---
title: "The four steps to become known"
description: "The linear process the whole book follows."
canonical: https://tomsharman.com/bookshelf/known/the-four-steps-to-become-known/
updated: 2026-11-03
---

# The four steps to become known

> The linear process the whole book follows.

Mark Schaefer's framework, from KNOWN, pp. 16 to 33.

Framework 1 of 19 from [KNOWN](https://tomsharman.com/bookshelf/known/index.md) by Mark Schaefer. Category: Lead generation.

## The steps

1. **Step One: Your Place.** Find your sustainable interest, what you will be known for.
2. **Step Two: Your Space.** Find an uncontested niche big enough to matter.
3. **Step Three: Your Fuel.** Choose the rich content that fills the space.
4. **Step Four: An Actionable Audience.** Connect to the people who can help you reach your goals.

## Where it comes from

From chapter: CHAPTER 1 Can Anybody Become Known?, pp. 16–33

Schaefer asks why anyone needs to be known and whether just anyone can manage it. Through the stories of Antonio Centeno, Joe Wicks, Lorraine Loots and Lindsey Kirchoff he shows ordinary people becoming known by content, a distinctive niche and years of consistency. He answers the shy, the old and the young, and argues the real obstacles are impatience and lack of a plan. He closes by laying out the four steps of Place, Space, Fuel and Audience.

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/the-four-steps-to-become-known.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/the-four-steps-to-become-known-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/the-four-steps-to-become-known.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/the-four-steps-to-become-known-dark.png