Raymond A. Nadeau, former VP of Creative at Coty and internationally celebrated Branding Expert and Trend Authority interviewed Elaina on the art of influence for his global best-seller, Living Brands: Collaboration + Innovation = Customer Fascination.
Raymond Nadeau (RN): Where does influence end and manipulation begin?
Elaina Zuker (EZ): Let me start with the definition of Influence. Really, it’s my definition. I define influence as the ability or capacity or power to change a person’s (or people’s) attitudes and/or behavior, without the use of formal authority or physical power. Interestingly, an archaic definition of the word “Influence” is: a mysterious fluid from the stars, said to have magical powers over people. What’s cool about this is that just like magic. Influence when it’s done really skillfully seems like magic, but in fact, like magic it requires a great deal of skill and practice behind the scenes before it can seem effortless.
Comparing influence and manipulation, I use the following as an explanation. It depends on two dimensions: intent and effect. On the first one, intent, I have to ask myself, “are my intentions honorable? Do I intend to add value, give benefit, enrich or enhance or enlighten the other person?
And regarding effect, what is the effect on the other person, or persons? Does he/she feel enriched, or do they feel used, exploited or ‘had’? If I can answer positively on both these counts, I would say that we have positive influence at work. If, on the other hand, the intent is not honorable, and the resulting effect is one of feeling ripped off, then we would say it’s been manipulation. The other component is that manipulation is kind of sneaky, underhanded, and not known to the recipient (kind of like subliminal advertising) whereas positive influence is up front and clear.
RN: Is influence bad if it is used for a good cause or to advance a good person?
EZ: It’s a process, a skill which is a neutral, values-free, kind of like nuclear or electrical power, which can be used for good or ill. Whether it’s “good” or “bad” depends on the intent and the effect I just described.
RN: Do you consider marketing/advertising a form of influence or is most of it manipulation?
EZ: Of course advertising and marketing is a form of very powerful influence, which is why marketers have to behave responsibly when they are using these powerful tools to persuade people what to do. For example, if you are advertising cigarettes and saying that they’re NOT harmful to your health, you have some serious reckoning to do with your ethics.
RN: As technology between consumers and brands increases do you foresee consumers influencing brands more, or less? Why?
EZ: I think if brands are smart, then of course they’ll listen more and more to their consumers, to learn what they want and need. And equally important, what they don’t want and don’t need!
RN: When information about products becomes completely understood and old-fashioned smoke and mirrors marketing and brand creation evaporates, how will brands and companies differentiate between brands – how might they employ some of the ideas you have advocated?
EZ: I do think if marketers themselves learned these few simple principles of the Secrets of Influence™ they will have a much clearer strategy for differentiating between consumers and groups and therefore a much more focused, more authentic message. Authenticity is everything. Nothing persuades us more than the truth.
