How to be Admired and Become an Authority

In the digital age, being heard and establishing credibility and authority are crucial for success, especially when it comes to sales, which are a direct consequence of these attributes. The speaker highlights a unique aspect of Brazilian culture where people tend to "buy individuals" rather than ideas due to a societal inclination to look up to seemingly successful figures. This phenomenon suggests that appearing successful, even through superficial means like photos with prominent people, can lead to increased sales because consumers often purchase an image rather than the substance behind it. However, true authority, unlike superficial appearances, is built on a foundation of genuine results, personal experience, and continuous learning. It is a long-term process that requires practical execution, maturation of ideas, constant skill refinement, and patience in the face of uncertainty. The speaker emphasizes that possessing theoretical knowledge alone is insufficient; it must be coupled with practical experience to yield effective advice and measurable results. This comprehensive approach to building authority not only enhances personal growth but also fosters trust and loyalty among the audience, ultimately contributing to sustainable business growth and meaningful work.

The Brazilian Consumer Mindset

The speaker points out a cultural tendency in Brazil where consumers are more inclined to buy into individuals rather than ideas. This phenomenon stems from a societal habit of admiring and emulating those who appear to have achieved significant success. In this context, an individual who seems to be highly successful, perhaps by associating with well-known figures or showcasing achievements, is more likely to garner trust and make sales. The speaker uses an interesting anecdote about a Japanese priest discussing how Japanese mothers teach their children to eat healthy by explaining the benefits of food for their bodies, thus making the children "eat an idea." In contrast, in Brazil, the emphasis is often on the person delivering the message rather than the underlying concept.

In Brazil, we don't do that. We don't buy an idea, we buy a person. So, if I come here and seem very successful, say, I manage to take photos with 20 or 30 successful people. I post everything on my Instagram, I come here and say I'm friends with them, nobody will disprove me. The tendency is that I'll sell more, because you buy the image, you don't buy what the thing is.

This suggests a cognitive and intellectual deficiency where people purchase products or services with the belief that associating with a successful person will lead to their own success. However, the speaker cautions that achieving success, explaining the results, and teaching others how to replicate those results are three distinct abilities. Someone might achieve success but struggle to explain how, while another might explain it well but fail to teach effectively, and some might teach a path to success without having achieved it themselves. True authority, therefore, involves mastering all three aspects.

To learn more about Brazilian consumer behavior and its impact on marketing strategies.

The Genesis of OPB Studio

The speaker shares the story of founding OPB Studio, a successful YouTube agency that manages client channels. The agency's inception was rooted in a genuine passion for and deep study of the YouTube platform. The speaker began seriously engaging with YouTube in February 2024, posting four videos a week and hosting live sessions every Friday. This commitment to content creation was preceded by extensive study of YouTube dynamics since mid-2023, initially with one mentor and then another in 2024. The speaker's personal channel served as a testing ground for various strategies.

By late 2024, around November or December, the speaker started training an individual named Tati, who had been mentored for about two to three months. They began applying the successful strategies from the speaker's channel to the channels of other individual mentees, Lara and Rodrigo. The positive results observed with these initial clients led to the official launch of the agency in January. Currently, the agency boasts 13 or 14 clients, a testament to its growth and effectiveness. The success of OPB Studio is a direct reflection of the speaker's accumulated knowledge in content creation since 2018 and continuous learning about YouTube since early 2024. The agency's growth has been organic, with minimal promotion, as the focus has been on refining processes and building a solid foundation based on real authority rather than fabricated success.

For more information on YouTube channel management agencies and their services.

Building Authentic Authority: Study and Experience

True authority, the speaker emphasizes, cannot be faked or sustained without a genuine foundation. It is a long-term endeavor that relies on two critical components: study and experience. The speaker uses the example of OPB Studio's success to illustrate this point: the agency's credibility stems from the speaker's own YouTube channel, which serves as proof of concept. The strategies that worked for the speaker's channel were then successfully applied to a few mentees, and subsequently, these processes were formalized for broader application with the agency's clients. This gradual, proven approach leads to real authority.

This real authority can only be achieved over time, because it depends on two things. It depends on study and it depends on experience. It's no use just having experience without study, otherwise it's like being a taxi driver for 40 years and thinking that because of that, you'll drive a Formula 1 car. But it's also no use having study and no experience, otherwise what happens is that you'll become one of those idiots who think they know everything about the world because they read something in a book, but who have never seen real life happening.

