Key Takeaways
- The "Kingmaker Move" isn't just about recognition; it's a direct path to owning an industry's network and its data. It positions you at the center of a market without needing to build the best product first.
- Intentional controversy drives engagement: Shaan Puri describes how Jason Calacanis, creator of the Silicon Alley 100, “intentionally would place people at certain parts of the list to maximize the controversy and the sort of word of mouth with which this thing would spread.”
- Monetization goes beyond prestige, extending to charging entry fees, selling detailed research based on rankings, and licensing the award emblem itself, similar to how JD Power Awards operate.
- A lower ranking fuels curiosity and a desire for improvement. Puri notes that those asking “why am I not higher up on the list?” become willing to pay for insights: “for an extra fee, I can teach you how to improve X, Y, and Z.”
- The framework, "The Kingmaker Move," outlines how to establish an award or list to become the central, influential authority in any niche, building a business on status and information.
The Kingmaker Move
Type: method
Name: The Kingmaker Move
Components:
- Step 1: Identify a Niche: Go into any industry, any social circle, or market that lacks a recognized central authority or ranking system.
- Step 2: Create a Definitive List/Award: Simply by making the winners list, by making the awards, by making the list, you can insert yourself at the center of any network or any market.
- Step 3: Strategic Ranking/Controversy: Intentionally place people at certain parts of the list to maximize the controversy and the sort of word of mouth with which this thing would spread. This drives engagement and makes people want to know who you are.
- Step 4: Host an Event: Piggyback an event (e.g., black-tie gala) off of the list/awards. This creates a 'honeypot' where influential people gather, and you, as the host, become the central connector.
- Step 5: Monetize and License: Charge for entries, sell research, or license the use of the award/emblem to companies for their marketing, turning influence into a recurring revenue business.
When This Works (and When It Doesn't)
This strategy thrives on human ego. As Puri explains, “When you win, you share because it's good for you to win. And when you lose, it kind of pisses you off and you want to figure out who are these people.” This dynamic works best in industries hungry for recognition and where trusted evaluations are scarce, allowing the creator of the list to become the de facto authority. Think of the Webbies for internet excellence or JD Power for consumer satisfaction scores – they became powerful because they filled a vacuum of credible assessment.
However, the Kingmaker Move isn't a silver bullet. It falls flat in highly regulated sectors where official certifications or government bodies already hold supreme authority. An unknown entity trying to rank powerful players without any prior reputation will likely be ignored. The initial credibility of the list creator, or at least the perceived objectivity of the criteria, is paramount. If the rankings feel purely arbitrary or self-serving, they will breed cynicism, not engagement.
What to Do With This
If you're a founder running a niche B2B SaaS agency focused on content marketing for mid-market tech companies, here's how you apply the Kingmaker Move this week:
1. Identify a Niche: Your specific niche lacks a single, widely recognized ranking of top agencies. You've heard clients complain about the noise in the market. This is your opening.
2. Create a Definitive List: Launch "The Top 20 Content Marketing Agencies for Mid-Market SaaS." Establish clear, publicly visible criteria: client case study ROI, measurable traffic growth for clients, team specialization, and client retention rates. Call for submissions.
3. Strategic Ranking/Controversy: After evaluating submissions, intentionally rank a well-known, established agency a few spots lower than expected, or bump an emerging, high-performing firm surprisingly high. This will provoke discussion and "who is Agency X that placed so well?" questions across LinkedIn.
4. Host an Event: Organize a virtual "State of SaaS Content Marketing" summit in 60 days. Announce the Top 20 winners live. Invite agency founders, marketing VPs, and industry thought leaders. You're no longer just an agency owner; you're the convener of industry leaders.
5. Monetize and License: Charge a modest fee for agencies to submit for consideration. Then, sell a detailed "Industry Benchmarks Report" to those not on the list, offering insights into what top agencies do differently. Finally, offer a "Top 20 Agency" badge for winners to display on their websites for an annual licensing fee. You're building a network, a research business, and a certification all at once.