“Everyone has a chance to be famous for 15 minutes, which could be your opportunity to shine and potentially a lifetime endorsement of trust.”
Lead
Starting from nothing with no background…
99% of entrepreneurial ideas die due to a lack of resources. So, how do those self-made brands get started? Some rely on their partners, some on family backgrounds, some on networking, some on experience, some on education, and some on wisdom…
Use what you can rely on, and beverage what you cannot. The world is vast, and there is always something you can leverage.”
Leverage competitor’s strength to hit back
This marketing strategy of leveraging external forces is ubiquitous in life.
Leverage the strength of your parents, your partner, big companies, and capital… This helps you start from scratch when you have nothing. When your brand is in a weak position, the most economical and easiest strategy is to borrow（leverage）.
Ride the wave of whatever is popular to achieve low-cost trust endorsements, which are the most crucial step in establishing a brand.
“Keep a calm mindset and a thick-skinned. Don’t be afraid of embarrassment, because once you succeed, everything you do will be right.”
Latch on to the newsjacking
For instance, consider the industry of taking photos with foreign presidents, which specifically attracts business leaders to take pictures with presidents for a fee. In some countries, this serves as significant social symbol of status.
When you have neither money, connections, nor skills, you might consider becoming a critic. That’s why many people on TikTok have become ‘soccer commentators,’ ‘film critics,’ ‘food critics,’ and ‘explorers of new places.’
