How Do You Become a Category of One?

Ben asks how to stand out; Erica introduces her PDF framework—Perspective, Differentiation, Filter—to find unique beliefs and positioning.

Play episode from 10:50

chevron_right

Transcript

chevron_right

Transcript

Episode notes

Learn Speak Teach Episode #129 with Erica Mallett.

Between Kanye West and Ellen DeGeneres, who do you think is the most lovable celebrity? If you guessed Ellen, you’re wrong! If Ellen is truly as lovable as we think, why was it so easy to have her canceled- while Kanye, despite having done worse, seems uncancellable? That’s the power of contradictions.

Erica Mallett sits with Ben for an eye-opening episode on the psychology behind contradictions and how they shape brands and public perception. Erica explains why contradictions make brands and people more lovable and even shares her own “Cringe Mountain” experiences.

If you’re just starting out with your YouTube channel, Erica’s Theory of One channel should be on your subscription list. She has a genius way of presenting content that we can all learn from.

During this episode, you will learn about:

[00:00] Trailer

[01:12] Kanye West

[04:46] Kanye West vs. Ellen

[09:08] The Real Business Connections brand

[11:11] Becoming a category of one

[11:50] The PDF framework by Erica

[15:07] How to avoid going in the wrong direction with your brand

[17:58] Erica’s Cringe Mountain

[25:19] The view at the top of Cringe Mountain

[30:41] What makes a celebrity so darn likable

[36:26] Identifying your contradictions

[38:45] Erica’s contradiction

[41:48] Support Erica – Subscribe to the Theory of One YouTube channel: https://www.youtube.com/@theoryofone/

[43:26] How Erica structures her videos

[49:08] Levels and kinds of fame

Key Takeaways:

• Imperfections are the point of a brand. We're at a point in culture where it’s not only desired to have imperfections, but it’s necessary to have them built into your brand. ~Erica Mallett [07:04]

• “It’s important to be aware of your imperfections and then use them strategically in your brand.” ~ Erica Mallett [07:39]

• If you can be a mirror for people and make them feel less alone, then you can build a brand and smash it. ~ Erica Mallett [10:14]

• “The best way to attract your people is to have a set of beliefs.” ~ Erica Mallett [11:26]

• A niche is important, but you also have to think about your emotional niche because everyone you meet naturally falls into one. ~ Erica Mallett [15:37]

• “No one will ever look back from in front of you on Cringe Mountain and laugh at you for climbing behind them.” ~ Erica Mallett [26:07]

People Mentioned and Other Resources:

1. April Cluck

2. Struthless

3. Courage to be Disliked-Ichiro Kishimi and Fumitake Koga

4. The Infinite Game by Simon Sinek

5. The Brand Gap-Marty Neumeyer

Keep In Touch with Erica Mallett:

YouTube: https://www.youtube.com/@theoryofone/

Instagram: https://www.instagram.com/erica_mallett/

Website:https://www.ericamallett.com/

—