Chief Influencer®

Ambassador Georg Sparber, Liechtenstein’s representative to the United States, shares how influence operates in both highly visible and quietly strategic ways. From the honor of throwing a ceremonial first pitch at a Major League Baseball game to spearheading global initiatives against human trafficking, he illustrates how even small players can “punch above their weight” on the world stage.

He explains Liechtenstein’s unique blend of entrepreneurship, diplomacy, and democratic tradition, while also reflecting on how credibility is built through consistency, expertise, and persistence. Ambassador Sparber also highlights the evolving role of diplomacy in the digital age, using platforms like LinkedIn to extend reach and foster genuine relationships. His stories, from honoring a fallen soldier with Liechtenstein heritage at Arlington National Cemetery to forging international coalitions at the UN, reveal a powerful message: influence is about leaving a trace that can grow into impact


Takeaways:
  • Punch Above Your Weight: Small organizations, or even small nations, can make a major global impact. The key is focusing on credibility and expertise. By demonstrating competence and thought leadership in specific areas, you can command respect far beyond your size. As Ambassador Sparber noted, smaller players often need to be better in order to be taken seriously, but that higher standard can also become their strength.
  • Consistency Builds Trust: Influence doesn’t come from one-off actions. It is built steadily over time through repetition, reliability, and steadfast advocacy. When others know what you stand for and can count on you to show up consistently, you become a trusted voice in your field.
  • Leverage Core Strengths: Instead of trying to do everything, focus on what you do uniquely well and use that as a platform for broader contributions. Liechtenstein, for example, leveraged its expertise in financial services to fight global human trafficking through the Finance Against Slavery and Trafficking (FAST) initiative. Every leader or organization has a comparable strength they can amplify for outsized influence.
  • Relationships Matter Most: At the heart of influence are people. Personal, face-to-face relationships often outlast policy shifts, headlines, or crises. Ambassador Sparber emphasized that trust built through genuine human connection creates enduring goodwill and opens doors for meaningful dialogue, even years down the road.
  • Use Digital Diplomacy: Influence today requires showing up both in-person and online. Platforms like LinkedIn offer unique opportunities for direct engagement and visibility, particularly in spaces where others may not yet be active. By being intentional and authentic in digital spaces, leaders can extend their reach and strengthen relationships formed offline.
  • Leave a Trace: True influence is not always immediate or obvious. Often, it’s about leaving a trace, planting seeds of understanding, trust, or possibility that may only bear fruit later. Whether it’s a conversation, a symbolic act, or a coalition built quietly behind the scenes, the impact often unfolds in unexpected but powerful ways.
  • Do What You Love: Passion is one of the most powerful drivers of influence. When you pursue work you truly enjoy, you naturally develop expertise and authenticity, which others are drawn to. Ambassador Sparber encouraged leaders to focus on what they love to do, because that’s where they will be both most effective and most inspiring.


Quote of the Show:
  • “To be effective, you must be consistent in what you advocate for and in what you believe is important, while also treating problems as your own and considering how you can contribute to solutions; credibility then emerges from the expertise and know-how you can reliably bring, and often smaller players must excel beyond larger ones to make a meaningful impact.” 

Links:

Creators and Guests

Host
Anthony Shop
Anthony Shop believes in the power of people-centered branding and marketing to create a bright future. He chairs the National Digital Roundtable, the premier convener of digital innovators, leaders and policy shapers. Anthony also is the Co-Founder and Chief Strategy Officer of Social Driver, a digital services firm that helps companies and non-profits establish winning strategies with social media, websites, creative, and advertising. An enthusiastic presenter and teacher, he has led executive-level training for Amazon, PepsiCo, NASA, The British Embassy and the Bipartisan Policy Center. He has been recognized as an “OUTstanding LGBT Role Model” by The Financial Times, “40 Under 40” by The Washington Business Journal, and Business Leader of the Year by the DC Chamber of Commerce. A former newspaper reporter, Anthony was the first new media professional elected to the National Press Club’s Board of Governors. He currently serves on the boards of Leadership Greater Washington and LearnServe International. He earned his MBA from The George Washington University School of Business, where he teaches as an adjunct lecturer.
Producer
Amanda Goyette
Guest
Georg Sparber
Ambassador of the Principality of Liechtenstein to the United States
Producer
Robert Krueger
Robert is an Executive Director for The Communications Board, an organization with the mission of providing high-quality professional development for every communicator in every location. He is also the Global Lead for Partnership Communications at Gensler, the world’s largest architecture and design firm. Prior to his current role, he performed executive and CEO communications for Gensler, and was the senior director of public relations and social media at the Urban Land Institute. He obtained an MA in Communications and an MA in History from George Mason University. He did his undergraduate studies at the University of Missouri-Columbia. In addition, Robert has taught communications at universities including George Mason University, West Virginia University, and the University of Florida. Robert currently serves as Immediate-Past President for the Public Relations Society of America’s National Capital Chapter (PRSA-NCC) -- the nonprofit’s largest chapter.

What is Chief Influencer®?

Washington is the Center of Influence - in the U.S. and arguably the world. Chief Influencer® spotlights leaders who have figured out how to break through in today’s fragmented and noisy world. Social Driver teamed up with The George Washington University College of Professional Studies and The Communications Board to recognize these leaders as Chief Influencers and highlight how they inspire and influence others.