Author: Matt Norman

In “Lead with Influence: A Proven Process to Lead Without Authority” (2024), Matt Norman explores how genuine leadership begins not with control, but with understanding.

As president of Norman & Associates, a Dale Carnegie Training affiliate, Norman distills decades of coaching experience into a model that treats influence as a daily discipline rather than an abstract concept. 

To illustrate his ideas, Norman weaves in the story of Clara, a professional whose experiences reflect the challenges of leading without formal power.

Her journey, alongside the quiet guidance of her colleague, John, acts less as a traditional narrative and more like a mirror for the reader. Through her circumstances, Norman brings abstract concepts — trust, self-awareness and thoughtful communication — into focus.

At the book’s core is an exploration of how people think and respond. Norman highlights four intertwined dimensions of human cognition: reason, emotion, identity and instinct. 

Understanding these elements, he suggests, allows leaders to influence not by arguing or asserting themselves, but by creating space for others to see and decide more clearly. Leadership, in this framing, becomes an act of facilitation rather than persuasion. 

The strength of “Lead with Influence” lies in its clarity and practicality. Blending storytelling with tested leadership principles, Norman transforms ideas into tools that can reshape everyday interactions. 

His reflections invite readers to think differently about meetings, coaching moments and difficult conversations, connecting theory with lived experience.

I found Norman’s approach both useful and immediately applicable. His writing is grounded in human behavior rather than idealized leadership tropes.

The book ultimately argues that connection matters more than authority, and that true leadership begins with listening. It is a timely and encouraging reminder that influence is earned through humility, empathy and sustained intention.