How do you define a ‘person of influence’ in today’s world?
Whether we realize it or not, we are influencing people all the time, from the time we are very young. Whenever you do or say something that effects a change in someone else’s thinking or behaviour, you are being influential. And we learn pretty early on that influence is power. If you ask people if they’d like to be more influential, most will say yes. That’s not surprising, because being influential gives us the ability to create change, direct resources and move hearts and minds. As our paths cross, entwine, diverge and reconnect, we form a greater whole, a sprawling ‘living web’ of influence.
Talk a bit about the darker side of influence.
The concept of influence has been corrupted by tacky, greedy people using sneaky tactics to sell used cars, promote products and get us to ‘buy now, while supplies last!’ But influence is a bit like electricity in the sense that it’s not good or bad per se; it depends on how you use it. You could use it to turn on the lights in a school or you could use it to power an electric chair.
There are two main types of influence: transactional and interpersonal — and it’s the strategies and tactics that are often described as manipulative. Even influence gurus like refer to customers as ‘targets’ and encourage marketers to use ‘weapons of influence’ on them. This approach treats people like objects: you’re just trying to get something out of the other party or make a deal. These tactics might be standard for sales and marketing, but they won’t work with your colleagues, friends or family. Getting these people to say Yes to us requires interpersonal influence. It’s no coincidence that jobs relying on this type of influence are well compensated. Top salespeople often make more than their CEOs, and many lobbyists earn more than the politicians they influence.
