The Word That Drives Me Crazy
The word influencer built my career — and now, I hate it. Here’s the truth: what most people call “influencer marketing” is just advertising in a social media costume. Follower counts. Engagement rates. Cost-per-post. None of that is real influence. Real influence is the ability to cause action. It’s awareness + ability. It’s Oprah’s Book Club sticker, Sequoia’s stamp, Michelin’s stars. The smartest brands don’t buy followers. They build proximity to trust. In this episode, I’ll break down the big misconception about influence, why brands are wasting millions chasing the wrong thing, and how to shift from transactions to relationship architecture. If you want to stop chasing metrics and start creating gravity, this one’s for you.
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The word influencer built my career — and now, I hate it.
Here’s the truth: what most people call “influencer marketing” is just advertising in a social media costume. Follower counts. Engagement rates. Cost-per-post. None of that is real influence.
Real influence is the ability to cause action.
It’s awareness + ability.
It’s Oprah’s Book Club sticker, Sequoia’s stamp, Michelin’s stars.
The smartest brands don’t buy followers.
They build proximity to trust.
In this episode, I’ll break down the big misconception about influence, why brands are wasting millions chasing the wrong thing, and how to shift from transactions to relationship architecture.
If you want to stop chasing metrics and start creating gravity, this one’s for you.
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