Influence = Value
Influence is becoming the new measure of value. I am not sure when things changed and I guess somewhere along the line the tide shifted from power, reputation and brand presence to influence.
Before there were the few voices and today there are to many. In the past title, longevity, and audience size all made the difference. Influence was not important, it was a given that 3 networks, a half dozen newspapers and modest collection of brands dominated and there was little questioning the reality. You did not wonder who was in charge in a major company it was a given that senior management was the authority and was driving things.
Today in a world where teenagers are investing directly in the stock market, there are countless outlets for any given product or need, content is everywhere and anyone can start a world class business, influence is the currency of the day.
So what is influence?
The ability to create change in people. You do not influence the topic you influence the people interested in the topic.
Influence is knowing your message but more importantly knowing and having a relationship (and ideally a trust relationship) with your audience.
Influence is unique. You can not make your message or desire resonate with your audience with canned messages and passionless messages.
Influence is the result not the effort. Those with real influence need to expend less energy and effort to cause change.
So how influential are you or your company and what could you be doing it to increase you influence? What is your target audience and how, where and when are you interacting with them? Are you waiting for change rather then influencing that change?
Do you even know by any measure how much change you can affect if desired?
