Influence isn’t how many people saw your post. It’s how many changed what they did after.

LEADERSHIP

WHAT THIS MEANS

Being seen and being followed are different things, and only one of them does anything. A number beside a post measures reach, which is cheap and mostly out of your hands. Influence shows up in behaviour: somebody signs up, somebody stops, somebody rethinks a plan. By that measure a quiet conversation with two people often beats an audience of thousands.

Pick one thing you actually want people to do and ask a few of them directly. Follow up later to find out whether it happened. Judge yourself on that answer rather than on how the post performed.

A QUESTION TO SIT WITH

Who actually did something different because of what you said?

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