The 3 Es of Engagement
Let’s be real for a second. What makes your brand actually matter?
It’s the question nobody wants to answer. When was the last time you really looked at the work you’ve done to grow your business and asked, "Does any of this actually mean anything?"
Take a look at what you're putting out there. Is it a real system working together? Or is it just a grab bag of leftover concepts and random ideas that kinda-sorta worked five years ago?
We’re living in a hyper-saturated market. AI is pumping out infinite noise, and competitors are everywhere. If you think "maintaining pace" is a strategy, you're dead in the water. If you aren't actively building value, you’re just reacting to the chaos. I get it, trust me, it’s easy to get stuck in your own head, especially when the only thing between you and the customer is a spreadsheet. But what if we looked at value differently? What if, instead of just trying to sell the brand, you focused on telling the story in a way that actually connects?
The "Group Chat" Test
Years ago, a guy named Jonah Berger wrote a book called “Contagious: Why Things Catch On”. He talked about "Social Currency"—the idea that people share stuff to make themselves look smart or cool. Back in the day, that was the law. You shared a post, your friends saw it, you felt cool.
But the game has changed.
The algorithm took over. The "feed" isn't your friends anymore; it’s just a stream of entertainment designed to keep you scrolling. So, the old idea of Social Currency? It’s gone underground. It’s not about going viral anymore. It’s about Trust. When someone shares your brand today, they aren't posting it on their wall. They’re sliding into DMs. They’re dropping links in Slack channels and group texts. They’re saying to their inner circle: "Hey, I waded through all the garbage and found this. It’s actually good." We don't need to chase the viral hit. We need to chase the Vital Share. We need to create work so good that people feel like they have to pass it on.
So, how do we build for that? I use a simple framework I call The Three E’s.
1. Establish (The Trust Factor)
People don't have time to "get to know you." Whether they find you through a link or a Google search, the clock starts immediately. You’ve got about three seconds to prove you're legit. You need to Establish a solid foundation that proves you are who you say you are.
The Shift: Stop just posting "content" for the sake of it. Start building a library of evidence. Your digital footprint needs to prove why you're the expert. If you don't earn their trust right out of the gate, they’re gone.
2. Expedite (The "No B.S." Filter)
Think of your brand messaging like a tactical briefing. Nobody wants the backstory; they just want the intel. This is where the discipline comes in. You need to Expedite the value. Cut the fluff. Kill the big words. Respect your audience’s intelligence by giving them the good stuff immediately.
The Reality: If your value prop is too complicated to text to a friend, it’s too complicated to grow. If people are bouncing off your site, it’s not because they’re bored; it’s because they’re confused. Treat their attention like gold. Don't waste it.
3. Embody (The Vibe)
Hype burns out fast. If you want a brand that people actually vouch for in private, you need to Embody the values they care about. This isn't about flashy visuals. It’s about resonance. Does your story feel like you’re reading their mind? Does it solve a problem so clearly that it feels like magic?
The Goal: We aren't looking for a "Wow." We're looking for a "Finally." When a customer feels like you embody the solution they've been searching for, they don't just buy—they believe.
The Bottom Line
You’ve got a story. You’ve got a reason for doing what you do. The time is now to figure out how to tell that story in a way that cuts through the noise and earns its place in the conversations that actually matter.
