The world’s largest taxi company, Uber, owns no vehicles. The world’s largest accommodations provider, Airbnb, owns no real estate. The world’s largest media company, Facebook, owns none of their own content. We are in the midst of an incredible revolution in business models. Industries that have operated the same way for decades are being wildly disrupted by new startups that are thinking differently

I have made my entire career out of digital marketing … specifically in fitness. Working with brands on both sides, as the influencer and the marketer, I built my own online fitness brand — which is now one of YouTube’s case studies for building a company in the digital economy, and strategizing for Fortune 500 companies. I saw firsthand which businesses thrived and which ones failed, and the correlations between success and failure is very clear.

The power of leveraging technology and marketing to build an iconic brand community is staggering, and yet most often a missed opportunity — too many brands are doing things according to past methods, and are suffering for it. To build a brand that breaks through the noise today, we need to think different. We need to take a personalized and highly strategic bigger vision approach.

It’s a paradigm shift — a new approach — one that is both widely buzzed about and most often misunderstood and misused. The recent NYC article, The Follower Factory, simultaneously enraged and thrilled me. Finally the misconception and fraud is exposed, but it also showcases an incorrect definition about what true influencer marketing is. I’m more excited than ever for my book to launch (Fall 2019) to make the real influencer code accessible to everyone!. The inaugural book is less of a book than it is a way to think.

You’ll never look at influencer marketing the same way. It’s a  must read for anyone who cares about the future of their brand.

If there is one thing to take away:



True Influencer Marketing measures IMPACT not REACH.

Your follower counts only matter if your audience cares about and consumes your content. If 50 of your 100 Instagram followers download your eBook, that’s a valuable conversion, but if you have an audience of 100,000 and only 10 people convert to buyers of your service or product, it’s because you have only achieved REACH, not IMPACT!

Seriously. Are your ears burning yet? I’d love to hear your thoughts!

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