Do you even remember the time before the internet? Most people struggle to. It has profoundly changed the way we live and work. Our lives are more intimately interconnected and interdependent now than they ever have been in the history of history itself.

Before the rise of the internet, highly centralized “command and control” style leadership worked well, or at least, well enough. Orders came down from on high, and those orders were followed. It was fairly effective, and could even be inspiring on occasion.

These days, though, the world has shifted. If you have an entrepreneurial streak, and are seeking to inspire those around you to rally to your cause and vision, attempting to lead in the old command and control style is one of the fastest and surest paths to failure.

The global web of intricate interconnections has redefined what the phrase “competitive advantage” means, too. It used to mean that if you found a different or innovative method of doing something, the change in your process could reap long term benefits.

These days, comparative advantage has more to do with interacting with people: your peers, your employees (if you’re running a start-up) and your customers. If you want a powerful competitive advantage, then you build a story around your brand, and tell that story often. You spread the word. You engage in meaningful, two-way conversations with your customers, both face to face, and on the numerous social media platforms now available.

Inspiration is now a form of currency. Take a look at Apple, for example. Every company on the planet wishes they had Apple’s customer base. Apple doesn’t have customers, they have fans, who are almost evangelical in their support of the company.

The reason is that Apple inspires. You can too. Share yourself and your story with others. Connect with them, and let them draw inspiration from the stories you share and the conversations you have. You will be amazed at the results.