Episode 459:


Hello and welcome to Unshakable with Human Design. I’m your host, Nicole Laino and today I wanted to talk to you about something that I’m seeing, obviously a change in the market and change in the way that we do things. And I think you’re all going to feel because people who listen to this show I think are frustrated with a lot of the things that I’m going to talk about ending. And I think you are very well suited to be the leaders that we are looking for. I’m kind of obsessed with this right now because it is something I can’t look away from. It’s something that’s. I just see it everywhere. 

And I’m going to share with you in this episode what I’m seeing, some of the specifics behind what I’m seeing and how you can harness this to be one of those leaders that people are looking to, that you can start to step up into this. And it’s actually been the answer to a lot of people’s prayers. They’ve been saying that they are frustrated with these things for a long time and it’s finally changing. Okay, so before we get started, if you are interested in, if you’re an entrepreneur and you’re interested in using human design to step up as a leader in your business, I am teaching a brand new 5 day free masterclass called the Expanded Leader. Really excited about this. It is completely different from the Authority Accelerator masterclass that I did for years. 

If you’ve come to that, you know how good my masterclasses are. This one will be just as good or better and it will be completely different. So I’m so excited to bring this to you. If you want to attend, it’s free. All you have to do is register to attend. So you get all the links and all the stuff that of where we’re doing it. All you have to do to register is go to Instagram. I’m @nicolelainoofficial DM me the word masterclass or go to nicolelaino.commaster/class which we’ve linked all of this up in the show notes for you to make it super easy and you can register right there on the website. 

To register for Nicole’s brand new FREE Masterclass – The Expanded Leader: How spiritually intelligent entrepreneurs become trusted voices, build platforms, and monetize their wisdom in the Authority Economy, go tonicolelaino.com/masterclass or DM Nicole “Masterclass” onInstagram

Okay, so let’s talk about this four Years success online was driven by algorithms, follower count, audience size, how often are you posting, how visible are you, what launch formula are you using? But now what we’re seeing is that those systems, those same things, they keep changing, so they’re not as reliable as they used to be. You used to be able to set your watch by certain things. If I post five times a week, then I will get this many followers and I will. It was very scientific and what’s interesting now is things are becoming less scientific. Kind of goes along with a lot of the things we’ve been talking about on this show, right? The 2027 change cross of planning, ending, super linear, very scientific, very logical. 

And we’re moving not to a logical place, we’re moving to the cross of the sleeping Phoenix, which is very individual and creative and experiential. Right? Those things are changing, so they’re not as reliable. And now artistry is coming to that forefront. And at the same time, what’s also happening is audiences are becoming more discerning, so they’re looking for something different from people. So what we have is we have systems that are changing, we have people scrolling differently, looking for different things in those algorithm based programs, not finding what they need, having gone to those wells time and time again, come up disappointed, and now they’re looking for something different. Now they’re looking for perspective, now they’re looking for credibility, now they’re looking for experience from the people. 

People want to read your stories and they want to know who you are in a different way. They’re looking for depth and that’s a good thing. So this shift could create massive opportunity for thoughtful entrepreneurs, for people like you, who, and me who are thinkers first of all and who are really thinking about concepts and changing people’s lives and going deep. So over the past year, I have been having what feels like the same conversation with entrepreneurs over and over again. They tell me that their launches feel harder, they tell me that their content isn’t reaching the same people it used to. They’re telling me that their engagement is down and the most immediate reaction that most of them have is what strategy am I going to use? They’re immediately going to that scientific way, okay, what do I have to do? 

What’s the big strategy change? And even I get caught up in that thought for a moment and strategies do need to change, but there’s so much more to it. I don’t get caught up in that for long. I catch myself in that thought and I go, no, that’s not the way, that’s not how we’re going to get our way out of this. That’s not how we grow. But I actually think something is deeper is happening here. And the funny thing is when I think about those people that are asking for tactics, a lot of times those are the same people who are complaining about everything being too strategic. I’m so sick of launching, I don’t want to do it like everybody else. But then when those tactics don’t work, they’re like, oh no, what is everybody else doing? 

But there’s something deeper that’s happening here. There’s something happening under the surface. I think that we are entering into something that I call the authority economy. And it requires a different set of skills and than the attention economy that we have all become very used to. And I don’t know about you, but I’m looking at the attention economy and I’m like, don’t let the door hit you where the good Lord split you. Bye, see ya. And there’s still going to be, there’s going to be a tension out there. Of course there’s going to be, but there’s a place for that. And unfortunately before there wasn’t a place for depth. And that’s changing. 

