InfluenceOlogy
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There are many ways to make your product, offer, or service more valuable in the eyes of the buyer, and one of them is telling a story.
There's a study called Significant Objects showing that a story can increase the monetary value of an object.
In 2009 two writers bought 100 cheap items from thrift stores and garage sales for $128.74 total, had a writer make up a story for each one, and sold them on eBay for $3,612.51.
Nothing about the objects changed except the story.
In this video I give you another example...
Every time you speak, you contaminate people with your emotions.
The question is: with what?
In psychophysiology, this is called Emotional Contagion.
Research shows that highly expressive communicators act as emotional "senders."
Your internal mental state naturally leaks out through your vocal pitch, facial muscles, and posture, causing your audience’s nervous system to mirror you subconsciously.
If you carry fear, anxiety, or scarcity into the room, your audience catches it before your point even lands.
Now... if you step up grounded in hope, certainty, and empathy? They catch that too!
How you prepare your mindset before stepping onto a stage, entering a pitch, or leading a high-stakes meeting will drastically impact your outcome.
Communication starts in your head!
A couple months ago I was speaking to a group of business owners, and at one point the whole room turned into a complaint session because they couldn't understand why their prospective clients were choosing this sh*tty product over theirs.
So I asked them how often they were actually out there talking about what they do, posting and speaking and telling their story, and the room got real quiet.
That competitor was just showing up and talking about their product more than anyone in that room was, and people buy what they keep hearing about.
If you're waiting for your quality to speak for itself, you've already handed the microphone to someone else.
Being great is where it starts, but making sure people know it is on you.
09/24/2026
If you don't share your story, the marketplace will create one about you!
The power of storytelling
09/21/2026
Have you ever met someone who's half pregnant?
No, right? It doesn't work that way, you either are or you aren't, and speaking works the same way, because when you stand in front of an audience you're either all in to serve those
people or you're not.
I've met a lot of speakers who are all in, who go the extra mile to lead and really are there to serve…
I've also met plenty who say they're all in too, right up until what's in it for them stops being big enough, and then they pull back or quit on the people in the room.
But when you fully commit to your audience, something kind of magical happens, which is that they commit to your message!
The cool part is that this kind of commitment comes from how willing you are to serve and from wanting to keep getting better at your expertise and your communication skills.
If you're the kind of leader who believes communication matters, check out our upcoming training in Atlanta, link in the comments.
Have you ever noticed that some sales forces and companies offer the same product, price, service, and marketplace, and still have people producing different results?
I used to hire salespeople and professional speakers and give them the same script to sell the same product in the same marketplace, and I saw the same pattern: dramatically different results.
Here is one of the biggest reasons...
So many times in business storytelling, people understand why they should be telling a story and what the benefits are, BUT because they don't have their own story, they don't tell any.
That's a mistake, because in many cases they can tell someone else's story from their own perspective.
When they share it that way, their perception of it ends up becoming, in a sense, their own story.
09/18/2026
Last Influencing From the Front of 2026 is 4 weeks away. This is how you close the year out. Join us! Link in the comments
09/17/2026
Every conversation about AI right now is about what it can take off your plate.
Scheduling, follow ups, even first drafts of your marketing. And that's real, it's already happening in a lot of practices and businesses I work with.
Here is something to consider: when you hand off the tasks, you're left with the part of leadership that was always the hardest and most important part anyway: people need to hear from you, not from a bot.
There's a body of research on this called Leader Motivating Language Theory, and it breaks down how leaders talk to their teams into three categories.
The first is what they call hands, which is basically "task talk". Here's the goal, here's the deadline, here's how you're doing. Most leaders are decent at this because it's what they were trained to do, and it's also the easiest part for AI to start handling.
The second is heart, which is empathy. Checking in on someone, acknowledging what they're going through, making them feel like a person and not a line item. And the research found something that should stop every business owner in their tracks: This is the thing employees want most from their leader, and it's also the thing leaders are worst at.
The third is spirit. This is meaning making, specifically helping someone see how their work connects to something bigger than the task in front of them. Telling the story of why any of this matters. It's the rarest of the three, and it might be the most powerful.
As AI keeps evolving, the hands part of your leadership gets less and less valuable, because a system can do it faster and cheaper. What's left, what actually makes you worth following, is heart and spirit."
Can your team tell you care about them as people, not just producers?
Can they tell you what you're building means something?
Are you going to your level up your communication to lead into the age of AI?
AI can write the email, schedule the meeting, draft the announcement but it can't make your team feel like they matter, that part is still on you.
Roberto
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