How to accelerate growth

I recently was a guest on a popular agency podcast hosted by a well-known and respected leader in the space. I'm grateful for the opportunity to give value to his audience. It also resulted in me nearly doubling my email subscribers and created some great opportunities for my business.

Over the last year, I've been on about 20 other podcasts. Yet none of them had the same impact—not even close.

In my book Anyone, Not Everyone, I discuss "Mavens," a term coined by Malcolm Gladwell. These people have outsized social capital, respect, and leverage in a vertical market. Others look to them when deciding who to work with, and every vertical market has them.

This podcast host is a Maven in my world.

If you want to gain leverage in your vertical market, ask yourself: Who are the mavens? How can I build a genuine relationship with them?

Have a great weekend!

CQ

Frequently Asked Questions

Why did one podcast appearance have such an outsized impact compared to 20 others?

Because it was hosted by a real Maven, someone with outsized social capital and respect within the specific vertical. That leverage made a single appearance more impactful than 20 others combined.

What is a "Maven," as used in this context?

A term coined by Malcolm Gladwell describing someone with outsized social capital, respect, and leverage within a vertical market. Others look to them when deciding who to trust or work with, making their endorsement especially valuable.

Why does appearing on many podcasts not guarantee similar results?

Because reach and impact depend heavily on who's actually listening and how much trust the host carries within a specific vertical, not just the number of appearances made overall.

How can someone identify the Mavens in their own vertical market?

By asking directly who holds outsized respect and influence in that space, the people others look to when deciding who to trust or work with. Every vertical market has them, even if they're not always obvious at first.

What's the actual next step after identifying a Maven?

Building a genuine relationship with them, not just seeking a one-off appearance or mention. Real leverage in a vertical market comes from an authentic connection with these key figures, not a transactional interaction.