Influence, Persuasion & Advocacy Explored

25 Ways of Making Sense of the Forces of Sway and Peer-to-Peer Power

Craft Building Series Edition #48 — An Ongoing Series of Making Sense of the World

Author: Sean Moffitt, Co-Founder, Grey Swan Guild

“Word of mouth is the best medium of them all.” — Bill Bernbach, Founder, DDB

Some of these people are not like the other….

How is it some people have the talent to cajole, influence, advocate and build followings, and others don’t? What makes people so persuasive? Where can companies find their best customer and employee advocates? How can you build and grow your personal and organizational brand, venture or policy from the grassroots?

We explore these questions in our 48th edition of our Grey Swan Guild Craft-Building series in an expert roundtable format where we brought together our dynamic duo to discuss twenty-five topics under the banner of Influence, Persuasion and Advocacy.

If you have ever pondered the world of grassroots advocacy, tipping points, runaway word-of-mouth, thought leadership, out-of-control viralness, persuasive selling, personal influence, online community, starting movements or cause/brand ambassadorship — this one is for you.

Our Experts:

Sarah Marilyn Barrick — founder of Snaphustle, the premier social media gig app for UGC creators, fellow Cygnus Sprint Executive Principal and extra insightful brain on influence based on her background in politics, growth marketing, viral media and digital strategy, with a side order of internet memes.

Sean Moffitt — founder of the Grey Swan Guild, Managing Director — Futureproofing and Cygnus Sprints. A global thought leader on this topic, having run two organizations Agent Wildfire and Wikibrands and authored an internationally published book related to the topic — Wikibrands, Reinventing Your Company in a Customer-Driven Marketplace.

A. Our Discussion:

We covered so much real estate on the discussion, across 25+ domains, stop by our 75 minutes for our awesome and buzzworthy bantom here.

Included in our discussion was:

  • Opening Perspectives & Definitions
  • Poll results & Key Facets
  • Favoured Framework & Approaches
  • What Makes a True Influencer — Traits of an Authentic Influencer
  • What Makes Advocacy Persuasive/Go/Hum/Buzz
  • What Can Organizations Do to Attract Advocates
  • How to Improve Your Own Influence
  • Burning Questions & Key Debates
  • Top Resources and Further Pursuits
  • Takeaways and Learnings

Watch our panel discussion.

Watch here: https://youtu.be/5HcLqO0Nckg

B. Relevant Inspiration:

“The key to successful leadership today is influence, not authority.” –Kenneth Blanchard, Author, Consultant and Speaker

“I think the power of persuasion would be the greatest superpower of all time.” — Jenny Pollen, Actress

”It’s to be able to create, and create into being or create into existence a new world order that is really equitable and that is really fair and that’s just and sustainable. Advocacy is not a luxury. It’s a necessity. We advocate for our survival.” — Eddie Ndopu, South African disability rights advocate

C. The Level Setter — Definitions:

We’ve defined the terms influence, persuasion and advocacy below and all the relevant terms and contexts that the terms find themselves in.

In broadstrokes, although all interwoven into convincing somebody or something , influence is the capacity & outcome, persuasion is the act & application and advocacy is the organizing & institutionalizing its elements for a common goal.

Influence — the power of lasting impressions:

Associated terms: social influence, authority bias, sway, opinion leadership, mega influence, nano influence, taste making, experts, trendsetting, celebrity, influencer marketing, user generated content content, social networks, nudges

Source; Grey Swan Guild

Persuasion — at the end of the road of reasons, beyond the vista of credibility, after banking onto the avenue of credibility, comes persuasion

Associated terms: Salesmanship, Charm, Reciprocity, Commitment and consistency, Social proof, Authority, Liking,. Scarcity, Systematic, Reason, Heuristic, Emotion, Behavioral change, Story telling, Sleeper effects, Propaganda

Source: Grey Swan Guild

Advocacy changing “what is” into “what should be”:

Associated terms: Word of mouth, Virtue signalling, Office politics, Effecting change, leverage, Symbolism, Information, Accountability, Lobbying, Civic engagement, Collective action, Brand Ambassadorship, Citizen Engagement, Cause Evangelism

Source: Grey Swan Guild

D. Context Setting — Influence, Persuasion & Advocacy

Our discussion topic range spans five different areas of influence: individual intrigue (both personal and professional), team and community-based contexts, influence in support of an organizational entity and societal movements and shifts of opinion.

