Influence isn't just a buzzword—it's the strategic differentiator that separates thriving brands, founders and creators.
Yesterday, I had the privilege of sharing this insight with founders at DFW Startup Week sponsored by Capital One at my alma mater SMU Cox School of Business on the Brand & Marketing track, as I spoke to my consulting work supporting brands to build influence, and shared recent learnings.
Moderator Spencer Traver posed a fantastic question to me: "With your experience across B2B, B2C, and Creator strategies, is there a common thread that moves the needle?"
My response was immediate: influence wins.
It's not about having the loudest voice or the biggest budget. It's about understanding that growth comes from becoming the brand relate to, turn to, trust, and ultimately champion. Whether you're selling software or marketing consumer products: build for awareness and influence.
I outlined three actionable tactics—ranked from lowest to highest barrier to entry—that any founder can implement immediately. I shared how to quantify influence based on your current growth stage and tactics.
The energy in the room reminded me why I love supporting founders: you are fearless, future-forward, and building influence.