The speaker contrasts this with hypothetical scenarios: someone with 40 years of taxi driving experience won't automatically be qualified to drive a Formula 1 racing car, just as someone who only studies but lacks practical experience might offer impractical advice that sounds good in theory but fails in real-world scenarios. This highlights the importance of integrating theoretical knowledge with hands-on application. An individual who only consumes information from books might lack the ability to interpret and apply it to reality, while someone who relies solely on experience might lack the depth of reasoning required to replicate or scale successful processes. Therefore, a balanced combination of ongoing study and practical experience is essential for developing profound and actionable authority.

To understand more about the importance of combining theory and practice for expertise.

The Four-Step Journey to Authority

The speaker outlines a four-step process for building genuine authority:

Step 1: Rudimentary Execution

The first step involves immediate action based on what you currently know, even if it's imperfect. Many people in the digital space believe they need to acquire extensive knowledge or numerous courses before starting. However, true entrepreneurial spirit lies in executing with available resources. The speaker defines an entrepreneur as someone who "executes with what they know now." This initial execution might not be perfect or even among the best, but it's crucial for learning. It's like jumping into a pool to learn to swim, rather than just reading a book about it. You have to start, make mistakes, and learn from them to progress.

Step 2: Maturation of Execution

After initial execution, the next step is maturation. There's a significant gap between rudimentary application and professional teaching. Many online content creators try to teach or offer advice on topics they are still exploring themselves, operating in an "embryonic" stage. The speaker uses the analogy of a newborn baby who cannot yet teach others, as it is still learning basic functions like breathing and feeding. Similarly, content created without sufficient maturation often lacks depth and meaning, leading to disengagement from the audience. For communication to be effective and have a lasting impact, it must be well-communicated, weighty, and profound, which only comes from significant lived experience.

Step 3: Continuous Knowledge Acquisition and Tool Improvement

The third step involves continuously acquiring new knowledge and discovering better tools to enhance execution. This ongoing learning transforms the initial, basic execution into more refined and effective methods. The speaker illustrates this with the analogy of cutting down a tree: starting with an axe, then moving to a saw, then an electric saw, and eventually a laser saber from Star Wars. Each tool represents a new level of efficiency gained through a deeper understanding and improved instruments. This continuous journey of discovery and mastery is what lends power to one's discourse. Only those who have lived through the struggles and triumphs of using different tools can truly understand and articulate the nuances of the process, providing valuable insights to others who are still at earlier stages.

Step 4: Patience and Overcoming Anxiety

The final and perhaps most challenging aspect is allowing time for the process to unfold and accepting the inherent uncertainties and anxieties. Many individuals feel a sense of urgency to reach their goals quickly, but true authority takes time to build. The speaker advises focusing on the immediate tasks—the "bricks of the bridge"—rather than constantly looking at the distant goal. By concentrating on the present execution, one gradually builds the foundation necessary to reach the desired outcome. This focus on the process, rather than the destination, allows for a more sustainable and less stressful journey. The detailed and nuanced understanding gained from this persistent effort, including facing challenges like thirst and struggle, provides the credibility needed to make progress and gain the trust of an audience.

Takeaways

Buy Individuals, Not Ideas: In some cultures, consumers prioritize the perceived success and image of an individual over the intrinsic value or idea being presented, leading to sales based on appearance rather than substance
Three Distinct Abilities for Success: There's a significant difference between achieving a result, explaining how that result was obtained, and effectively teaching others to replicate it. True authority often involves mastering all three.
Authority from Study and Experience: Genuine, lasting authority is built through a combination of continuous learning and practical, lived experience. Theoretical knowledge without application or mere experience without reflection is insufficient.
The Rudimentary Start: Begin executing with what you have, even if it's imperfect. Initial, hands-on application is crucial for learning and testing concepts before scaling.
Maturation of Knowledge: Avoid teaching or advising on topics you're still in the early stages of understanding. Allow time for your knowledge and experience to mature, ensuring depth and weight in your communication.
Continuous Improvement: Always seek new knowledge and better tools to refine your execution. This ongoing evolution of methods creates powerful insights and enhances your credibility.
Patience and Process Focus: Building authority takes time. Learn to manage anxiety and uncertainty by focusing on the immediate steps and the process of building, rather than fixating on the distant goal.