Idea owners get richer // Founder of @beunignorable, the Ownable Ideas company
Be unignorable 👉
Joined October 2014
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You can't cut through the noise with a dull message.
Lead with a sharper idea.
Give buyers a damn good reason to choose you.
Most experts are sitting on 10+ big ideas that could change their life
But they lack the clarity and courage to commit to one
That’s why they never build authority that compounds
(Don’t be most people)
Entrepreneurs:
Your next chapter requires a BIG idea worth spreading
(You’re too ambitious to be this ignorable)
AI made everyone sound the same
That’s why the people who share non-obvious thinking are the ones who break through and become the obvious choice
Don’t apologize for being ambitious to people who expect less from your life than you do
If your network doesn’t inspire you, change who you hang with
The most valuable thing you can own is a place in your buyer’s mind.
You earn it with an idea that changes how they think.
Idea owners get rich.
Every personal branding guru promised to help you hack the algorithm...
Because the real reason why content gets ignored is harder to solve:
You're not saying anything original (sorrynotsorry)
Stop chasing hacks and figure out your message first
5 years ago my husband broke his neck…
We had a 4-month-old, and had just launched a doomed BBQ startup together (on top of my consulting business).
Hardest stretch of my life. And my business grew anyway.
Why? I had 15 hours a week, so I couldn't f*ck around. I did what mattered and ignored the rest.
There’s a lesson here:
AI's blowing up how we work. The winners won't juggle 6 projects.
They'll double down.
Get f*cking focused.
Katelyn Bourgoin 🧠 retweeted
Someone can copy your words.
It’s much harder to copy the reputation you build around them.
What's the difference between an expert and an authority?
Experts know their stuff.
Authorities are known for their stuff.
(Hint: one pays wayyy more)
Experts refuse to narrow what they’re known for because they worry they’ll miss out on customers…
And then they’re known for nothing and… can’t get people to buy
The irony
Katelyn Bourgoin 🧠 retweeted
People don't remember experts.
They remember ideas, and who they came from.
Katelyn Bourgoin 🧠 retweeted
I failed at building an audience for years before I took off. My content was helpful, but I’d missed a key ingredient:
My argument.
Today I call this an “Aha!” Argument.
And every expert who really breaks through has one that’s becomes the foundation of their work (and spreads while they sleep.)
Think about Brene Brown:
Ask someone who they think of when they hear the word “vulnerability”, and her name comes up. Now it’s haaaaaard to own a single word in the minds of millions of people. Yet Brene does.
Why? Because she showed us a new, unexpected way to overcome a fundamental human problem. Her argument challenged our existing beliefs and presented an alternative solution—backed by 20 years of research—and made the next step seductively simple.
Brene gave us an *aha*. And it’s what most of the brilliant but invisible experts I work with are missing.
People get excited when they hear me talk about the power of an ownable idea... so they go hunting for the clever phrase or slogan they can own.
But that’s jumping ahead. Before you craft the sticky words that make your idea travel, you need a revelatory idea worth sharing first.
Think of the argument like scaffolding—it’s the structure you build from, not the sexy words people see. That part comes next.
The test is of a good argument simple: does it reframe how your buyer sees their problem... and then hand them a new solution they didn’t see coming but suddenly want?
That’s the REAL work. The sticky words come after.
Fair warning: this part is hard.
Big-brained experts like you often have 100s of good ideas… yet only a few worth owning.
But when you choose the right one, you’ll have an idea you can stack years of thought leadership on top of. That’s how you build compound authority.
(And get richer.)
Sound good?
--
P.S. I’ll be accepting new clients soon for a new group workshop series. Make sure you’re on my email list to get details on how to apply.
Every Friday I treat myself to a boozy lunch…
And pound out at least one important task I’ve been putting off
I get a treat and important shit (that my ADHD brain would never get to) gets done
Behavioural scientists call this ‘temptation bundling’
And it works 🥂
Most experts have plenty of things they could become known for.
The trick is choosing what’s worth becoming known for.
I failed at building an audience for years before I took off. My content was helpful, but I’d missed a key ingredient:
My argument.
Today I call this an “Aha!” Argument.
And every expert who really breaks through has one that’s becomes the foundation of their work (and spreads while they sleep.)
Think about Brene Brown:
Ask someone who they think of when they hear the word “vulnerability”, and her name comes up. Now it’s haaaaaard to own a single word in the minds of millions of people. Yet Brene does.
Why? Because she showed us a new, unexpected way to overcome a fundamental human problem. Her argument challenged our existing beliefs and presented an alternative solution—backed by 20 years of research—and made the next step seductively simple.
Brene gave us an *aha*. And it’s what most of the brilliant but invisible experts I work with are missing.
People get excited when they hear me talk about the power of an ownable idea... so they go hunting for the clever phrase or slogan they can own.
But that’s jumping ahead. Before you craft the sticky words that make your idea travel, you need a revelatory idea worth sharing first.
Think of the argument like scaffolding—it’s the structure you build from, not the sexy words people see. That part comes next.
The test is of a good argument simple: does it reframe how your buyer sees their problem... and then hand them a new solution they didn’t see coming but suddenly want?
That’s the REAL work. The sticky words come after.
Fair warning: this part is hard.
Big-brained experts like you often have 100s of good ideas… yet only a few worth owning.
But when you choose the right one, you’ll have an idea you can stack years of thought leadership on top of. That’s how you build compound authority.
(And get richer.)
Sound good?
--
P.S. I’ll be accepting new clients soon for a new group workshop series. Make sure you’re on my email list to get details on how to apply.