So the last decade, what we saw going on was we had a social media explosion, we had the pandemic where everybody was on their phones, algorithm drove growth, we had short form content that dominated everything. And visibility was the main growth driver. That’s how it worked. Be more visible was always the answer. And it doesn’t mean that visibility doesn’t matter. You have to show up, you have to show people that you’re there. But it isn’t just a numbers game anymore. So that dominant strategy that it was just like, be everywhere, post constantly, all the time. And that creates problems for a number of reasons. The other, outside of the fact that sucks to live your life like that, at least as far as I’m concerned. That’s not how I want to live. I don’t want to live my life constantly posting on Instagram. 

I’ve done it for periods and I haven’t particularly enjoyed it or my life around it because I was so consumed all the time with what am I going to post, what am I going to post? And it was exhausting. And I have no desire to go back to that, but for years. And I think that this is where a lot of the people that I work with fall into this category. They feel like Social media. And I did too. Social media definitely functioned a lot like a digital cool kids club. Popularity often got mistaken for authority. So we had some people who were cool and popular, creating audiences, massive audiences sometimes, and selling things to those people because those people liked them or were taken in by them. But the transformation inside those programs when their audience invested in them was not always there. 

And that is causing people to be more discerning about where they invest their money. Now they’re looking, this is why they are looking for different things. They’re more, some would say they’re being more cautious. I think they’re being more discerning and I think that’s a good thing. I think it’s a great thing. But I also. There’s something beyond just the trust thing. Because when people lose trust, of course they don’t stop looking for help, they simply become more selective about it. But I also think that what is happening here as well is people have started to. They’ve grown. Just like we’re seeing consciousness grow, we’re seeing people have grown where they’ve grown beyond the tactics they tried. 

So many of them that if they haven’t fallen into the trap of thinking that it’s them and they just don’t have the ability to be successful and it’s just not going to ever work for them. And if they take a pause and they say maybe it’s just the way I’ve been going about it. And I do think that people are doing that. Some people are looking to the energetic, to the transformational stuff, to the deeper stuff, to stuff like what I do. Human design. Now why human design? Because I teach you how to be the best version of yourself. People are realizing, whether they consciously do or not, that it’s going to take a new level of them to get to the level that they want, maybe it isn’t just a five step strategy. 

So for everybody who teaches something deep, who goes deeper, who really delivers value on a huge level, this is, should be music to your ears. Okay? Because now instead of searching out quick fixes, people are looking for things that actually work and they’re looking for things that actually will change them versus just get me this result. So instead of asking the questions they were asking before, now they’re actually saying, who understands this work? Who has a perspective? How can I learn a little bit more about this person before I go investing a bunch of money with them? How can I see how they think? How could I get a taste of that? Who has some experience that I can sample? Right this is the beginning of the authority economy. 

Those questions that they are asking, okay, because authority isn’t your follower count and people are starting to realize this. It isn’t how often you post. It isn’t your popularity. Authority is your perspective. It is your intellectual property and leadership. It is your experience in this life and how you can communicate that or translate and transfer that to somebody else. It’s the ability to help people think differently. Authority is when people care how you think, not just about what you sell. That’s where we get to go deep. That’s what I’ve built my business around. Now I have social media, but it is not the core of my business. Why? Because I didn’t want to live like that. And I’m not a shallow person. And I’m not saying everybody is shallow on Instagram. I’m saying it’s a shallow platform in the way that it is designed. 

And I never felt at home there because I was like, I want to have real conversations. I want to go deep. I want to talk about why this works. I just don’t want to mislead people with these things that feel like quick fixes or some sort of magic wand thing. There’s embodiment is not something you can talk about and communicate in seven seconds. Right? So thoughtful deep entrepreneurs even like me, felt invisible during the attention economy. I didn’t feel completely invisible. I made myself show up. But where I made a name for myself and where I built that confidence is right here on this show. Giving my thought leadership to whoever would listen. And I worked with that. Instead of working with algorithms, I worked with SEO. I wanted different strategies to reach people. 

So transformational entrepreneurs like myself, where you deal in something that isn’t a quick fix. My three steps to making a really solid, tangible result. We could suffer the most because our ideas are nuanced, they are complex, they are difficult to compress into a 15 second reel or something that is super short form content. You end up missing context when you are doing that short form content. So the entrepreneurs who struggled the most in the visibility attention grabbing economy are going to be the ones who are best positioned for the authority economy that we are going into right now. So how do we do this? How do we become a leader in the authority economy? 