According to Google Trends, Influencers, all things Crowd (represented by Crowdfunding below) and Personal Branding have all experienced meteoric rises over the last decade.

In marketing circles, according to Hubspot, influencer marketing has climbed to the very peak of interest in the industry.

A six decade-long trend has been happening around us that makes influence, persuasion and advocacy (IPA) so much more important now.

The factors? We have an absolute glut of media clutter and product choice amidst a surfeit of time, attention and trust, resulting in the consumer being in the driver’s seat. And who does the consumer (or user, or citizen, or shareholder) listen to? Other people. It’s the only way they can wade through the complexity and chaos.

E. The IPA Advance Poll

We asked people where they thought their own source of influence and persuasion emanated from (results shown below). At least on a claimed basis, people believed their key source of influence was their mastery and grasp of specific topics and subject matters of interest.

Note: the survey was conducted with professionals and their answers may have been dependent on a business-to-business context.

Source: Grey Swan Guild/Sean Moffitt

F. IPA Maxim #1 — Influence is Not Equal

Influence is not evenly distributed or synchronous. As documented by Everett Rogers in the 1950s and Geoffrey Moore (as it related to software) in the 1990s, influence crosses many boundaries before it becomes something that changes all of us.

Some have termed this crossing the chasm, diffusion of innovations or adoption life cycle, all concede the notion that successful ideas, movements, companies and products are shaped at various adoption stages, and by compulsion need to cross over barriers of acceptance to be acceptable for the needs and values of people that reside in the next phase.

Source: Geoffrey Moore

G. IPA Maxim #2 — Many Ways to Orchestrate Influence

Influence and Advocacy have a difference range and roster of approaches. To orchestrate influence and advocacy effectively, one needs to diagnose the ease of convincing, mode of impact and scale of impact required. Depending on the situation, it can be equally effective across a spectrum of activities — from being surgically targeted-to-broader audience based, and from depth of experience & intimacy-to-breadth & spread out buzz & excitement.

Each axes carries with it a roster of tactics across customer experiences, new media, real life & online communities and influencer/ambassador programs.

Source: Grey Swan Guild/Futureproofing

H. IPA Maxim #3 — Four Sources of Influence

Influence relies on principally four sources of power. People are influential across these four principal levers but usually aren’t strong in all four:

  • Reach — the potential scale, scope and capacity of a follower, fan or friend network attached to the source evangelist
  • Exposure — the access to various media and array of instruments, dissemination networks and offices of authority attached to someone or some entity’s personal and professional profiles
  • Credibility — the skills, leadership, authority and emotional/rational traction and skillsets that an influencer can apply to a situation
  • Suasion — the ability to convince others through the elixir of salesmanship, charm, charisma, force of will , narrative and integrity
Source: Grey Swan Guild/Wikibrands

I. Types of Influencers

We have categorized types of influencers through two methods.

a. TYPES OF INFLUENCERS & ROLES PLAYED:

Based on specific roles this special 10% audience plays, we have proposed six different integral roles at the tip of the influence spear:

  • Message Creators “inventors of the frontier” — the front of the wave, people that are initiating and building those first ripples of creative, enthusiasm, and new-to-the-world inventions
  • Message Radar “the firsts to know” — sitting right next to the creators are those scouts, avant-garde and culture sentries that are so in the know, they instinctively know what’s next
  • Message Sellers “ the bridges to the mainstream” — people that can take an unknown/unproven/untested idea and serve it up for potential audiences to magically make them more palatable and inviting
  • Message Credibility “the stamps of approval”— the opinion leaders who provide their seal of affirmation that allows others to perk up and believe the underlying idea has gone through some credible gauntlet of testing and evaluation
  • Message Magnets “the bullhorns to the masses”— the A-list celebrity magnets and mega wattage thought leaders and icons who allow ideas and products to shine in context, and in relation to, their personal brands and followings
  • Message Spreaders “the grassroots translators”— those special people that exist in workplaces, neighborhoods, online communities, social media hubs and other nodes, who effectively rally, spread and disseminate to their networks enthusiastically and with disarming familiarity
Source: Futureproofing/Wikibrands

b) THE STRATA OF INFLUENCERS & POTENTIAL NETWORK SIZE/IMPACT:

