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The Impact Equation

Are You Making Things Happen or Just Making Noise?

By Chris Brogan and Julien Smith
12-minute read
Audio available
The Impact Equation: Are You Making Things Happen or Just Making Noise? by Chris Brogan and Julien Smith

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.

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

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.

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The Impact Equation

Are You Making Things Happen or Just Making Noise?

By Chris Brogan and Julien Smith
  • Read in 12 minutes
  • Audio & text available
  • Contains 7 key ideas
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The Impact Equation: Are You Making Things Happen or Just Making Noise? by Chris Brogan and Julien Smith
Synopsis

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.

Key idea 1 of 7

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.

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