Learning is an ongoing requirement for small business growth. One of the best ways to learn is to read worthwhile books. My book recommendation for today is titled “The Impact Equation” by Chris Brogan and Julien Smith. (Another book for your personal library)
The following is an excerpt that has to do with the title of this blog. This is only a short summary, hopefully to entice you to buy and read the book. The formula for impact is:
Impact = C x (R + E + A + T + E)
Contrast: When an idea hits a person, it has to feel like something similar to an idea he or she has already experienced, yet it has to be different enough to get noticed. We would call Contrast differentiation, interest, or positioning.
Reach: The higher the number of people you can connect with, the more influential your idea can become.
Exposure: If Reach was all about how many you connect with, Exposure is all about how often you connect to them.
Articulation: High Articulation means an idea is like a sword, cutting through the fog of the brain and hitting you in exactly the right place to make you understand it. Articulation is about being understood, instantly.
Trust: Trust is about confidence and reliability. Trust is about feeling close to someone.
Echo: Echo is all about the feeling of connection you give your audience.
Together, these six attributes make the acronym CREATE, an easy, memorable word that is at the core of everything you’ll have to do in the twenty-first –century business game.
The book contains a chapter on each of these six attributes. If you use a highlighter and a pen to write in the margins when reading this book you, will get some amazing ideas on how to make an impact with your business.
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