A longer version of this article is available here.

As noted by another Northern Slant contributor, Northern Irish people are perceived as tending to lack self esteem. So is there a way to boost your personal brand, without stooping to blatant trumpet-blowing? Daniel Priestley’s Key Person of Influence method could be one answer. 

 A serial entrepreneur, Priestley is the founder of Dent Global, an accelerator which specialises in scaling traditional service businesses with 6-7 figure revenues, by helping founders differentiate their brand. 

I don’t have time to read it. What are the main points?

1. A Key Person of Influence is one of the ‘top 10 percent’ of their industry. These leaders make more money more efficiently, get more recognition, have more enjoyment at work, and attract more opportunities that are a good fit for them, than the other 90%.

2. Priestley claims those who follow his KPI Method can be Key People of Influence in their industry within 12 months.

3. There is catch – the first step is tightly defining what constitutes your ‘industry’, identifying a specific micro niche you can dominate, rather than attempting to be ‘all things to all people’.

4. Crafting a pitch for that micro-niche is foundational, telling the story of ‘why’ you are passionate about it, that is authoritative, is clear about the value offered, and can be delivered both in short form in social situations, or as a formal presentation.

5. Publishing content – thought leadership, podcasts, articles in publications and other intellectual property – then raises profile, establishing credibility and building a deep connection with customers in that micro niche.  

6. Creating a business model based around an ecosystem of differentiated products (and services) allows your skillset and IP to become assets. This system of products – made up of gifts, products for prospects, core products and products for clients – can be sold instead of your time, allowing scalability.

7. Finally, establishing a network of meaningful ‘win-win’ partnerships which leverage other KPIs with different strengths – targeting similar people – allow this impact to be multiplied dramatically.  

These steps need to be completed in order – if the right micro-niche and pitch aren’t in place, the rest will be weakened or wasted. 

Worth a read?

The KPI method is an inspiring book in a way that seems genuinely achievable. One potential gap in the method is that doesnt address whether a micro niche is an attractive one – clearly not all micro niches are created equal! That aside, as a starting point on personal branding, it’s thoroughly helpful.

Where can I find out more about it?

There’s a full in-depth summary of The KPI method here on The Business Anthology, a resources site for entrepreneurs if you’d like to learn more and apply the method to your own career or business. 

Where can I find more content like this?

If you’re keen to read more, you’re in luck. A longer version of this article is available here. You can also check out other business review articles by Niall Crozier on Northern Slant:

  • Traction – a summary of Gino Wickman’s process designed to help SMEs get thing done.
  • Essentialism – the disciplined pursuit of less, but better.

Become a Key Person of Influence by Daniel Priestley (2010) is published by Ecademy Press. Further materials are available here.