Beyond the "how-to" trap: Building market eminence in an AI-fueled world
by Gayle Kalvert
In the latest episode of Marketing in Progress, Gayle Kalvert sat down with David Newman, CSP, author of the new book Market Eminence. David is a globally ranked marketing expert who works with founders and CEOs to help them "play bigger" and become a category of one.
The conversation cut through the noise of today’s "crazy-verse"—a world flooded with AI-generated content—to reveal why traditional thought leadership isn't enough anymore. What you need is market eminence.
What is market eminence?
David defines market eminence as recognized superiority within a particular sphere. It’s not about being "famous" in a general sense; it’s about being the undisputed authority to your specific target audience.
David explained this in the context of founders being the face of the company.
"There's a myth that if a founder is the 'face' of the company, they'll never be able to sell it. The reality? People buy recognized market leaders. When you build market eminence, you don't just build a following; you build a much higher valuation."
The death of "how-to" content
One of the most striking takeaways from the interview was David’s warning: The era of "How-To" content is over.
Considering we see this type of content everywhere, this might be a bit alarming. But the reality is that because the “how to” lists are everywhere, you need to shift your content strategy to effectively leapfrog your competitors. The best way to do this is to think about your content in three uniquely human pillars:
How to think: Move away from tactical steps and toward high-level strategy. Share your "battle scars," the lived experiences that AI simply doesn't have.
What to believe: Bust the myths of your industry. Tell the hard, uncomfortable truths that build radical trust.
Future-casting: Help your audience get ready for what’s coming next, like spotting both the risks and the opportunities.
The "hate mail" litmus test
If you are doing market eminence correctly, you won't be "vanilla." David argues that your brand should act as a magnet, powerfully attracting the best fits and powerfully repelling the worst.
He explained, “I used to think that a good brand was liked by everyone. Now I know that a great brand is a magnet. It should powerfully attract your ideal clients and just as powerfully repel the wrong ones. If you aren't getting a little bit of pushback, you probably aren't standing for anything specific enough.”
If you start getting "professional hate mail" from people who disagree with your radical truths, don't panic. It means you’re finally reaching the right people by standing for something specific.
That’s actually something to celebrate.
How to Find Your Authentic Voice
If you want to start building market eminence today, David suggests looking at your "Refugee" clients, the ones who fled your competitors to come to you.
This means getting clear on what made them crazy and what promises weren’t fulfilled. When you rail against those broken industry practices, you stop being a vendor and start being a safe harbor.
Final word: Do it scared
David’s parting advice is simple: Action eliminates fear. Don’t let the "AI slop" of the internet intimidate you into silence. Take one of your industry rants and put it out there.
"In B2B, the quickest way to die is to say exactly what everyone else is saying. If you're totally comfortable with what you're putting out there, you're probably not cutting through. You have to be willing to be a little bit scared to be a lot more effective."
Want to hear the full conversation? Visit creocollective.io/marketinginprogress to listen to the full episode of Marketing in Progress featuring David Newman on or visit:
