How to Create Your Impact as a Small Business: Review of The Impact Equation

by Diva Shannon

Ideas are not organic things that are simply born out of a brain fully formed. They are edited over and over again and go from lumps of clay to masterpiecesEvery so often, a book comes along that’s not just a great read; it’s a must do. For small business owners, The Impact Equation is a great read and a must do.

I was fortunate to get my hands on an advance copy of the book by Chris Brogan and Julien Smith (you can buy it now!). I’ve been a fan of the authors since their bestseller, Trust Agents. For me, Trust Agents was on one of those books that crystallized how to be human online as a business.

So when I got my hands on The Impact Equation, I had high expectations. And even my high expectations were exceeded.

In The Impact Equation, Chris and Julien once again take a complex concept and brilliantly translate it into an actionable formula. This time, the formula we need as small business owners to get the attention of our customers, their influencers, and the world around them.

The formula is made up of six elements: contrast, reach, exposure, articulation, trust and echo (yes, it does spell ‘create’).

What’s cool about this equation is that the ingredients are not all that different from those you need to consider when you are working on a small business plan. Take, for example, articulation. High articulation, in this equation, 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.” For many small business owners, articulation is a tough challenge. But it is one that must be conquered to get the attention of our most important audiences.

Fortunately, Chris and Julien not only explain how the ingredients combine to make impact, they also tackle the ingredients of the equation and show how to develop each of them.

You’ve heard some or all of these ingredients before in relation to your business, but in this context and combination, it’s a whole new ball game.

How important is impact for small business? Let’s say you have an idea for a business that would change the lives of thousands. If you can’t get the attention of the thousands, or those who influence them, your idea remains…just another idea. Enter The Impact Equation. You work on each of the ingredients — contrast, reach, exposure, articulation, trust and echo – and voila: watch your impact expand.

In fact, my favorite quote from the book relates to ideas: “Ideas are not organic things that are simply born out of a brain, fully formed. They are edited over and over again and go from lumps of clay to masterpieces.”

Now that I’ve read The Impact Equation, and understand the formula and its ingredients, I’ll be hard at work on my Impact Equation. How about you?

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