{"href":"https://api.simplecast.com/oembed?url=https%3A%2F%2Famandas-playbook.simplecast.com%2Fepisodes%2Fthe-word-that-drives-me-crazy-vaMZstXj","width":444,"version":"1.0","type":"rich","title":"The Word That Drives Me Crazy","thumbnail_width":300,"thumbnail_url":"https://image.simplecastcdn.com/images/6623e76f-93e5-4ec1-8b0c-20fa30b28adb/ca434378-6168-4923-b20c-b22e6a8f52d2/251bba85e91dbae890d060139ecb3049.png","thumbnail_height":300,"provider_url":"https://simplecast.com","provider_name":"Simplecast","html":"<iframe src=\"https://player.simplecast.com/25671336-3118-4f00-b146-78df6a5d6780\" height=\"200\" width=\"100%\" title=\"The Word That Drives Me Crazy\" frameborder=\"0\" scrolling=\"no\"></iframe>","height":200,"description":"The word influencer built my career — and now, I hate it.\nHere’s the truth: what most people call “influencer marketing” is just advertising in a social media costume. Follower counts. Engagement rates. Cost-per-post. None of that is real influence.\nReal influence is the ability to cause action.\nIt’s awareness + ability.\nIt’s Oprah’s Book Club sticker, Sequoia’s stamp, Michelin’s stars.\nThe smartest brands don’t buy followers.\nThey build proximity to trust.\nIn this episode, I’ll break down the big misconception about influence, why brands are wasting millions chasing the wrong thing, and how to shift from transactions to relationship architecture.\nIf you want to stop chasing metrics and start creating gravity, this one’s for you."}