Nick Perry argues that how successful you look matters more than your actual product. A billionaire's jet parked visibly works as marketing because people buy from those who appear to have already won. Every visible symbol, from your car to awards on the wall, shapes what customers think before you speak.
The reason your business isn't as big as it should be has nothing to do with your product, because everything you do is marketing. See, the car you pull up in, the suit you wear, the award on your wall, all of it tells people who you are before you speak. Look, a billionaire parked his jet on the tarmac, not in a hangar. When someone asked why he'd let the weather tear up a plane that expensive, he said nobody sees it inside, because people don't buy from the guy winning quietly. But they buy from the one who looks like he's already won. So the jet where every passenger could see, it was worth more as a billboard than an asset. That's why you wear the ring, frame the award, park the win where people can see it. Follow for more on building a business people notice.