Our other breakdown is based on popularity and scale. We’ll call this “The Strata of Influencers”. As Sarah mentioned in our discussion, some of these cutlines below are arbitrary but show a spectrum of breadth of network vs. intensity of impact.

Because of their following delineations, this cutdown of influencers is exclusively online (we recognize the weight of real life influence typically outweighs digital influence still in the 2020s).

  • Nano Influencers: no. of followers: 1K to 10K, regular, everyday people
  • Micro Influencers: no. of followers: 10K to 100K, specialty in a niche
  • Macro Influencers: no. of followers: 100K to 500K, easy to reach and engage broadcasting
  • Mega Influencers: no. of followers: 500K to 2M, reach and awareness of sizeable audiences
  • All-Star Influencers: no. of followers: over 2 million, usually celebrities, scale to the mainstream, added spin & coverage, and brand image association
  • Fake Influencers: low appeal accounts and sometimes non-people who raise their followers and engagement rates artificially to seem more prominent and influential and have considerably less impact & engagement
Source: Engalo Digital

J. The Intersection of Partner Interest and Influencer Power

Interestingly, in some of the work I did a few years ago, many of the benefits of involving influencers were not in message dissemination. We have noted the six top-ranked ones below for crowdsourcing influential non-employee interest in your operations and certainly #1, #3 and #6 are more in the creating of new perspectives, breakthroughs or solutions than spreading messages.

Source: Grey Swan Guild/Wikibrands/CSW

More directly on the marketing power of influence, reaching new audiences, increasing product consideration (by virtue of added attention and transference of personality to idea) and driving sales directly, were top forces at play.

K. Finding Influence — What are The Key Signifiers?

I spent almost a decade defining what cues you could find in true influencers that were different than the average population. I identified eight certifiable traits of influence ACTIVESP.

  • Ahead in the adoption — they may not be the earliest pioneers, but they certainly are nearer to the front of the pack in learning about, trying and adopting new things, ideas and ways of living.
  • Connected — they are typically social, connected across a depth and breath of networks and able to make bridges and associations between many pods of people.
  • Travellers — in the widest interpretation, influencers have cosmopolitan world views based on visiting but also instinctively knowing what’s happening halfway around the world, and being able to translate those experience locally.
  • Information-hungry — they broadly seek out information, they are intellectually curious, they read a lot and they go deeper than most in understanding the roots of perspectives.
  • Vocal — certainly not usually the loudest people in the room, true influencers are strong communicators who can articulate fresh and new perspectives, and can convincingly turn away objections or resistance.
  • Exposed to a wide variety of topics — true influencers make combinations and fusions, they are multidisciplinary in focus, have many interests and hobbies, feel comfortable and enjoy skating outside their lanes.
  • Sway over friends — they have credibility amongst their peers in proposing new things and sharing new perspectives, magnetically attracting people to their views.
  • Passion for the category/product — the caveat to all of the above is that they have to have an underlying fervor for the subject matter of influence — I mentioned during our discussion, I am a very credible influencer when it comes to jogging and athletic wear but when it comes to automobiles, I have little credibility given my lack of interest, time and enthusiasm for understanding what’s under my hood.
Source; Grey Swan Guild/Wikibrands

L. Online Influence

Instagram has constructed a visual universe for a cottage industry of influencers to shine. Tik Tok is a fast climber.

Source: eMarketer

2022 data by Kearney suggests what we intuitively already know, we pay more attention to, and find more value in, what other friends, family, users and customers tell us, not what companies do.

