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There’s a concept I came across in Pitch Craft that immediately made me think about something I see all the time in trainings:
People are really bad at talking about their own work.
Not because they don’t have anything to say—but because it feels uncomfortable to say it.
If you’ve ever struggled through a self-evaluation or brushed off something you were proud of, you know exactly what I mean.
It’s one of the reasons I often recommend Brag Better. For many of us, it feels easier to downplay what we do than to name it out loud.
But here’s the problem:
Work that isn’t named often goes unseen.
So if most people aren’t comfortable shining a light on themselves…who’s doing the shining?
Enter Shine Theory
Shine Theory is built on a simple idea:
“If you don’t shine, I don’t shine.”
Instead of relying on people to promote themselves, we start to amplify each other.
That can look like:
- naming someone’s contribution in a meeting
- giving credit where it’s due
- recommending someone for an opportunity
- saying, “That idea came from them”
It’s small. It’s simple.
But it changes things.
Because suddenly, visibility isn’t something you have to fight for on your own.
This Is Where the Unicorn Comes In 🦄
When I think about Shine Theory, I keep coming back to something from my Be the Unicorn workshop:
Unicorns are not solo. They are part of the herd.
We love the idea of the unicorn as rare and unique—but leadership doesn’t happen in isolation.
It happens in how we show up for each other.
A unicorn leader doesn’t just focus on their own work.
They make sure their people are seen.
They:
- notice the quiet contributions
- name the work others won’t name
- give credit—publicly and often
- advocate for their team in rooms they’re not in
They don’t just shine.
They make sure no one else disappears in the shadows.
The Stabby Part
Because let’s be honest—this isn’t always passive.
Sometimes being the unicorn means speaking up.
It means saying:
- “That idea actually came from…”
- “I want to make sure we recognize…”
It means correcting the moment when someone’s work is about to be overlooked.
Not aggressively. Not performatively.
But intentionally.
That’s the stabby part.
The Herd Effect
And here’s where this really matters.
If one person practices Shine Theory, it’s helpful.
If a leader models it consistently?
It becomes culture.
People start to:
- recognize each other more
- share credit more freely
- feel safer contributing
And over time, something shifts:
People don’t have to work as hard to be seen—because the herd makes sure they are.
Final Thought
If we’re all a little uncomfortable shining a light on ourselves, maybe the answer isn’t to push harder on self-promotion.
Maybe it’s this:
Get really good at shining a light on each other.
Because unicorns aren’t rare because they stand alone.
They’re rare because they create herds where everyone shines.
If this resonated with you, I’d love to hear—what’s one way you’ve seen someone help another person “shine” at work?
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