So, I get this email today from some big-name eCommerce marketer, and they’re all hyped up about winning an award from the United Nations. Yeah, sure. The UN is just out here recognizing online marketers now. Right. That’s like McDonald’s giving out Michelin stars.
Now, I keep tabs on these so-called “gurus” because, honestly, their nonsense makes for some of the best fact-checking entertainment out there. And this little award stunt? It’s a classic case of manufactured credibility. Which, by the way, is a whole industry on its own. People love an impressive title, a shiny badge, or some official-sounding accolade. But here’s what nobody tells you; half of these awards are straight-up bought, and the other half are engineered by PR agents who know exactly how to game the system.
How These “Awards” Actually Work
Let’s talk about how this actually works. Real awards, legit, earned, based on actual accomplishments, are few and far between. The rest? It’s a PR circus. You hire the right publicist, they spin your story into something dramatic enough to fit the award’s “values,” and then they grease the wheels.
Maybe they call in some favors, maybe they get you a few interviews in industry publications, and before you know it, boom, you’re an “industry leader” with a trophy. Congratulations, you paid for your own credibility.
This is why every time you see some “Top 100 Under 35” or “Most Influential Entrepreneur” list, you need to ask yourself: who’s actually behind it? Because nine times out of ten, it’s not an unbiased selection committee; it’s a mix of PR maneuvering, connections, and sometimes a straight-up pay-to-play scheme.
Does an Award Actually Mean Anything?
But let’s step back and talk about why this matters. Does an award make someone a better business owner? Does it mean they actually know what they’re talking about? Not even a little. But to the average person, it looks impressive. It makes them trust that person more, which is why these marketers and “gurus” chase these titles in the first place. They know that an award gives them instant credibility, even if it’s completely meaningless.
The problem is, this whole system rewards the best self-promoters, not the best business minds. The ones who spend more time crafting their image than actually providing value. Meanwhile, the people who are actually building great businesses? They’re too busy running their companies to spend time playing PR games for a fake badge of honor.
How to Spot the Real Experts
So, how do you spot the difference? Easy. Ignore the trophies and look at the track record. Do they have real customer reviews? Are they actually running a successful business, or do they just sell courses on how to be successful? Do they have proof of what they claim to teach, or just a long list of media features that say a whole lot of nothing?
Personally, I don’t care about awards. Never have, never will. You know what I care about? Reputation. Real customer feedback. Actual results. If you’re doing good business, people will know. You won’t need a shiny badge to prove it.
The Next Time You See Someone Flexing an Award…
So the next time you see some eCommerce guru flexing their latest “prestigious” recognition, ask yourself: did they earn that, or did they just know the right PR guy? Because if success was really as simple as getting a fancy title, everyone would be a billionaire by now.
Here are some actions you can take right away.
Let’s talk about what you should actually do instead of falling for the “I need a fancy trophy to be credible” trap.
First, build a reputation people trust, not a trophy shelf.
Forget about impressing random award committees. You know who actually matters? Your customers. If you’re running a real business, focus on stacking real reviews, real testimonials, and real case studies. Someone flashing a “Top 100 CEO” badge means nothing when their last 10 Trustpilot reviews are people calling them a scam. Instead of trying to win some meaningless accolade, spend that energy getting your actual customers to vouch for you. Because when real people trust you, you don’t need a PR stunt to look legit.
Second, put your energy into being known for something real.
You want to be recognized? Cool. Then actually do something worth recognizing. Instead of spending money on PR firms to spin your life story into an “inspirational journey,” spend that money improving your product, your customer experience, or literally anything that makes people say, “Man, this is good.” The best way to get people talking about you? Be the best at what you do. Shockingly simple, but way too many people skip this step in favor of chasing headlines.
Third, call out the BS when you see it.
Look, if you’re in the business world long enough, you’ll start seeing the patterns; the same people getting “Entrepreneur of the Year” awards while their business is quietly imploding behind the scenes. If you’re tired of the nonsense, say something. The people who build real credibility online aren’t the ones trying to be universally liked, they’re the ones who keep it real. People respect honesty more than they respect some shiny LinkedIn “achievement” badge.
Fourth, get featured for doing actual good work, not for paying your way in.
If you want media attention, earn it. Get quoted in articles because your expertise is valuable, not because you dropped five grand on a PR firm to make it happen. Start publishing useful insights, answering real questions, and showing up where your industry actually hangs out. The best kind of press is the kind you didn’t have to beg for, it’s the kind you get because people genuinely want to hear what you have to say.
Fifth, stop looking for shortcuts and build something that actually lasts.
Here’s the thing; fake awards, PR hype, and LinkedIn flexes might make someone look successful, but they don’t actually make them successful. The people who are still standing years from now are the ones who put in the work instead of trying to trick people into thinking they’ve made it. You want credibility? Earn it the hard way. Create value, build trust, and let your results speak louder than any award ever could.
There you go; five real steps to building credibility without playing the fake PR game. Follow these, and you’ll never need a meaningless trophy to prove you’re legit. Ignore them, and hey – maybe you can still buy yourself a “Best Business Guru” plaque for $99. Your call.
FREE – get my 