Source; Kearney, 2022

I’ve considered eleven different underlying conditions for influence, persuasion and influence and whether they are best served by online (social media and internet opinion websites) or offline (peer face-to-face or expert face-to-face) influence. As you can see, depending on your need and desire, may frame your mode of influence:

Source: Futureproofing/Grey Swan Guild — the more bullhorns, the more likely to be found influential

Here are 99 word of mouth stats, mainly online-driven, updated for 2022.

M. What Gets The Grapevine Going?

At the very heart of why natural word of mouth and influence spreads, we don’t tend to talk about the regular, average, alien or established, we prefer to talk about the different, excellent, personally relevant or new:

Source; Wikibrands/Grey Swan Guild

N. Orchestrating Advocacy:

The best products don’t always win. It’s a sad reality for engineers, programmers and scientists — sometimes they simply aren’t served up to be talked about and spread.

We looked at the ranked ten reasons why company-level influence spreads — ideas, products/brands and experiences win the day.

Source; Wikibrands/Grey Swan Guild

O. Fuelling Influence -27 Firestarters (Ranked)

In considering any kind of movement, cause or venture, and why people get people involved, it boils down to three core reasons:

  • Intrinsic benefits “feel goods” — people feel good by the experience
  • Extrinsic benefits “look goods” — people look good by the experience
  • Explicit benefits “get somethings”- people receive tangibles from the experience

Attached below are the ranked importance of each (bolded options were ranked top for each category)

Source: Sean Moffitt/Wikibrands/Grey Swan Guild

P. Burning Questions — Influence, Persuasion, Advocacy

Some unobserved, overlooked and unanswered burning questions we considered about the age of influence:

  • Can influence be effectively peddled/brokered? or does it need to be natural?
  • How much is influence tied to popularity and followers?
  • Are certain demographic or psychographic groups more likely to seek out/are more affected by peer influence?
  • Where does the start of influence tend to begin vs. any stage of word of mouth?
  • How much does familiarity with topic play a role in spreadability?
  • Is persuasion ethical, neutral or deceitful?
  • Do genders influence/persuade differently?

Q. Frameworks — Influence, Advocacy and Influence

a) Ciadini’s Psychology of Persuasion

Tapping into sixty years of science, Robert Cialdini’s formative work has identified six sources of influence:

  • Reciprocity — I scratch your back, you scratch mine
  • Consistency — unswerving constancy between public face and communication, and ongoing behaviours and values
  • Social Proof — the wisdom of the crowds can’t be wrong
  • Liking — shared kinship, friendliness, aesthetics and attractiveness count for a lot
  • Authority — titles, designations, certifications, uniforms and testimonials all matter
  • Scarcity — the world loves a line up, and we hate to miss out

See also Jonah Berger’s STEPPS model for similar factors.

Source: Robert Cialdini

b) Content That Sticks

A fusion of a number of frames to make your stories SUUCCCCEESful, people are pre-wired to spread your narrative if they are

  • Simple — understandable, straightforward, direct
  • Unexpected — surprising, non-ordinary, an unsuspecting twist
  • Useful — valuable, important and directly applicable
  • Concrete — sensory, visualized, from problem to outcomes
  • Credible — authentic, demonstrated, proof points
  • Contextual/Timely — relevant to time, location and situation
  • Collaborative — interactive, co-created, human-centred
  • Emotional — feelings, poignant, identifiable
  • Social — shareable, fun with network effects
  • Stories — narrative, quest and heroes
Source; Wikibrands/Grey Swan Guild

R. Key Debates — Influence, Persuasion & Advocacy

We considered multiple debates in IPA:

WHICH HAS STAYING POWER ? Personal Brands vs. Company Brands, why and how.

MANIPULATION — Deep Fakes vs. Scrutiny/Transparency, how does technology factor into truth and runaway spreads?

FIT IN OR STAND OUT — Be Different or Look the Part, if what we love is differentiation and uniqueness, why is it many top influencers sound and look the same?

VENTURE CAPITAL/INNOVATION PROCESS — Force for Influence or Channel for Me Toos, is our change and financing process rewarding true pioneers or their imitators?

POLARIZATION — in a binary world, is it more important Who You Are or What You Say?

