Don't treat influence as a vague metric like followers. Define it operationally as the probability that your audience will take a desired action—from a 'like' to a purchase. All content should aim to increase this probability.

Unlike previous generations who respected positional authority, Gen Z grants influence based on connection and trust. They believe the best idea should win, regardless of who it comes from. To lead them effectively, managers must shift from exercising control to building connection, acting as mentors rather than gatekeepers.

While young men may be fans, it's their mothers who are the most effective supporters and advocates for addressing the issues facing them. Mothers see firsthand when their sons are struggling compared to their daughters, making them a powerful and credible cohort for advancing the conversation productively.

Generic social proof like "1 million customers" is minimally effective. The key is to tailor the message to the user's identity. We are most influenced by people like ourselves, so messages like "other doctors in Sydney" or "your neighbors" have a much stronger impact.

While you don't need to be a parent to start a family-focused business, you must compensate for this blind spot. An investor would scrutinize a non-parent founder's early hires to ensure parents are on the team and have direct access and influence over key decisions.

Research shows employees with supportive supervisors engage more warmly with their infant children. This single leadership trait can positively affect a child's emotional regulation, social skills, and academic success, demonstrating that a manager's style has a profound, multi-generational impact far beyond the workplace.

Research reveals that a manager's impact extends far beyond the workplace. A decade-long study found that employees with more autonomy and supportive supervisors engage more warmly during interactions with their own infant children. This demonstrates that empathetic and empowering leadership doesn't just improve work life; it has a profound, generational impact on employee well-being and family dynamics.

When building an influencer program, the most authentic and accessible advocates are often internal. Companies should start by identifying and empowering their own C-suite, topic experts, and even rank-and-file employees who have credibility and influence. This forms a strong foundation before expanding to external partnerships.

The most impactful gift a parent can provide is not material, but an unwavering, almost irrational belief in their child's potential. Since children lack strong self-assumptions, a parent can install a powerful, positive "frame" that they will grow to inhabit, becoming a self-fulfilling prophecy.