Neuroscience reveals the somewhat frightening answer: brain scans show that the decision-making parts of our brains often shut down when we encounter authoritative advice or direction.

That’s part of what makes authority so powerful and carries great responsibility.

When you’re looking to influence people and build a powerful business online, authority is the way to go. People respect other people who have authority, expertise, and impressive credentials just like they respect people in lab coats and police uniforms.

And they respect authority even more when you demonstrate it rather than claim it.