S. Role Models — Who is Doing It Well

So many to consider here. I tend to look at organizations more than personal brands, as they have a higher threshold and more risks to achieve buzz and advocacy. Lululemon, Lego, Salesforce and Change.org are among my top perfromers in driving influence among its audiences.

Lululemon’s Ambassadors: https://shop.lululemon.com/ambassadors
Lego Ideas: https://ideas.lego.com/
Salesforce Dreamforce: https://www.salesforce.com/dreamforce/
Change.org : https://www.change.org/

T. Managing Corporate Influence

I interviewed plenty of community managers back in the day and asked where they spent their time in building and extending their communities of influence. Here were their ranked answers:

  • #1 Communication
  • #2 Content Creation
  • #3 Company/Brand Evangelism
  • #4 Member/Customer Support
  • #5 Ongoing Facilitation
  • #6 Metrics Reporting
  • #7 Event Host
  • #8 Community Evolution/Feature Development
  • #9 Internal Rallying Cry
  • #10 Community Administration
  • #11 Member Recruitment/Crowdsourcing

U. Building Personal Influence

I mentioned my own personal journey for global thought leadership on our webcast and creating my own personal influence footprint. Here was my top 11 list of things i consciously try to achieve:

#11 Consistency/Content — Strive for Regular Activity/Content (but don’t compromise on a standard of content)

#10 Reciprocity — Give Back to Those in Need/Pay It Forward/Ask Favours , harnessing The Benjamin Franklin Effect

#9 Smile/Have Fun/Likeability — Enjoy even the serious stuff, Be self-deprecating even in success

#8 Lists/Bite Size Morsels — People like chunkable units & rankings

#7 Emotions/Passions — Real reactions, Real inspirations, Real stories

#6 Listening/Emotional Intelligence — Look Beyond the Obvious Cues

#5 The Medium is the Message —participate in Long Form (Deep exploration), Podcast (multitasking), Video (dramatization) & Interactive (personalizing) mediums of value, be one of first on a platform

#4 Connect with the Tops in Your Game — Influence sparks to Influence, find and connect to the most important voices, particularly in new spaces

#3 Social Proof — Tangible signs, Books, Designations, Testimonials

#2 Substance — Work Hard, Strive to be the Best, Most Informed, Credible

#1 Authenticity — Be Real, Be Honest, Have Integrity, Be True to Yourself

Thought Leader Funnel (Source: Marketo)

V. How to Be Show Up More Persuasive

Many people are in a search to personalize the principles of influence for their own individual interactions. Here is our list of frequently ignored, sometime practiced but common sense foundations for being persoanlly persuasive:

  • Body Language — open posture, eye contact, move around freely, strong gestures, modulate facial impressions and lose the smugness
  • Ask Great Questions — ask questions people will enjoy answering, consider a full range of answer choices, listen and follow up questions, sequence questions to build momentum and discovery
  • First Impressions — the first 90 seconds meeting someone is everything —get them to like you and trust you FAST, simple, visual, congruent, add mystery, distinctiveness, confidence, and repeat person’s name
  • High Emotional Intelligence in Action — deep listening, optimism, infect with passion & excitement, flexibility to change, common identity-building, encourage others and include all
  • Framing & Shaping Issues — dream big and ambitious, pose obstacles as challenges to overcome , provide context, find common areas of agreement, appeal to the undecided, instil urgency, cue people up to your story/agenda, Pyramid Principle — Situation then Complication then Resolution
  • Grab Attention to the Main Point(s) — visuals that lead you to the right answer, repetition beginning, middle and end, emphatic gestures, rhetorical questions, explore many sides before landing on one, start with goal(s)/recommendation(s) first
  • Ethos, Pathos and Logos — mix statements of requisite credibility/experience, appeal to emotion/feelings and sharing reasoning/evidence; poll audience ahead of time on these areas
  • Resilience — anticipate counter arguments, don’t immediately dismiss concerns, build alliances, know acceptable preferences & compromises, push past — don’t apologize for tech glitches
  • Call to Action — end strong, build to a crescendo, recap conclusion, include all in the experience, dramatic end pauses, give something valuable for free, ask audience to take small step first, OREO — Opinion, Reasons, Examples, Opinion (restated)
  • Lose the Gimmicks — laser pointers — out, over-animation — out, name dropping -out, pitchy self-promotion — out, humble bragging — out, inside humour — out, making it all about you — out
  • Not One Way — too many speakers have the same TED-style, one word on a slide, over-produced fluff — mix it up

