- Influence is determined by the receiver not the transmitter. Attempts to measure influence based on volume of output are misguided and futile.
- Influence is contextual. People are influential about something. Knowing what that ’something’ is, is the key to accurately measuring influence.
- Value is a proxy for influence. Things that people are willing to reward carry more influence for them.
- Influence is about behaviour. To be influential, the receiver has to do something, whether that’s change their opinion, buy a product, or pass on a joke. Measure the actions.
- Influential people do not influence everyone. People can be influential without influencing.
Maybe not rocket science, but good to have it in writing. Well, point 5 seems a bit like marketing buzz bullshit, but what he probably means is right: influence is not necessarily intended. Probably that’s even the outcome when the 3 main building blocks come together:Context meets behaviour meets context. Bang.
In diesem Zusammenhang natuerlich fast schon standard: die razorfish SIM praesentation