Well, you have to start to build a platform on a and I alluded to this at the beginning of the episode, you have to build an audience and put your thought leadership on a platform that honors depth, that gives you some place where you can put deeper content and it doesn’t just reward, quick wins, short fixes, how to keeping people on. You could put fit a lot of information into a carousel, but it’s not depth. It has to be written a certain way. I find it really difficult to compress what I know into these tiny little things. It’s a good exercise because it makes you concise. But I think it can also be part of what has been so misleading about people’s results or how much they know. 

Just you can write a hook doesn’t necessarily mean that you can deliver on the promise of that hook. Right. So authority grows best on platforms where ideas have space and those platforms are designed for people to spend time there, to really go deep there. So examples of this are podcasts. Ta da. Obviously my favorite YouTube also, which I take this show and I put it on YouTube. That is currently all we really do to grow our YouTube right now is we repurpose this content on YouTube. But we’ve grown over 5,000 subscribers over there by just doing that, which is pretty darn great. And we get clients from YouTube on a regular basis. Now we also have the addition of Substack. 

I used to include blogs in here, but now I would say if you’re going to have a blog, it should be on Substack unless you have something that is super established and people are already finding you. But Substack is the new the third pillar in this thought leader platform category that I have here. And just to give you kind of some numbers around why I believe this so wholeheartedly and where things are going. In 2020, Substack had 500,000 paid subscribers. 500,000. Not bad, right? 500,000 for a worldwide platform, maybe not so much. In 2024 they had 4 million. That is 8 times the growth in 4 years. That’s huge. And it isn’t just about the numbers. It’s just what those numbers signify. Those numbers are driven by. 

There are writers that are leaving traditional media and they’re going over to Substack to publish over there because they have the freedom to say what they want. There are creators who are either exiting social media completely or diversifying. And you see a lot of people that are going and starting Substack. If you go over there, I’m on there, find me. We’ll link it in the show notes. We’re just getting started over there, but this is a big trend that we are seeing and also that audiences want deeper content. And over there they’re not just showing you that they want deeper content. They’re proving that they’ll pay for it. It’s pretty telling, isn’t it? Things are changing and I’m very excited. One of the reasons I think that this is happening, you’ve heard me. 

And if you haven’t listened to those episodes, you could go back and listen to them on the 2027 shift. And you know that move from the cross of planning to the cross of the sleeping Phoenix. We also have a full workshop on that. If you want to purchase that, we can link that up in the show notes as well. But this change, we’re already feeling these changes. You’re already feeling like you are probably pulled to maybe some more esoteric things that you are pulled to listen to yourself more than you are drawn in to just getting the answer from somebody else. I feel it because I used to get people frantically asking me questions about like how they fixed things. And the tone of the conversation has changed so much. 

People are much more open to have a conversation about embodiment and what it really takes to live by their design. Whereas that was a tougher conversation for me to have with people a year, even a year ago, but certainly two, three years ago where it was. Everybody was just trying to figure out what’s their magic formula. This is all great news. I am very excited about all of this because what it means is that the deeper you get, the more potential your business has. How amazing is that? That is music to my ears. Okay, so this is actually what we’re going to talk about in the new masterclass, that brand new masterclass. It’s called the expanded leader masterclass. What we are doing in there is I’m breaking down over five days my WISD to wealth method. 

How can you take your wisdom but not just. This isn’t just a tactical masterclass because again, it’s more art than science. I will give you the tactical, I will give you the strategy because that is necessary. We do need to have that. But there is so much at the core of this that is about being self led and being an authority to yourself. What is thought leadership. We’ll dig into the authority platforms that are working right now. Everything will be in the context of what’s working now and what will be working in this new economy, this new authority economy that we’re going into. And how do you monetize your wisdom? That is the ultimate goal here. So if you want to join us, it’s free. Just DM me on Instagram. 

I’m @nicolelainoofficial DM me masterclass or go to nicolelaino.com/masterclass and you can register on the website. I’m going to leave this one here, guys. I hope to see you in the next episode. Thank you so much for being here. I appreciate you. And remember, in order to have an unshakable business, you must first become an unshakable human. So thanks for letting us help you become unshakable with human Design. We’ll see you next time.

To register for Nicole’s brand new FREE Masterclass – The Expanded Leader: How spiritually intelligent entrepreneurs become trusted voices, build platforms, and monetize their wisdom in the Authority Economy, go tonicolelaino.com/masterclass or DM Nicole “Masterclass” on Instagram