---
title: "Builder or authority"
description: "Two places a personal brand works: in the trenches documenting it, or having done it and giving back."
canonical: https://tomsharman.com/playbooks/positioning/builder-or-authority/
updated: 2026-10-25
---

# Builder or authority

> Two places a personal brand works: in the trenches documenting it, or having done it and giving back.

Playbook 1, Positioning. Animation: /playbooks/positioning/builder-or-authority.mp4

There are two places a personal brand works. The builder, in the trenches, documenting the journey as it happens. Or the authority, someone who has done it and is now giving back. Sam Stoffel made his money, sold the business, and now teaches. So which one are you right now? Pick the one that is true, and we build everything from there.

## How do I use it?

1. Ask whether they have already done the thing their audience wants to do.
2. If yes, they are the authority: lead with the result and teach from it.
3. If they are doing it now, they are the builder: document every step in public.
4. Write the line down and test every video against it before it goes out.

## Questions

### What does "Builder or authority" mean?

Pick a side. The builder documents the journey while it happens. The authority has done it and teaches from it.

### How do I put "Builder or authority" into practice?

Ask whether they have already done the thing their audience wants to do. If yes, they are the authority: lead with the result and teach from it. If they are doing it now, they are the builder: document every step in public.

### Why does "Builder or authority" matter?

There are two places a personal brand works. The builder, in the trenches, documenting the journey as it happens.