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459: The Authority Economy: Why Thoughtful Leaders Are About to Thrive · Unshakeable with Human Design - A Human Design For Business Podcast

0:11
Nicole Laino: Come here to become an unshakable human and build an unshakable business according to your human design.
0:17
Nicole Laino: I'm your host, Nicole Laino.
0:21
Nicole Laino: Hello and welcome to Unshakable with Human Design.
0:25
Nicole Laino: I'm your host, Nicole Laino and today I wanted to talk to you about something that I'm seeing, obviously a change in the market and change in the way that we do things.
0:37
Nicole Laino: And I think you're all going to feel because people who listen to this show I think are frustrated with a lot of the things that I'm going to talk about ending.
0:45
Nicole Laino: And I think you are very well suited to be the leaders that we are looking for.
0:50
Nicole Laino: I'm kind of obsessed with this right now because it is something I can't look away from.
0:55
Nicole Laino: It's something that's.
0:55
Nicole Laino: I just see it everywhere.
0:57
Nicole Laino: And I'm going to share with you in this episode what I'm seeing, some of the specifics behind what I'm seeing and how you can harness this to be one of those leaders that people are looking to, that you can start to step up into this.
1:10
Nicole Laino: And it's actually been the answer to a lot of people's prayers.
1:14
Nicole Laino: They've been saying that they are frustrated with these things for a long time and it's finally changing.
1:18
Nicole Laino: Okay, so before we get started, if you are interested in, if you're an entrepreneur and you're interested in using human design to step up as a leader in your business, I am teaching a brand new 5 day free masterclass called the Expanded Leader.
1:36
Nicole Laino: Really excited about this.
1:37
Nicole Laino: It is completely different from the Authority Accelerator masterclass that I did for years.
1:41
Nicole Laino: If you've come to that, you know how good my masterclasses are.
1:44
Nicole Laino: This one will be just as good or better and it will be completely different.
1:48
Nicole Laino: So I'm so excited to bring this to you.
1:50
Nicole Laino: If you want to attend, it's free.
1:51
Nicole Laino: All you have to do is register to attend.
1:53
Nicole Laino: So you get all the links and all the stuff that of where we're doing it.
1:56
Nicole Laino: All you have to do to register is go to Instagram.
1:58
Nicole Laino: I'm icoleno official DM me the word masterclass or go to nicolelaino.commasterclass which we've linked all of this up in the show notes for you to make it super easy and you can register right there on the website.
2:09
Nicole Laino: Okay, so let's talk about this four Years success online was driven by algorithms, follower count, audience size, how often are you posting, how visible are you, what launch formula are you using?
2:28
Nicole Laino: But now what we're seeing is that those systems, those same things, they keep changing, so they're not as reliable as they used to be.
2:36
Nicole Laino: You used to be able to set your watch by certain things.
2:39
Nicole Laino: If I post five times a week, then I will get this many followers and I will.
2:42
Nicole Laino: It was very scientific and what's interesting now is things are becoming less scientific.
2:47
Nicole Laino: Kind of goes along with a lot of the things we've been talking about on this show, right?
2:50
Nicole Laino: The 2027 change cross of planning, ending, super linear, very scientific, very logical.
2:57
Nicole Laino: And we're moving not to a logical place, we're moving to the cross of the sleeping Phoenix, which is very individual and creative and experiential.
3:06
Nicole Laino: Right?
3:07
Nicole Laino: Those things are changing, so they're not as reliable.
3:10
Nicole Laino: And now artistry is coming to that forefront.
3:14
Nicole Laino: And at the same time, what's also happening is audiences are becoming more discerning, so they're looking for something different from people.
3:23
Nicole Laino: So what we have is we have systems that are changing, we have people scrolling differently, looking for different things in those algorithm based programs, not finding what they need, having gone to those wells time and time again, come up disappointed, and now they're looking for something different.
3:41
Nicole Laino: Now they're looking for perspective, now they're looking for credibility, now they're looking for experience from the people.
3:50
Nicole Laino: People want to read your stories and they want to know who you are in a different way.
3:55
Nicole Laino: They're looking for depth and that's a good thing.
