The New Rules of Influence

Leave the power tie at home. The old rules of influence don't work anymore.



It's time to throw out the old rules of influence and become the leader you've always wanted to be.



A new type of leader is emerging—one with a bold mission who empowers others through transparency and unwavering passion. Modern-day executive presence mandates levels of authenticity and honesty never before seen in the C-suite.



Personal branding and reputation management expert, Lida Citroën guides leaders through this new paradigm of executive presence and influence. Through inspiring examples, compelling stories, and practical exercises, Citron helps leaders tap into their passion, connect authentically with others, and create space for inclusivity and community.



Greta Thunberg is a powerful example of a new paradigm leader. The Swedish teenager's influence arguably exceeds that of most CEOs or political leaders. The youngest person to be named Time's Person of the Year, she radically upended Swedish politics and world climate policy. Nothing about her conforms to the typical expectations of a leader's executive presence—her power comes from her honesty and genuine passion to make the world a better place.