Key Takeaways

  • You can insert yourself at the center of any industry network by simply creating a "winners list" or awards, as Sam Parr argues.
  • Strategic manipulation of rankings, like Jason Calacanis's Silicon Alley 100, generates controversy and word-of-mouth, maximizing spread.
  • Hosting an exclusive event for winners positions you as the host, ensuring influential people meet and network with you.
  • Awards can be highly lucrative, monetized by selling proprietary research or licensing the award emblem, similar to JD Power's model.
  • This specific approach to influence and monetization is laid out in "The Kingmaker Move" framework.

The Kingmaker Move (Creating Influence through Awards and Lists)

Step 1: Identify a Niche or Network: Choose an industry, social circle, or market where you want to establish influence and be at the center of the network.

Step 2: Create a Definitive List or Award: Design an annual list, ranking, or award (e.g., 'The Silicon Alley 100', 'Vegas 100') that identifies and honors key players, innovators, or high performers within that niche.

Step 3: Strategic Ranking & Controversy: Intentionally place individuals at certain parts of the list to maximize controversy and generate word-of-mouth. For example, don't always put the most obvious person at #1; place them lower to provoke questions and drive engagement.

Step 4: Host an Exclusive Event: Organize a black-tie gala or high-status event to honor the award winners. This creates a 'honeypot' where influential people gather, and as the host, you are positioned at the center, facilitating networking and relationship building.

Step 5: Monetize Through Research & Licensing: Develop a business model around the awards, such as selling in-depth research to companies wanting to improve their rankings, or licensing the award emblem/seal for marketing purposes (e.g., JD Power model). This allows companies to pay to use your authority to attract more revenue.

When This Works (and When It Doesn't)

The "Kingmaker Move" shines in industries needing recognition, where competitive dynamics grab attention, and where detailed performance insights can be sold. It's potent when you want to build your network, attract investors, or become a thought leader without traditional pitching. Sam Parr notes how Jason Calacanis "intentionally would place people at certain parts of the list to maximize the controversy." Shaan Puri adds that JD Power got its start selling research on car preferences to manufacturers. This approach allows you to "insert yourself at the center of any network or any market," as Parr explains.

However, this strategy isn't foolproof. It breaks down if your awards lack perceived legitimacy; if the industry is too small to care about rankings; or if you can't consistently deliver value through the list or event. If the "Kingmaker" is seen as purely self-serving, or if the process isn't transparent enough to foster trust, the influence evaporates. You need a genuinely engaged audience who values the status and insights your list provides.

What to Do With This

Imagine you're building a new B2B SaaS for content marketers. This week, try outlining your own "Kingmaker Move." First, identify your niche: "Top 50 Content Marketing Innovators for 2024." Second, design your annual award: "The Inkwell Awards for Content Marketing Excellence." Third, strategically plan a few controversial placements – maybe rank a well-known industry influencer at #15 instead of the expected #1 to spark debate, prompting questions like, "why don't I have status in their mind?" as Parr describes. Fourth, host a small, virtual awards ceremony on Zoom or Gather.town for the winners, where you, as host, moderate discussions and connect people. Finally, package the data gathered from your ranking process into an "Inkwell Market Insights Report" you can sell to agencies or software companies looking to improve their offerings.