Establishing Authority: Why Today’s Pay-To-Play World Demands a Bold and Strategic Approach to Recognition
Organic is no longer the path to authority. Algorithms don’t surface who’s most knowledgeable — they surface what converts clicks into ad revenue.
This week, I had an eye-opening conversation with a brilliant young marketer — the kind of person you’d expect to see headlining conferences and shaping industry discourse. With a sharp strategic mind and a track record of campaign wins, they had all the makings of a recognized leader. But instead, they felt invisible. Passed over. Under-credited. Frustrated.
I understood immediately. That had been me for much of my career.
Despite having hosted a top-tier podcast for Dell, authored a Dummies guide, delivered keynote speeches at international conferences, consulted with some of the largest SaaS and enterprise technology companies on the planet, and grown Martech Zone (a publication that’s now approaching its 20th year!) I still spent many of those years watching others rise faster, speak louder, and get more credit.
The lesson took a while to sink in, but it’s now crystal clear: authority is taken, not given. Recognition doesn’t precede authority — it follows it. And in 2025, that truth has never been more critical.
The Algorithm Shift: From Relevance to Revenue
The days of building organic authority through great content and industry goodwill are behind us. Search and social media platforms have evolved. They’re no longer structured to surface the most insightful, accurate, or thoughtful voices. They’re engineered to deliver the most profitable outcomes.
In other words, your most thoughtful blog post or insightful LinkedIn thread won’t find its way into newsfeeds unless it drives clicks, scrolls, and — ultimately — ad revenue. And that means the quality of your ideas isn’t enough to lift you into the spotlight.
Today’s platforms reward those who master distribution, not just content. To be seen, you need to engineer visibility. That requires being intentional, consistent, and assertive in building your platform.
The People in the Spotlight Aren’t Waiting — They’re Seizing It
I’ve seen it firsthand. The colleagues and industry leaders who became names didn’t get there through passive excellence. They actively claimed space.
When there was an event to speak at, they didn’t wait for an invitation — they pitched themselves, pushed for prime time slots, and promoted their appearance with near-military precision. When there was a press opportunity or an award submission, they were already on it. When they had something to say, they said it — loudly, publicly, and often.
And when critics pushed back, they didn’t retreat. They doubled down.
I once responded to a post where someone casually disparaged Gary Vaynerchuk’s approach. My reply was simple: Gary doesn’t care. He’s not asking for anyone’s approval. He’s building something. He took his authority… and the results speak for themselves.
If you’re serious about building influence, stop waiting to be asked. Build your platform. Seize your moment. Repeat.
Six Habits of Those Who Claim Authority
Authority isn’t a title; it’s a mindset and a set of behaviors. Here’s what I’ve learned (and continue to practice) in building long-term, recognized authority:
- Be selfish: This isn’t about greed — it’s about investing in yourself. Just like a retirement account, authority requires deposits of time, energy, and creativity. If you’re working 100% of your time on your employer’s success or your clients’ goals, you’re neglecting your future. Set aside time to write, speak, post, pitch, and build. Start the podcast even if you have no listeners yet. Volunteer for panels. Write that book. Submit for that award. You won’t be discovered — you’ll be built.
- Be bold: Speak like someone worth listening to. That means being clear, assertive, and unapologetic about your knowledge. Skip the hedge words like maybe, could, or I think. I say what I believe, and if someone challenges it, I respond with: Let’s test it. That’s not arrogance. It’s confidence rooted in experience.
- Be honest: Real authority doesn’t pretend to know everything. When you don’t know, admit it. Defer to someone more experienced, or promise to research it. Your credibility will skyrocket. And if you make a mistake? Own it fast. People forgive missteps; they don’t forgive fraud.
- Be different: Your power is in your uniqueness. Stop trying to blend in. Your story, your perspective, your delivery — that’s your edge. I’m not tall. I’m not slim. I’m not flashy. But I’m memorable because I lean into my voice, my experience, my humor, and my passion. That’s how people remember you — and that’s how they trust you.
- Be alert: Opportunities are everywhere — but most people miss them because they’re not looking. I respond to podcast requests. I contribute quotes to articles. I reply to journalists on sourcing platforms. I add commentary to incomplete industry takes. Visibility is a muscle, and you build it by showing up.
- Be fearless: Authority makes you a target. You will be challenged. You will be criticized. That’s the price of visibility. I’ve been doubted by peers, dismissed by executives, and second-guessed even by family. I’ll never forget when I started my business, and my own mother’s first concern was: But how will you get health insurance? That didn’t stop me — and it shouldn’t stop you.
You Don’t Need Permission to Lead
You are not at the mercy of gatekeepers anymore. But you are at the mercy of visibility economics. That means building your authority can’t be an afterthought; it has to be a deliberate strategy.
You deserve the recognition your talent warrants. But that recognition won’t arrive until you claim the authority first. Build the track record. Take the stage. Share the insights. Promote the win. Yes, even when it feels uncomfortable.
And when the criticism comes (as it always does), see it for what it is: evidence that you’ve stepped outside the anonymous middle.
Because the truth is this: today, authority isn’t granted. It’s taken. And it’s taken by those who show up, speak clearly, stand firm… and never wait to be discovered.
But Douglas… You’re Not Doing This!
And if you’re wondering why you don’t see me at all the events, on every awards list, or constantly on the speaker circuit anymore, there are two reasons. First, I don’t need to be. My network is established, my authority is earned, and my career is thriving without the constant hustle. Second, I’ll be honest… It’s exhausting. I’m thankful I built my brand in a time when doing great work and telling your story was enough. Today’s system demands algorithmic gymnastics, clickbait headlines, and pay-to-play exposure. I’m grateful I don’t have to chase that treadmill.
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