Key Person of Influence: At the center of every industry, you will find an inner circle of people who are the most well-known and highly valued people. They are the ‘Key People of Influence’.You probably already know of these people in your industry: Their names come up in conversation… for all the right reasons. They attract a lot of opportunities… the right sort. They earn more money than most… and it isn’t a struggle. They can make a project successful if they are involved… and people know it.

Key People of Influence enjoy a special status in their chosen field because they are well connected, well known, well regarded, and highly valued. They get invited to be a part of the best teams and projects, and they can often write their own terms. Key People of Influence also have more fun. They get invited on trips away. People buy them dinner and drinks and give them VIP treatment. They are treated with respect, and others listen when they speak.

These people are in demand; they don’t chase opportunities, they curate them.

People think that it must take years or decades to become a Key Person of Influence (KPI). They think that KPIs need degrees or doctorates. They think KPIs must be gifted or from a wealthy family.

While time invested, qualifications, talents and a wealthy family are helpful, they are not a reliable way to make yourself a Key Person of Influence.

There are plenty of people who have been in an industry for years who are not a Key Person of Influence. There are plenty of MBAs and PhDs who are not yet KPIs. There are people with talent and people born into privileged families who aren’t KPIs either.

And then there are the unusual stories like Daniel.

Daniel arrived in the UK with little more than a suitcase and a credit card in 2006. I knew no one, and I didn’t have a big budget to start my business.

Within a year, people started calling me one of the most connected entrepreneurs in London. Along with my partners, I built a business turning over millions, and I could get on the phone to any of the other high-flyers and heavy-hitters in my industry within a few calls.

All this is in London; a big city that is known for being difficult to

break into the established networks. I was told it would take years to be accepted into the right circles and I was unlikely to be given any special treatment. I was told that London is a difficult city in which to achieve success in a short space of time.

How wrong the critics were. London works like any other city in

the world because it is full of people, and people everywhere

respond to the ideas I talk about in this book.

Key Person of Influence

People all over the world respond to the method we will discuss in the coming chapters. It’s a method based on clearly communicating your value and packaging it in a way the market finds desirable.

The principles in this book have been tested across more than fifty different industries, in over a dozen countries, by 1000+

entrepreneurs and leaders; they have proven to be universal.


It’s not difficult to become a Key Person of Influence within your industry in the next twelve months if you take the steps set out in this book, in the order, they are prescribed and you implement them at a high standard.

If you do, you won’t need to do more university training or spend decades climbing corporate ladders. You will become a Key Person of Influence in your field very fast.

The hidden theme

This book contains powerful ideas, the chapters are set out in a particular order for a reason. I’m going to give you a five-step

the sequence that will fast-track you towards ‘KPI status’. The theme is pretty obvious.

Behind the obvious theme of this book and the five-step KPI

Method though, there is a hidden theme. There is a story behind the story, you could say. It’s more powerful than anything I say in this book overtly. It’s not a secret, but it’s still hidden from most people.

When it becomes obvious to you, you will recognize it with a gut reaction. This hidden theme will click a lot of ideas into place quickly, and it will trigger a rush of energy and insights. You might sit up through the night ‘working’ and still not be tired.

If you spot this hidden theme, you will find it easy to earn more

money and you will discover some very exciting trends that are

already close to your heart. Your future will become crystal clear and you will know your next steps.

This theme is hidden from most people only because they are too close to it. It’s worth taking the time to discover it though.

Maybe you will discover it the first time you read this book, maybe on the fifth time. Maybe it will hit you in the shower one morning and then you will re-read this book to confirm it.

Either way, don’t give up on getting the real message; all the juice is in ‘the story behind the story’. It’s in the chapters that you haven’t examined that will point the way.

You might think that the chapters are out of order or that there are too many or too few. You might think that I haven’t told you about the chapters you haven’t seen yet. None of this is the case.

All the chapters are there for you to explore, and when you can

connect the dots you will step into the realm of the true KPI.

You will never fear not having money or influence again.

You will already have everything you will ever need.


Before you can become a Key Person of Influence “You have to pick something that you are going to become known for and you need to start promoting it and turning money away anything that isn’t quite right”. Basically, you need to choose your niche and Daniel actually encourages you to choose a micro-niche. He states that “From a tiny micro-niche big things can grow, but it almost never happens that a business sets out to please everyone and actually achieve it”. So once you know the micro-niche you want to become a Key Person of Influence in the real work starts.

The Five-Step Method is:

  1. Pitch
  2. Publish
  3. Product
  4. Profile
  5. Partnership

PITCH is about being able to communicate your message.

PUBLISH is about writing a book.

PRODUCT is about having products that people can buy and creating a product ecosystem.

PROFILE is about making sure you have a great online presence. PARTNERSHIP is about working with others to expand your reach and raise your profile.

The book is divided into 3 parts:




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