Wednesday, May 23, 2012
Influence is a hot buzzword right now. It’s the topic of leadership conversations, and it’s a particularly hot topic online on blogs and in social media.We live in a world that is heavily influenced - advertising is so pervasive - it is inescapable. In fact, there is so much of it, that I pretty much completely ignore it. Oh, yeah, I can sing jingles with the best of them and likely tell you who sponsors what shows, but that is a function of mind that adsorbs way too much trivia - but make purchasing decisions based on it? Not likely.
Everybody wants more of it.
Lots of people want to sell you their strategy to get it.
Some people believe the way to gain influence is to a) get people’s attention through a unique branding strategy, and then b) broadcast a continuous stream of neatly packaged content – books, seminars, blog posts, tweets, videos. This is what celebrities, athletes, professional bloggers and media personalities do.
The truth is that strategy does build influence – influence that’s a mile wide and an inch deep.
The secret to building more meaningful influence is much simpler:
The actual influence exerted on me by all that effort to influence me is very, very limited. Name recognition and jingle singing does not amount to actual influence. If it did, Christ would be here now with a media strategy.
Make a difference, go deep.