W. How to Build Advocates for your Movement

Building movements can be different than building companies — the mission and purpose is paramount, and not subordinate to the bottom line. Some tips on navigating the various stages of building, scaling and expanding advocates to your movement:

  • Starting Movements — be fearlessly confident in success, find allies and a solid core of like-mindeds, share an unflinching vision, praise first followers, hypercommunicate early, dissseminate and don’t compromise core values, get visible in new ways, create momentum, make a statement — what are you for/what are you against, find a common foil
  • Scaling Movements — allow self-determined leaders to emerge, increase depth of engagement and encourage ambassadorship, govern values, strategy and action, generate the idea that the cause is larger than individuals or even everybody, allow structure & form to follow function required, sustain action not order, build smart experiments, root out self-interest and ego, seek differentiation and sweeping change, ensure frictionless connection and benefit
  • Expanding & Sustaining Movements — lower barriers/flatten paths, drive inclusiveness — mix old with new, create concentric circles of engagement, drive accountability, hatch manifestos where people belong and yet still can be themselves, monitor and reward the most active and influential, mature operations, automate key parts, refine brand voice, develop sustainable business and impact models, develop local chapters
Hierarchy of Advocate Needs (Source: Influitive)

X. The Future of Influence, Persuasion & Advocacy

Ponderances for things to unlock or answer about IPA in the future with more time, effort, technology and progress:

Can You Automate Influence? — Human Element Influence vs. AI Influence, can influence became easier with more predictability?

Can you Measure True Influence? Online vs. Offline vs. Combined Influence, can we ever get to a measure of true influence?

Is the Geography of Influence Expanding? — Truly Global, Anywhere vs. Top 100 World City Only or Top 10 Mega City only, are we still only listening primarily to New York, Silicon Valley, L.A., London, Paris, Tokyo, Singapore, Beijing, Hong Kong and Dubai?

Is there an Influence Gene? How much of influence is wedded to our genes vs. built and cultivated?

Are there Better Ways to Govern Our Advocacies and Movement? We have seen things like DAOs (decentralized autonomous organizations) and web3 platforms, perhaps others will emerge that will generate member interest and instil mission into how movements run.

Y. Leading Resources — Influence, Persuasion & Advocacy

The Classics:

Lovemarks — The Future Beyond Brands, Kevin Roberts — Lovemarks are the brands, events and experiences that people love. Not just like or admire but love passionately. And are owned by consumers and stewarded by companies

Purple Cow — Transform your Business by Being Remarkable , Seth Godin — reminds business people of the tried-and-true path to success: make a great product and have people share it through word of mouth

Buzz — Harness the Power of Influecne and Create Demand, Marian Salzman -sheds light on the topic of buzz and shows how companies can manufacture seemingly authentic word-of-mouth to which cynical consumers respond

Connected Marketing — the Viral, Buzz & Word of Mouth Revolution, Kirby & Marsden — a collaborative work written by 17 opinion-leading consultants and practitioners working in viral, buzz and word of mouth marketing.

Unleashing an Ideavirus, Turn Your Ideas into Epidemics by Letting Your Customers Do the Marketing, Seth Godin — information can spread most effectively from customer to customer, rather than from business to customer.

The Anatomy of Buzz — How to Create Word of Mouth Marketing, Emanuel Rosen — the ins and outs of attracting the attention of influential first users and “big-mouth” movers and shakers, and stimulating customer-to-customer selling.

Beyond Buzz, The Next Generation of Word of Mouth Marketing, Lois Kelly — how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation.

Influence, The Psychology of Persuasion, New & Explained, Robert Cialdini — 35 years of evidence-based, peer-reviewed scientific research — including a three-year field study on what leads people to change & principles of persuasion.

