Most entrepreneurs obsess over being the best, but ignore the real bottleneck: almost no one knows they exist. In this episode of The Monetize, Tim Conley and Pedro Moreno dig into why getting known with the right audience is often more valuable than having the perfect product or the deepest expertise. Through real examples and behind the scenes discussion of Lumen’s own work, they show how shifting the spotlight from “me” to a system can change the way your business attracts clients.

Tim and Pedro unpack what it looks like to build authority by promoting a clear, repeatable system instead of a fragile personal brand. They explore the idea of a curated character on camera, the “you plus one” version of yourself that is slightly amplified but still grounded in who you really are. Along the way, they talk through the realities of creating content that is sometimes rough, learning from low-performing episodes, and using feedback to tighten both the message and the delivery.

The conversation also tackles the modern economy of attention and why social media remains the best free advertising channel available. Rather than chasing every platform, Tim argues for picking one, committing to it for a year, and mastering its nuances so your message actually lands with the people you want to serve. By the end, the episode makes a clear case that authority comes from a combination of being known and being genuinely good at what you do, and that your content should be engineered to prove both.

If you are tired of seeing less capable people make more money simply because they are more visible, this episode is a call to take deliberate action, get known on purpose, and turn attention into real business.