This Is Marketing: You Cant Be Seen Until You Learn to See

Learning from pro wrestling
What is pro wrestling, really, but a battle for status?
It’s not just among the wrestlers, but also among the fans. Because when
your hero moves up, so do you.
If you can see the lens that pro wrestling and its fans use to see the world
while they’re at a match, you can understand how some people will view
your offering as well.
The alternative to dominion is affiliation
One can gain status without an oil well or a factory. And one can enjoy as
much status by letting someone into the flow of traffic as they can from
cutting him off.

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This is the status that comes from the community. It is the status of
respect in return for contribution, for caring, for seeing and being in sync
with others. Especially others with no ability to repay you.
Modern society, urban society, the society of the internet, the arts, and
innovation are all built primarily on affiliation, not dominion.
This type of status is not “I’m better.” It’s “I’m connected. I’m family.”
And in an economy based on connection, not manufacturing, being a trusted
member of the family is priceless.
Fashion is usually about affiliation
What are they showing? What is everyone else doing? Is this the season?
Within competitive markets, there is a race to be the dominant voice, but
among the customers that make up that market, the position of leader works
because the customers desire to be affiliated with one another.
The leader provides a valuable signal, a notice to expect that everyone
else will be in sync. The goal isn’t winning; it’s being part of the group.
Sending dominance signals
Uber built its brand on dominance. The first few years of their rollout were
marked by contentious relationships with local governments, competitors,
and drivers. This signaling aligned with the view of some investors,
employees, and users and permitted them to double down on their story and
how it was told. There are some customers, partners, and employees who
will respond best to a narrative of winning and losing.
What kind of company do you want to work for? People who align with
one worldview often have trouble imagining why someone would choose
the alternative.