“What we have found, again and again, is that people tend to underperform because they do what is comfortable, what is familiar, or what they desire, rather than what is most important to the organization. The majority of people we have coached believed they were doing the right things, but they did not understand the organization’s top priorities.” -Bill Berman & George Bradt (Influence and Impact, p. 11)
What Influence and Impact by Bill Berman and George Bradt Is About
Influence and Impact by Bill Berman and George Bradt is about how you can overcome the frustration and lack of satisfaction in one’s job by focusing on the job that your company and its organizational culture want you to do. On the inside front cover of the book, it states: “regardless of your formal job description, your real occupation is meeting the needs and expectations of the people around you” (Berman & Bradt, 2021). Excel in your role by discovering and excelling at what your organization needs from you the most. The key is to move beyond job descriptions and focus on the real-time needs and expectations of the people who depend on you every single day.
“. . .people lose their ability to influence others and impact the organization because they are not focused on the most essential, mission-critical business and cultural priorities. They usually do not even know what those are! Often, organizations and managers are not as explicit as they should be about the focus of their employees’ work, the culture of the organization, or their own needs and expectations” (Berman & Bradt, 2021, p. 2-3).
“The really great news is that despite these common challenges, you can enhance your influence and impact by focusing on the mission-critical parts of your role (the business) without anyone explicitly telling you what they are. You can be more effective by learning about and adapting to the behaviors, relationships and mores of the organization (the culture)—or you may realize, after reading the first parts of this book, that it’s just not a fit and you would flourish more in a different organization” (Berman & Bradt, 2021, p. 2-3).
Berman and Bradt (2021) wrote: “For a large majority of people, the struggle to have influence or impact and satisfaction in their work comes, not from external factors, but rather from something that they are able to manage and change” (p. 2).
“What has become clear to us, through our work with people from CEOs to first-line managers, and even individual contributors, is that many people are unintentionally misunderstanding critical aspects of their job. When organizations send clients to us for executive coaching or onboarding, we look carefully at how they spend their time, how they think about their job, and how they do that job” (Berman & Bradt, 2021, p. 2).
“Many times, we find that they are not focused on the essential elements of their job. They may be doing someone else’s job unintentionally. They may be trying to do their colleagues’ jobs, either implicitly or by making a premature power grab to take on greater scope or responsibility. Sometimes, they are only doing one part of their job—the part they like, or the part that is most familiar” (Berman & Bradt, 2021, p. 2).
“What is influence? What is impact? How are they different? Influence is the indirect or intangible effect you have on others, based on what you do, how you do it, how you communicate it, and who you are. Impact is the direct and observable effect you have on the entities you deal with—your manager, your team, your organization. We are particularly focused on helping you improve the effect you have on others—your influence—in ways that result in a significant or major effect on your manager, your team, and your organization—your impact. This is the key to professional success in organizations: Doing the job that is needed, in the way that is needed, consistently and effectively” (Berman & Bradt, 2021, p. 3).
“People work for different reasons. For some, it is simply to have enough money to live their life the way they want. For others, it is a passion, something they do to feel fulfilled. But whatever the reason, having influence on others, and an impact on the organization you work for, is going to make you feel good about what you are doing. One of the major sources of job satisfaction is feeling that you make a difference, that you have an effect on the people you work with and the organization you work for. Whether you are looking to climb the corporate ladder, or find gratification in your current job, having influence and impact on others will boost your happiness and gratitude” (Berman & Bradt, 2021, p. 3).
Under the heading, “What Gets in the Way?” Berman and Bradt (2021) wrote:
“So, what is the disconnect between you and what your organization needs from you most? What causes you to feel stuck, or stalled, that you aren’t having the impact you want? How can you bring more value to your company and meaning for yourself? In many situations, you are making one or two simple but consequential mistakes: You are not focused on the mission-critical parts of your responsibilities, or you are not doing them in the way that the organization can understand and embrace” (p. 11).
“What we have found, again and again, is that people tend to underperform because they do what is comfortable, what is familiar, or what they desire, rather than what is most important to the organization. The majority of people we have coached believed they were doing the right things, but they did not understand the organization’s top priorities” (Berman & Bradt, 2021, p. 11).
You can enhance your influence and impact by identifying and consistently focusing on the mission critical parts of your role and the essential aspects of the culture of your organization. The steps to building your influence are (Berman, 2021):
- Start by learning about yourself – your strengths, your values, and your preferences.
