The Myth of Originality
In academia, credibility comes from citing others. Hundreds of other academics, within each publication. Tens of thousands of other academics over one’s career.
Scholars don’t just say, “Trust me, I’m smart.” They back up their arguments with evidence: research studies, historical examples, and the work of other experts. The result? Their ideas gain authority.
But step outside the walls of academia and into the business world, and something strange happens.
Entrepreneurs, consultants, and service providers often believe the opposite. They think credibility comes from being entirely original. From saying, “This is my idea. I invented it. It’s all me.”
Here’s the problem: that approach doesn’t build trust—it creates doubt.
When you refuse to cite others, people don’t think, “Wow, they must be brilliant.” They think, “Where’s the proof?”
And when it comes to selling your product or service, proof isn’t optional—it’s everything.
Let’s break down why citing others makes you more credible, how it simplifies the sales process, and what you can do to integrate this strategy into your business today.
Why Credibility Starts with Citing Others
1. Citing Others Signals Expertise
When you reference the work of others, you’re not just borrowing credibility—you’re showing you’ve done your homework.
Consider this: if you were hiring a personal trainer, would you trust the one who says, “I invented my own system. Just trust me,” or the one who says, “My methods are based on proven research from the National Academy of Sports Medicine”?
The second trainer doesn’t just sound credible—they make you feel safe.
2. It Proves You Can Apply Knowledge
Citing others demonstrates you can take what works and make it your own. It says, “I don’t just know the theory—I can make it work in practice.”
For example, in marketing, many agencies borrow frameworks like the “Hook, Story, Offer” model popularized by Russell Brunson. By citing this framework, they’re not saying they lack originality—they’re proving they can use proven systems to deliver results.
3. It Builds Trust Faster
Trust isn’t built on empty promises. It’s built on familiarity. When you cite recognizable studies, frameworks, or experts, you’re giving your audience something they already trust.
According to a 2023 report by Edelman, 81% of buyers say trust is a critical factor in their decision-making process. Citing others is one of the fastest ways to build that trust.
The Danger of Selling Unproven Ideas
Here’s the harsh truth: people don’t want to be guinea pigs.
When you position your product or service as a “new” or “original” idea, you think you’re being innovative. But to your prospects, it can feel risky.
Why People Avoid Risky Decisions
- Fear of Loss:
Buyers don’t want to waste money on something unproven. - Uncertainty of Results:
If it’s new, how can they know it will work? - Social Proof Matters:
According to Nielsen, 92% of people trust recommendations from others over brand claims. The same logic applies here—if no one else has tried it, why should they?
The Psychology Behind Proven Systems
People want to feel like they’re buying something predictable. They want to know, “If I follow this process, I’ll win.”
That’s why franchises like McDonald’s are so successful. When you buy into their system, you’re not just buying a business—you’re buying a proven, repeatable process.
In your business, citing others and showing your process is rooted in what works gives prospects the confidence to move forward.
The Power of a Repeatable Process
Citing others isn’t just about credibility—it’s about creating clarity and confidence.
When you tie your product or service to a proven system, you’re telling your prospects, “This isn’t guesswork. It’s a process that works.”
Why a Process Makes Selling Easier
- It Simplifies Decision-Making:
A clear process eliminates uncertainty. Buyers can visualize exactly what will happen and how they’ll succeed. - It Reduces Objections:
When prospects see your process is based on proven methods, they’re less likely to question your approach. - It Creates Predictable Results:
A repeatable process shows you’ve done this before—and you can do it again.
How to Position Your Process
- Name It: Give your process a name. For example, “The 5-Step Authority Framework” sounds more credible than “Trust me, I’ll figure it out.”
- Cite Its Foundations: Explain the principles behind it. For example, “This process is built on behavioral science research by Daniel Kahneman and Robert Cialdini.”
- Showcase Results: Use case studies, testimonials, and data to prove your process works.
How to Start Citing Others (Without Feeling Incompetent)
If you’ve been avoiding citing others because you think it makes you look less original, it’s time to change your mindset.
Here’s the truth: originality isn’t about inventing something from scratch—it’s about how you apply and adapt proven ideas.
Steps to Start Citing Others in Your Business
- Learn the Foundations of Your Field:
What are the proven frameworks, research studies, or methodologies in your industry?
For example:- In marketing, it might be AIDA (Attention, Interest, Desire, Action).
- In coaching, it might be SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound).
- Credit the Source:
Whenever you borrow an idea or framework, acknowledge its origins. For example:- “Our strategy is rooted in Robert Cialdini’s principles of persuasion, adapted specifically for B2B sales.”
- Show How You Apply It:
Don’t just cite the idea—show how you’ve used it to deliver results. For example:- “Using Daniel Kahneman’s concept of loss aversion, we redesigned a sales page that increased conversions by 35%.”
- Combine It with Your Unique Expertise:
Reference proven ideas as your foundation, but show how you’ve built on them. For example:- “While we start with SMART goals, our process goes further by incorporating accountability frameworks tailored to high-performing executives.”
The Real Secret to Credibility
Citing others doesn’t make you look less competent—it makes you look informed. It shows you’ve done your research, built on the best ideas, and developed a process that delivers results.
When you connect your expertise to proven systems, you’re not just selling a product or service—you’re selling confidence. And in business, confidence is what closes deals.
Final Thought:
Stop trying to reinvent the wheel. Instead, show your prospects you know how to make it turn—faster, smoother, and better than anyone else.
The result? More trust. More sales. And a brand that feels as credible as it is capable.
Key Takeaways
- Citing others builds credibility: It signals expertise, proves you can apply knowledge, and builds trust faster.
- A proven process wins more deals: Buyers want predictability. Show them your product or service is based on proven systems.
- Make citing others part of your strategy: Learn the foundational ideas in your field, credit your sources, and adapt them to your unique approach.
Start building trust today by showing your prospects you don’t just know what works—you know how to make it work for them.
