Authenticity Trumps Authority: The New Rules of Influence in Business and Technology
The nature of influence in business and technology has shifted significantly over the past 20 years. Once rooted in institutional prestige, polished public personas, and controlled media appearances, today’s influential figures prioritize direct engagement, relatability, and authenticity with their audiences.
This shift has been propelled by figures from across various sectors who, by connecting directly with their followers on social media, redefined the nature of influence. For example, Barack Obama leveraged social media extensively in his 2008 presidential campaign, becoming the first U.S. president to harness online platforms to engage with voters in real time. In the world of entertainment, Britney Spears made headlines in the early 2000s by using social media to take control of her narrative, directly communicating with her fans and creating a powerful grassroots movement.
This article explores the evolution of influence across media, business, technology, politics, and other fields, drawing lessons from these figures. We also delve into strategies for building influence today, with a focus on the technology and business sectors.
Section 1: Media & Entertainment
20 Years Ago
In the early 2000s, influence in media and entertainment was held by a few celebrities, including actors, musicians, and TV personalities. Figures like Oprah Winfrey and Tom Hanks were respected for their universal appeal, while their influence was tightly controlled by PR teams, media corporations, and other gatekeepers. Public interaction was limited, and they engaged with fans through carefully managed appearances, interviews, and media coverage.
Today
The emergence of social media has drastically reshaped the dynamics of influence in entertainment, allowing celebrities to connect directly with fans and express themselves authentically. Britney Spears is one of the earliest notable examples. In the late 2000s, during her struggles with media scrutiny and legal issues, Spears took to social media to share her side of the story. Her openness helped foster the #FreeBritney movement, which saw fans rallying for her independence and change in conservatorship. This movement demonstrated the power of social media in giving fans direct access to celebrities and empowering grassroots campaigns.
Similarly, today’s entertainment influencers, like YouTube star MrBeast and TikTok personality Charli D’Amelio, cultivate massive followings by creating personal, often unscripted content that builds a strong sense of connection with fans. Their success demonstrates that authenticity and relatability often hold more sway with audiences than a traditional, polished public persona.
Section 2: Business & Technology
20 Years Ago
Twenty years ago, influence in the business and technology sectors was defined by corporate accomplishments and institutional roles. Bill Gates and Steve Jobs were respected as visionary leaders, but their influence was largely filtered through formal channels and corporate presentations, rather than personal interactions. Media coverage was typically structured around corporate announcements and high-profile events like product launches.
Today
In today’s landscape, tech and business figures use social media to connect more directly with their audiences. Elon Musk, CEO of Tesla and SpaceX, has demonstrated this shift through his active presence on Twitter, where he communicates directly with millions of followers. His informal, sometimes controversial posts have drawn both dedicated supporters and critics, but his unfiltered style has set him apart from conventional CEOs.
President Barack Obama’s 2008 presidential campaign also paved the way for business and tech leaders to connect directly with their audiences. Obama was the first U.S. president to leverage social media in a major campaign, using platforms like Facebook and Twitter to reach voters, particularly younger demographics, in real time. His approach made political figures more accessible and relatable, setting a precedent for direct engagement in leadership roles across industries.
Section 3: Politics & Social Activism
20 Years Ago
In the early 2000s, influence in politics and social activism was mainly held by established officials and activists with strong institutional backing. Politicians like Al Gore, who led a campaign on climate awareness, and Ralph Nader, known for consumer rights activism, were primarily seen and heard through traditional media outlets, such as news channels and press conferences. Access to these figures was limited, and their influence was based on authority and experience within formal institutions.
Today
Today, politicians and activists use social media to engage their audiences directly. Barack Obama set the stage for digital campaigning in 2008, leveraging Facebook, Twitter, and YouTube to connect with voters on a personal level. His use of social media helped him create a historic campaign that resonated with young voters and first-time voters, changing the way politicians approach public engagement.
In the activist space, figures like Greta Thunberg use platforms like Instagram and Twitter to mobilize supporters globally for urgent causes such as climate change. Thunberg’s unfiltered communication style and direct language resonate deeply with followers who value transparency over traditional public relations. Her success reflects the new expectations of authenticity and accountability from influential figures, particularly in social activism.
Section 4: Lifestyle & Fashion
20 Years Ago
In the early 2000s, lifestyle and fashion influence was largely held by elite figures, including supermodels and fashion designers like Naomi Campbell and Calvin Klein. These influencers set trends through high-profile events and exclusive runway shows. Their style was aspirational but often inaccessible, with fashion trends shaped by a select few and trickling down to the broader public over time.
Today
Social media has democratized fashion and lifestyle influence, allowing influencers and consumers alike to participate directly in defining what’s trending. Influencers like Chiara Ferragni and Emma Chamberlain share their daily fashion choices on platforms like Instagram and YouTube, making fashion accessible to a wide audience and often promoting affordable styles. They engage directly with their followers, fostering a personal connection that traditional fashion icons lacked.
A key example of this democratization came when Rihanna launched Fenty Beauty in 2017, leveraging her social media presence to advocate for inclusivity in beauty products. Rihanna used Instagram and YouTube to directly communicate with her fans and showcase the brand’s commitment to diversity, demonstrating that social media can be a powerful tool for driving social change and setting new standards in lifestyle sectors.
