In a recent LinkedIn post, Anifilipova delves into the nuanced layers of influence, offering a practical framework for professionals aiming to amplify their impact beyond mere self-promotion. Drawing parallels to Oscar Wilde’s famous quip about the perils of public perception, Anifilipova posits that building genuine influence requires a strategic approach that extends far beyond the initial articulation of one’s message.
The core of Anifilipova’s argument centers on a three-layer model of influence, a concept she introduces as a “cheatsheet” for understanding how influence truly operates in professional spheres. She highlights that most individuals tend to focus exclusively on the first layer, overlooking the more potent, albeit less obvious, subsequent stages.
“The only thing worse than being talked about is not being talked about.” — Oscar Wilde said that sometime in 1890s. He was right. But he didn’t leave a manual. So here’s mine – all described in the cheatsheet.
Layer 1: The Craft Layer – What You Say
Anifilipova identifies the first layer of influence as “What you say.” This, she explains, is the fundamental “craft layer” – the substance of one’s message, expertise, or offering. While crucial, Anifilipova emphasizes that mastering this layer is merely the “entry ticket to the game.” It’s the essential foundation, but it’s insufficient on its own to build lasting or widespread influence.
Layer 2: The Discipline Layer – How Often You Say It
The second layer, according to Anifilipova, is “How often you say it.” This “discipline layer” is where many professionals falter. Anifilipova observes that individuals often cease repeating their message once they themselves grow tired of it. However, she argues, this is precisely the point where their audience is only beginning to register and internalize the information. Consistent communication, even when it feels repetitive to the sender, is vital for audience recognition and retention.
The majority of people stop repeating an idea when they are bored with it. The problem is that their audience is only just starting to recognise it.
Layer 3: The Amplification Layer – Who Repeats It For You
The most critical, yet often neglected, layer of influence is the third: “Who repeats it when you’re not there.” Anifilipova asserts that this is the layer that “does all the heavy lifting” in establishing significant influence. This stage involves building a reputation and network so robust that others organically advocate for you and your work in your absence.
Anifilipova provides personal anecdotes to illustrate the power of this third layer. She recounts how, in the previous month, an unfamiliar contact recommended her for a speaking engagement at a new community launch to another individual she had never met. This resulted in her being invited to speak, connecting with new people, and expanding her reach without direct solicitation.
Last month, someone I’ve never met recommended me to speak at the launch of a new community to someone I’ve also never met. Two strangers, talking about me in spaces I’ve never been. I did the talk and met amazing people!
Furthermore, she shares an experience where she was invited to speak on a panel about the future of work – an opportunity she did not pursue herself. The invitation stemmed from others hearing about her “The Portfolio Career Accelerator by Ani Filipova,” demonstrating how her work was being discussed and recognized by third parties.
The Pitfalls of Focusing Solely on Layer 1
Anifilipova critiques the common professional tendency to remain entrenched in Layer 1, meticulously perfecting their message but failing to consider its reach and influence. This singular focus, she warns, often leads to disappointment when their message fails to gain traction.
She concludes by summarizing the essential questions professionals should ask themselves to cultivate broader influence:
- Is my message crystal clear?
- How often am I communicating it?
- Can other people repeat it and talk about it?
By addressing these layers, Anifilipova suggests, individuals can move beyond simply broadcasting their message to truly building a sustainable and powerful sphere of influence.
📝 About This Content
This article is based on insights shared by Anifilipova on LinkedIn.
📅 Originally posted on June 7, 2026 | View original post on LinkedIn →