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How Social Media Fuels Your Cumulative Advantage

Authors: 10XMarketing Mark Schaefer
Posted Under: Social Pros Podcast
Content Marketing Awards - 2022 Winner Badge - Best Podcast
Hosted By

Anna Hrach

Convince & Convert

Daniel Lemin

Convince & Convert

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Oracle, and dozens more, staff, operate, and measure their social media programs.  With 500+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Thank you to our sponsor ICUC Social.

Follow Social Pros on LinkedIn.

To inquire about becoming a guest, please email Leanna Pham at

Content Marketing Award 2022 Winner

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Mark Schaefer, Chief Operating Officer of B Squared Media, joins the Social Pros Podcast to discuss his latest book, Cumulative Advantage, and why it’s important to try new things and seek new opportunities.

Leveraging Cumulative Advantage“Great marketing is about non-conformity, not conformity.”

What makes someone successful? Is it money, education, connections? Sometimes it’s hard to pinpoint the turning point in someone’s life.
Mark Schaefer, Chief Operating Officer of B Squared Media, says that it’s not necessarily one thing that acts as an advantage. The initial advantage that people experience can be as simple as a singular conversation. He says that whatever this one initial advantage is it can lead you down an entirely different path in your life. “If you have this original advantage…you can build unstoppable momentum.”
Mark’s book Cumulative Advantage is based on the work of sociologist Dr. Robert Merton. It follows the idea that those who have some advantage can continue to benefit from it at a much faster rate than those who don’t.
Mark talks about his own experiences and advantages and how they led him to where he is today. He shares why it’s so important to try new things and find your “seam” in the status quo.

In This Episode:

  • 6:00 – What is cumulative advantage?
  • 13:45 – How internal narratives can hold people back
  • 16:50 – Why it’s so important to try new things
  • 18:05 – Mark reveals why loving your own ideas too much can be a problem
  • 19:51 – How sometimes our marketing strategy is dictated to us
  • 20:31 – Why marketing strategy is about finding a fracture in the status quo
  • 22:53 – Mark shares why great marketing is about non-conformity
  • 25:34 – Why following your passion isn’t the only thing you should do
  • 28:45 – Mark shares the idea behind a “sonic boom”
  • 31:15 – How to build your own brand with a sonic boom
  • 34:31 – The important balance between maintaining consistency and excellence
  • 40:28 – How Mark defines mentorship
  • 44:40 – Mark’s top tip for social pros

Quotes From This Episode:

Reach up and reach out to people who you admire. Click To Tweet
“If you have this original advantage, if you play your cards right and observe this pattern, you can build unstoppable momentum and distance yourself from your competitors.” – @markwschaefer
“Momentum almost always begins with a random event. It always begins with something normal, like a conversation.” – @markwschaefer


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