What Most Leaders Get Wrong About Influence

I’ve been in the publishing business a long time. I’ve sat across the table from leaders, pastors, executives, and consultants—bright, driven people with a story to tell. And more often than not, they come in thinking a book is the answer to their influence problem.

They think publishing a book will change everything.

It won’t.

Leadership isn’t about writing a book. It’s about having something to say that people can trust—and more importantly, something they need to hear.

The Visibility Mirage

We’re told we need a platform. We’re told we need to “build a brand.” So we create content. We self-publish. We launch. We post. We speak. And still—nothing moves.

Why?

Because we’ve confused visibility with value.

Today’s tools—digital publishing, self-publishing, podcasts, webinars, reels—make it easy to be everywhere and nowhere at the same time. You can print a book, sell five copies, and still call yourself an author. But if your message isn’t clear, if your ideas don’t resonate, the market will show you the truth.

Believe me—I’ve seen it happen again and again.

The author pours their heart out, uploads the manuscript, hits “publish,” and then… silence.

No audience. No demand. No impact. Just expensive inventory.

That’s because they skipped the hard part: crafting a message that solves real problems. A message that serves. A message that’s earned.

Influence Isn’t a Microphone

Look, I’m a publisher. I’m in the business of books. But if you walk in thinking a book alone will create your influence, I’ll be the first one to stop you.

You don’t need a book to lead. You need leadership to write a book that matters.

And real leadership doesn’t come from a mic. It comes from doing the work behind the scenes—when it’s not sexy, when it’s not trending, and when nobody’s clapping. That’s where your credibility is forged.

The best authors I’ve worked with didn’t set out to be authors. They set out to solve problems. To disciple people. To help their church grow. To serve a market. To build something worth passing on. The book just became a vehicle for that.

Whether in public speaking, Christian media, or content creation, influence follows action—not the other way around.

The Self-Publishing Setup

Let me level with you: self-publishing works—for some people. But for most, it becomes a way to shortcut a process that was never meant to be rushed. You can skip the gatekeepers, but you can’t skip the groundwork.

You want to sell your book? Great. Then start by building an audience. Start with a clear message. Get your hands dirty in the marketing. Learn what book marketing really requires. That’s the difference between a hobbyist and a leader.

Because without a plan, you’re not building a platform. You’re buying paper.

At Leadership Books, we’ve built author services that help avoid that trap. Not because it’s profitable—but because it’s responsible. Publishing without strategy is like launching a product you’ve never tested. You might get lucky, but chances are, you won’t.

What Real Leaders Actually Do

The leaders I admire don’t wait for an invitation. They move. They make mistakes. They listen. They refine. And over time, their clarity becomes contagious.

I’ve worked with entrepreneurs who turned one story into a six-figure consultancy. I’ve helped pastors who went from burned out to building something that outlives them. I’ve watched faith-based leaders build sustainable momentum not by doing everything—but by doing the right things consistently.

That’s what discipleship looks like. That’s what church growth looks like. That’s what innovation really means in our space.

It’s not flashy. But it works.

Stop Waiting for a Platform

You don’t need a bigger platform to lead. You need to lead better with what you already have.

That means tightening your message. Sharpening your delivery. Saying less, but saying it with weight. That’s communication. That’s business development. That’s the kind of leadership people follow.

Whether you're headed to a book fair, teaching a workshop, or preparing to publish, ask yourself this: Would I follow me?

If the answer’s yes—great. Let’s get that message out there. If it’s no—then do the work to get there. Either way, the time to start is now.

About the Author

Michael Stickler is the publisher of Leadership Books and a straight-talking guide for authors, speakers, executives, and ministry leaders ready to grow their influence without compromising their convictions.

He’s also the author of Invisible to Viral, a practical guide to building a meaningful platform, one clear message at a time.

Claim your free copy at InvisibleToViral.com (just cover shipping).