Why The Most Known Often Wins Over The Most Skilled
getty
Ever notice how that average-but-everywhere coffee chain dominates the corner, while the amazing artisan roaster down the street struggles? Or why that colleague who's good at presenting keeps landing the plum projects?
You know the truly skilled people—the genius coder, the visionary designer, the consultant with razor-sharp insights—yet somehow, the spotlight often lands elsewhere. Today? Being the absolute best isn't always the golden ticket. But being the 'best known' frequently is.
The Great Divide: Skill In The Shadows, Fame In The Spotlight
Skill/quality is the bedrock of deep knowledge, killer execution, tangible results and genuine expertise. It's built brick by brick through hard work and proven value. Think of the master craftsman, the brilliant researcher, the software architect who makes magic happen.
But fame and visibility are the megaphone. It's about repetition, recognition, a compelling story and sheer presence (online, in media, in conversations). It's built through smart branding, consistent visibility and sometimes just being loud.
Here's the market's dirty little secret: When people are drowning in choices and starved for time, they grab onto what's familiar. They default to the name they know and feel they can trust, even if a quieter, potentially better option exists.
It's not always fair, but it's undeniably real. Skill builds the foundation; fame builds the signpost directing people to it.
Reality Check: When 'Known' Beats 'Brilliant' (Every Time)
That fast-fashion giant pumping out endless trends (and questionable quality)? Crushing it. Meanwhile, the sustainable, ethically-made, well-constructed brand? Fighting for scraps. National soda brands versus that incredible local craft brew you love? Guess who wins shelf space? Massive visibility budgets create mass familiarity, which drives mass sales. Mediocrity with a megaphone often drowns out excellence whispering in the corner.
Ever see a celebrity with zero expertise land a major brand deal over a genuine specialist? Or watch a super-polished (but less experienced) presenter get the keynote slot instead of the deeply knowledgeable introvert? Charisma and platform often trump quiet competence when the spotlight is on.
The consultant with transformative ideas who can't get meetings is a hidden gem. The developer whose code is poetry is stuck fixing legacy systems. The artist whose work blows minds is struggling to pay rent. Their crime? Not playing the visibility game effectively. Their exceptional skill remains their best-kept secret.
Why Your Brain Loves A Familiar Face
1. The "Hey, I Know You!" Effect: The more we see or hear something, the more we like it and trust it. It feels safe, familiar and comfortable. Fame weaponizes this. Constant repetition = "Oh yeah, them!" = subconscious trust. Skill? It needs a chance to prove itself first.
2. Cognitive Shortcuts: We're busy! We don't have time for deep dives on every choice. So, we use shortcuts. "Everyone's talking about them, so they must be good," becomes the lazy (but common) logic. A strong brand narrative is easier to digest than a complex analysis of actual merit.
3. Narrative Over Nitty-Gritty: A compelling story about "disruption," "vision" or "the journey" often resonates louder and faster than a list of technical certifications or peer-reviewed papers. Perception, fueled by visibility, becomes reality long before substance gets a proper hearing.
The Media Machine: Manufacturing The 'Known' (Sometimes Out Of Thin Air)
Media (especially social) craves stories, personalities, drama and simple hooks. They actively create "experts" and "leaders" based on who's compelling, controversial or available, often before they've racked up serious, tangible achievements.
Coverage equals credibility (though it's not always deserved). Verifying deep expertise takes effort. A viral tweet, a trending hashtag or a feature in a glossy mag? Instant perception boost. Coverage often mistakenly equates to the weight of credentials.
The self-fulfilling hype cycle looks like this: Get visibility -> Get opportunities -> Get more visibility -> Get labeled a "success" -> Attract even more opportunities. Fame begets fame, skill or not.
The Winning Move: Be Great And Get Seen (You Need Both)
Visible brands dominate the market. The real power move isn't choosing skill or visibility; it's mastering both. Fame opens the door. Skill keeps you in the room (and invited back).
So, how do the genuinely skilled also become strategically visible without selling their soul?
• Stop hiding your light. If you're great, share that greatness authentically. Write that insightful LinkedIn post. Give a talk at a local meetup. Start a niche podcast sharing your knowledge. Become a valuable resource. Demonstrate your skill publicly.
• Network. Build real relationships within your field and with people who cover it. Focus on meaningful connections. Who knows who matters? It's often the quiet connectors, not the loudest networkers.
• Platforms are megaphones. Don't just scream "Hire me!" on LinkedIn. Share valuable insights. Comment intelligently on industry news. Use social media and professional platforms to showcase your expertise while building your profile. Be consistent and genuinely helpful.
• Seek validation. Apply for relevant awards. Contribute to panels or industry reports. Collect testimonials from happy clients/colleagues. Third-party endorsements amplify your credibility and visibility. It's social proof in action.
• Authenticity is your armor. Your visibility must align with your genuine value and expertise. Don't try to be someone you're not. The facade will crack. Build a brand that's authentically 'you,' just a more visible version.
Don't Just Be Great—Be Seen Being Great
In our insanely noisy world, visibility isn't just helpful; it's often the decisive factor. "Fame sells more than quality" might sting, but it's hard to deny.
Don't let your exceptional skill be your best-kept secret. Use visibility strategically as your amplifier. Share your knowledge, build your network authentically and step into the spotlight because you have something valuable to offer.
Let your skill be the unshakeable foundation and smart visibility be the spotlight that lets everyone else see it shine. Because whispering your worth in a hurricane of noise? That's a recipe for being the most skilled ... and the most overlooked.
