3 Predictions Reshaping Authority, Influence, and Impact in 2024
2024 is here, and if 2023 has taught us one thing, it's that change is inevitable, and disruption is the new normal.
Being able to look around the corner and prepare for what’s next is how you can not only future-proof your career, your team, and/or your business but create an economy of one!
The question is - what is ahead in 2024, and how does it impact the ways we build authority, influence, and impact? This is exactly what I cover in this very first blog for 2024!
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Welcome to 2024! I hope you had a chilled festive season, and maybe you're still soaking in some downtime or enjoying those last slow days before everyone jumps back into the work whirlwind.
Now, as we dive into this new year, what could be more fitting than having a sneak peek into what's coming and figuring out how we can best leverage the trends and changes to our advantage?
So, for our very first episode in 2024, what better way to kick off the new year than by sharing three major shifts I'm seeing in the world of building your authority, influence, and impact because just the last 12 months have been full of changes and truth told - it will not only continue but accelerate.
The last few months have been very full on for me and I struggled to see what’s next which has never happened in my nearly 40 years. Yes- this year is my big 4.0 and my Insta feed reminds me daily with targeted ads on ‘how to dress after 40’. This has become a running joke in our household and I use this for everything.
With that said- I do feel that a big year is ahead, not just from a personal milestone point of view but more from a general economical and professional aspect.
I have been sitting on this episode now for quite some time.
If you're a regular listener - firstly: thank you!! And secondly - you know that I batch create and produce content because it allows me more flexibility and freedom in what I do.
With that said, because my schedule has been so full on over the last 3 months in particular, I literally couldn’t even think straight and this is very unusual for me. So I let this episode sit for a while and reflected on 2023 and also researched the latest findings and reports because everything changes so quickly.
And because everyone comes up with the same lame and very general predictions, I didn't want to add to the noise and rehash what everyone is saying and what’s always relevant. Which brings me into the meat and potato of this episode - the 3 big shifts and predictions for 2024 which I’ll go through in detail shortly. They are:
The need for transparency
Adaptability in the Age of AI (which impacts how we think about value creation)
Work behaviours and portfolio careers
So let’s start with
Prediction 1: The Need for Transparency
We have more access to information and knowledge than ever before, which means that power has been democratised.
Especially since we can just ChatGPT anything nowadays, the playing field has leveled, but I’d also say people are more wary of those answers and are looking for transparency in how you go about solving a problem that you want to be known for or hired for.
Research from the Edelman Trust Barometer suggests that consumers trust businesses and leaders who openly share information about their decision-making processes and values. Transparency is no longer a buzzword; it's a foundational element in building trust and authority in the eyes of your audience.
It's not just about what you know but how you share it. If you have followed me for a little while, you’d be familiar with the concept of the Trusted Authority - the framework I developed for technical experts and executives who want to be known for more than their title and credentials.
We see this becoming more and more important as redundancies continue to happen, senior executives are reconsidering their next chapter, and they are looking to set up their own consulting or speaking practice, and we have access to global talent who are charging a fraction of what onshore talents do.
What it means for you is that in this era of information abundance, simply having the answer isn't enough; there's a growing demand to understand the process behind it. Transparency in problem-solving is the key differentiator.
People want to understand not only the solution but the journey—the thought process, the considerations, and the values that drive your problem-solving approach. It's the behind-the-scenes transparency that adds depth to your expertise and builds a more authentic connection with your audience.
This is why I’ve focused so much on developing signature frameworks for my clients, as the consulting and coaching industry, in particular, is shady as it is.
Now with more competition, it will only get worse, so I’m on a mission to create more transparency, especially for clients who are looking for an SME to help them solve a problem.
Plus, being able to talk people through how you do what you do, having systems, processes, and a toolkit ready to go doesn’t only set you apart from everyone else who has similar experience and expertise but also helps to scale your impact without working 24/7 because you have to come up with a tailored solution for every single engagement you have.
What it means for you:
Develop Your Signature Framework: Work on the process that helps you predict an outcome and repeat the result over and over again. This is where your brand promise meets your brand performance, and this is what builds your reputation in the market. [Check out this in-depth episode on the topic.](link to the episode)
Show What You Know: Talk about your framework on social media, in podcast episodes, in interviews, when you give a keynote, but also in internal meetings. The purpose of having signature frameworks is to frame your work which can be copied by others.
Case Study - Bec Culverhouse: One of my new clients, Bec Culverhouse, is a powerhouse. She is the CEO of an NFP, and one of her frameworks we developed is ‘how to make decisions especially when you don’t have all the answers’. We identified that she and her decision-making are becoming a bottleneck because everyone relies on her to make the call. We’re working on freeing her up to build more external relationships, work on strategic plans, and partnerships. She can only do that by not being part of every single decision that has to be made in the business.
Speaking of decision-making.
This brings me into the 2nd part in relation to transparency and that is how leaders can back up their decisions as the stakes are getting higher, the impact is getting bigger, and the uncertainty is becoming more apparent.
Advisory boards are emerging as a new support system for governance boards, leveraging state-of-the-art knowledge from SMEs.
These boards not only provide diverse perspectives but also enhance transparency in decision-making processes. The traditional model of a governance board, while still crucial for strategic oversight, benefits from the specialized insights brought in by an advisory board.
This is one of many reasons why I completed the Certified Chair program by the Advisory Board Centre in Dec last year because I see the need for more specialized knowledge coming to especially more traditional organizations and their leaders to give insights and best practices on their area of expertise. However, in line with my first claim, having a signature framework, I see those going hand in hand.
If you are not familiar with the concept of advisory boards yet - think of it as having your own personal council of experts, each contributing their unique expertise to ensure well-informed decisions.
