2020 was the year authority died. Not because they lied or because they were incompetent.
But because they were powerless.
In the face of a disease that swept the globe there was nothing they could really do. People were going to die.
Doesn’t matter how it came into being or who knew what when.
Viruses are a fact of nature. As are tsunamis and hurricanes and etc.
There is nothing anyone can do in the face of these kinds of destructive reality.
The death of authority presents a sweet spot for business owners.
Namely to fill the void.
People do need authority. They need the voice of expertise, the need the leadership, they need to see strength of conviction.
They desperately need courage on display.
Best way to play the death of authority is not to talk about it. Don’t march, sign petitions or leave angry comments here and there.
Be the authority.
As the smoke clears and the wreckage is revealed you will have an audience. They will buy from you, they will follow you and they will believe in you.
People reward valid authority.
All you need to do is stand up and say, I can teach you how to lose weight, get a raise at work or save for retirement.
But you do need to stand up.