At a recent concert by a major pop artist, the opening act did something incredibly smart. He acted like the headliner. He talked to the audience. He went out into the audience. He and his band played with the expectation that the crowd knew every song. The result? He came off less as an opening act than as a headliner-in-waiting. Look at your company. From your website to your offices, your salespeople to your marketing materials, do you look like a minor player or a market leader? Set the expectation for your audience.
