In the past, publishers managed everything for authors, but today individuals must seek leverage in a world of infinite choices to change the culture. Permission, the privilege of engaging with interested audiences, creates value and serves as a new form of leverage. Spamming lacks value as it has no friction, unlike having permission to deliver relevant messages to receptive followers. Building trust and authority over time is crucial to gaining permission and leveraging it effectively. Influencers earn substantial incomes by consistently engaging with followers who voluntarily choose to connect with them, creating new forms of leverage. In a world with countless entertainment options, the ability to maintain voluntary connections with an audience is the modern source of leverage and value compared to the traditional leverage from limited choices in the past.