This is the final of four posts discussing “The Impact Equation” by Chris Brogan and Julien Smith. The subtitle of the book asks a great question, “Are you making things happen or just making noise? So which is it? Are you making a difference? Brogan and Smith describe multiple ways to do just that.
Part 1 addressed goals and working with the Impact Equation. Posts 2,3 and 4 discuss the acronym CREATE. Contrast and Articulation in Part 2. Reach and Exposure in Part 3 and Trust and Echo in Part 4.
Brogan and Smith recognize that people are building platforms all across the electronic highway but most are just making noise. If you really want people to care about what you have to say, you need more than just a good idea, trust among your audience and plenty of followers.
Understanding the impact equation will allow us to maximize the impact of what we have to say. So lets take a look at the Impact Equation.
In this final section, Brogan and Smith discuss Network or simply put, the people who work to maintain an ongoing interaction with you. In this post we will look at Trust and Echo.
TRUST
Brogan and Smith describe Trust using an equation, C*R*I/S = TRUST.
- Credibility is what you say that can actually be backed up by past performance.
- Reliability is what happens when you do what you say you will do.
- Intimacy represents how well you have connected with the other person.
- Self-interest is a factor of your motives. If you come across as working for your own personal gain you have a high level of self-interest and when it is about the other person, you have a low level of self-interest.
In short, you build trust by demonstrating credibility, reliability and intimacy. This represents a value. Then divide that value by your self-interest level to determine your level of trust. As you can see, a higher value in self-interest will result in a lower level of trust.
ECHO
Echo is the representation of creating a similar emotion that your client or customer is feeling. As they put it, “The more you can connect with everyone, one at a time, the better. Whenever you have a chance to show that you are exactly like the people you’re blessed to serve (your audience or, hopefully, your community), take it. That’s the power move.“
Additionally, “Echo is about finding common experiences and using them to help people realize that you have some understanding of their lives.“
This concludes our look at The Impact Equation. My big takeaway … we all have a story and when we can infuse that story into the message we are trying to share, we have the greatest opportunity to make an impact. When people know you have been through what they have been through, you have a much more powerful way to connect.
Now you have the equation. The question is – Are you making things happen or are you just making noise?
- Related Posts:
- Click here for Part 1 on The Impact Equation
- Click Here for Part 2 on The Impact Equation
- Click Here for Part 3 on The Impact Equation
- Find out more about Chris Brogan at www.chrisbrogan.com
- Find out more about Julien Smith at www.inoveryourhead.net
Next Thursday, I will begin a three part series on “20,000 Days And Counting” by Robert D. Smith
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Barry Smith www.buildingwhatmatters.com 4/10/13 photo courtesy of Amazon
Trust is very important. Especially trusting one self. That helps with self impact!
Agree Brett. I guess at the end of the day, we know how dependable we really are – even if we wouldn’t admit it. Thanks for the comment.
That’s an interesting concept, Barry. I’m intrigued by how they broke trust down into an equation. It’s true – if someone doesn’t find you reliable and credible, and doesn’t think that you care about them, they won’t trust you.
Thanks Katie. I think their equation makes a lot of sense. I definitely will look at it differently from now on.
I liked the section of echo. How it is about finding common experiences and using them to help people realize that you have some understanding of their lives.
I think you have nailed it Toni. When we thing the other person “really” knows how we are feeling it creates the connection needed to make the difference. Thanks for the insight.
“Are you making things happen or just making noise?” Phew, that’s heavy. And what about those that are clueless about what they are really doing? Hmmm.
Interesting question Sabrina. I think the ones who are “clueless” are the ones not willing to look in the mirror. Most of the time when things go wrong, we need to look at ourselves first. Thanks for the insight.