It happened again. One of those The 25 Most Influential Whatevers Changing the Industry lists. The ones that inevitably have the same core group of names you see on every other list in the same industry. And the ones that seem to consist solely of consultants.

I’m not saying those people don’t deserve to be on those lists. The folks who make those lists have clearly gotten their message to a wider audience and are typically looked to as an expert in their field. And they work hard to earn that recognition.

What I am saying is that you almost never see an in-house person on those lists, what might be referred to as a “practitioner.” Oh, you see folks who own their own businesses and do it well, so it’s not like they aren’t working their butts off in “corporate America,” but they still tend to be on the outside looking in.

There are a lot of reasons why this might be the case, none of them nefarious; it’s just the nature of the work you do as a practitioner. First, let’s look at why consultants tend to make lists more often:

• Consultants depend on getting their name, brand and messaging out there on a regular basis to build their business. You have a day job, the basic need of getting your name out there for a paycheck isn’t as strong.
• Consultants are a third-party voice, and as such they get the “fresh eyes” credibility boost. Remember when you were new at your company and everyone thought you were brilliant? It’s the same effect sometimes for consultants.
• Consultants know that they need to stay current to stay credible, so they do their homework on the latest and greatest stuff that’s going on. Also, a lot of them tend to be invited to speak at conferences, which means they see the most recent products and research…and it raises their visibility in the field.

So that begs the question – can you be recognized as an industry trailblazer when you’re working a 9-5?

The short answer is yes…it just takes a lot more work.

First, figure out WHY you want to change your industry. Is it for personal glory? Or do you really think there’s got to be a better way to do it? If it’s personal glory….well, feel free to promote yourself out there and see how long you last. But if you really think there is a better way to do work within your industry, there are a few things you might consider doing on your way to trailblazer status:

• Be a Mad Scientist: Your current organization is a great testing ground for new ways to do things within your industry. Think of it as your own little laboratory. When you get some interesting results, start sharing it with people in your industry.
• GET ON SOCIAL MEDIA: I know, I know…EVERYONE is on social media. You know why? Because it’s a great place to network with other people who do your job, too! You can talk to people, ask them how they’re handling certain issues, share your expertise. And you don’t have to go to awkward after-work happy hours to meet them, either. It’s like an introvert’s dream.
• Put yourself out there: This is sort of related to the social media one, but has a broader focus. If you want to impact your industry, you need to see more of your industry. Go to conferences (if you can). Volunteer locally if there is an industry membership group nearby. Reach out to similar organizations and see if you could visit to learn a little more about what they do. Don’t bury yourself in your bubble and assume you’re a rock star because you have figured out your company’s system. You need to find out about other systems before you can help change the industry.
• Publish your findings – successes and failures: Publishing might seem kind of formal, but depending on your industry, it could be the way to go. Or, you know, you could start a blog. Or maybe apply to speak at some of those industry conferences you’ve heard so much about. Sharing what you’re doing with people outside of your organization is the best way to get feedback on what you’re doing AND to help influence what is going on in the industry.

Does that sound like a lot of work? It can be. You’ve got a day job, and a lot of this may need to happen at lunch breaks, evenings and weekends. No one said change was easy, but if you really want to impact your industry, you may need to burn the midnight oil every once in awhile.

Oh, and one last thing you might think about as you embark on this quest….

• Be okay with making YOUR company better: Sometimes it’s enough to make a difference at your own place of business. Not every change will be industry-changing – often, it’s enough to know you’ve made work better for the people around you. And really…isn’t that the best kind of change?