**How to Win When Someone Searches for You **

You cannot trust that your needle is going to get found in the haystack. If you're not on top of the search results, you might as well be invisible. The alternative is to win when someone searches for you. The game is to persuade the public to look for the specific, not the generic. The mission is to create content that people choose to share, earning their permission to engage and teach. Trusting the middleman on the internet is dangerous; instead, engage with a platform that has an obligation to you. Paying for a platform ensures that you are the customer and not the product. Your job is to be a teacher and make it easy for people to find you if they are looking for you, not the generic.