Welcome to the Influence &IMPACT email letter, and a big thanks for subscribing. I really appreciate it! Focus of this fortnightly communique is on building, in a thoughtful way, a personal brand that people recognise, respect and trust. How can we establish our public voice, build credibility for that voice, extend the reach of our voice, and finally, extract value from the recognition and reputation we build? We cover that, and a wee bit more. Onwards!

Opportunities come from being seen as a genuine thought leader 


Sunday, May 9, 2021 | Melbourne, Australia


Greetings earthlings!

There's so much to this thought leadership caper, but the rewards that come with being an influential public voice can certainly be worth it in terms of the opportunities for business and the impact you can have in the marketplace and community. 

I recently interviewed Stephen Waddington, someone I consider to be a genuine thought leader. I use the word 'genuine' because, as we know, there is no shortage of people on the web who label themselves 'thought leaders when, ahem, they're anything but.

Stephen has been in the PR and digital communications trenches for years. 

A highly experienced business advisor and veteran blogger, he is the founder of Wadds Inc., a professional advisory firm which works with agencies and communication teams.

Additionally, he has authored, co-authored or edited several books; he is a Visiting Professor of Practice in Public Relations at Newcastle University, non-executive director of eight companies, and a past president of the Chartered Institute of Public Relations in the UK. Quite the CV, hey!

Being a credible thought leader, a professional authority in your space, and deriving the benefits that come with that as Stephen is doing, takes considerable time and effort, not just a snazzy website and a few thousand followers on social media. 

Stephen, pictured, jokes that his wife is always taking the 'mickey' out of him suggesting that "everything I've done to this point forward has been almost a pension that I've banked for my future 10 or 20 years".

I love this concept: that the personal brand you spend years and years building can be seen as a pension - professional superannuation, if you like - that continues to pay dividends as you enter the latter stages of your career. 

In Stephen's case, his reputation and thought leadership positioning in the marketplace provide him with myriad opportunities to further his business and career.

Of course, knowing which path to take is all part of the fun!

Says Stephen: "My challenge is what I do with this, what I do with what I've created, whether I build another consultancy, or whether I keep it as Stephen Waddington Inc."

Having gone down that pathway myself, I understand where Stephen is coming from: Do I build another agency, or leverage off the personal brand I've built in the marketplace and create a portfolio career of consultant, coach, speaker and content creator - all of which I'm doing currently.

At least Stephen has choices. Many professionals who have not got much in the way of a profile or any professional authority to speak of, should they find themselves out of a job, might not be so lucky.

As for myself, I've been evolving in recent times and am doing a lot more coaching and mentoring. This is taking me in a few new directions: WATCH THIS SPACE 😜

(Here's a link to my interview with Stephen if you'd like to check it out. If you’re at all interested in how to build a reputable, sustainable and professional personal brand, this episode of the podcast will really resonate!)


Not a Newsletter: A Monthly Guide to Sending Better Emails

Dan Oshinsky is doing some really interesting things at the moment.

He has a monthly newsletter (err, which isn't a newsletter!) in which he shares everything he knows about email newsletters. It turns out that's a quite a bit: Dan is formerly Director of Newsletters at both BuzzFeed and The New Yorker; today he runs Inbox Collective, an email consultancy.


👉 Check out his 'website' - on Google Slides.

👉 Check out his 'newsletter' - on Google Docs.

Who said you need to invest in heaps for a website and get all snazzy with email templates etc to create a splash and build your brand?

(Even his Not a Newsletter sign-up website is on the free platform - Carrd).

P.S. I like this recent tweet from Dan:

"One of the most common questions I get: Is there a *right* time to send my newsletter? Will my newsletter perform better if I send it on a specific day or at a specific time? Over and over, I've seen: It's not about timing — it's about building habit with your readers." 

Good advice from someone who knows these things! 


The Social CEO: why are they so rare?

“It is essential for CEOs to have an active presence on social media, not only as an ambassador for their business, but to strengthen their personal brand and raise their profile as a thought leader.” - Emma Woollacott writing in The CEO Magazine (SOURCE: Damian Corbet, author of the book, The Social CEO.)

READ MORE: Not embracing social media could stunt your climb to the C-suite

BTW - Damian is my interview guest this week on the Reputation Revolution. The episode drops this afternoon at 4:30 pm AEST. 


This quote got my attention

“Focus on adding value daily, add as much value as possible as often as possible, never wait to add value, give without keeping score so motives stay pure, and welcome any return as an unexpected blessing.” ~ John C. Maxwell


Hit “reply”

I'm excited to be writing to you in this format. Let’s keep it personal!  I encourage you to hit “reply” and let me know what’s on your mind:

  • Got any thoughts regarding the content I’ve just sent you? Let me hear it!
  • Have a question? Ping it through!
  • Got a recommendation for an article, podcast, video or person-to-follow that you’d like to share, bring it on :)


Thanks for reading! Until next time ...




Let's rock this bad boy!


Trevor Young | PR Warrior | Level 22 / 120 Spencer Street, Melbourne
This email was sent to | Unsubscribe | Forward this email to a friend