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An Influencer is anything external to the business that has the potential for affecting the ability of the organization to fulfill its business model. An influencer exists independently of the organization. It’s influence may be directed at the organization (as in the case of a court of law adjudicating a lawsuit in which the organization is a plaintiff) or indirect (as in the case of a business trend that affects how customers view the products of the organization). Indirect influencers do not normally refer to the organization by name.


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