What does Marie Kondo have that you don’t?

Find Your Superpower newsletter 122

Read time: 5 minutes

Topics covered: Personal branding, Intellectual property, The Expert Ladder

Let me see if I can read your mind.

You’ve spent decades building deep expertise in your field. You’ve solved complex problems at work. You’ve mentored generations of interns and fresh grads. You’ve delivered results that keep your company profitable.

Yet when it comes to sharing your knowledge publicly, something feels... off.

Maybe you think: "I feel really awkward on social media. What do I post about?"

Or worse: "Every single time I talk about my work, my posts flop."

Here’s what I need you to understand: The situation you are in is very specific and solvable.

But first, I must introduce you to Marie Kondo.

Forget power poses and pay-to-play prizes

Oh don’t I just love alliteration.

Most brand coaching focuses on superficial tactics: writing better LinkedIn posts, taking better photos, mastering public speaking, or chasing awards for social proof.

(You know the ones I’m talking about: "prestigious" industry awards that conveniently require a table purchase, a "sponsorship" marketing package, or an application fee. They’re everywhere, and they fool no one who matters.)

Let me categorically state that trusted experts don’t have to be the best speakers and writers to get paid handsomely, and they win legitimate awards and fellowships that they never have to pay to apply for.

That’s because they’ve created something everyone wants: intellectual property (IP).

As a former MIT-trained scientist and medical school assistant professor, I know this firsthand. I didn’t transition from academia to entrepreneurship by posting motivational quotes or perfecting my stage presence. I applied the same rigor I used in my research career to build defensible intellectual property.

Today, I command keynote fees of $10-25K+ not because I’m the most polished presenter (in fact I am farrrrrr from it), but because I’ve built frameworks that give my clients reliable, repeatable, verifiable and quantifiable results.

Let’s take a look at Marie Kondo.

She didn’t become a global phenomenon because she’s the world’s most charismatic presenter. In fact, she’s soft-spoken and reserved, hardly the profile of a Gary Vaynerchuk or a Tony Robbins.

She became a household name because of the KonMari Method: a systematic, defensible framework for tidying that no one else can claim. Her intellectual property is so distinctive that people instantly associate folding techniques and decluttering with her, and the phrase "Does it spark joy?" with her name alone. 

That’s the power of owning your intellectual property.

Introducing the Expert Ladder

You’ve probably heard of the offer ladder (sometimes called the value ladder or ascension model)—the progression from free → low-ticket → mid-ticket → high-ticket offers.

But here’s what my clients say: "Juliana, I’m a corporate executive. I’m not selling anything."

No, my friend. We are all selling daily. We are all making offers daily. You just don’t recognize it or admit it.

When you pitch a project to leadership, that’s making an offer. When you position yourself for a promotion, that’s making an offer. When you speak at a conference or write a thought leadership article, that’s making an offer.

Every interaction where you’re asking someone to pay attention, invest time, or trust your expertise is an offer.

The question is: are you making offers that position you as a worker bee, or as the trusted expert?

This is why I created The Expert Ladder: my proprietary framework specifically for industry experts, professionals, and corporate executives to help position them as THE trusted expert in their field.

Your invitation: Expert ladder discovery session

I’m hosting a special discovery session on 14 November where I’ll reveal the complete Expert Ladder framework, including:

• The exact system that transforms worker bees into trusted experts
• The critical difference between visibility and intellectual property—and why you need both
• How to create signature frameworks that position you as THE trusted expert

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📅 Date: Friday, 14 November 2025
⏰ Time: 3:30 PM - 5:00 PM (GMT+8)
📍 Format: Virtual (Zoom)
REGISTER HERE

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This discovery session will introduce my brand-new 10-Week Expert Ladder Advanced Bootcamp launching in February 2026—an intensive and transformational experience where you’ll build tangible intellectual property like a book proposal, signature keynote, or expert workshop curriculum.

It will be limited to 25-35 carefully screened applicants who are serious about becoming trusted experts (with 10+ spots already reserved in private sales).

You have two choices in 2026: Keep perfecting your LinkedIn posts while charging nominally (or nothing), or build intellectual property that commands premium fees and positions you as the trusted expert in your industry niche.

While others are practicing their power poses and buying awards, you’ll be developing proprietary systems that become the industry gold standard, no matter whether you inspire with a booming voice like Tony Robbins or croak like a frog.

Register for 14 November discovery session →

The best time to build your trusted expert status was 5 years ago.

The second best time is now.

Your rocketship captain,
Juliana 🚀

P.S. Not sure if this is for you? Ask yourself: "Would I rather be known as someone who posts well on LinkedIn, or as THE trusted expert in my field?" If it’s the latter, I’ll see you on 14 November.