Section 5: Health & Wellness
20 Years Ago
In the early 2000s, influence in health and wellness was largely dominated by medical professionals and wellness figures like Dr. Phil and Richard Simmons. Their influence was rooted in formal credentials, and their advice was typically shared through books, television programs, and public speaking engagements. Their public image was controlled, and they were seen as authoritative figures within a specific area of expertise.
Today
The modern health and wellness landscape has shifted toward a more holistic and accessible approach, championed by influencers on YouTube, Instagram, and other platforms. Figures like Dr. Rhonda Patrick focus on specific, personalized wellness routines and share their insights on platforms accessible to millions. Meanwhile, wellness influencers like Adriene Mishler (Yoga with Adriene) emphasize mental and emotional well-being, sharing at-home practices that help followers incorporate mindfulness and fitness into their everyday lives.
Social media’s role in wellness has also been seen in the rise of mental health advocacy. Selena Gomez, for example, has used Instagram to openly discuss her struggles with mental health, inspiring millions of followers and creating a platform for discussing previously stigmatized issues. This modern approach to wellness is far more personal, relatable, and tailored to the needs of diverse audiences.
Strategy for Quickly Increasing Influence in Technology and Business Sectors
Given the evolving landscape, building influence in the technology and business sectors now hinges on authenticity, relatability, and strategic use of digital platforms. Here are some innovative strategies for rapidly establishing and amplifying influence in these fields:
1. Leverage Niche Thought Leadership
Identify and Dominate a Specific Domain: Choose a niche within technology or business, such as sustainable tech, digital transformation, or AI ethics, and consistently create content around it. Establish yourself as a trusted resource by providing insights and thought-provoking commentary.
Engage in Specialized Communities: Participate actively in online communities that align with your niche—these could be LinkedIn groups, Reddit forums, or industry-specific Slack channels. Contributing valuable insights in these spaces builds credibility and puts you on the radar of potential followers and collaborators.
2. Develop a Distinct Personal Brand
Create a Unique Voice and Style: Craft a personal brand that reflects your personality, values, and unique expertise. Use storytelling to communicate your professional journey and the lessons you've learned, as audiences connect deeply with narratives rather than impersonal facts.
Design a Cohesive Visual Identity: Use consistent visuals and branding across your social media profiles and content. This could include a distinct color palette, logo, or style of imagery that reinforces your brand and helps your posts stand out.
3. Engage in Real-Time Communication
Embrace Emerging Platforms: Experiment with platforms like TikTok, LinkedIn Live, and Twitter Spaces to reach new audiences and engage informally. These platforms allow for authentic, real-time interactions, which can create a stronger connection with your audience.
Attend and Host Industry Events: Participate in virtual conferences, join Twitter chats, and host your own live discussions. By sharing insights in real time, you establish yourself as a knowledgeable, accessible figure who is actively engaged in industry developments.
4. Collaborate with Micro-Influencers and Thought Leaders
Cross-Promote with Other Influencers: Partner with influencers who share similar values or interests. Collaborations expand your reach to new audiences and add credibility by associating your brand with respected peers.
Feature Guest Experts: Invite well-known experts from adjacent fields to participate in discussions or interviews on your channels. These collaborations bring fresh perspectives to your content and attract a broader audience.
5. Cultivate Transparency and Relatability
Share Personal Wins and Challenges: Today’s audiences connect more with leaders who are open about their setbacks and learning experiences. Share both your successes and the hurdles you’ve encountered to foster a relatable, trustworthy image.
Be Accountable to Your Audience: Actively engage with your followers by answering questions, addressing feedback, and involving them in your journey. This two-way communication fosters a sense of community and loyalty that is difficult to achieve through traditional media alone.
6. Align Content with Values and Long-Term Vision
Highlight Ethical and Sustainable Goals: Audiences today are highly attuned to values like social responsibility, sustainability, and inclusivity. Regularly emphasize your commitment to these principles, positioning yourself as a forward-thinking leader who prioritizes more than just profit.
Encourage Forward-Thinking Discussions: Start conversations around emerging industry trends and invite your followers to share their insights. By leading these discussions, you establish yourself as a thought leader with a vision for the future.
In an era where authenticity often trumps traditional authority, modern influence is defined by connection, transparency, and relatability. By building a brand that resonates with audiences on a personal level, tech and business leaders can transcend the traditional boundaries of influence, reaching followers directly and cultivating a loyal, engaged community.
The examples of figures like Barack Obama, Britney Spears, and Rihanna underscore the power of authenticity in building influence. Obama’s pioneering use of social media made him a relatable figure who engaged directly with voters, creating a new standard for public figures across industries. Spears demonstrated the power of grassroots support through social media, engaging her fans in a direct way that shifted public perception. And Rihanna’s launch of Fenty Beauty showcased how inclusivity and transparency can be embraced to resonate deeply with modern audiences.
For those looking to build influence in technology and business, the path is clear: prioritize authenticity, engage openly with audiences, and align your content with values that resonate in today’s world. In this new landscape, influence belongs to those who can cultivate real, meaningful connections with their followers. Leaders who embrace this approach will be well-positioned to shape the future, inspire loyalty, and make a lasting impact in their fields.