The Eiffel Tower Metaphor in Practice

Today, I want to take you on a journey up one of humanity’s most iconic engineering feats—the Eiffel Tower. The first time I visited Paris, it was one of the first things I noticed rising above the cityscape, and I was completely in awe.

I remember thinking, How did they build something so massive using only wooden scaffolding, pulleys, winches, and hoists? Even more remarkable is the fact that this tower, originally meant to be temporary for the 1889 World's Fair, is still standing strong today.

And here’s a fun fact: at 330 meters tall, the Eiffel Tower was the tallest man-made structure in the world when it was completed, surpassing the Great Pyramid of Giza, which held the title for thousands of years. It wasn’t just impressive—it was record-breaking.

But what truly makes the Eiffel Tower an engineering marvel isn’t just its height. It’s the design. The lattice-like framework, made from over 18,000 pieces of wrought iron, was revolutionary at the time.

Unlike heavy stone buildings that relied on sheer mass for stability, the Eiffel Tower’s open, interwoven structure allowed it to reach incredible heights while staying lightweight and wind-resistant. This skeletal design, held together by over 2.5 million rivets, was a masterpiece of both engineering precision and artistic vision.

Now, let’s leave the engineering details for a moment. As fascinating as they are, that’s not why we’re here. So, where am I going with this?

Early in my career, I discovered a method that made navigating the e-commerce world far less stressful. It’s called the Eiffel Tower Metaphor. A friend who encouraged me to get out of my nine-to-five job and start a business introduced it to me.

Since then, this approach has become my blueprint for building and growing sustainable brands—brands that have remained my bread and butter, even as the e-commerce landscape has constantly shifted.

So here’s how it works—

The Eiffel Tower Metaphor is all about speed and stability. Back when high-rise buildings took many years to build, the Eiffel Tower—at twice the height of most structures—was completed in just 2 years, 2 months, and 5 days.

How did they do it so fast? First, everyone involved knew exactly what the project was about and the goal it aimed to achieve. It was designed to be a centerpiece and symbol of progress, not a building for people to live in. This clear purpose simplified the process.

Then there was Gustave Eiffel, who everyone already knew. He was a respected engineer and entrepreneur, leading the charge. On top of that, the builders used prefabricated iron components, so there was little need for curing, which often takes time.

The tower’s smart A-frame design, which gets narrower as it rises, also made construction quicker and more efficient.

Now, here’s how I use the same strategy when building a business.

I start by becoming a key person of influence—the architect of the brand’s reputation. This means being the face, voice, and driving force behind the business. A key person of influence shapes the brand’s identity, connects with the audience, and inspires trust.

For an e-commerce business, this could mean creating valuable content, engaging customers on social media, or forming partnerships that help the brand grow.

But if being in the spotlight isn’t for you, that’s okay. You can partner with someone else—like an influencer, a team member, or a consultant—who can represent your brand. What’s important is that they share your values and passion, so their role feels authentic.

To make this work, you need clarity. Define their role, make sure they align with your brand’s goals, and ensure they amplify your message, not confuse it. Whether it’s you or someone else in the spotlight, the goal remains the same: to build trust, create visibility, and position your business as a leader in its niche.

Take Tesla and Apple, for example. While their products speak for themselves, their meteoric rise didn’t happen by accident. Elon Musk and Steve Jobs are responsible for most of it.

Without these key persons of influence behind their brands, dominating the market would have taken far longer. Their presence shaped the identity of their companies and gave people a reason to believe in the products.

The Eiffel Tower Metaphor teaches us that when you combine a clear purpose, smart systems, and a strong key person of influence, you accelerate growth without compromising stability. Just like the tower still stands tall today, your business can become a timeless symbol of trust and success in your industry.

Three Responsibilities of a Key Person of Influence

When I started building my first e-commerce business, I realized that being a key person of influence wasn’t just about showing up—it was about creating connections, delivering value, and making the brand unforgettable. Here are the three things I focused on that made all the difference.

1. Take Charge Early

At the beginning, I wore every hat. I pitched ideas, explained my vision to customers, and put in the energy to push the brand forward. Whether it was jumping on live streams to promote products, answering customer questions late at night, or handling marketing and logistics, I took full ownership.

