Most people take their lead from others. The people who do the leading have influence – even though they may not buy the products they are influencing others to buy.

• Every industry has fashions and people who inspire those trends.
• Every opinion trend was first voiced by someone who others were listening to.
• Every new product or service was pioneered by someone others followed.
• And every market is governed by rules and conventions set – very often – by people who are not producers or buyers in the market.

Who are these influencers? For all our scorn, they are often politicians. For all our indifference, they are often church leaders. Among the most powerful influencers are not-for-profit organisations. Count in celebrities, actors, musicians, sports stars and journalist.

Don't overlook the local but immense power of the person who organises Parents and Citizens at your school, cabbies and talkative posties, people who ring talk-back radio, doctors and people with professional qualifications.

In fact, the only organised group that has conspicuously low influence across the board is business. Business used to have influence but has blown it through greed, corruption and stunningly poor management performances.

Who your influencers are will vary with market to market, but knowing them and reaching them with your input to their message can be a powerful marketing tool and edge.

Glide Strategic can help identify and reach your key influencers.