I was listening to Take Me To Your Leader by Incubus and watching movie trailers of sci-fi thrillers last night and suddenly recalled those old alien invasion movies – you know, the ones where the aliens always said “TAKE.ME.TO.YOUR.LEADER” in their indecipherable alien language when they contacted earth. They didn’t want to waste their time to deal with anyone else. They were blatantly straight forward and demanded to speak with the person who had authority, expert knowledge, and the ability to make decisions in favour of the alien’s invasion.

An incident at the groceries 3 hours ago popped up. I was about to purchase an item. I had questions the promoter girl couldn’t answer. I want to talk to somebody who can tell me what I want to know but I just couldn’t get hold of anyone in charge. It was so frustrating. So there I was listening to Incubus, watching sci-fi thrillers, agonising about the purchase I didn’t make and the connection between alien invasion movies and customer service became so clear.

Guess what. Your customers are like the aliens. They want to deal with Mr. I-Have-The-Solution or Ms. I-Can-Give-You-What-You-Want. Not a minion who’s just another follower. They want a supplier/provider that they believe has the authority and knowledge to get them closer to what THEY can have or get. They are only interested in “what’s in it for me?”. So, have you established yourself as a leader?

Now, the trick is PERCEPTION. You don’t have to be the biggest, toughest, coolest person to be perceived as a leader in your field. I would suggest what my Boss taught us (and man, he knows his stuff). Look for opportunities to position your business in the public eye as an expert. Write articles, start a blog like ours, give talks, be present and participate in events, or whatever that gets your name attached to a field of knowledge relevant to your business. Apply this and appear like you downright know what you’re doing because when customers say “TAKE.ME.TO.YOUR.LEADER,” they’ll automatically be looking for you.

How would your brand participate in the golden age of the geek?

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