N°2 - The Relatability Lie

Show notes

Relatability has become one of the most overused words in branding.

"Be relatable." "Be human." "Be approachable."

But what if that advice is sabotaging your authority? Because it is.

In this episode of THE PREMIUM WAY, we unpack:

– Why relatability equals familiarity and how that is the death of expansion – Why expansion requires unrelatability – The psychological difference between identification and aspiration – Why premium buyers don’t look for “just like me” – And how shrinking yourself to feel accessible kills desire

Because here’s the truth:

You don’t hire someone because they mirror your current reality. You hire them because they have normalized what you haven’t yet.

Premium positioning is not about being understood by everyone. It’s about being magnetic to the right ones.

If you’ve been softening your edge to feel more digestible — this episode is your recalibration.

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