“People don’t pay for what something is worth — they pay what they think it’s worth, based on who is offering it.”
The Parable of the Swordsmith
A young swordsmith in a small village spent months forging the perfect blade. It had perfect weight, gleamed like silver, and could slice a falling leaf in half.
With pride, he travelled to the capital to present it to the king.
The king admired the craftsmanship. He turned the blade over in his hands. Then he looked up and asked, “Who are you again?”
The swordsmith blinked. “I’m from the north. My name is…”
The king handed the sword back gently and said, “Thank you.”
Later that day, another blacksmith came in. His sword wasn’t nearly as fine. But he was known. The king bought it immediately.
That’s the difference renown makes.
Photo by Thanh Tran on Unsplash
What Is Renown?
Renown is the invisible currency of business. It’s not just about being good at what you do — it’s about people knowing, trusting, and believing you’re good at what you do.
Without renown, every deal becomes uphill.
With renown, doors open before you knock.
My First Lesson: Leaving State Street
Years ago, I worked on the currencies and commodities desk at State Street Global Markets in Sydney — a major American investment bank. The name carried weight.
When I handed out my business card, people took meetings. My emails got responses. I didn’t need to chase; people came to me.
Then I left to start my own business.
Same skills. Same person. But now, I was the unknown swordsmith.
The difference was staggering. Conversations were harder. People were slower to reply. Some didn’t reply at all. The business card that once carried weight now felt like paper.
Without the halo of a known brand, I was paying a tax — not in dollars, but in time, trust, and effort.
Renown Is Leverage
Here’s the hard truth: when there’s a mismatch in renown, the side with less ends up overpaying.
You give more to get the same — longer pitch decks, deeper discounts, more convincing. You’re playing the same game, but on a tilted field.
This isn’t about ego. It’s about negotiation dynamics. When you’re unknown, you’re not evaluated on merit — you’re evaluated on risk.
Photo by Darya Tryfanava on Unsplash
When It Flipped: Building My Name Back
Years later, I started to rebuild that renown.
After getting traction with my AI translation startup, speaking at panels, and partnering with a public hospital, I noticed a shift. People would reach out and say, “I saw your talk” or “We’ve been following your work.”
Same product. Different perception.
This time, I wasn’t pitching into cold. I was fielding warm intros, invites, and inbound interest.
That’s when I realised: renown is a multiplier. It doesn’t guarantee success, but it makes everything else easier.
So How Do You Build Renown?
Photo by Andrik Langfield on Unsplash
You don’t need fame. You don’t need to go viral. You just need to consistently show up, and make your work visible and valuable. Here’s how to start — even from zero:
✅ 1. Document Your Journey
Let people watch you build.
- Share short updates on what you’re learning.
- Post progress, lessons, or prototypes on LinkedIn or Twitter.
- You don’t need to teach — just narrate your path. People trust motion.
🤝 2. Borrow Brand Equity
If you’re not known yet, stand next to someone who is.
- Partner with a known name, client, or institution (and mention it).
- Join an accelerator, fellowship, or community that’s respected.
- Get testimonials or shoutouts from people with established credibility. This transfers trust and lowers your perceived risk.
🧱 3. Be Consistent
Renown compounds — but only if you keep showing up.
- Pick 1–2 platforms and post regularly.
- Stay in your niche long enough to be remembered.
- Don’t disappear for six months. Momentum matters more than polish.
📣 4. Build Social Proof
Make others say it for you.
- Collect testimonials, reviews, and short quotes.
- Highlight case studies — even small ones.
- Feature this proof on your website, emails, and LinkedIn. People trust other people more than they trust you.
🎤 5. Speak in Public (Even If It’s Small)
Visibility builds perceived expertise.
- Say yes to panels, podcasts, and community events.
- Share short clips or quotes online afterward.
- Start local — then scale. Public presence is a signal of trustworthiness.
🪄 6. Make Others Win (Publicly)
The fastest shortcut to renown? Help someone with renown — and let them talk about it.
- Offer value first. Solve a small problem for them.
- Help their project succeed, then ask to share the story.
- When they talk about you, some of their credibility rubs off.
Final Thought: Renown Is Earned, Not Given
Photo by Ian Schneider on Unsplash
If you’re just starting out, you don’t need to feel powerless. But you do need to understand the dynamics. Renown sits between you and the deal. You either have it, borrow it, or build it. What you shouldn’t do is ignore it — or worse, pretend it doesn’t matter. So start now. Build something worth being known for. And let the work — not just the product — do the talking.
Also read: [The Great Democratisation of Translation](https://videotranslator.ai/en/blog/the-great-democratisation-of-translation/)
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