Reverse the Rules

The Hotpot | April 2026 | By Lisanne

5.4

Triangl didn’t get lucky when Kendall Jenner became their brand partner in 2016.

They didn’t wait for a “call” or random break. They asked themselves one question: What needs to happen for Kendall to notice us?

Then they worked backwards. Sending their bikinis to her inner circle of friends was intentional. They knew the likelyhood of asking her directly, so they created an alternative situation where Kendall couldn’t help but notice them.

It’s similar to how Steven Bartlett landed an interview with Obama for his podcast. Steven didn’t wake up one day and get a call from the White House. He built a track record, starting small, booking lesser-known political guests, then moving up to bigger names like Boris Johnson. By the time Obama agreed to sit down for the interview, it wasn’t a surprise—it was the inevitable next milestone.

Being effective is the leap from waiting for a “cold call” to becoming an architect of outcomes—someone who doesn’t hope for results but makes them unavoidable.