"Influencer" is a cringe word to many. It’s also a word that conjures up glamor, fun, and money. Think of an influencer, and you will probably immediately think of a woman who looks a lot like Kim Kardashian, wearing some it bag, showing you a new outfit, while lining her lips. But the fact is we have a different kind of influencer we follow daily, depending on who we are—whether it's a local mom, a lawyer we look to for advice, a restaurant we want to look at for inspiration, you name it, there’s someone we are looking at. And the people we are looking at are highly aware. We are in one giant fishbowl, with fame at scale. The attention economy is real, it makes money, it feeds egos, and people do actually build both their lives and businesses around it. So how do we know who to follow? How do we weed through the noise—besides our extremely helpful algorithms?