“Who are you to tell us what to do?”

I just learned about “Jante Law”. The Nordic origins of Jante Law is expressed by the saying “Don't think you're anyone special or that you're better than us.” I describe it as a social leveling method, where exceptional individuals are kept humble, and it exists in all cultures. The American version might be “He puts his pants on one leg at a time, just like the rest of us.” What other ways do we maintain social stability?

Jante keeps people from flaunting their success. It is a way for the rest of us to remember the humanity of those people who experience success and attain authority. It makes the rest of us simply feel better to knock down someone else who is more successful.

In sales and presentations, being subjected to Jante law is the opposite of achieving credibility. Credibility is being perceived by customers to have the knowledge and experience that can help them.

Without credibility, a salesperson is unable to exert influence.

With credibility, a presenter is seen as believable and trustworthy. If you are perceived as if you’re special or better than us, you exceed the limits of credibility and are unable to exert influence.

With too little credibility, “there is no such thing as a good idea until the right person thinks of it.” Or, as they say in Jante, “Don’t think that you know more than us.” Unless you hold enough credibility with decision makers, your ideas, even the good ones, will fall flat.

To avoid being subjected to Jante Law, create credibility first and present solutions second.