Cult-like status sounds extreme. It’s not.

It means being the person in your field who has a group of people who genuinely follow your thinking, share your content unprompted, refer you without being asked, and advocate for you in rooms you’re not in.

In the disability sector, the professionals who build this kind of following are almost always the ones who have made a genuine, visible commitment to something. Go back to our earlier lessons on your formative experience and resulting commitment. When this is done well, over time, people follow you with genuine interest and support. 

You don’t need millions of followers. You need the right people, and in this sector, the right people include people with disability themselves, their families and close networks, and the professionals who chose this work because they actually care. Who cares what a Russian bot account thinks about you. Anybody can buy a million followers these days (costs about $10k).

What creates a genuine following

Consistency over time Showing up every week with your real perspective, for months and years. Most people stop before the compounding kicks in. The ones who don’t are the ones who build real professional brands.

A clear, honest point of view Not brand-safe, sector-approved perspectives that challenge nothing. An actual view on the issues that matter – including the uncomfortable ones. The most followed professionals in the disability sector are the ones willing to say things that need to be said.

Generosity Share useful information freely. Respond to comments and questions. Make introductions. Support other people’s work. Make your audience feel seen and valued.

Community, not audience An audience watches. A community participates. Build participation by asking questions, acknowledging responses, facilitating connections between followers. The disability community is particularly good at recognising professionals who engage genuinely rather than broadcast.

The compound effect

6 months: not much happens. You’re building the habit and the body of work.

12 months: you start getting recognised at events. People reference your content in conversations.

18 months: opportunities find you.

This is slow and then it isn’t.

Exercise

Commit to a 90-day content experiment. Define your rhythm, your territories, your format. Show up every week. Adjust as you go. Do not stop.