- Learn about what your job really is – by having conversations with stakeholders (including your manager) and observing yourself, your manager, and your colleagues carefully.
- Understand the culture of your organization – by listening, observing, and reflecting on your actions and attitudes relative to others.
- Write out your working job description – the one that others need from you, not what you think it is.
- Decide if you want to commit to that job. If you do, then make a plan to adjust to what is really expected. If you do not, consider what alternatives there may be, in your organization or somewhere else.
Your Framework (your working job description of what’s essential to your job) Should Explain (Berman & Bradt, 2021, p. 60):
- What drives our work? What matters to the organization? To the owners?
- What are the norms, rules-of-the-road, and operating principles? How do people interact, make decisions, allocate resources?
- What is your manager responsible for? How are they evaluated?
- What does your manager need and expect from you? What can you expect from your manager, based on your data?
- What do your stakeholders need from you? What do you need from them?
- What is your working job title, which accurately describes your responsibilities, independent of what your organizational title is today?
- What are your essential priorities?
- What do you need from your team? What does your team need from you?
“[Y]ou may realize that you are struggling because what is expected and needed by your organization does not fit with your strengths, values, and interests. This will lead to the big decision you have to make . . . Do I stay and commit? Or do I look for something different?” (Berman & Bradt, 2021, p. 60).
“Part I [The Disconnect: What Your Organization Wants You to Know (But Hasn’t Told You!) (includes Chapters 1 and 2)] explains what you are doing that interferes with your influence and impact, why that is hurting your job satisfaction, and how to resolve it. We help you identify what distracts you, and why. Once you understand the disconnect between what you are doing and what the organization needs, you can commit to making the changes that will allow you to succeed, flourish and be recognized for doing important work” (Berman & Bradt, 2021, p. 4).
“Part II [The Solution: Discover Your Levers of Influence (includes Chapters 3, 4, 5, and 6] is designed to help you sort out what your boss, your team, and your organization really need from you, both from a business and a cultural perspective” (Berman & Bradt, 2021, p. 4).
“Part III [Plan A: Grow Your Influence and Impact (includes Chapters 7, 8, and 9)] describes the path you take if you want the job you are in. This section takes you through the nuts and bolts of creating a Personal Strategic Plan to implement critical changes to your priorities, tone, and behavior . . .” (Berman & Bradt, 2021, p. 4).
“Part IV [Plan B: If You Don’t Want This Job, Find a Better Fit (includes Chapters 10, 11, and 12)] is the path you take if you realize that the real job your organization wants you to do is not what you want or can do. For some people, they really like the organization they work for, but the specific job is a bad fit, or they just can’t find a way to work happily with their manager. For others, this process helps them to realize that both the job they are doing and the context in which they work are not acceptable to them” (Berman & Bradt, 2021, p. 5).
Part V [Helping Others Build Their Influence and Impact (includes Chapter 13)] is “a primer for managers who want guidance on how to coach others to great influence and impact . . . . [It] is designed to help you guide your people toward what you and your organization need from them the most” (Berman & Bradt, 2021, p. 5).
WHAT’S OK BUT COULD HAVE BEEN BETTER
The “Key Takeaways” at the end of each chapter is OK but way too short. I would have liked to see a much more comprehensive summary instead of a way-too-brief 3-5 sentences paragraph.
WHAT I DISLIKED
The use of font sizes is very inconsistent and the line spacing is very poor. The font size is too small for the body text and should have been larger. The font size is too large for the chapter title (as in bizarrely large) and should have been much smaller. Also, it would have been better to reverse the font sizing and swap out the sizing use in the References section for the font size used in the body text.
As I thumbed through the physical copy of the Influence and Impact book, (I do this when I first look at a book), I noticed how tightly packed the fonts were. Although a book review should never be about the style and appearance of the words (e.g., font styles & sizes and use of spacing) on the pages of a book (i.e., its “typography”), it’s worth pointing out, however, that typography impacts readability. In Influence and Impact, the small type (or font) size and the tight line spacing combined made it challenging to read.
In fact, the book itself is quite short at 181 pages (not counting References and Index), but it feels much longer and heavier due to its tight layout, smaller font size, and poor use of spacing. I mostly find this layout and typography in college textbooks so I was quite surprised to see it used in a business book. Rather than packing everything so tightly into 206 total pages, it would have been better had the publisher and authors stretched it out to 236 pages by using a larger body text font size, better line spacing, and better layout (translation: make it look less like a college textbook). Strangely, the chapter title font size is HUGE!
