Emmanuel Macron shows up in Davos, puts on a pair of glasses from a small Italian firm, and the company’s shares skyrocket 70% in seven days.
For a moment, let’s set marketing aside. This is pure biology.
In one of my books, I proved that people buy the signal, not the product. Macron, of course, wasn’t advertising these glasses. He wore them because his motive was authentic, human, unplanned, and had nothing to do with promotional eyewear.
That is where the power lies.
What is actually happening here? When a leader (I’m referring to the Lighthouse, not the president) uses something without the intention of selling it to you, he bestows his authority upon that object. Suddenly, those €659 glasses stopped being an expensive piece of plastic and became a ticket into the circle of people who see further.
This is Biological Value Anchoring.
Until yesterday, the price was a barrier; today, it is a confirmation of status.
What happens next? Investors rushed to buy shares because Macron, unknowingly, or perhaps subconsciously, transferred this brand from the category of craftsmanship to the category of global supremacy.
What can we conclude? In 2026, the winner is the one whose signal catches the right people at the right moment.
Value lies in the state the object conveys, not in the object itself.
So, my sincere recommendation is to stop looking for customers (not literally). Simply build a signal that will compel the leaders of your market to wear your brand without you ever having to ask.
That is The Lighthouse Methodology. Short and sweet.
