Key Person of Influence

Scale your impact by transforming thought leadership into actionable change

Introduction

Sustainable innovation isn’t enough on its own; it must reach a tipping point. Whether it’s regenerative agriculture, clean energy, or circular economy models, bold ideas need to move beyond early adopters to reshape entire industries. Becoming a Key Person of Influence (KPI) isn’t about self-promotion—it’s about building trust at scale and creating momentum for change. When the right people champion an idea, it moves from the fringes to the mainstream. KPIs don’t just share ideas; they shift industry narratives, shape policy, and influence markets to drive adoption. 

A Key Person of Influence is someone who builds trust at scale. They listen deeply, connect ideas across disciplines, and turn complex topics into movements people rally behind. Doors open for them not just because of what they do, but because of who they are. Originally designed as a business growth strategy, the KPI framework, developed by Daniel Priestley, centers on five pillars: Pitch, Publish, Product, Profile, and Partnerships. Applied to responsible innovation, these elements become levers for scaling impact—attracting investment, shifting policy, and embedding change into industries.

When to use this practice

Becoming a Key Person of Influence is especially useful when:

  • You want to challenge dominant industry narratives: Industries resist change when outdated thinking goes unchallenged. KPIs introduce new mental models through thought leadership, shaping conversations in boardrooms, media, and policy circles before regulation catches up.
  • Your industry is stuck in an outdated model: Change is coming—either you lead it, or someone else will. Becoming a KPI lets you set the rules and influence industry standards before they’re imposed on you.
  • Adoption is slow, despite a breakthrough innovation: Trust and inertia slow adoption. Becoming a KPI builds credibility, reduces risk, and positions your solution as the obvious next step.
  • Your expertise needs a bigger platform: Insight without amplification has no impact. KPIs don’t just publish, they provoke, turning deep expertise into widely discussed ideas that shift public perception and industry direction.
  • You need to attract the right partners and investors: KPIs don’t chase investors; they magnetize them. Position yourself as the trusted voice of a movement, making you impossible to ignore.

How to develop this practice

To become a Key Person of Influence, you must master these five areas:

1. Pitch: make your vision contagious

A great pitch doesn’t just explain—it reshapes how people think. It turns something they barely considered in the morning into a belief they can’t ignore by night. The goal isn’t one conversation; it’s shifting minds at scale. Focus on platforms like podcasts and webinars to reach thousands in hours, opening doors for deeper, high-value discussions.

Gaya Herrington, a renowned sustainability researcher and wellbeing economist, exemplifies this approach. She doesn’t merely suggest, “We need to rethink economic growth.” Instead, she compellingly argues, “Our relentless pursuit of growth is undermining both human and ecological well-being. It’s time to redefine progress to prioritize what truly matters.” Her message has sparked global discussions, challenging entrenched economic paradigms and advocating for a shift towards a wellbeing economy.

🔗 For more on crafting a compelling narrative, see Sustainable Storytelling in the Artist craft.

2. Publish: turn ideas into assets that work for you

Publishing isn’t about chasing trends—it’s about owning a space. The more specific your expertise, the more authority you build. Instead of competing for attention, create ideas that outlive you through books, blogs, reports, and videos. True KPIs don’t just sell ideas; they seed them into the right minds, knowing that influence flows back organically. The key is to shape conversations, not content, introducing new questions and frameworks that challenge assumptions.

Hans Stegeman, Head Economist at Triodos Bank, is a prime example. His opinion articles in financial newspapers and thought-provoking LinkedIn posts challenge mainstream economic thinking, making sustainable finance a widely discussed topic. By consistently publishing sharp insights, he forces financial institutions to engage with regenerative and long-term economic models.

3. Product: build an ecosystem that makes you indispensable

The strongest KPIs don’t just sell products—they create ecosystems that embed their thinking into their industry. A book isn’t just a book, it’s a gateway to courses, consulting, and keynotes. A framework isn’t just an idea, it’s a structured system that others rely on. By designing interconnected offerings, KPIs ensure their influence isn’t fleeting; it’s baked into how their field operates.

