Welcome to The Splash
EDITOR'S NOTE
As are the individuals within them. We all have goals to meet that depend on the convictions and actions of others. So how do you influence people to think and act in the way you want? And how do you build or tap into the authority you need to influence at scale?
Ultimately clout comes down to impact - the bearing you have on the thoughts and behaviors of the people you or your business comes into contact with, both directly and indirectly.
The more influence we have, the greater our ability to drive our desired outcomes, whether that's financial (like market share, budget allocation, and sponsorship fees) or social (personal recognition, social inclusion, environmental consciousness).
Clout, noun \ ˈklau̇t\
pull, influence, authority
It takes a particular degree of self-awareness to understand the real scope of our own influence and its limits are only discovered when it's put to the test. As far as sweeping statements go, it's safe to wager that most of us, consciously or not, are on the lookout for as much of it as we can get. Can this take us too far?
In this inaugural issue of The Splash, we explore mechanisms behind clout with the aim of inspiring you to think differently about how you can build your own to make a bigger impact in your business and beyond.
Dani Mansfield,Editor of The Splash
Influence is an earned privilege. Like putting money in the bank, you garner the trust of the people you want to influence before you start drawing on it. Without trust, there’s no influence.
How the psychological principle of mirroring can elevate the impact of your marketing communications
We spoke to Cisco’s Marketing Director about her experience building influence
A look at the tactics and strategies through which Plastic Oceans UK are building a movement
Lessons from an entrepreneur on getting an idea off the ground
Controversy can be a catalyst for influence. Where do you draw the line in the pursuit of clout?
Tapping into the popularity and clout of a competitor can propel your own, but it's risky business
is produced by TurtlEditor Dani MansfieldAssistant Editor Kit McKayArt Director Alistair MacRobertDesigner Clara LopezHead of Marketing Karla RivershawSocial & PR Zoe ChineryContributors Jergan Callebaut, Natasha Rutherford, Nick Mason, Kit McKay, Anna King, Pierre-Loïc Assayag