The Iconist: The Art and Science of Standing Out with Jamie Mustard

Do you ever feel as though your marketing messages are lost in a sea of digital overwhelm for your clients and customers? If you aren’t being heard, your message dies. This has significant implications for the health of your business. Learn how to harness the primordial laws of human perception to stand out as Dr. Sabrina interviews Jamie Mustard, author of The Iconist.

Jamie teaches the science of what causes anything to stand out in the modern world. Through his work, Jamie has observed the primal laws of BLOCKS™, which explain why anything stands out and endures in the mind or fails to.

In his book, The Iconist: The Art and Science of Standing Out, through pop stories and comprehensive research, he shows how BLOCKS™ solve the problem of us all being made invisible as we compete for less and less available attention in a messaging and media over-saturated world.

He teaches how BLOCKS™ allow anyone in any field to stand out at will based on the natural primordial laws of human perception.

As host of a popular RadioActive talk show on KXL101.1 FM in Portland, OR, Jamie interviewed hundreds of designers, innovators, artists, and agents for social change who are having an impact all over the world.

An avid consumer of popular culture, Jamie is a graduate of the London School of Economics. He is obsessed with the economics of attention and has consulted for Intel, Cisco, and Symantec.

He breaks all this down into why we entrepreneurs need to have a simple way to get our message across in terms of marketing and branding, as well as why this is important for our teams and our overall quality of life as entrepreneurs.

Prepare for an eye-opening and fascinating conversation!

The Profit by Design Podcast is a Tap the Potential production in collaboration with Small Business Consulting Group.

Show Highlights:

  • In 1950, a person would be exposed to approximately 250 advertising messages in their day-to-day life.
  • By 1970, the number of advertising messages in a day increased to around 2,000.
  • The last time this was studied was in the late 1990s, and 5,000 – 7,000 advertising messages a day is what a person was exposed to.
  • This was all before the internet hit full stride and before social media.
  • Today, the number of advertising messages we are exposed to on a daily basis is estimated to be 10,000 – 15,000.
  • A person can’t process even 1,000 of these messages, so what this means is that anybody trying to communicate is just one of tens of thousands.
  • Jamie’s book, The Iconist, offers a solution to this very real problem.
  • “Continuous partial attention”, a term coined by Linda Stone, who did some research for Microsoft and Apple, means that we’re being bombarded by so much information that we’re only partially paying attention.
  • As a business owner and entrepreneur, this is a huge thing when you’re trying to get your business noticed.
  • To be iconic is to be the first choice.
  • Anything busy in a world overloaded with content, no matter how good it is, instantly gets discarded.
  • People have to have an idea of who you are and what you’re offering them before they have a chance to think in their lizard-brain.
  • Jamie discusses a chapter in his book called, “Road Signs” and how warning labels work.
  • The book teaches you how to turn some aspect of what you do into something that has the same power as a STOP sign so you get that instant fixation.
  • As long as there’s something behind it that’s genuine and real, people will engage further and remember you.
  • “What is the best thing about myself that intersects with what my customer most cares about?”
  • The answer to that question is what you present in a bold way on your website.
  • Then, they can learn about all of your other strong points that you have to offer.
  • “Drag” is when you’re presenting all of the busy stuff but you haven’t self-identified the best of what you have to offer that your customer is wanting.
  • Some psychological ramifications of too much choice include paralysis, anxiety, dissatisfaction, and depression.
  • These same psychological ramifications happen to apply to feeling like you can’t get noticed because there’s too much content around you.
  • Science and research show that when we present complicated things with big, bold, simple imagery, it changes the way we relate to complicated information. We retain more of the information and appreciate it more.
  • Adults crave this elementary communication even more than children do.
  • A BLOCK™ is the anatomy of what makes something iconic.
  • Dr. Sabrina relates how in Mike Michalowicz’s book, Profit First, the Profit First Equation of Sales – Expenses = Profit is a great example of a BLOCK™ and the way it makes the Profit First concept iconic.
  • BREEED – Blocks Repeated Exhaustively Everywhere Equals Demand. This is the snow-ball effect.
  • Jamie shares his poignant backstory and how he came to be interested in the subject of his book.

Links and Resources:

What do you need to do next to take your life back from your business?

Take our Assessment at:
Get the Book!! How to Hire the Best – Contractors Edition

How to Hire the Best Toolkit

Get Your 2020 Action Planner Now!

The Pumpkin Plan Action Planner 2020

Dr. Sabrina’s WEBSITE


For Resources & Tools from Sponsors –

Subscribe & Share Podcasts! –

Facebook Group

Connect with Jamie!

Jamie’s Website

Jamie’s Email

Buy Jamie’s Book HERE


How to Hire the Best – Contractors Edition by Sabrina Starling, PhD

How to Hire the Best: The Entrepreneur's Ultimate Guide to Attracting Top Performing Team Members by Sabrina Starling, PhD – Will be published Sep 15, 2020

The 4 Week Vacation: Work Supports Life Not the Other Way Around by Sabrina Starling, PhD – Will be published Dec 1, 2020

Profit First: Transform Your Business from a Cash-Eating Monster to a Money-Making Machine by Mike Michalowicz

The Pumpkin Plan: A Simple Strategy to Grab a Remarkable Business in Any Field by Mike Michalowicz

The Iconist: The Art and Science of Standing Out by Jamie Mustard

The Paradox of Choice: Why More is Less by Barry Schwartz

About The Author

Dr. Sabrina Starling, The Business Psychologist and international best-selling author of the How to Hire the Best series and The 4 Week Vacation™, is the founder of Tap the Potential and host of the Profit by Design podcast. At Tap the Potential, we work to free business owners from the constant demands of a growing business.

We believe work supports life, not the other way around. Clients in our Better Business, Better Life coaching program have more time for what matters most and more money in their bank account than they’ve ever had. Next, we send them off on a 4 Week Vacation™ to celebrate their hard-earned journey to take their life back!

Dr. Sabrina and her team at Tap the Potential are on a mission to change the story of entrepreneurship from one of long hours, grinding it out, to one of sustainably profitable businesses that support and enhance life. The Tap the Potential Solution™ and our Tap the Potential Family of Business Owners are disrupting small business as usual. We are on our way to making the Tap the Potential Solution™ the mainstream model for growing business.

By 2023, 150 Tap the Potential clients will have taken 4 Week Vacations. These are the trailblazers, role modeling what’s possible for entrepreneurs. In many entrepreneurial circles, it is becoming more and more common for one entrepreneur to ask another, “Have you taken a 4 Week Vacation™?” (as opposed to asking “How many employees do you have?” or “What is your annual revenue?”). Taking a fully unplugged 4 Week Vacation is rapidly becoming the recognized symbol of entrepreneurial success.

Never one to accept the status quo or back down from a challenge, Dr. Sabrina’s How to Hire the Best series grew from her desire to solve the toughest hiring challenges interfering with her clients’ growth and profitability. What sprang from her experience working with entrepreneurs in rural areas catapulted her into becoming the world’s leading expert in attracting top talent in small businesses—no matter what hiring challenges those businesses are facing—and earned Tap the Potential’s reputation as the go-to resource for entrepreneurs committed to creating Great Places to Work with thriving coaching cultures and highly engaged team members working from strengths.

As The Business Psychologist, and with her years of driving profit in small businesses, Dr. Sabrina knows what it takes to find, keep, and motivate exceptional performance out of your biggest investment—team members.