Why Business Leaders Need to Think Like Actors: Matt Zina on 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 critical. Matt Zina, an award-winning acting coach, talent agent, and peak performance speaker, has spent over two decades mastering the art of presence. His work with actors and senior leaders offers a fresh perspective on how authenticity can drive influence and action—lessons that every business leader can use. ### The Power of Authenticity in Leadership Authenticity isn't about being perfect; it's about being real. Zina emphasizes that in 2026, audiences crave genuine connection over polished performance. He points out that even stumbling over words can be a strength—if you handle it with grace and humor. "Authenticity over perfection," he says, is the key to earning trust and respect. When you present, are you merely reading slides, or are you truly engaging? Zina challenges leaders to move beyond the scripted and embrace the spontaneous. It's this raw, unfiltered approach that makes people lean in and listen—and ultimately, it's what inspires them to act. ### What Actors Teach Us About Business Actors, like business leaders, must constantly market themselves and build a personal brand. Zina, who also works as an agent, tells his clients, "You are a business. You're a business leader." The ones who understand this thrive. They maintain a consistent presence on social media, communicate effectively, and connect with their audience. Many leaders, however, shy away from this. They see themselves as above the fray of social media, but that's a mistake. The biggest source of influence today, whether we like it or not, is social media. It's where conversations happen, opinions are formed, and decisions are influenced. ### Emotions Drive Actions Zina's core philosophy, borrowed from the legendary acting teacher Stanislavski, is simple: emotions drive actions. If you want to change someone's mind or behavior, you must first make them feel something. This is as true in the boardroom as it is on the stage. > "Unless people lean into you and have an emotional experience, they will never change anything or come away from that presentation having changed anything about themselves." So, how do you create that emotional connection? It starts with being present, listening actively, and expressing yourself with genuine conviction. Don't hide behind data and slides. Share stories, show vulnerability, and let your passion shine through. ### Practical Tips for Leaders Here are a few actionable takeaways from Zina's approach: - **Embrace imperfection:** Don't be afraid to show your human side. A little vulnerability goes a long way. - **Be present:** Put down your notes and really connect with your audience. - **Tell stories:** Stories are the most powerful way to evoke emotion and make your message stick. - **Build your brand:** Whether you like it or not, you have a personal brand. Take control of it and use it to your advantage. ### Conclusion In a world of constant noise, authenticity is the signal that cuts through. By thinking like an actor, you can learn to communicate with more impact, build deeper connections, and ultimately, inspire the change you want to see. As Zina puts it, "emotions drive actions"—and that's a lesson every leader can take to heart.