Go get seen.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
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Medhat Zaki is a resilient German entrepreneur and CEO of Zaki International GmbH. getty Ever notice how that average-but-everywhere coffee chain dominates the corner, while the amazing artisan roaster down the street struggles? Or why that colleague who's good at presenting keeps landing the plum projects? You know the truly skilled people—the genius coder, the visionary designer, the consultant with razor-sharp insights—yet somehow, the spotlight often lands elsewhere. Today? Being the absolute best isn't always the golden ticket. But being the 'best known' frequently is. The Great Divide: Skill In The Shadows, Fame In The Spotlight Skill/quality is the bedrock of deep knowledge, killer execution, tangible results and genuine expertise. It's built brick by brick through hard work and proven value. Think of the master craftsman, the brilliant researcher, the software architect who makes magic happen. But fame and visibility are the megaphone. It's about repetition, recognition, a compelling story and sheer presence (online, in media, in conversations). It's built through smart branding, consistent visibility and sometimes just being loud. Here's the market's dirty little secret: When people are drowning in choices and starved for time, they grab onto what's familiar. They default to the name they know and feel they can trust, even if a quieter, potentially better option exists. It's not always fair, but it's undeniably real. Skill builds the foundation; fame builds the signpost directing people to it. Reality Check: When 'Known' Beats 'Brilliant' (Every Time) That fast-fashion giant pumping out endless trends (and questionable quality)? Crushing it. Meanwhile, the sustainable, ethically-made, well-constructed brand? Fighting for scraps. National soda brands versus that incredible local craft brew you love? Guess who wins shelf space? Massive visibility budgets create mass familiarity, which drives mass sales. Mediocrity with a megaphone often drowns out excellence whispering in the corner. Ever see a celebrity with zero expertise land a major brand deal over a genuine specialist? Or watch a super-polished (but less experienced) presenter get the keynote slot instead of the deeply knowledgeable introvert? Charisma and platform often trump quiet competence when the spotlight is on. The consultant with transformative ideas who can't get meetings is a hidden gem. The developer whose code is poetry is stuck fixing legacy systems. The artist whose work blows minds is struggling to pay rent. Their crime? Not playing the visibility game effectively. Their exceptional skill remains their best-kept secret. Why Your Brain Loves A Familiar Face 1. The "Hey, I Know You!" Effect: The more we see or hear something, the more we like it and trust it. It feels safe, familiar and comfortable. Fame weaponizes this. Constant repetition = "Oh yeah, them!" = subconscious trust. Skill? It needs a chance to prove itself first. 2. Cognitive Shortcuts: We're busy! We don't have time for deep dives on every choice. So, we use shortcuts. "Everyone's talking about them, so they must be good," becomes the lazy (but common) logic. A strong brand narrative is easier to digest than a complex analysis of actual merit. 3. Narrative Over Nitty-Gritty: A compelling story about "disruption," "vision" or "the journey" often resonates louder and faster than a list of technical certifications or peer-reviewed papers. Perception, fueled by visibility, becomes reality long before substance gets a proper hearing. The Media Machine: Manufacturing The 'Known' (Sometimes Out Of Thin Air) Media (especially social) craves stories, personalities, drama and simple hooks. They actively create "experts" and "leaders" based on who's compelling, controversial or available, often before they've racked up serious, tangible achievements. Coverage equals credibility (though it's not always deserved). Verifying deep expertise takes effort. A viral tweet, a trending hashtag or a feature in a glossy mag? Instant perception boost. Coverage often mistakenly equates to the weight of credentials. The self-fulfilling hype cycle looks like this: Get visibility -> Get opportunities -> Get more visibility -> Get labeled a "success" -> Attract even more opportunities. Fame begets fame, skill or not. The Winning Move: Be Great And Get Seen (You Need Both) Visible brands dominate the market. The real power move isn't choosing skill or visibility; it's mastering both. Fame opens the door. Skill keeps you in the room (and invited back). So, how do the genuinely skilled also become strategically visible without selling their soul? • Stop hiding your light. If you're great, share that greatness authentically. Write that insightful LinkedIn post. Give a talk at a local meetup. Start a niche podcast sharing your knowledge. Become a valuable resource. Demonstrate your skill publicly. • Network. Build real relationships within your field and with people who cover it. Focus on meaningful connections. Who knows who matters? It's often the quiet connectors, not the loudest networkers. • Platforms are megaphones. Don't just scream "Hire me!" on LinkedIn. Share valuable insights. Comment intelligently on industry news. Use social media and professional platforms to showcase your expertise while building your profile. Be consistent and genuinely helpful. • Seek validation. Apply for relevant awards. Contribute to panels or industry reports. Collect testimonials from happy clients/colleagues. Third-party endorsements amplify your credibility and visibility. It's social proof in action. • Authenticity is your armor. Your visibility must align with your genuine value and expertise. Don't try to be someone you're not. The facade will crack. Build a brand that's authentically 'you,' just a more visible version. Don't Just Be Great—Be Seen Being Great In our insanely noisy world, visibility isn't just helpful; it's often the decisive factor. "Fame sells more than quality" might sting, but it's hard to deny. Don't let your exceptional skill be your best-kept secret. Use visibility strategically as your amplifier. Share your knowledge, build your network authentically and step into the spotlight because you have something valuable to offer. Let your skill be the unshakeable foundation and smart visibility be the spotlight that lets everyone else see it shine. Because whispering your worth in a hurricane of noise? That's a recipe for being the most skilled ... and the most overlooked. Go get seen. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
