Be the Go-To by Theresa M. Lina

Author:Theresa M. Lina
Language: eng
Format: epub
Publisher: BookBaby
Published: 2020-10-15T00:00:00+00:00

Centers of influence are those people (or organizations) that can boost your market access and credibility through referrals, testimonials, and simple, under-valued word-of-mouth. These are people who are generally very well established, are good networkers and who can introduce you to the kind of markets (or members) you need and are looking for. Ideally, you should be in the network of several Centers of Influence. So why is this important? The Roper Organization has conducted many studies on influential people for decades. They have found that the influential segment of the population is “remarkable for its consistency and typically deeply involved in their communities, both socially and politically.”

Here, you’re leveraging a phenomenon also seen in astrophysics and astronomy. In those contexts, this is called a sphere of influence and is a celestial body that exerts a dominant gravitational pull on a nearby body, such as a moon, despite the existence of a much larger object, such as the Sun.

You can see it in international relations as well, where a “sphere of influence” occurs when one country is able to exert power or influence over another country or area, even though it has no formal authority.

Many people talk about “Centers of Influence” in sales referral terms. This is limiting. You’re after market influence for much broader reach and impact.

Dr. Tom Kosnik, a former adjunct marketing professor in the Department of Management Science and Engineering at Stanford, researches and espouses the concept of “Circles of Influence,” citing environments like Silicon Valley and Singapore as examples. He describes this concept in the context of startups as follows, though it is also applicable to mature companies:

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