Apart from exposure (E) and reach (R), the impact equation involves four more essential elements. Trust (T) is straightforward. You want people to have faith in your idea or product. Building trust requires offering a credible product that potential customers can believe in. Many companies boast about their product being the best, but such claims often sound insincere, leading customers to be skeptical.

Once trust is established, contrast (C) becomes crucial to make your idea or product stand out in a crowded market. You need to strike a balance between familiarity and innovation. If your product is too common, it might go unnoticed, but overly abstract or spectacular ideas can be confusing. For example, George Lucas used contrast in Star Wars by blending familiar themes with a unique setting in a distant galaxy. This created an accessible yet unexpected film experience. Contrast is the most critical part of the impact equation because, without it, no one will notice your product, rendering the other factors useless. It multiplies the impact of the other elements.

Articulation (A) and echo (E) work together. Articulation involves describing your product accurately and eloquently, while echo is the resonance your product has with its audience. If customers can understand and remember your product, your articulation is effective. Companies often use stylistic devices like clever names or wordplay to enhance articulation.

For instance, alliteration, using similar sounds or repetitions, as seen in “Coca Cola” or “PowerPoint,” is a simple way to improve articulation. Once you grab your audience’s attention, you must deepen your message to make it memorable. Echo is about communicating a message that resonates with what people feel themselves. For example, rapper Eminem connects with his audience by addressing relatable themes in his music, like being broke, as evident in his popular song “Lose Yourself.” This strengthens the bond between what he feels and what his audience feels.