3:58
Nicole Laino: So this shift could create massive opportunity for thoughtful entrepreneurs, for people like you, who, and me who are thinkers first of all and who are really thinking about concepts and changing people's lives and going deep.
4:16
Nicole Laino: So over the past year, I have been having what feels like the same conversation with entrepreneurs over and over again.
4:23
Nicole Laino: They tell me that their launches feel harder, they tell me that their content isn't reaching the same people it used to.
4:28
Nicole Laino: They're telling me that their engagement is down and the most immediate reaction that most of them have is what strategy am I going to use?
4:37
Nicole Laino: They're immediately going to that scientific way, okay, what do I have to do?
4:41
Nicole Laino: What's the big strategy change?
4:43
Nicole Laino: And even I get caught up in that thought for a moment and strategies do need to change, but there's so much more to it.
4:50
Nicole Laino: I don't get caught up in that for long.
4:52
Nicole Laino: I catch myself in that thought and I go, no, that's not the way, that's not how we're going to get our way out of this.
4:57
Nicole Laino: That's not how we grow.
4:58
Nicole Laino: But I actually think something is deeper is happening here.
5:02
Nicole Laino: And the funny thing is when I think about those people that are asking for tactics, a lot of times those are the same people who are complaining about everything being too strategic.
5:10
Nicole Laino: I'm so sick of launching, I don't want to do it like everybody else.
5:13
Nicole Laino: But then when those tactics don't work, they're like, oh no, what is everybody else doing?
5:19
Nicole Laino: But there's something deeper that's happening here.
5:21
Nicole Laino: There's something happening under the surface.
5:23
Nicole Laino: I think that we are entering into something that I call the authority economy.
5:28
Nicole Laino: And it requires a different set of skills and than the attention economy that we have all become very used to.
5:36
Nicole Laino: And I don't know about you, but I'm looking at the attention economy and I'm like, don't let the door hit you where the good Lord split you.
5:44
Nicole Laino: Bye, see ya.
5:46
Nicole Laino: And there's still going to be, there's going to be a tension out there.
5:48
Nicole Laino: Of course there's going to be, but there's a place for that.
5:51
Nicole Laino: And unfortunately before there wasn't a place for depth.
5:55
Nicole Laino: And that's changing.
5:56
Nicole Laino: So the last decade, what we saw going on was we had a social media explosion, we had the pandemic where everybody was on their phones, algorithm drove growth, we had short form content that dominated everything.
6:11
Nicole Laino: And visibility was the main growth driver.
6:14
Nicole Laino: That's how it worked.
6:15
Nicole Laino: Be more visible was always the answer.
6:18
Nicole Laino: And it doesn't mean that visibility doesn't matter.
6:20
Nicole Laino: You have to show up, you have to show people that you're there.
6:23
Nicole Laino: But it isn't just a numbers game anymore.
6:27
Nicole Laino: So that dominant strategy that it was just like, be everywhere, post constantly, all the time.
6:33
Nicole Laino: And that creates problems for a number of reasons.
6:36
Nicole Laino: The other, outside of the fact that sucks to live your life like that, at least as far as I'm concerned.
6:41
Nicole Laino: That's not how I want to live.
6:42
Nicole Laino: I don't want to live my life constantly posting on Instagram.
6:46
Nicole Laino: I've done it for periods and I haven't particularly enjoyed it or my life around it because I was so consumed all the time with what am I going to post, what am I going to post?
6:59
Nicole Laino: And it was exhausting.
7:00
Nicole Laino: And I have no desire to go back to that, but for years.
7:04
Nicole Laino: And I think that this is where a lot of the people that I work with fall into this category.
7:09
Nicole Laino: They feel like Social media.
7:11
Nicole Laino: And I did too.
7:12
Nicole Laino: Social media definitely functioned a lot like a digital cool kids club.
7:16
Nicole Laino: Popularity often got mistaken for authority.
7:20
Nicole Laino: So we had some people who were cool and popular, creating audiences, massive audiences sometimes, and selling things to those people because those people liked them or were taken in by them.
7:35
Nicole Laino: But the transformation inside those programs when their audience invested in them was not always there.
