From Future Super disinvesting from fossil fuels to Who Gives a Crap providing sanitation worldwide, businesses have a long history of driving social, environmental and technological change. Currently they are the most trusted source to drive global innovation, more so than governments, non-government organizations and the media.
However, with this trust comes responsibility and expectation. Customers increasingly want to see businesses addressing societal issues such as climate change and economic inequality, while six-in-10 expect a brand’s stand on important issues to be visible at the point of transaction and will stop buying a brand if they don’t trust the company.
As a result, CEOs need to be willing to step up and drive change. They are being called upon to transform communities and awaken new ways of being.
Over the past few years I’ve been looking at inspirational leaders who refuse to stay in their lane. I’ve also worked with many leaders determined to effect change and I know exactly what moves the dial.
The ecosystem of influence
Today’s leaders need to broaden their influence beyond their patch and utilize their skills, expertise and networks to drive change on a larger scale.
This doesn’t mean untargeted broadcasting or self-promotion simply for the sake of it. Clever PR can never replace talent, and leaders who make a splash must be successful beyond media headlines. However, for those with truly amazing ideas, what keeps them top of mind is the consistent, repeated exposure to their knowledge and success through the ecosystem of influence.
The ecosystem of influence comprises the TED stages, book tours, LinkedIn and global media that influential entrepreneurs and leaders are discovered through via their thought leadership.
These channels only have so much impact in isolation. But together they create an ecosystem of influence that can broaden your reach beyond your expected audience and cement your reputation as an expert or go-to commentator.
Today’s leaders need to broaden their influence beyond their patch and utilize their skills, expertise and networks to drive change on a larger scale.
For example, you may start by consistently posting on LinkedIn in your area of expertise. This will often lead to editorial opportunities where you can develop, test and validate ideas through thought leadership pieces. Through these opportunities you will be offered speaking engagements to build authority and influence on stages, while making connections with decision-makers that will open doors, fast-track investment and build strategic relationships.
Once your audience is big enough, you’re more likely to be offered a book deal, which forces you to level up and focus your leadership even more.
Underpinning this is a LinkedIn strategy that wraps around the entire process to amplify activity. Given that only one percent of global LinkedIn users currently share content on a weekly basis, the leaders who can effectively use the platform will take up more share of voice and enjoy more opportunities.
The clout and credibility ladder
While smart leaders should be connecting with decision-makers through a portfolio of platforms and working to attract editors, government, retailers and brand partners, it won’t, and shouldn’t, happen overnight.
Leaders just dipping their toe into thought leadership and authority branding need to start small and build upon their wins to attract bigger and better coverage and opportunities over time.
I call this the clout and credibility ladder. Building upon your success is a step-by-step process that takes time to build lasting results.
The ecosystem in action
You don’t have to look far to find Australian leaders who have effectively utilized their own ecosystem of influence to drive positive social change. Sophie Walker is the Founder of Australian Birth Stories, a multi-channel platform that supports women through the pregnancy and postnatal journey.
Having personally experienced multiple layers of physical and mental trauma during the birth of her first son, she’s now on a mission to improve birth experiences in Australia.
Sophie launched her podcast in 2017 to share birth stories in the hope that through storytelling and education, women and babies will have better birth outcomes. She was able to parlay the success of her podcast, and her wealth of knowledge and expertise, to write and comment on pregnancy and birth issues in Australian media.
By harnessing your own ecosystem of influence, you can take the first steps to being the change we so sorely need to see in the world.
This led to a regular opinion editorial column in Mamamia, multiple articles in The Sydney Morning Herald and an opinion editorial in The Guardian.
Launching her first book in 2023, and with more than 200 unique and syndicated media headlines in the bank, Sophie now has the clout and credibility to influence the media narrative. She has slowly laddered up to becoming the news story.
After seven years of hosting the podcast, Sophie was selected as one of 52 newsmakers in Good Weekend, as chosen by The Sydney Morning Herald and The Age staff.
But it’s not just about changing the lives of women and babies. Thanks to LinkedIn, Sophie generated hundreds of thousands of dollars, using cold outreach to key decision-makers on LinkedIn.
How to get started
For those dipping their toe into authority branding and thought leadership, it pays to keep it simple level up as your requirements change. However, as a starting point:
• Beautify your LinkedIn presence: Ensure your LinkedIn is up-to-date with relevant experience, imagery and consistent posts that speak to your area of expertise.
• Invest in imagery: You’ll need professional imagery ready to go for media outreach.
• Build fact sheets: These are critical. Keep them updated with relevant facts, figures and commentary so you’re abreast of the issues in your sphere of excellence and can confidently speak to your ideas.
• Prioritize deep listening: Set up Google Alerts to help you keep up-to-date on key topics within your area of expertise.
Business is moving faster than ever and we need more socially aware leaders acting as levers of change. By harnessing your own ecosystem of influence, you can take the first steps to being the change we so sorely need to see in the world.
