Amanda Russell has made a career out of influence. But despite all of the buzzy connotations of that word, Amanda’s interpretation of influence goes much deeper than just a public figure selling a product. Get her perspective on this and much more on this week’s episode.
The Race to Influence – The Power of Emotion (ft. Amanda Russell)
How Amanda Russell elevated a cutting-edge career into something more
How do you get the people or the companies on board with you that gives you the influence or the power to get to the next step? And you can’t do it by asking for something, you have to create an opportunity for them. You have to get inside their head and think, what’s in it for them? And how can I bring them value? How can we mutually want to achieve this?
Amanda Russell began her career as a runner, where she achieved Olympic-level performance while developing her own personal brand. She then founded one of the first global digital fitness subscription channels on YouTube, subsequently helping other businesses build their brands via a digital production company. The expertise she developed in this role and as an expert in influence enabled her to help others seeking insight into this critical area for business. She’s now a professor of marketing at both Northwestern and Texas universities, a Harvard case study author, advisory board member for Lamborghini, a women’s leadership activist, and author of the bestselling book, The Influencer Code.
CORE TOPICS + DETAILS:
[6:40] – You Don’t Find Your Passion, You Choose It
An epiphany from a motel bathroom floor
A fellow running teammate once inspired Amanda as she dreaded the coming day’s competition, in which she would be running tired, injured, and overwhelmed. Her friend told her that once you’ve chosen a direction, you have to switch off the daily decision-making part of the brain, the part that doubts yourself. Take away the question of whether you feel like practicing or competing and just go. It’s not about finding something you love every single day, it’s about choosing what you want to pursue and choosing to pour your passion into it.
[24:14] – Partnerships vs. Transactions
The truth about influence marketing
Amanda speaks on the true power of what’s called influencer marketing. While on the surface it may seem transactional, it’s really about two parties creating opportunities for each other to achieve a similar goal. When those goals are closely aligned with a shared vision, influencer marketing can be a truly powerful thing for the personalities, brands, and audiences alike.
[27:41] – Goal. Observe. Resonate. Connect.
Amanda’s formula for transformative influence
Amanda begins by identifying the goal of an organization, then observing their end consumer in order to discover what moves them and influences them. Then, she identifies the most effective way to resonate with those users so that they’ll start paying attention. Finally, she connects with them on a deeper level than just products and brand names, creating an ongoing partnership that’s truly meaningful.
[45:54] – Compliment, Console, & Congratulate
Inspiring the people that surround us
If you want to have a meaningful positive impact on the people in your life, Amanda shares the three Cs shared with her by friend and public figure Jesse Itzler: complement, console, & congratulate. Take time to celebrate the victories and handle any bumps on the road without casting blame. Compliment people when it’s deserved and console them when things are not going well in their life. This amazingly simple formula can lead to amazing lifelong partnerships.
- [1:59] The Influencer Code
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