7:41
Nicole Laino: And that is causing people to be more discerning about where they invest their money.
7:46
Nicole Laino: Now they're looking, this is why they are looking for different things.
7:50
Nicole Laino: They're more, some would say they're being more cautious.
7:53
Nicole Laino: I think they're being more discerning and I think that's a good thing.
7:57
Nicole Laino: I think it's a great thing.
7:58
Nicole Laino: But I also.
7:59
Nicole Laino: There's something beyond just the trust thing.
8:03
Nicole Laino: Because when people lose trust, of course they don't stop looking for help, they simply become more selective about it.
8:10
Nicole Laino: But I also think that what is happening here as well is people have started to.
8:17
Nicole Laino: They've grown.
8:18
Nicole Laino: Just like we're seeing consciousness grow, we're seeing people have grown where they've grown beyond the tactics they tried.
8:26
Nicole Laino: So many of them that if they haven't fallen into the trap of thinking that it's them and they just don't have the ability to be successful and it's just not going to ever work for them.
8:35
Nicole Laino: And if they take a pause and they say maybe it's just the way I've been going about it.
8:39
Nicole Laino: And I do think that people are doing that.
8:41
Nicole Laino: Some people are looking to the energetic, to the transformational stuff, to the deeper stuff, to stuff like what I do.
8:47
Nicole Laino: Human design.
8:48
Nicole Laino: Now why human design?
8:49
Nicole Laino: Because I teach you how to be the best version of yourself.
8:53
Nicole Laino: People are realizing, whether they consciously do or not, that it's going to take a new level of them to get to the level that they want, maybe it isn't just a five step strategy.
9:05
Nicole Laino: So for everybody who teaches something deep, who goes deeper, who really delivers value on a huge level, this is, should be music to your ears.
9:14
Nicole Laino: Okay?
9:15
Nicole Laino: Because now instead of searching out quick fixes, people are looking for things that actually work and they're looking for things that actually will change them versus just get me this result.
9:31
Nicole Laino: So instead of asking the questions they were asking before, now they're actually saying, who understands this work?
9:38
Nicole Laino: Who has a perspective?
9:40
Nicole Laino: How can I learn a little bit more about this person before I go investing a bunch of money with them?
9:45
Nicole Laino: How can I see how they think?
9:47
Nicole Laino: How could I get a taste of that?
9:48
Nicole Laino: Who has some experience that I can sample?
9:51
Nicole Laino: Right this is the beginning of the authority economy.
9:56
Nicole Laino: Those questions that they are asking, okay, because authority isn't your follower count and people are starting to realize this.
10:03
Nicole Laino: It isn't how often you post.
10:05
Nicole Laino: It isn't your popularity.
10:07
Nicole Laino: Authority is your perspective.
10:09
Nicole Laino: It is your intellectual property and leadership.
10:12
Nicole Laino: It is your experience in this life and how you can communicate that or translate and transfer that to somebody else.
10:20
Nicole Laino: It's the ability to help people think differently.
10:23
Nicole Laino: Authority is when people care how you think, not just about what you sell.
10:28
Nicole Laino: That's where we get to go deep.
10:29
Nicole Laino: That's what I've built my business around.
10:32
Nicole Laino: Now I have social media, but it is not the core of my business.
10:37
Nicole Laino: Why?
10:38
Nicole Laino: Because I didn't want to live like that.
10:39
Nicole Laino: And I'm not a shallow person.
10:41
Nicole Laino: And I'm not saying everybody is shallow on Instagram.
10:44
Nicole Laino: I'm saying it's a shallow platform in the way that it is designed.
10:48
Nicole Laino: And I never felt at home there because I was like, I want to have real conversations.
10:52
Nicole Laino: I want to go deep.
10:53
Nicole Laino: I want to talk about why this works.
10:55
Nicole Laino: I just don't want to mislead people with these things that feel like quick fixes or some sort of magic wand thing.
11:01
Nicole Laino: There's embodiment is not something you can talk about and communicate in seven seconds.
11:06
Nicole Laino: Right?
11:07
Nicole Laino: So thoughtful deep entrepreneurs even like me, felt invisible during the attention economy.