This wasn’t just about working hard; it was about shaping the brand’s identity. I wanted customers to trust me and feel connected to what I was building. Every interaction—whether online or in-person—was a chance to show them why my brand mattered and what made it different.

2. Share Content Consistently

I quickly learned that creating and sharing content is one of the best ways to build authority and stay in front of your audience. I started small—writing blog posts and social media updates—and later expanded to videos, podcasts, and even live webinars.

One of my biggest wins? I published a book sharing my journey and lessons, and I gave away thousands of copies for free. That single move positioned me as an expert and brought customers back to my store.

Content doesn’t have to be perfect—it just has to be consistent. Share tips, answer questions, and show up regularly. Over time, you’ll build a library of resources that earns your audience’s trust and sets you apart as a leader in your niche.

3. Build a Product Ecosystem

One of the most important lessons I learned from adopting this approach was that I shouldn’t rely on just one product. I built an ecosystem of products designed to meet customers at different stages of their journey:

• Freebies: I created valuable, free resources—like guides, templates, e-books, or samples—to attract new customers and introduce them to my brand.

• Low-cost products: Affordable options like mini-courses or sample kits gave people an easy, low-risk way to “test” my brand.

• Core products: This was the heart of my business—my best-selling product or main offering that delivered real results.

• Ongoing offers: To keep customers engaged long-term, I introduced things like subscription boxes, memberships, or exclusive product launches.

This product ecosystem helped me sell more and created a clear journey for my customers. They started with small, low-commitment offers and naturally moved toward becoming loyal, repeat buyers who supported my brand for the long haul.

Let me share a practical example—

Let’s say you’re the one starting a business, and you decide to use the Eiffel Tower Metaphor approach.

Step 1: Start with What You Know

Choose a product or service that matches your skills and passion. Think of this as the sturdy legs of the Eiffel Tower—the foundation of your business.

For example, if you’re a web developer, you might start by offering web strategy services to small businesses. Focus on what you’re good at and what solves a real problem for your audience.

Step 2: Find Your Niche

Identify your target audience based on your background or experience. If you used to work in accounting, you could focus on creating websites for accountants. This makes your service more specific and valuable because you understand their needs better than a generalist.

If you don’t have a specific background, look for industries that need professional websites and can afford your services, like law firms, real estate agencies, or e-commerce stores. Statistics show that 91% of consumers prefer brands that offer personalized, relevant solutions, so niching down gives you a clear edge.

Step 3: Be the Go-To Expert

Position yourself as the trusted expert in your field. In other words, build yourself up as the key person of influence for your brand. Don’t just offer services—build authority. Speak at events, join podcasts, or host webinars to educate your audience about why a professional website matters.

For example, if your audience is accountants, explain how a great website can bring in clients, automate bookings, and boost credibility. Share real stories and results from clients you’ve helped. This isn’t just about selling; it’s about presenting your vision and showing that you’re the leader they can trust.

Step 4: Build a Product Ecosystem

Offer a range of products to meet different needs and create multiple revenue streams. Think of this like building different levels of the Eiffel Tower—each one adding value and stability to your business.

• Gifts: Start with free offerings to attract leads and build trust. Example: A guide like “5 Essentials for Accountant Websites” or a free 15-minute website audit.

• Price: Free

• For Prospects: Offer affordable, low-risk products for first-time buyers, like a 1-hour consultation for $99 or an online course for $49 on optimizing websites for leads.

• Example Prices:

• Online course: $49

• Website consultation: $99

• Detailed audit: $199

• Core Offering: This is your main service where you deliver real transformation. For example, a customized website design with lead generation tools and SEO.

• Example Prices:

• Basic website package: $2,000

• Advanced website package: $5,000

• For Clients: Keep existing customers engaged with ongoing services like website maintenance for $199/month or an SEO optimization plan for $499/month. You could also offer exclusive content, like quarterly webinars, for $99/quarter.

• Example Prices:

• Maintenance plan: $199/month

• SEO service: $499/month

• Webinar subscription: $99/quarter

This approach helped me build brands that stood out and earned loyal customers, even when I started with no big budget or team. Like the Eiffel Tower, I focused on building a structure with a strong foundation—value and trust.

By targeting the right audience, offering a range of solutions, and becoming the key person of influence, you’ll create a business that not only stands tall but thrives, no matter how the market changes.