The Race to Influence – The Power of Emotion

–featuring Amanda Russell

Episode Summary

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.

Episode Notes

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


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.


[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.


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Chris Roebuck
Chris Roebuck
Chris Roebuck is a speaker, advisor and executive coach who has a unique approach that helps leaders, teams, and organisations reach their full potential and be successful in just three steps. This is proven to add investor value, deliver better customer service, build the brand externally, develop innovation and entrepreneurial thinking, optimise risk and boost the bottom line by 10% + at no cost. Chris unique experience as a leader in the military, business, government and as a Hon Visiting Professor of Transformational Leadership has enabled him to develop this innovative, entrepreneurial and highly effective new approach for leaders and organisations to achieve success: I CARE Leadership. It’s simply about you being the leader people always give their best for empowered by authentic and inspirational servant leadership. Chris shows how building on leaders current knowledge via simple, practical day to day actions can immediately deliver real improvements at all levels; individual, team, and organisation. One organisation who implemented it increased the number of staff happy to recommend it as “a great place to work” to friends or family in 2 years from 40% to 82%, an exceptional change, and increased revenue by 40%. When Global Head of Leadership at UBS, 70,000 staff & 100 countries, his team helped the bank transform organisational performance to increase profitability by 235%, market capitalisation by 50% and win awards. This is now a Harvard Case Study. Chris experience spans many sectors and geographies; from having held senior roles in UBS, HSBC, KPMG & London Underground to advising legal firms and construction, from the UK National Health Service of 1.4m staff and UK Government to the Red Cross in Myanmar, from Investment banks in London to Middle East Telecoms, from the Chinese Space Programme to retail in USA and many more. Chris has been quoted as a business leadership expert globally in the Harvard Business Review China, FT, Wall Street Journal, Le Monde, New York Times, Business Week, Time Magazine, Washington Post, Times of India, Straits & Gulf Times and many other titles. He has been interviewed on TV over 350 on leadership and business issues on BBC, CNN, Bloomberg, and other channels and his books have been translated into 11 languages. Chris has been recognised as one of the Most Influential HR Thinkers regularly since 2011 by the HR profession.

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