Lochhead: Grant Cardone and the Kardashians monetize envy by projecting superiority
Christopher Lochhead · How to become a category pirate | Christopher Lochhead (Author of Play Bigger, Niche Down, more) · Sep 17, 2023 · at 9:28
Christopher Lochhead discusses personal branding and authenticity with Lenny Rachitsky, contrasting authentic creators with mainstream lifestyle influencers.
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“One of the things that is insidious about influencers hustle porn stars, part of the business model is creating the perception of superiority. Right. The reason Grant Cardone and Tai Lopez and all these douchebags pose in front of planes and all this garbage, right? Is they want you, the Kardashians are the Queens of this, right? They want you to look at them and go, oh, wow. Don't I wish that I was them. And so these folks are in the create and monetize envy business.”
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