Don't Discount The Surprise Factor in Influence

I just read a piece on fashion and how wearing “surprising” shoes with any given outfit reflects a whole new flair. This resonates with me, but more for comfort than fashion. I recently decided that my go-to shoes at conferences/public events will be white (vegan - yes, they exist!) Stan Smiths. You’ll see me pounding the pavement in them this week in NYC.

Anyway -

My climate influence point here is two-fold: I’ve done workshops on using surprising validators in storytelling for change. I also advise the leaders I work with to find a way, their own way, to get comfortable engaging and being part of ongoing conversations. When you see this in action, it is, indeed, surprising.

So, here’s the thing: Those of us who’ve been in the sustainable business world for a while can all likely name the top 2-3 leaders we’ve followed consistently on LinkedIn (and, back in the day, Twitter). These people get followed because they:

ENGAGED - they have a good balance of commenting, cheering on and sharing other people’s work along with the requisite posts and news of their employer. They do not appear to live their lives on a pedestal of being just too busy for social media. I’d argue that this is part of the reason Paul Polman has long been so recognized for his leadership. However much or little he tweeted or posted, he seemed to want to be involved in the ongoing idea-swapping and not just wait for his many moments on global stages.

REFLECTED THEIR PERSONAL LIVES A WEE BIT - They may have mentioned that they went camping with their family or (my fave) they tried a plant-based restaurant on a recent business trip. By being less buttoned up and scripted through even one social channel, these folks are leaving a footprint of accessibility and some degree of vulnerability. This is appealing to peers, broader communities of stakeholders and media.

It also warms all sorts of relationships so that IRL events can skip the superficial chit-chat. People can ask about your latest long bike ride and then dig in on some work topic you launched through your feed.

CONTRIBUTED - Traditionally, a leader’s presence has been about broadcasting: “here’s what our company did,” “keep your eye on how great we are,” etc. That’s why the disconnect of a leader being in real connection with folks in any way can be so notably surprising and powerful. When you make a comment or add value with no agenda, you are seen using your valuable, fancy-leader, time to do that.

A leader who does the above is surprising. It runs completely counter to what most people would expect.

Now, think of the leaders you most enjoy following on LinkedIn. Ask yourself why you prioritize them in your feed.

Are you practicing those things in the way you use social platforms? Can you get more strategic with the 10 minutes a day you are on those streams? Would you like to be one of the 2-3 leaders in your sector with a stream your peers flock to? And, would that surprising behavior complement your communications team’s strategies for amplifying corporate leadership? I’ll answer, from my now ten years advising on this sort of thing:

Yes. It would.

And, even the small, early results will perpetuate this practice.

You can always schedule a session with me to jumpstart a whole new lens on becoming a visible climate leader.

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On cities and rapidly expanding less-car ideas and infrastructure:

Alex Fisch (Culver City) and I talked “sustainable communities” earlier this year for my Living Change podcast, and he continues to amplify city health and transportation shifts through his social feeds. Alex recently highlighted the secret to the success of the bike network in Paris, and he is spot on. It’s about simplicity and speed. As evidenced by Paris Mayor, Anne Hidalgo, and the local leaders (like Alex) I spoke with for Season 1 of Living Change, it takes a little boldness to get things rolling. From there, residents see the hints of transformation and are sold on the idea of expanding efforts. That’s strategic climate influence.

Sustainable business communications needs “influencers.” Via the recently released GreenBiz Communications Report

First, I recommend you download/learn from this report for all sorts of reasons. And, yes, I wholeheartedly agree that understanding influence is so key at this moment, …with one additional point. There are now endless reports, in all sectors, about how to see, develop, leverage “influencers” like those on TikTok or Instagram. But, don’t stop at this definition of influencers. Instead, start to see how to initiate influence yourself, i.e. find, build and amplify your own. This can be another super-power approach in your communications toolkit. Let’s talk to jumpstart your leadership this way.

What I’m Up To at Climate Week

• Networking and attending events that amplify CA’s SB253 with my client and the architect of that incredible climate policy, Catherine Atkin of Carbon Accountable.
• Attending Women And Climate Dinner. I joined this community earlier this year and have been blown away by the networking, the tools and the support. It was founded largely as a way to support and develop one big speaker database of amazing leaders that identify as women. I highly recommend you use it as YOUR “binder of women” for future speaker, panelist and podcast guest selection.
• Attending the Earth Alliance Climate Media Happy Hour

…And, so much more.

News To Use

I just came across this research as I was finalizing this issue: research from University of Bath via Climate Change Committee.

Most research explored how effective it is to provide people with information (e.g. about the impacts of certain diets). These information-based interventions tend to be less effective at changing behaviour compared to measures that make green choices and behaviours the default or shift social expectations (e.g. by the government or businesses demonstrating leadership or introducing new policies).

My argument around identifying, building and amplifying Climate Influence seems to align. Information sharing doesn’t work as well as walking the talk and bolder climate policy. (Speaking of - keep showing your loud support for Corporate Climate Accountability bill #SB253, as it sits on California Governor Newsom’s desk. )

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Thanks *so much* for reading/sharing/subscribing. Please comment or message me with questions on building climate influence. I may cover your suggested topics in a future issue. In the meantime, feel free to follow me on LinkedIn, Instagram and T2 in the meantime (I also linger on “X”.)