goods and services, you should know that, actually, it is an ecosystem of emotions we are talking about. Knowing how to read a client’s silence, how to soften a negotiation without losing ground, how to write an email that resolves tension instead of feeding it, these are not minor details; they are the language of power, often disguised as acts of empathy.
- Master the art of business email. One might say, “Who needs a business email? Mine is just fine,” Except that it is not, and you actually need it if your goal is to embody professionalism and reliability. 99% of the time, the first impression is digital, so you simply cannot skip on this silent ambassador, the one that cares for your reputation even when you are not in the room. This is simply non-negotiable in the context of business. Whether we are discussing conversations that focus on the internal aspects of the business, interactions with clients and customers, or communication with suppliers and external stakeholders, this is key.
- Beyond email, responsiveness in phone calls, chat systems, and social media matters. There are prompts and thoughtful replies, the ones that demonstrate respect for the client’s time. While we are still here, you should also acknowledge the importance of authentic reviews, case studies, and endorsements that validate your claims. Genuine ones, not fabricated.
What Not To Do, Aka The Theater Of Excess
Chasing every trend may be the greatest peril of them all. TikTok challenges, NFT launches, and viral stunts all promise the intoxicating thrill of attention. But without understanding their relevance to your audience, these gestures are not innovation, not at all. In fact, they are imitations, for the temporary spike of engagement can feel like validation, yet it rarely translates into meaningful growth or loyalty. Attention, after all, is fleeting, like applause echoing in an empty theater. You may capture eyes for a moment, but hearts and minds, the only true currency of lasting influence, remain untouched.
Equally perilous is the belief that aesthetics alone can carry strategy. Glossy design, elaborate campaigns, and extravagant events may impress onlookers, but without alignment to a clear mission, these efforts are performative, not productive. They create the illusion of progress while masking the absence of substance. Every dollar spent on spectacle is a dollar diverted from strengthening products, services, or communications, the quiet work that actually builds trust. Businesses seduced by the shine often discover, too late, that what dazzled the eye left no mark on the soul. It is not worth it.
How To Know If Something Is Necessary Or Just A Fad?
Questions to Discern Necessity from Fad:
* Does this action directly serve our core mission, or is it designed only to impress?
* If no one were watching, would we still do it?
* Does this choice strengthen trust with our clients, partners, or audience?
* Will this practice hold value in six months, a year, or five years, or is its impact fleeting?
* Does it align with our long-term strategy, or does it merely follow someone else’s success?
* Could this investment distract us from more meaningful priorities?
* Does it solve a problem, improve a process, or deepen engagement, or is it purely aesthetic?
* Are we acting out of fear of missing out, or out of deliberate intention?
* Would our reputation benefit from doing it, or is it a hollow display of activity?
* How measurable is the outcome, and are we chasing metrics or meaningful results?
* Does it require constant upkeep just to appear relevant, or can it persist naturally?
* If we stopped tomorrow, what would change?
