When we tell our story, let's say on a website or in a podcast, in a keynote, in a blog post. When we tell our story, the ultimate result is when people pass our message along. But let's face it: passing anything along is kind of a risk for your audience. Think about yourself. When, for example, you recommend something to someone, you're extending your credibility to the thing that you recommend. That's why you probably recommend only things that you feel comfortable with yourself. It doesn't stop there. You intuitively understand that ultimately, the person who asked for your opinion needs to be happy with the thing you recommended to them. And so, you put one extra layer of carefulness on top of your recommendation because what if they don't like it, right? It would be a threat to your status. On the other hand, the more someone can be sure that the thing they pass along will boost their status, the more likely they are to actually pass it along. So a crucial question is: will it boost your audience's status when they pass your message along? And if not, what would make it so? What's missing so that they will no longer see it as a risk but as a boost to their status. Keep lighting the path.