The Visibility Barrier: Why Most Entrepreneurs Know What To Do But Can't Do It

So many entrepreneurs — myself included — wish we could win the client lottery again and again. That the right customers will somehow find us on our tiny corner of the internet or wander into our store, fall in love with what we offer, and tell a friend (rinse and repeat).

While researching Bragging Rights, I spoke with entrepreneurs from early-stage to enterprise. Most struggled not just with talking about their business wins, but with tying their personal story into the company's success. Without that connection, they were invisible — and opportunities passed them by. It's a loss of opportunity magnetism.

I get it. When I had my team of 20 people, it was about amplifying the collective. But the reality is this: as an entrepreneur, your individual influence is not optional. It's essential for your business to thrive.

This truth was reinforced when I heard Mike Michalowicz on his podcast Don't Write That Book, which he co-hosts with A.J. Harper (whose thoughtful guidance was invaluable during my own writing process). Mike, whose Profit First system has transformed how entrepreneurs manage finances, shared a revealing conversation that perfectly captures the challenge many of us face.

He was speaking with Profit First professionals in Australia about building a personal brand presence. The conversation touched familiar ground: networking, speaking engagements, social media, connecting with local journalists.

What stood out was how Mike uncovered the same pattern I've seen in my research with entrepreneurs.

When he asked these professionals if they were familiar with these visibility tools, every single person said yes. When he asked which ones they had actually implemented, the answer was zero.

Silence.

This is where Mike's work and mine connect in sequence. His book Get Different offers practical tools for standing out. My research shows what needs to happen before those tools can be fully utilized: resolving your relationship with visibility itself.

The answers Mike got weren't about logistics. They were about identity: It's scary. I don't have time. I don't want to be that person.

Before entrepreneurs can bring their differentiated brand to the world, many have to resolve something deeper: what it means to be seen.

What would change in your business if, before refining your message, you resolved the inner conflict about being visible in the first place?

That's where the work begins. Not with tactics or strategies, but with permission. Permission to stop hiding.

Your story matters. Your work matters. And before you differentiate your brand, you have to decide you're willing to show up.

The client lottery isn't luck. But winning it demands more than good marketing. It demands visibility with intent.

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