I don’t know if you’re familiar with Ben Wilson; he runs a podcast called How to Take Over the World. It’s a really interesting show where they dive into historical figures—people who lived maybe 2,000 years ago—and how they conquered the world. These are usually warriors, famous politicians, or influential leaders of their time, and the podcast draws lessons from their lives that career-oriented people and business owners can apply today.

One episode focused on Napoleon, and a specific quote caught my attention: “A newly born government must dazzle and astonish. When it ceases to do that, it fails.” This was one of Napoleon’s principles for establishing a new government. When he came into power, he believed it was essential to do something remarkable—something that dazzled and astonished—because without that, the government would fail. I believe this concept of dazzling and astonishing can be applied to businesses in so many ways.

If you’re a small business owner, you might not have a team of 100 or 200 people. Maybe it’s just you or a small team of less than 10 people, which is what most of my clients have. So, how do you stand out in a world of larger businesses—especially if you’re in the health industry, competing with big health brands? You have to dazzle and astonish.

The first way to do this is through your core offer. Your core offer could be anything depending on your business—it might be coaching, a mastermind, one-on-one training, a supplement, or even an educational product. Whatever it is, it must dazzle and astonish. How do you do that? By going above and beyond what people expect. If you’re a health coach, for instance, make sure you have the best health program possible. Consider the nuances of your audience.

For example, if you primarily coach women, tailor your health coaching or weight-loss program specifically for them because what works for women might not necessarily work for men. If you coach busy professionals, your program should account for their lifestyle. Don’t expect them to meal prep for hours—they likely won’t have time. Your offer needs to be tailored to your audience to truly dazzle and astonish.

McDonald’s had a famous offer back in the 1990s or early 2000s: “Your pizza will be delivered in 30 minutes or it’s free.” This offer was so strong that it helped establish McDonald’s as a powerful brand, especially among young people who wanted quick, affordable food. Of course, it wasn’t without its challenges—drivers rushed deliveries, leading to accidents and lawsuits—but the core idea of an offer so compelling it grabs attention and drives sales is something to consider. Ask yourself: how can you improve your offer? How can you add more value without raising the price? That’s one way to stand out using the principle of dazzling and astonishing.

The second way is through your brand. Can your brand dazzle and astonish? Most people think of branding as just visuals, but it’s much more than that. Your brand encompasses the visual, emotional, auditory, and even customer service experiences. A strong brand makes you memorable. For example, there’s a coffee brand called Death Wish Coffee.

Their branding uses skulls, black and red themes, and a dark, bold aesthetic that appeals to people who love strong coffee. Their brand speaks directly to their target audience and is hard to forget. Similarly, think of brands like Louis Vuitton, Walt Disney, or Apple. These brands evoke strong, distinct emotions, and their branding is so consistent that it’s instantly recognizable.

Apple is a great example. Their product designs are so consistent that you could almost predict how an Apple refrigerator would look if they ever made one. In 2011, a study showed that Apple fans’ brains react to Apple products the same way devout religious people react to their faith. That’s the power of a brand built over time, and it’s something any business can aim for. How can you make your brand so distinct and memorable that people instantly recognize your work? That’s how you dazzle and astonish with your brand.

The third way to stand out is through your lead magnet. A lead magnet could be anything—a free training, a quiz, a PDF, or a video—that you use to get people on your email list. Many businesses throw together generic lead magnets, but this is often the first contact your audience has with your brand. If you don’t dazzle and astonish them here, when will you? Your lead magnet should be so good that it blows people away. I once downloaded a free market research document from a brand. To this day, I still use that document for client work because it was so valuable. Although I can’t remember the brand’s name, I’d instantly trust them if I came across them again because of the incredible value they provided upfront.

These three principles—your core offer, your brand, and your lead magnet—are powerful ways to apply Napoleon’s lesson of dazzling and astonishing to your business. By focusing on these areas, you can stand out and make a lasting impression, even in a crowded market.

If you’d like to learn more, head over to https://ikonmedia.net/ to grab my free guide, Your Email List Is Your Wife. It covers 11–12 rules for building and managing your email list to maximize profits.

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