235: Dorie Clark | The Power of Scale and Social Proof

Dorie Clark is an executive education professor at Duke University’s Fuqua School of Business and Columbia Business School, and is the bestselling author of several books, including The Long Game and Stand Out. A frequent Harvard Business Review contributor, she has consulted for leading organizations including Google, Microsoft, and the World Bank. Dorie is former presidential campaign spokeswoman, an award-winning journalist, and a four-time Thinkers50 honoree who was named the world’s top communication coach by the Marshall Goldsmith Leading Global Coaches Awards.

Dorie holds degrees from Smith College and Harvard Divinity School.

In this episode we discuss the following:

• While Dorie was working grueling hours on the campaign trail for low pay, her boss was earning 10 times her monthly salary in one hour speeches—and that sparked Dorie’s curiosity. She realized that the massive pay difference came down to scale.
• Even if Broadway actors are just as talented as Hollywood actors, the Hollywood actors reach millions more people, thus commanding a premium.
• Dorie also saw that her boss had earned trust of other high status people who vouched for him. By building up social proof through brand affiliations, media appearances, and content creation, we make it easier for people to trust us. And we can also increase our scale.