(And what that says about visibility, status, and today’s internet)
“You’re doing so well: you post so much on LinkedIn (or online)!”
Sounds familiar?
It does to me. I’ve heard that line more times than I care to admit.
The logic behind it is fascinating:
You do something often → so you must do it well.
You’re visible → so you must be successful.
And that brings me to the brilliant story of Oobah Butler:
a writer with a sharp sense of satire and an even sharper eye for how the online world really works.
The #1 Restaurant on TripAdvisor That Never Existed
Butler once earned £10 per fake review he wrote for restaurants he had never even visited.
Until one day he thought:
“What if I created a completely fake restaurant and made it the top-rated spot in London?”
No big plans.
No real kitchen.
Just an idea: The Shed at Dulwich.
A restaurant that didn’t exist: literally a wooden garden shed in his backyard.
He created a TripAdvisor page.
Bought a prepaid phone.
Marked it as “appointment only.”
And posted mysterious photos of dishes that were actually made of cleaning tablets (as scallops), his own foot (as “steak”), and shaving cream (as whipped cream). I’m not even kidding haha!
Everyone fell for it.
The Menu
Every dish was named after an emotion: Comfort. Empathy. Lust.
Friends left fake reviews. The hype grew.
And after six months, his garden shed ranked #1 out of 18,000 restaurants in London.
Crazy, right?
The Phone Wouldn’t Stop Ringing
He told callers they were fully booked for six weeks which, of course, only made people want it more.
Brands reached out for collaborations.
Journalists requested interviews.
Everyone wanted to taste what nobody else could.
So he finally invited 10 guests for a “dinner service.”
He served them frozen meals.
Added a little garnish.
A drizzle of sauce.
And a smile.
They loved it.
The Reveal
In 2017, Butler revealed the entire hoax.
TripAdvisor deleted the page, claiming their systems “normally work.”
But the point had already been made:
He had exposed how people often crave status more than substance:
a story to share, rather than a truth to experience.
The Bridge
So what does this say about visibility?
Simple: visibility works.
People judge based on what they see: not always what’s real.
That’s why, today, it’s so important for entrepreneurs, experts, and creators to be intentionally visible.
Not to build a façade.
Not to chase likes or attention.
But to share your story, vision, and value: so the right people see who you are and what makes you different.
Visibility ≠ Fake
Butler’s story is both a warning and an invitation.
A warning for those who think surface-level perception is enough.
And an invitation for those who actually have something valuable to say but stay silent.
Because too often, genuine voices hold back,
intimidated by the noise of those who fake it louder.
But if a fake restaurant can reach #1 with clever storytelling…
Just imagine what’s possible when you do it authentically.
With depth.
With vision.
With a voice that truly resonates.
Not to pretend.
But to be seen by the ones who matter.
PS: The entire story was filmed: you can watch it online.
PS2: Want more insights like this? Subscribe to my newsletter [here].
