Key influencer in 5 steps
The more we share, the more we have
Naval Ravikant grew up in a deprived part of New York, an immigrant in a single parent family. Money was tight and he suffered many hardships. Against the odds, he passed a test to get into a well respected school then went on to study economics and computing at college. He became a very successful entrepreneur and influential tech investor. Now he is both rich and happy. As a modern day philosopher, he freely shares advice. I consider Naval to be a key influencer in technology startups, e.g. utilising Blockchain, and he is one of My Top 5 Startup Teachers.
Becoming a key influencer
The best opportunities go to a small group who are key influencers in their industry. It can take as little as few years to establish ourselves as a key influencer by following these steps:
Pitch ideas: Communicate our unique value to potential customers and other stakeholders.
Publish: Online content establishes us as an authority.
Product: Convert our skills into four product types of increasing value.
Profile: Make sure we are suitably visible.
Partnership: Co-operate to grow the pie then share.
1. Pitch ideas
Your audience is waiting for your stories. They have memory slots tailor-made to light up and remember you. - Steve Woodruff
What do you do? Key influencers answer this question with clarity and power. We need to be able convey our message in way that engages and enrols supporters to our project. Great Communication in 3 Steps provides pointers on how to do this. Every great business or cause grows from a powerful pitch. When you have an impactful pitch you attract great people, make money and have fun. We should aim to pitch to large groups, e.g. over 50, build digital assets and utilise the global reach of the internet.
2. Publish
Published online content establishes us as an authority in our market niche. It shows ownership and helps in Branding Ourselves. Published books, articles and reports tell the world that we are an authority in our field. I write and publish this weekly A Bit Gamey blog for free via Substack, LinkedIn and Medium. Also, I will self publish a book this year. The writing process focuses my thinking, shapes my ideas and develops my communication skills. Published content is a digital asset that can be developed in our products.
3. Product
Products and services don’t make money. Product and service ecosystems do. - Daniel Priestley
Converting our skills into products is an important part of being a key influencer. We need different types of products, each doing a particular job, to support our overall mission. The Four Step Product Ladder builds engagement and increases value:
Gifts: Given away for free without expecting anything in return.
Product for prospects: For people who want to try us out with minimal commitment.
Core product: Solves customer problems in a remarkable way. Generates profits.
Value add products: A follow on to the core product. Highly profitable.
4. Profile
Daniel Priestley suggests, you are who Google says you are. When someone undertakes a search of our name then we must appear in the first results page to be considered a key influencer. I have yet to achieve this, but some of the things I have developed do rank well, e.g. Conxy (a game). We are in control of our online profile, using social media and traditional media. We should remove anything which is confusing or outdated. My branding efforts include my personal website, PhilMartin.net.
5. Partnership
Collaboration is the essence of life. The wind, bees and flowers work together to spread the pollen. – Amit Ray
The real value comes when we partner with others which has a multiplier effect. Rather than competing against others, we can grow the overall pie and share. Let’s say someone with complimentary skills has a list of potential customers for our product and vice versa. They may welcome the opportunity to feature in a podcast with you which enhances both their and our brands. We could share proceeds from additional sales of our respective products.
Other resources
Mindset of an Entrepreneur interview with Daniel Priestley
Uniqueness is Our Power post by Phil Martin
Making Our Ideas Sticky post by Phil Martin
I’ll let Daniel Priestley wrap up this post. Don't wait until you feel confident in your abilities before you create something. Confidence is not required.
Have fun.
Phil…
