Glossary
Builder
A personal brand in the trenches, documenting the journey while it happens.
Why does it matter?
A builder works when the person is doing the thing right now. The audience follows the journey as it happens, so every step is content.
How does it work?
- Ask whether they have already done the thing their audience wants to do.
- If they are doing it now, they are the builder: document every step in public.
- Write the line down and test every video against it.
Related terms
- Authority: A personal brand that has already done the thing and teaches from it.
- The messy middle: The ground between builder and authority, where a personal brand says both things at once and stalls.
Where is it explained?
Where else does it come up?
- The consulting session, How I work
- Avoid the messy middle, Positioning