This framework outlines a three-part strategy for shifting from the mass market to the affluent, luxury, or niche high-end market, focusing on the top 10% of buyers who control 60% of the available budget.

Part 1: Why Focus on the Affluent Market

Rich people have the same problems as normal people, but at a much bigger scale (family, fitness, business), compounded by operating at scale (staff, executive teams). This complexity creates large opportunities for service providers.

• Spending Power: One rich person has 15 times the budget of the average person.
• Market Concentration: The top 10% of people control 60% of the total available capital (budget) in your industry.
• The Goal: Move your business from the mass market (90% of people, 40% of budget) into the luxury or affluent niche.
• Case Studies of the Shift:
  • Health and Safety Consultant (Ray): Shifted from targeting anyone with an office (day rate: $2,000) to targeting a specific, high-risk niche (food processing).
    • Result: Day rate moved from $2,000 to $20,000. Typical client spend increased from $20,000 to $400,000.
  • Property Sourcing Specialist: Shifted from finding investments for anyone to serving only directors or above at Big Four accounting firms.
    • Requirement: Exclusive clientele must commit to a three-year journey to buy at least six investment properties.

Part 2: The Three Principles

Principle 1: Have a Really Powerful Pitch (The Social Pitch)

The pitch must be well-thought-out, concise (under 45 seconds), and delivered after asking permission. Rich people value their time and respect people who get straight to the point.

• The Six Elements (Name, Same, Fame, Pain, Aim, Game):
  • Name: Who you are.
    • Purpose: Remind people, build familiarity.
    • Example: Your name and your business/product name.
  • Same: Easy definition of what you do.
    • Purpose: Prevent confusion, establish general direction.
    • Example: "We do AI-generated marketing campaigns for small businesses."
  • Fame: What sets you apart.
    • Purpose: Instantly increase trust and credibility.
    • Example: Mutual contacts, awards won, investment raised, or status of investors/customers (e.g., "9,000 customers in 150 countries").
  • Pain: Describe the frustration.
    • Purpose: Articulate the problem you noticed in the world.
    • Example: "Most small businesses really struggle to generate leads..."
  • Aim: What you do (your solution).
    • Purpose: Describe the action you take to solve the Pain.
    • Example: "We created a platform that allows small businesses to set up a hyper-targeted campaign in under 30 minutes."
  • Game: The Big Picture.
    • Purpose: Share your overarching philosophy or vision.
    • Example: "I want to see entrepreneurs standing out, scaling up, and solving big meaningful problems."
• Delivery Hack: Always ask permission first to show respect for their time and get a positive reaction.
  • Phrasing Examples: "Would it be okay if I share 30 seconds to a minute about what I'm up to in the world?" or "Would it be okay if I share a 30-second version of my pitch so you know what I do?"

Principle 2: Contextual Adjacency (Expanded Detail)

People judge you by what they see going on around you—the context matters. Context provides weight to your words. You need 3-5 of these markers to say something about you before you open your mouth. Entry-level entrepreneurs often fail to consider this; wealthy individuals pay close attention to it.

• Illustrative Example (Business Coaches): The choice of meeting place (Equinox Gym vs. Crystal Cafe) and attire (Gym Shark/Apple Watch vs. Buddhist beads/cracked Android) immediately dictates whether the client perceives the coach as data-driven/performance-oriented or spiritual/metaphysical.
• Contextual Markers:
  • Books, Thought Leaders, or Courses:
    • Detail: Signal your intellectual alignment by referencing shared thought leaders, courses you've recently completed, or respected books you're currently reading (e.g., Jim Collins' Good to Great for performance).
    • Action: If you bring a gift, ensure it is a book or artifact that aligns with the context you want to project.
  • Educational Institutions:
    • Detail: Mentioning prestigious or niche educational institutions you've studied under provides instant, recognized credibility.
  • Locations (Physical Adjacency):
    • Detail: Meet in locations frequented by the affluent. In large cities like London, this includes areas such as Marylebone, Mayfair, and Chelsea. Always choose beautiful hotels, high-end restaurants/cafes, or members' clubs.
    • Warning: Avoid locations that signal a lower budget or lack of exclusivity.
  • Brands (Personal Adjacency):
    • Detail: The brands surrounding you (clothing, phone, watch) must align with the desired perception. A crisp Ralph Lauren shirt and an Apple product signal a different message than a scrappy t-shirt and a cracked Android phone.
    • Nuance: Understand the culture of the specific affluent circle. In some circles (like Dubai), flashy brands (Rolex, Ferrari) carry weight; in others, they may devalue you. Thought is the key here.
  • Suppliers (Institutional Adjacency):
    • Detail: Affluent individuals use affluent institutions (private banks, well-respected consultants, high-end accountants, and lawyers).
    • Action: Get on the mailing lists of these suppliers. Meeting someone through one of their high-value events immediately provides a powerful, implied endorsement.
  • Mutual Contacts (Social Adjacency):
    • Detail: Having mutual friends, family members, or trusted members of their inner circle is the most powerful contextual strategy.
    • Action: Use tools like LinkedIn and Instagram to actively dig for and leverage these mutual contacts before any meeting.

Principle 3: Land and Expand

The process of selling to rich people by starting small, creating proof, and gradually escalating the deal size. You prove you are trustworthy in a small way before being invited to do big things.