Become a "Prominent Person of Impact" (PPI) | This New Marketing & Sales Role Will Be the Most Desired Role for Every Brand

This Innovation Is Evolutionary not Revolutionary | It Doesn't Cause Disruption-It Creates Clarity

Yes, this role is innovative and will redefine current marketing and sales roles, period. Our economy has entered the digital era and the most shocking aspect of this is that many businesses are either unaware of this seismic shift, or are ignoring the emerging trends hoping things will return to "normal." Not going to happen!

Have you ever had a bottle of water that seems to leave a wet spot everywhere you set it, but the amount of moisture is so minor that you tell yourself it's just condensation, but eventually you realize the water level in the bottle is dropping and it must be an actual leaking bottle. Of course by the time you come to this realization half the bottle is gone and you have spent the last half hour wiping up wet spots. This is what is happening to those businesses that choose to look the other way and not acknowledge our shift into a digital economy.

The old top-down method of marketing and sales just isn't that effective anymore. The return on investment continues to get smaller every quarter. Without developing the role of the PPI, revenue and profitability will continue to leak until it becomes apparent the ship is sinking.

The digital economy wants to run on ecosystems not aggressive, cold-calling, ram it down the throat, marketing campaigns. I believe this to be true because the evidence is all around us, traditional marketing and sales roles are becoming obsolete. It's hard to justify multiple six-figure salaries when quarterly sales continue to shrink. The new role that is rising in prominence and solving for the seismic shift is the Prominent Person of Impact (PPI).

We know leadership is scared of disruption, the old... "...if it ain't broke don't fix it." mantra, but this isn't going away and the longer an organization waits to develop this role the further down the slippery slope they will slide, (read the case study about New Balance Athletic Shoes). The PPI role is not a disruptor if implemented properly, it is however, a game changer!

Personal Brands Must Also Adopt the PPI Role

If you are serious about building a personal brand or leading your company into the future, embracing the PPI role is non-negotiable! This is what inspired me to write this series of articles with the 5 step "quick start" guide.

If you just follow these five steps, all of which are easy and do not require perfection merely the willingness to make the effort you will be well on your way to developing yourself into a Prominent Person of Impact (PPI).

Just complete the five steps and rinse and repeat on some sort of consistent calendar and you'll be miles ahead of the masses that are currently being left behind. You've actually already done the hard part, you have acquired the necessary amount of self-awareness needed to recognize a major change has happened and a new strategy is needed, and you found your way here, to this article - that's amazing! The five steps is the easy part, just believe in yourself, you absolutely are every bit as capable as anyone else, you just need to execute like a boss!

So, very briefly, let's just review the steps that have brought us to Step 4:

1. STEP 1 - Define the Business Purpose of Your Brand: This is where you decide who your brand will serve. Hopefully asked yourself the important questions like; Why am I building this brand? Who is it for? See the article entitled: You Know You Need Change | Change Only Happens When You Take Action - Dated 4/21/25 Follow the link: https://www.linkedin.com/posts/joe-nortrup-24254815b_learnhowtobuildabrand-brandbuilding-brand-activity-7320053876936577024-s0ZY?utm_source=share&utm_medium=member_desktop&rcm=ACoAACZYZ1IBGPp3ztImF6PRQAflUSWQxPU5rvI

2. STEP 2 - Create a Starter Offer: This step taught why and how to create your first offer as an exercise so you can start getting reps right away doing the "thing" that will turn your brand into a business. See the article entitled: Step 2: Create A Starter Offer | Start Small, Learn Fast, and Build Smart - Dated 5/5/25 Follow the link: https://www.linkedin.com/posts/joe-nortrup-24254815b_buildyourbrand-buildapersonalbrand-makeanoffer-activity-7325265595124322304-7yLQ?utm_source=share&utm_medium=member_desktop&rcm=ACoAACZYZ1IBGPp3ztImF6PRQAflUSWQxPU5rvI

3. STEP 3 - Pick One Channel to Show Up On: This article discussed how you can choose the best option suited for your ability to produce consistent content and why showing up every week is crucial during the building phase. See the article entitled: What If Showing Up Once a Week Could Change Your Career Forever? - Dated 5/17/25 Follow the link: https://www.linkedin.com/posts/joe-nortrup-24254815b_buildyourbrand-buildapersonalbrand-makeanoffer-activity-7329537493605711872-kmdw?utm_source=share&utm_medium=member_desktop&rcm=ACoAACZYZ1IBGPp3ztImF6PRQAflUSWQxPU5rvI

What Is a PPI?

A Prominent Person of Impact becomes the public face of the brand for either a personal brand or a business. This isn't a "figurehead" type of role this is a position of "engagement", they become the human engine of trust, connection and narrative. This is a high energy, active role that brings value first and often, making their engagement with customers effortless and relevant because it is substance based, not high-pressure sales tactics.

Through informative content like videos, livestreams, and thought-leadership content, including "intellectual property" the PPI communicates to the consumers that come into the ecosystem what the brand is, what the brand stands for, and why it matters.

Instead of pushing products and services, the PPI pulls people into a story or narrative worth believing in. In this digital economy attention is the new currency, trust is the commodity, and authenticity is the driver, the activities associated with the PPI are what produce these digital metrics. Cold outreach and faceless advertising cannot replicate this result.

Apply PPI to a Personal Brand

So, if you're building a personal brand you are the PPI by default. The followings steps are how you can step into that role:

• Show Up Regularly: Weekly content isn't optional - it's essential. Write articles, or be on video, be on audio, just "be" in front of people.

• Lead With Your Values: Don't just talk about your work - talk about your "why." That is what builds resonance and magnetism.

• Educate & Inspire: Become the go - to voice in your niche. Use your platform to teach, uplift, and challenge others to think differently.

• Collaborate Publicly: Spotlight others. Co-create content. Build in public. This amplifies your voice and your reach while anchoring your influence in community.

Apply the PPI Role to a Business

For companies the PPI role isn't a "would be nice to have"- it's a strategic imperative!

• Assign or Develop a PPI: This could be the founder, CEO, or another charismatic leader within the organization. Someone needs to become the "voice" of the brand.

• Support Them with Systems: Make content creation easy. Build them a studio. Create a publishing schedule. Give them a team if needed.

• Position the PPI at the Forefront: Feature them in ads, sales videos, webinars, partnerships. Let the audience associate the brand with a real person they trust.

• Make the PPI Part of the Customer Journey: From discovery to decision the PPI should be present - humanizing the process and deepening engagement.

Why this is important is because the modern economy and the future of business will be built squarely on people and their relationships in business and brand, not on products and services alone. The PPI role is the antidote for what is ailing traditional business models.

Next, in Step 5 we will discuss how to leverage strategic partnerships to supercharge your growth and collaborative potential.

CTA - Meanwhile If You Want to Get the Edge

If you want to accelerate your learning and have the complete framework for implementing this role as part of your brand invest 15 dollars in a copy of the book or the e-book for 5 bucks, go straight to chapter five and get started. For the price of a couple latte's you can own the playbook and leave your competition in the dust. Follow the link.

https://www.amazon.com/dp/B0DXF5RCFM Link to the book changing marketing and sales forever!

Thanks for reading! If you appreciate the work and effort that goes into these article don't be afraid to reach out and let me know. Hope this information energizes you to get excited about these positive changes that are happening in business today.

Joe