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Zusammenfassung von The Impact Equation

Name: The Impact Equation
Rating: 3.6 (12 reviews)
Author: Chris Brogan and Julien Smith

Chris Brogan and Julien Smith

Are You Making Things Happen or Just Making Noise?

3.6 (12 Bewertungen)

17 Min.

Kurz zusammengefasst

"The Impact Equation" by Chris Brogan and Julien Smith is a guide to building a successful brand online. It offers practical tips on creating valuable content, building relationships with your audience, and making a lasting impact in today's digital age.

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Inhaltsübersicht

The Impact Equation
in 6 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 6

What’s in it for me? Make an impact with your company in today’s crowded market.

If you were to look at the last three years of “app” purchases on your phone, chances are you’d find quite a few that no longer exist. Maybe it was an application that briefly grabbed your attention, but about which you quickly forgot.

This happens a lot, not just to flash-in-the-pan apps but to other products, too. Many companies seem to succeed in making an initial market impact, yet over the long term, they lose our interest.

What can a company do to avoid this, and ensure that a product not only makes a solid initial impact but also endures? The secret, as these blinks will show, is to follow the impact equation, a simple formula which any company or entrepreneur can follow to become a success.

In these blinks you’ll discover

why simplicity is the key to success;
why a handwritten letter is better than 1,000 tweets; and
why every marketing executive needs to think in terms of patterns.

There’s a handy equation to maximize your product’s impact; it relies on two key elements.

With the immediacy of social media and the rapid production potential of three-dimensional printing, it’s never been easier for companies to bring products to market.

But once you’ve entered the market, how can you ensure that your product stands the test of time?

Here’s where you need the impact equation. The impact equation is a formula for attaining and maintaining the product success you want. It’s simple; here’s the formula.

IMPACT = Contrast x (Reach + Exposure + Articulation + Trust + Echo)

But that’s a mouthful. It’s easier to remember as IMPACT = C x (R + E + A + T + E).

To understand the equation, let’s start with exposure (E) and reach (R), as they’re the two elements that are the most essential in making your product’s presence resonate in a market.

So what do these elements actually mean?

Exposure is a marker of how often your audience hears your message. Reach measures the size of your audience. You’ll need to maximize both to succeed!

One way to increase your reach is to take your business international, pushing your product to different countries and markets. US President Barack Obama once quoted a line from The Alchemist, a book by Paul Coelho. The president’s quote garnered worldwide attention, but primarily because Coelho’s book was translated and available in more than 170 countries. Similarly, for your message to resonate on an international level, people in many countries already need to know about your product.

Separately, you can use exposure to heighten people’s expectations, for example by limiting exposure to rare public appearances in order to build excitement.

Apple’s yearly product presentations were managed down to the most microscopic detail, so that when CEO Steve Jobs took the stage, you could almost hear the world hold its breath. This sort of exposure guaranteed ideal buzz for the next Apple gadget.

So now you know how to expand your reach and increase your exposure – let’s explore the impact equation’s other elements.

To be successful, you need to establish trust and an emotional connection with your audience.

In addition to exposure (E) and reach (R), there are four more elements to the impact equation.

Trust (T) is self-explanatory, in that you want people to have faith in your idea or product. To build trust, you need to offer a credible product which a potential customer can believe in. Sure, plenty of companies claim their product is the “best in the world” or capable of “changing your life,” but such claims can ring hollow; customers tend to discount them.

Harness the power of patterns to help make your product or idea stick in the minds of customers.

Every year, hundreds upon hundreds of new companies enter the market. Yet how can each business make a meaningful connection with each and every customer?

A product needs to find a way to stand out from the pack, have something that “rings a bell” in a potential customer’s mind when she sees it. One way to ensure this is to harness the power of patterns.

Choose media wisely; just because social media is easy, doesn’t mean it’s the most effective for you.

With technology such as social media, it’s now easier than ever for companies to connect with customers with just the click of a button.

But while technology has opened new opportunities, it also comes with a downside.

Help your product make a serious impact by crafting simple, easy-to-understand messages.

From a soda can to your favorite app, marketing messages in the form of text are looking to grab your attention. A company should ensure that all its words are inspiring and well-chosen.

But how do you do this?

Creating excitement about your project is important, but be sure not to overwhelm your clients.

So you’ve got every element in place to ensure your company communicates effectively. Now it’s time to apply your knowledge to the real world by taking your idea public.

You do this through exposure – the key to building awareness and a positive reputation for your product or project.

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Worum geht es in The Impact Equation?

The Impact Equation (2012) takes a fresh look at how companies can successfully introduce a product to a market with maximum impact and keep it relevant over the long-term. These blinks will teach you how to articulate your message, deliver it effectively to your audience and build the trust necessary to keep customers coming back for more.

Wer The Impact Equation lesen sollte

Marketers, entrepreneurs and communications specialists
People who want to make a difference in their personal life or at work

Über den Autor

Chris Brogan and Julien Smith are consultants and online communication experts, and have worked with many leading companies such as Google, Microsoft and American Express. Their work has been praised by self-help gurus Seth Godin and Tony Robbins.

Kategorien mit The Impact Equation

Marketing & Vertrieb Kommunikation & Soft Skills

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