This regrettable flaw — the dreadful typography — makes the reader “work” to read it, instead of making it enjoyable to read. I truly hope this will be corrected in future updates. That said, when I focus and block out the distracting layout with its small font sizing and poor line spacing, it’s actually chock-full of goodness!
Indeed, good typography can mean the difference between a visually great reading experience, a mediocre, or even a terrible one. I’ve picked up and quickly put down books before based solely on a quick glance of its layouts, spacing, and fonts — in other words, the typography.
WHAT I LIKED
I absolutely loved Chapter 13. A Primer for Managers. In four pages, Berman and Bradt provided a CliffNotes version (i.e., a short summary) to business managers and leaders on how to execute and apply the actionable insights they shared throughout the book. All business books should have a section like this!
Here are two valuable tips to help their team members improve their influence and impact:
“The first step in improving others’ influence and impact is finding out what their job really is supposed to be. If you take the time, you and your colleagues can tell them most of the information they need. Other information is best obtained by encouraging them to observe what people do, how they respond, who succeeds and who struggles. What are their essential priorities? Are they totally focused on those priorities? What do they need from their team? What does their team need from them?” (Berman & Bradt, 2021, p. 178).
“Help them know the business. To ensure they understand what the organization is all about, give them access to documents, including the organization’s mission, vision, and purpose, business strategies, cultural norms, and the like. It is surprising how few people pay attention to a public company’s financial statements or attend to quarterly reports. This is one of the best ways to help them think about the larger goals and objectives” (Berman & Bradt, 2021, p. 178).
I also liked a few, but not all, of the guest contributors sections (like Leo Flanagan, Hy Pomerance, and Joe Garbus). The stories provided by Flanagan, Pomerance, and Garbus offered real-life examples and further enhanced each of the respective chapters in which they were featured.
Here’s an example. For Chapter 10, Leo F. Flanagan, Jr., Ph.D., shared a great story about “Jim” a VP of Finance, who took a CFO job in Chicago, IL. The catch was that he and his family (including wife and 3 teenagers in high school) lived in Scotch Plain, NJ.
Jim thought he could juggle family priorities with his work priorities but soon discovered that he really struggled to do both. He wanted to be there for his kids for their sporting events and he wanted to be available to his CEO for any urgent meetings. He thought that by taking a “super-demanding job half-way across the country,” he could “still be connected to my kids.” So how did that work out for Jim? “My kids and wife feel I let them down. It turned out that for the CEO ‘getting the job done’ meant being available and focused seven days a week. It didn’t work at all—for anybody.”
After being fired from his CFO role, he had a chance to reset his priorities. “Jim took a job as controller of a pharmaceutical company 40 minutes from home. He invested in rebuilding his relationships with his wife and kids. He got to the office every morning by 7 a.m. to ensure he could leave in time for any of his kids’ events, with the blessing of his CFO and the support of his admin” (Berman & Bradt, 2021, p. 144).
Influence and Impact by Bill Berman and George Bradt is a FANTASTIC book that’s packed with useful and actionable insights. The tips and strategies offered throughout make this book a “must have” for leaders, managers, employees, and those about to enter the workforce. Influence and Impact is great for any professional, at any level (whether you’re an executive, manager, or frontline employee), who want to get a better understanding of what is expected and needed of them. You will gain and exert influence and impact when you’re able to focus on the most essential, mission-critical business and cultural priorities as well as meet the needs and expectations of your managers, stakeholders, coworkers, and teams! The key to your professional success in your organization is to effectively and consistently do the job that is asked of you and to do so in a manner that is needed. In tandem with this is the understanding and development of your influence (the effect you have on others) and your impact (the effect on your manager, your team, and your organization).
Written By: Steve Nguyen, Ph.D.
Leadership & Talent Development Consultant
Berman, B. (2021, June 21). What Your Organization Really Needs from You: Influence and Impact. https://www.leadershipnow.com/leadingblog/2021/06/what_your_organization_really.html
Berman, B., & Bradt, G. B. (2021). Influence and Impact: Discover and Excel at What Your Organization Needs From You The Most. Wiley.
Disclosure: I received a hard copy of Influence and Impact as a complimentary gift in exchange for an honest review.