Why Business Leaders Need to Think Like Actors: Authenticity and Influence

Jan de Vries · 2026-07-28

In a world where attention is the new currency, the ability to communicate authentically has never been more valuable. Matt Zina, an award-winning acting coach and talent agent, believes that business leaders can learn a lot from the discipline of screen acting. His message is simple: emotions drive actions, and if you want to influence people, you need to make them feel something first. This isn't about putting on a performance. It's about stripping away the pretense and connecting on a human level. Zina, who has worked with actors on shows like *Heartbeat* and *Emmerdale*, now applies these same principles to help executives and entrepreneurs build presence, visibility, and trust. ### Authenticity Over Perfection Zina's first piece of advice is refreshingly simple: stop trying to be perfect. In an era of polished video production and carefully curated social feeds, a little imperfection can actually make you more relatable. "It looks like people slipping over their words and then going, 'Oh, I need to put my teeth in,' laughing about it and getting on with it," Zina explains. Most people would be terrified to leave that in a final cut, but he argues that's exactly what builds connection. Authenticity over perfection—that's the goal. The same principle applies to presentations. If you just stand at the back of the room, click through slides, and expect everyone to listen, you're going to lose them. Communication has changed, and leaders need to adapt. The audience wants to feel like they're in a conversation, not a lecture. ### Why Emotion Drives Action Zina points to Stanislavski, the grandfather of modern acting technique, who discovered that when performers were truly authentic, audiences had a much deeper emotional experience. That's the secret sauce. - **Emotion creates connection.** When people feel something, they lean in. - **Connection builds trust.** Trust makes them open to your message. - **Trust drives change.** And change is the ultimate goal of any presentation. If you want people to change their behavior, buy your product, or support your vision, you have to make them feel something first. Facts and figures alone won't cut it. ### Treat Yourself Like a Business Zina's second big lesson is about mindset. "Actors are business leaders," he says. As an agent, he constantly tells his clients, "Look, you are a business. You're a business leader." The ones who understand that quickly do very well. They market themselves, maintain a constant presence on social media, and communicate well. But many actors—and many business leaders—resist this. They see themselves as above personal branding, as if self-promotion is beneath them. That's a mistake. Influence in 2026 has a very strange meaning, and the biggest source of influence right now, whether we like it or not, is social media. You can't afford to ignore it. ### The Commercial Value of a Personal Brand Your personal brand is no longer just a nice-to-have; it's a commercial asset. When you post consistently, share your insights, and show a little of your human side, you build a following. That following translates into trust, and trust translates into revenue. Zina's work with senior leaders gives him a unique perspective on this. He sees executives struggling with camera presence and authentic communication every day. The ones who succeed are the ones who embrace the discomfort and put themselves out there. So, what can you do today? Start by being a little less polished. Share a genuine moment. Speak like you're talking to a friend, not a boardroom. And remember: your audience wants to feel something. Give them a reason to care, and they'll follow you anywhere.