11:14
Nicole Laino: I didn't feel completely invisible.
11:16
Nicole Laino: I made myself show up.
11:17
Nicole Laino: But where I made a name for myself and where I built that confidence is right here on this show.
11:23
Nicole Laino: Giving my thought leadership to whoever would listen.
11:28
Nicole Laino: And I worked with that.
11:29
Nicole Laino: Instead of working with algorithms, I worked with SEO.
11:34
Nicole Laino: I wanted different strategies to reach people.
11:38
Nicole Laino: So transformational entrepreneurs like myself, where you deal in something that isn't a quick fix.
11:43
Nicole Laino: My three steps to making a really solid, tangible result.
11:47
Nicole Laino: We could suffer the most because our ideas are nuanced, they are complex, they are difficult to compress into a 15 second reel or something that is super short form content.
12:00
Nicole Laino: You end up missing context when you are doing that short form content.
12:05
Nicole Laino: So the entrepreneurs who struggled the most in the visibility attention grabbing economy are going to be the ones who are best positioned for the authority economy that we are going into right now.
12:19
Nicole Laino: So how do we do this?
12:21
Nicole Laino: How do we become a leader in the authority economy?
12:25
Nicole Laino: Well, you have to start to build a platform on a and I alluded to this at the beginning of the episode, you have to build an audience and put your thought leadership on a platform that honors depth, that gives you some place where you can put deeper content and it doesn't just reward, quick wins, short fixes, how to keeping people on.
12:47
Nicole Laino: You could put fit a lot of information into a carousel, but it's not depth.
12:51
Nicole Laino: It has to be written a certain way.
12:53
Nicole Laino: I find it really difficult to compress what I know into these tiny little things.
12:59
Nicole Laino: It's a good exercise because it makes you concise.
13:03
Nicole Laino: But I think it can also be part of what has been so misleading about people's results or how much they know.
13:09
Nicole Laino: Just you can write a hook doesn't necessarily mean that you can deliver on the promise of that hook.
13:15
Nicole Laino: Right.
13:16
Nicole Laino: So authority grows best on platforms where ideas have space and those platforms are designed for people to spend time there, to really go deep there.
13:27
Nicole Laino: So examples of this are podcasts.
13:30
Nicole Laino: Ta da.
13:31
Nicole Laino: Obviously my favorite YouTube also, which I take this show and I put it on YouTube.
13:37
Nicole Laino: That is currently all we really do to grow our YouTube right now is we repurpose this content on YouTube.
13:44
Nicole Laino: But we've grown over 5,000 subscribers over there by just doing that, which is pretty darn great.
13:48
Nicole Laino: And we get clients from YouTube on a regular basis.
13:51
Nicole Laino: Now we also have the addition of Substack.
13:54
Nicole Laino: I used to include blogs in here, but now I would say if you're going to have a blog, it should be on Substack unless you have something that is super established and people are already finding you.
14:02
Nicole Laino: But Substack is the new the third pillar in this thought leader platform category that I have here.
14:11
Nicole Laino: And just to give you kind of some numbers around why I believe this so wholeheartedly and where things are going.
14:19
Nicole Laino: In 2020, Substack had 500,000 paid subscribers.
14:24
Nicole Laino: 500,000.
14:25
Nicole Laino: Not bad, right?
14:25
Nicole Laino: 500,000 for a worldwide platform, maybe not so much.
14:30
Nicole Laino: In 2024 they had 4 million.
14:32
Nicole Laino: That is 8 times the growth in 4 years.
14:36
Nicole Laino: That's huge.
14:39
Nicole Laino: And it isn't just about the numbers.
14:41
Nicole Laino: It's just what those numbers signify.
14:43
Nicole Laino: Those numbers are driven by.
14:45
Nicole Laino: There are writers that are leaving traditional media and they're going over to Substack to publish over there because they have the freedom to say what they want.
14:54
Nicole Laino: There are creators who are either exiting social media completely or diversifying.
15:00
Nicole Laino: And you see a lot of people that are going and starting Substack.
15:03
Nicole Laino: If you go over there, I'm on there, find me.
15:06
Nicole Laino: We'll link it in the show notes.
