Business Book Summaries

“Outfluence is the strategic use of silence and the giving of your good will to another person.”

Influence is an ephemeral power that operates without any direct or apparent effort. It is usually associated with prestige, wealth, ability, power, or position. The term often connotes negative behavior; although, with the proper motivation, influence is used to create positive results. Bill and Melinda Gates, for example, use their wealth to affect education around the world. In an effort to reduce poverty, former President Clinton is using his prestige to effect a worldwide movement that encourages others to give to the less fortunate.

A lobbyist is an influencer. The general purpose of an influencer is to bring something in, to call attention to himself or to his client, to win an opportunity. The primary role of a lobbyist is to promote the interests of his client through education and thus persuade legislators and others to act in a manner favorable to the lobbyist’s client.

Recognizing that temptations exist to illegally influence government and private employees, activities of lobbyists are regulated by the government. Despite this governance, some lobbyists violate the law by giving extravagant gifts and outright cash payments to politicians and government officials.

In 2006, superstar lobbyist Jack Abramoff pled guilty tofraud, tax evasion, and conspiracy to bribe public officials in connection with his fundraising activities on behalf of the Republican Party. His were some of the larger transgressions that have afflicted both the Republican and Democratic parties. Businesspersons are equally guilty of influence peddling.

In 1973, Vice President of the United States Spiro Agnew pled guilty to accepting bribes while he was the Baltimore County Executive. Contractors were paying for special treatment from the county executive when it came time to award contracts. Businesses are in a race to attract and retain the best employees. Therefore, they seek to influence. A Google search uncovered 16,500 articles written about techniques that corporations and professional organizations are using to retain valued personnel. Law firms, for example, known for requiring their attorneys to work long hours in return for substantial salaries, are adjusting to a new generation of attorneys. The new generation values family time as well as the finer things in life that money can buy. Law firms are influencing talented lawyers to stay by offering in-house babysitting services and dry cleaning services; valets are available to run errands; and elaborate meals with the world’s finest wines are served, sometimes on silver platters.

How do you influence if you don’t have prestige, wealth, ability, or position? You turn to social influence.

Remember: Outfluence is the giving of your good will to another person in purposeful and sincere action that makes a person feel good about himself and about you and/or your business. An Outfluencer always looks outward, desiring to help another person first, secondarily thinking about the Outfluencer’s positive purpose.

Outfluence is often delivered silently. Its impact is enduring. It’s inexpensive, it’s natural, and it builds relationships. It identifies the social and business pretenders quickly, because insincerity is difficult to hide. Silent action focused on others is the key component to Outfluence.

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