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Platform Hyatt

In a sentence

To get noticed in a noisy world, creatives and entrepreneurs must build a platform—a tribe of loyal followers—by creating a compelling 'wow' product and strategically leveraging online tools like blogs and social media.

In today's crowded marketplace, a great product isn't enough to guarantee success. Author and former publishing CEO Michael Hyatt argues that what you need is a 'platform'—a powerful, personal brand with a community of followers who know, like, and trust you. This book provides a practical, step-by-step guide for authors, artists, speakers, and entrepreneurs to build this essential asset from the ground up. Beginning with the foundational principle of creating a 'wow' product that exceeds expectations, Hyatt walks readers through preparing for launch, building a digital 'home base' like a blog, expanding their reach through social media like Twitter and Facebook, and engaging their 'tribe' in a meaningful conversation. It's a comprehensive blueprint for anyone with a message to share or a product to sell who wants to cut through the noise and build a thriving, sustainable career.

The model

This model, derived from Michael Hyatt's 'Platform,' illustrates the causal pathway to getting noticed in a noisy world. It posits that creating a high-quality product and engaging in consistent platform-building activities are foundational levers. These levers build platform reach and tribe engagement, which in turn foster audience trust. This trust, combined with the visibility from a large platform, ultimately leads to commercial success and professional influence.

Compelling Product Qualitycontextual condition

The degree to which a product, service, or message creates a 'wow' experience by being genuinely remarkable, solving a problem in an unexpected way, and exceeding customer expectations. A great product is the foundation of any platform.

Platform-Building Activitiesdesign lever

The consistent and strategic set of actions taken to create, maintain, and grow an online presence. This includes frequent blogging, strategic use of social media, creating branding tools, securing endorsements, and writing guest posts.

Platform Reachoutcome metric

The total size and scope of an individual's or brand's audience across all owned and social channels. It represents the potential number of people who can be reached with a given message.

Tribe Engagementbehavioral pattern

The level of active, two-way interaction and conversation between a platform owner and their audience (or 'tribe'). High engagement indicates a healthy, responsive community, not just a passive audience.

Audience Trustpsychological state

The degree to which the audience perceives the platform owner as a credible, authentic, and generous authority. Trust is the currency of social media and the basis for a strong tribe.

Professional Visibilityoutcome metric

The extent to which an individual or brand is noticed, recognized, and considered an influencer within their industry or target market. It is the primary outcome of having a large platform.

Commercial Successoutcome metric

The achievement of tangible business outcomes and revenue generation resulting from the platform's influence. This includes product sales, speaking fees, book deals, and other forms of monetization.

How they connect

  • compelling product quality → influences tribe engagement
  • platform building activities → influences platform reach
  • platform building activities → influences tribe engagement
  • platform reach → influences professional visibility
  • tribe engagement → influences audience trust
  • audience trust → influences commercial success
  • professional visibility → influences commercial success

The story

The reader The reader is an author, artist, speaker, entrepreneur, or anyone with a product, service, or cause they are passionate about. They want to get their message heard and their work noticed in a crowded marketplace, but they feel invisible and overwhelmed by the noise.

External problem

Their valuable message or excellent product is being ignored amidst the overwhelming competition of the modern world. Gatekeepers (publishers, agents, media) often reject them because they don't have a pre-existing audience.

Internal problem

They feel frustrated, bewildered, and discouraged. They doubt their ability to succeed and feel that the rules for getting noticed have changed, leaving them behind.

Philosophical problem

It's just plain wrong that valuable ideas and excellent products should fail simply because they can't get seen. People with something important to share deserve a chance to be heard and to connect with those who can benefit from their work.

The plan

  1. Start with Wow: Create and package a compelling product that exceeds customer expectations.
  2. Prepare to Launch: Set up your branding tools, secure endorsements, and develop an online media kit.
  3. Build Your Home Base: Start a blog as the central, owned hub of your platform.
  4. Expand Your Reach: Strategically use social media like Twitter and Facebook to drive traffic and grow your following.
  5. Engage Your Tribe: Foster a two-way conversation, serve your community, and monitor your brand.

Success

  • You have a large, engaged tribe of loyal followers who eagerly await your next product, message, or project.
  • You are seen as an authority and a trusted influencer in your field.
  • Opportunities like book deals, speaking engagements, and media appearances come to you.
  • Your message is heard, your products sell, and you have a thriving, sustainable career doing what you love.

At stake

  • You and your work remain obscure, lost in the noise of the crowded marketplace.
  • You continue to be rejected by gatekeepers and struggle to gain any traction for your projects.
  • You waste time and money on ineffective marketing efforts, leading to frustration and burnout.
  • Your valuable message goes unheard and your dream career fails to launch.

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