The Tipping Point — How Little Things can Make a Big Difference, Malcolm Gladwell — that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire, through small but precisely targeted pushes.

Soul of the New Consumer: Authenticity — What We Buy and Why in the New Economy, David Lewis — unearths the very essence of new consumers’ behavior — their drive for authenticity — and goes far beyond the simple concepts of how we shop or what we buy to answer the most important question of all: why.

The Secrets of Word of Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth, George Silverman — how people can move beyond traditional approaches to identify potential buyers and compose the kind of message that inspires customers to spread the word about products and services.

Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth, Ted Wright — reveals everything you need to know to create, drive, measure, and leverage word of mouth for maximum impact on the bottom line.

How to Win Friends and Influence People in the Digital Age, Dale Carnegie — reimagined centuries-old prescriptions and advice for our digital age, communicate with diplomacy, capitalize on networks, make people like you, project your message, be an effective leader, increase your ability to get things done, and optimize the power of digital tools.

The New Guard:

Give and Take: Why Helping Others Drives Our Success, Adam Grant — in today’s dramatically reconfigured world, success is increasingly dependent on how we interact with others, the surprising forces that shape why some people rise to the top of the success ladder while others sink to the bottom.

Persuade: The 4-Step Process to Influence People and Decisions, Andres Lares — how to transform your ability to persuade others regardless of the setting, shedding light on the human decision-making processes that drive success and failure in virtually all interactions and negotiations.

Read People Like a Book: How to Analyze, Understand, and Predict People’s Emotions, Thoughts, Intentions, and Behaviors, Patrick King — how to get inside people’s heads without them knowing, understand the subtle signals that you are sending out, increase your emotional intelligence and learn the keys to influencing and persuading others.

The Age of Influence: The Power of Influencers to Elevate Your Brand, Neal Schaffer — identify, approach, and engage the right influencers, determine what resources are needed, manage the business side of influencer marketing and develop your own brand’s social media influential voice.

The Influencer Code: How to Unlock the Power of Influencer Marketing, Amanda Russell — simplifies the complex world of influencer marketing, how to research, evaluate, and employ the right influencers, and integrate them into company campaigns to achieve specific goals.

Contagious, Why Things Catch On, Jonah Berger — the secret science behind word-of-mouth and social transmission; the six basic principles that drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.

Video/Audio:

Made to Stick by Chip Heath and Dan Heath | Animated Core Message

Charisma on Command Video Channel

Secrets from the Science of Persuasion

Under the Influence with Terry O’Reilly

Z. The Workshop/Keynote/Briefing — Influence, Persuasion & Advocacy

Let us know if you’f like us to deliver our authoritative Market Makers keynote/ workshop/ executive briefing on your door step.

What’s Next in the Grey Swan Guild — Craft Building Series #49 & #50

“Would I rather be feared or loved? Easy. Both. I want people to be afraid of how much they love me.” — Michael Scott, The Office

Event: Jokes,Humour and Memes
Date: Friday, October 7th, 2022 1pm ET/ 5pm UTC.
Forum- Clubhouse: https://bit.ly/gsg49jokes

“We judge ourselves by intentions and others by their actions.” — Stephen Covey

Event: Judging, Anchors & Acceptance
Date: Friday, October 14th 2022 3pm ET/7pm UTC.
Forum- Guildmaster Roundtable : https://bit.ly/gsgcraft50judging

Guild Marquee Event — The GSG Book Festival

Marquee Event: GSG Book Festival
Date: Thursday, October 20th 2022 8pm-7pm ET/12pm-11pm UTC.
Pre-register : https://bit.ly/gsgbookfestival

Cygnus Ventures-on-Go

We want to create a different immersive type of experience for making sense of the world. One of our upcoming ventures is our “Making Sense Masterclasses” that are ambitious enough to consider 50+ learning experiences focused on making better sense, transforming and creating impact from our past, present and future.

If you have an interest in directing, leading, planning , commercializing or curating the new frontier of learning, let us know here: become part of our Masterclass development team: https://bit.ly/gsgmasterclasses

Become part of our Masterclass development team: https://bit.ly/gsgmasterclasses

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