Understanding influence dynamics

In product organizations, formal authority rarely exists. PMs and designers cannot simply tell others what to do. Instead, they must understand how influence operates through relationships and mutual benefit. The Cohen-Bradford model reveals that influence comes from recognizing what others value and finding ways to create exchanges that benefit both parties.

Think of influence as a form of currency exchange. Just as different countries use different currencies, people in organizations value different things. Engineers might value technical challenges or recognition for their expertise. Sales teams might value tools that help them close deals faster. Marketing might value data that proves campaign effectiveness. Understanding these currencies helps you frame your requests in ways that resonate with others. When you treat potential collaborators as allies rather than obstacles, you create opportunities for productive partnerships. This mindset shift changes everything. Instead of seeing resistance, you see different perspectives that can strengthen your ideas.^[1]