Advisory boards inform Governance boards but don’t make the ultimate decision. They basically bridge the gap between governance and practical, real-world insights. In an era where uncertainty is the only certainty, the ability to tap into a network of subject matter experts becomes a strategic advantage.
It’s still a fairly new concept but I see it growing massively in 2024 and I will also bring the Trusted Authority on that subject to the show very soon.
So make sure you subscribe and don’t miss it. One more shameless plug - if you’re looking to set up an advisory board in 2024, send me a DM on LinkedIn as this is a new service that I offer this year. First come, first service and yes - you can have me as the chair (but don’t have to).
Anyway- coming back to the trend of transparency: as we see more complexity in 2024, the key is not just in making the right decisions but in demonstrating how and why they are the right decisions. Transparency isn’t just about showcasing your expertise; it’s about being open about the process.
Prediction 2: Adaptability in the Age of AI
My second prediction involves the impact of artificial intelligence (AI) on pretty much every industry and profession. AI already has and continues to redefine the way we work, which means we have to rethink how we can create value and adapt.
A WEF research found out that employers estimate that 44% of workers’ skills will be disrupted in the next five years and that is from a study in 2023
The key here is adaptability—and disrupting yourself before you get disrupted by embracing AI, redefining your role and contribution, and finding innovative ways to create value in a tech-centric world.
I think it’s no coincidence that over the last 12 months, I’ve had more Authority brand coaching clients than the 2 years before combined, and I don’t see it slowing down. We all have become so blind to who we are because especially the sandwich generation amongst us have grown up in this very traditional job and work landscape where our path has been given to us in advance.
And now - this all has changed, and we have to redefine what our contribution is beyond the job title and the credentials that often don’t mean much anymore as the knowledge we gained back then isn’t relevant nowadays.
We are joined by a futurist next week, Dr Elissa Farrow who also completed the Brand Strategy Day in December to define and reshape her offers and value creation. She is a futurist and she will share strategies and tactics we can use to think like a futurist so you can also start thinking what your next but definitely not last career looks like.
This is also where I see the rise of advisory boards coming in: SMEs can share their expertise with multiple companies to solve very specific problems rather than working full time for one organisation. I was also listening to a podcast with Dr Ben hamer, who was the former futurist of PwC and the conversation was around the ineffectiveness of having a 5 day working week because monday mornings are usually catch up meetings and chats about the weekend and Friday afternoons are too risky to do deep work as everyone is already in weekend mode so we waste more time in meetings, have more chit chats that may be good for our social fix but not necessarily for productivity. I’m curious where this will go but i have some idea and that brings me into my 3rd and last prediction
Prediction 3: Shaping the Future of Work: Portfolio Careers
My final prediction centers around the future of work. With the rise of AI automating routine tasks, individuals will find themselves with more discretionary time. How will they use it? We predict a surge in the popularity of portfolio careers and a move towards shorter workweeks.
As AI continues to handle repetitive and mundane tasks, professionals will have the opportunity to redirect their focus towards tasks that require a human touch—creative problem-solving, innovation, and relationship-building.
This shift in the nature of work will prompt individuals to reconsider the traditional career trajectory and explore different avenues for their next chapter.
Portfolio Careers: The concept of a portfolio career isn’t anything new and whilst I’ve never not had one and have been talking about them for the last 10 years, it becomes more and more popular as well as necessary in some instances.
One of my amazing long term clients is a risk and compliance consultant and she started teaching Pilates classes at night and on weekends because the interest rates on her house are going up and she is the bread winner so she has to make up for it and this is just one example.
As part of my coaching programs, we are working on different ways to monetise your IP which is backed by your signature framework and can be commercialised through consulting packages, keynotes, courses, training programs, you name it. Whilst it’s also a business development tool because it creates a flywheel, it’s also the best example of a portfolio career. Using either the same skills across different avenues or using different skills across the same or different engagements.
Shorter Workweeks: There have been so many trials on shorter workweeks and big influencers in the online space, from Amy Porterfield to Michael Hyatt just to name a few have moved to a 4 days work week, considering even stepping back to 3 days as they are more focused on proactive in the timeframe. Especially since Covid, the traditional 9-to-5 model has been questioned but again, we just got stuck in the old way of doing things and it took a major shake up for us to change. These days, I can’t think of one person who does work a traditional Mon-Fri, 9-5 routine as they value a more flexible scheduling, and remote work options. And I don’t think this is going backwards anymore.
Entrepreneurial Ventures: We have also seen an increase in entrepreneurial ventures, from being an influencer which - only a few years ago - wasn't a profession and is now one of the fastest growing ones to setting up an online store to selling digital products.
I think that professionals will leverage their skills and interests to create additional income streams and achieve a more holistic work-life integration as they will have more time for it.
So, there you have it—three predictions that will shape the world of authority building in 2024. Transparency, adaptability, and reimagining the future of work will be critical in staying ahead in an ever-evolving landscape.
As always, I encourage you to explore these trends, integrate them into your strategies, and continue building your authority in a changing world.
Which trends, changes and predictions do you have?
I’d love to hear from you! Send me a DM on LinkedIn or even Instagram - I'm trying to get more active on it again ::) And finally- make sure to subscribe to the show as we have a stellar list of episodes and incredible guests coming up in 2024!
With that said- here’s to the biggest and brightest 2024 ahead!
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Want to become the Trusted Authority in your field by building and monetising your expertise?
Here are a few ways you can get started with my resources:
1.) Get your copy of my my book - Trusted Authority - From Technical Expert To Trusted Authority
2.) Book your complimentary 20min Strategy Session
3.) Connect with Petra Zink on LinkedIn
Check out all show notes and further resources over at https://www.impaccct.com