Imagining a Different Type of Influencer

We are living in an unprecedented era of influence attempts.

Much of what we are seeing in response to the pandemic -- which cannot be separated from business, politics, or the general social sphere -- is an ongoing cycle of attempts to influence a weary and overwhelmed public.

Leaders in all sectors from health to media are flexing their muscles, marshalling the full might of their specialized prowess, reputation and audience size in the hopes of persuasion.

But having conducted research into people’s susceptibility to influence, I believe it’s time to re-think the assumption that power will help force through an agenda. On the contrary: showing power, instead of vulnerability, can destroy your message.

While many might be incentivized by money, fear, clicks, likes or a combination of them all, and thus easy targets for those seeking to influence through the use of power, this type of influence is based in compliance. And the problem with compliance is that the consent it yields is fleeting.

Substantive commitments can only be attained by influencing through principled persuasion or maintaining meaningful personal relationships with the folks you hope to motivate. While this type of influencing the requires considerably more effort, the result is a superior commitment, a better partnership and a more impactful outcome.

Relational motivations are based on the need for identification through social relationships. Personal satisfaction from the relationship is based on either reciprocity or modelling. Only actions that signal authenticity, friendship, esteem and relatedness will work to convince.

Economic power to the relationally-motivated will be aversive and work to prevent normative commitments. Although pragmatically useful relationships based on economic power can be established, a relationally motivated individual seeks human relationships not for their usefulness in terms of material incentives but for their own sake. A relationship based on power rather than reciprocal social connections will not last because this type of relationship is antithetical to the desires of one party.

Research has shown that outside of monopolies, companies that rely on instrumental power, meaning financial or material incentives and threats, to obtain desired behaviours fail in achieving their objectives over the long term. Why? Because this approach has an alienating effect. In contrast, companies that embrace actions which symbolize esteem, relatedness and acceptance without threats, achieve their objectives without an aversive effect.

How can those who have achieved successes in the business or political world by hiding their vulnerabilities and signalling power begin the process of shifting their paradigms? Re-embrace the power of imagination. Dare to experience being powerless, even briefly. Reject the urge to privilege command and control leadership. Celebrate vulnerability and seek to share it with those willing to be vulnerable as well.

Most importantly — never be self-conscious about the power of imagination.