There’s a critical distinction in leadership that most people overlook: being a leader is not the same as being dominant. Let’s take a lesson from the world of horses. In a herd, the leader is not the dominant horse. So, ask yourself—are you truly a leader, or are you simply dominant? And what does this have to do with being unforgettable in the minds of your clients and colleagues?

The Brain Remembers Emotion, Not Domination

Consider this: the human brain stores information through emotion and repetition. If your approach is rooted in dominance, you’re creating pain—negative emotions that people will associate with you. Sure, some individuals might submit or comply, but is that really what you want from your clients or your team? Most people don’t want to feel dominated. When you dominate, you create negative emotional imprints. The brain, however, is quick to erase those memories over time, seeking to protect itself from pain.

But when you show up as a true leader—someone who understands what really drives decisions in the human brain, someone who knows how to trigger and remove the core subconscious frustration in another person—you create a positive emotional variation. You move people from where they are to where they want to be. That’s when you start to stick in the mind of the decision-maker. That’s when you become unforgettable.

The Ethical Persuasion Formula: The Path to Lasting Impact

Why is it so important to be a leader? Because there are four parameters in the Ethical Persuasion Formula. When you use this formula, you don’t just make an impression—you become embedded in the decision-maker’s brain. You become unforgettable.

And here’s the kicker: can you do this in just 11 seconds? Yes. The human brain makes a decision in 11 seconds. When you apply the Ethical Persuasion Formula, you stick in that brain. You become a leader to that brain because you’ve given it something it truly needs: a tribe.

The Power of Tribe: Why Humans—and Clients—Crave Belonging

Humans are tribal animals. Horses live in herds, and so do we. Every animal forms tribes. We, as Homo sapiens, are no different. In fact, science still debates why Homo sapiens won out over other hominids. Perhaps it was our ability to lead, to form tribes, to nurture and protect our own.

In every tribe, there are leaders and followers. Both roles are vital, and each of us moves between them in different areas of life—family, community, sports, business. But when you want to become unforgettable in your business, you must step up as the leader of your tribe. People follow you not because you force them, but because you help them move in the direction they need to go.

Know Your Tribe, Attract the Right People

To lead effectively, you must know exactly who your tribe members are. If you mix the wrong members—like putting a donkey among horses—it won’t work. Horses want to be with horses. The same goes for your business: you want the right people in your tribe, because those people become quality leads.

The more quality leads you have—people who see you as the right leader and want more from you—the more efficient your tribe becomes. And when you become unforgettable, you generate recurring business. Your chances of repeat business jump from 5% to 70%. I don’t know about you, but I’d choose 70% every time.

Nurture Your Tribe: Content, Care, and Connection

As a leader, your job is to nurture your tribe. You drive them to the right place, help them grow, and ensure they enjoy the journey. Dominance, on the other hand, only creates resistance and negativity.

Nurturing your tribe in the 21st century means providing value—content, insights, and support. People follow leaders who take them where they want to go, who understand and remove their subconscious frustrations. If you can prove to your tribe that you understand their hidden struggles and can help them overcome those obstacles, you become their leader. They’ll want to listen, learn, and buy from you.

Selling Is Helping, Not Just Trading

Remember, selling isn’t just about exchanging something for money. It’s about helping. When your product or service genuinely helps your clients, that’s nurturing the tribe. That’s leadership.

Become Unforgettable: Elevate Your Clients, Elevate Your Success

If you want more recurring business and to become truly unforgettable, become the leader of your tribe. Use the Ethical Persuasion Formula. Elevate your clients—make them great. Their brains are shouting at you, “Make me great!” When you focus on making your clients great, you elevate your own success.

If you want to talk more about how you can become unforgettable using the Make Me Great system and the four parameters of the Ethical Persuasion Formula, reach out. Book a free strategy call HERE. Let’s see how you can become unforgettable in the decision-maker’s brain—and stick there.