The document provides 5 steps to build influence and awesomeness through building trust and expertise. It discusses that influence depends on reach, which is a multiplier of one's brand, expertise, and trust. It also notes that it takes 16 good actions to overcome one bad action when building trust, and that expertise is given rather than gained through knowledge.

1. 5 Easy Steps To Awesomeness
As told with puppets.

2. step 1: its not in the DNA.

3. Step 2:
its not about
control.

4. Step 3:
its not about
they see you.

5. step 4: its not about how much
love you give your users.

6. step 5: its not about your
community.

7. its all of it.

8. lets talk about influence.

9. Influence is the IMPLICIT or
EXPLICIT effect of one thing
(or person) on another thing
or person.

10. Trust is the
creation of an
expectation
that person A will
ALWAYS
act as person B
expects them to act.

11. it has to equal 1.

12. when trust is lost
It takes 16 good
actions to
overcome one
bad action.

13. corporate branding is about
feelings. About making a brand
your friend.

14. Personal Branding, unlike
Corporate Branding is designed
to create expectations about
you and your actions.

15. lets talk about expertise.

16. Knowledge is gained.
Expertise is given.

17. Influence =
Reach (Brand*Expertise*Trust)
*reach is a multiplier of influence

18. lets talk about building
influence.

19. True online influentials become
conduits for content filtering and
discovery, driving positive
community growth.