15:08
Nicole Laino: We're just getting started over there, but this is a big trend that we are seeing and also that audiences want deeper content.
15:16
Nicole Laino: And over there they're not just showing you that they want deeper content.
15:19
Nicole Laino: They're proving that they'll pay for it.
15:21
Nicole Laino: It's pretty telling, isn't it?
15:24
Nicole Laino: Things are changing and I'm very excited.
15:28
Nicole Laino: One of the reasons I think that this is happening, you've heard me.
15:31
Nicole Laino: And if you haven't listened to those episodes, you could go back and listen to them on the 2027 shift.
15:36
Nicole Laino: And you know that move from the cross of planning to the cross of the sleeping Phoenix.
15:40
Nicole Laino: We also have a full workshop on that.
15:42
Nicole Laino: If you want to purchase that, we can link that up in the show notes as well.
15:45
Nicole Laino: But this change, we're already feeling these changes.
15:48
Nicole Laino: You're already feeling like you are probably pulled to maybe some more esoteric things that you are pulled to listen to yourself more than you are drawn in to just getting the answer from somebody else.
16:03
Nicole Laino: I feel it because I used to get people frantically asking me questions about like how they fixed things.
16:08
Nicole Laino: And the tone of the conversation has changed so much.
16:13
Nicole Laino: People are much more open to have a conversation about embodiment and what it really takes to live by their design.
16:23
Nicole Laino: Whereas that was a tougher conversation for me to have with people a year, even a year ago, but certainly two, three years ago where it was.
16:31
Nicole Laino: Everybody was just trying to figure out what's their magic formula.
16:35
Nicole Laino: This is all great news.
16:37
Nicole Laino: I am very excited about all of this because what it means is that the deeper you get, the more potential your business has.
16:45
Nicole Laino: How amazing is that?
16:47
Nicole Laino: That is music to my ears.
16:49
Nicole Laino: Okay, so this is actually what we're going to talk about in the new masterclass, that brand new masterclass.
16:55
Nicole Laino: It's called the expanded leader masterclass.
16:58
Nicole Laino: What we are doing in there is I'm breaking down over five days my WISD to wealth method.
17:03
Nicole Laino: How can you take your wisdom but not just.
17:06
Nicole Laino: This isn't just a tactical masterclass because again, it's more art than science.
17:10
Nicole Laino: I will give you the tactical, I will give you the strategy because that is necessary.
17:14
Nicole Laino: We do need to have that.
17:16
Nicole Laino: But there is so much at the core of this that is about being self led and being an authority to yourself.
17:24
Nicole Laino: What is thought leadership.
17:25
Nicole Laino: We'll dig into the authority platforms that are working right now.
17:29
Nicole Laino: Everything will be in the context of what's working now and what will be working in this new economy, this new authority economy that we're going into.
17:36
Nicole Laino: And how do you monetize your wisdom?
17:38
Nicole Laino: That is the ultimate goal here.
17:41
Nicole Laino: So if you want to join us, it's free.
17:43
Nicole Laino: Just DM me on Instagram.
17:44
Nicole Laino: I'm icoleno official DM me masterclass or go to nicolelaino.commasterclass and you can register on the website.
17:53
Nicole Laino: I'm going to leave this one here, guys.
17:55
Nicole Laino: I hope to see you in the next episode.
17:56
Nicole Laino: Thank you so much for being here.
17:57
Nicole Laino: I appreciate you.
17:59
Nicole Laino: And remember, in order to have an unshakable business, you must first become an unshakable human.
18:04
Nicole Laino: So thanks for letting us help you become unshakable with human Design.
18:07
Nicole Laino: We'll see you next time.
18:08
Nicole Laino: If you love this episode and you're.
18:09
Nicole Laino: a fan of the show, please show us the love on itunes, Spotify, or wherever you're listening to the show and leave us a review.
18:14
Nicole Laino: And if you'd like to connect with other entrepreneurs on their human design journey, join our free Facebook community, Human Design for Entrepreneurs.
18:22
Nicole Laino: Go to nicolelaino Me podcastlinks to join the group, book a human Design reading with me or access our free human design resources.
18:31
Nicole Laino: We'll see you there.