John Fullerton’s Regenerative Economics isn’t just a concept—it’s a full ecosystem of courses, books, and advisory work, making his ideas unavoidable in the world of sustainable finance. Through The Capital Institute, he has built a structured, scalable framework that influences investors, policymakers, and business leaders, ensuring his economic model isn’t just a theory but a system others can apply.

🔗 For more on designing scalable influence, see Build Your Business Flywheel in the Catalyst craft.

4. Profile: make your reputation work for you

If someone Googles you and finds nothing, you’re invisible. A strong profile isn’t about vanity—it’s about being discoverable when the right opportunities arise. The most powerful voices don’t just attract attention; they set the industry standard. Your online presence should confirm your expertise before you even enter the conversation.

Gabe Brown, a pioneer in regenerative agriculture, is a prime example of a KPI whose profile shapes an industry. His book Dirt to Soil and his presence in documentaries, research papers, and keynote events make him an authoritative voice in sustainable farming. His name is synonymous with soil health, influencing farmers, investors, and policymakers worldwide.

5. Partnership: scale faster by aligning with the right people

No one changes an industry alone. The most influential KPIs align with top performers who bring complementary strengths, leveraging networks, expertise, and credibility to drive systemic change faster. The fastest way to scale isn’t by building everything yourself but by partnering with those who already have the missing pieces—distribution, investment, or influence. The best partnerships aren’t transactional; they create mutual necessity, ensuring both sides achieve more together than they could alone.

Kate Raworth’s Doughnut Economics became more than an idea when Amsterdam integrated it into city planning. This wasn’t just a collaboration—it was a structural shift in urban policy. By partnering with policymakers, she ensured that her model wasn’t just discussed; it was implemented, turning theory into practice and influencing how cities worldwide approach sustainability.

🔗 For more on forming high-impact alliances, see Partnering in the Convener craft.

Benefits of this practice

Mastering the KPI approach results in:

  • Faster adoption of responsible innovation. Bold ideas often feel risky. KPIs build trust, shift narratives, and make change feel inevitable.
  • Credibility that moves industries. Being respected isn’t enough. KPIs shape policy, investments, and the direction of entire fields.
  • Stronger partnerships and funding. Big ideas need backers. KPIs attract funders, institutions, and allies who can help push them forward.

How to take this further

  • Start sharing insights. Write, speak, and engage in public discussions to shape the conversation in your field.
  • Turn your expertise into a toolkit. Think beyond products. What system, method, or framework can others adopt and apply?
  • Collaborate with established voices. Partner with respected organizations to expand your influence and credibility.
  • Leverage digital tools. Use courses, whitepapers, and online assets to scale your message without scaling yourself.

By embracing the Key Person of Influence approach, responsible innovators ensure their ideas don’t stay niche—they become the new standard.

Resources and references

  • Daniel Priestley: Developer of the KPI framework, focusing on Pitch, Publish, Product, Profile, and Partnerships.
  • Gaya Herrington: Sustainability researcher and wellbeing economist known for her work on redefining economic growth.
  • Hans Stegeman: Chief Economist at Triodos Bank, recognized for his contributions to sustainable finance and post-growth economic models. 
  • John Fullerton: Founder of The Capital Institute and proponent of Regenerative Economics, offering courses, books, and advisory services.
  • Gabe Brown: Pioneer in regenerative agriculture, author of Dirt to Soil, and influential speaker on sustainable farming practices.
  • Kate Raworth: Creator of Doughnut Economics, integrated into Amsterdam’s city planning to promote sustainable urban development.
This Leadership Practise is filed under:
Business

Get your innovation score

In just 2 minutes, answer 16 questions and unlock a roadmap that clarifies your innovation approach, strengthens execution, and aligns your team.

Explore other relevant Leadership Practises