Engagement Is About Maximising Value

Marketing or hiring is about getting new relationships, but engagement is about doing more with the relationships you already have. That’s engagement: it’s about maximising existing relationship, to get more value out of them. It wholeheartedly seeks value over volume. A few implications, then: A brand knows that engaged customers are worth 300% more, for instance. ...

The power of an invitation

Engagement literally means a bond. Well, you can only create a bond if both people play their part in the process, and you can only play your part if you’re invited to do so. The opposite of an invitation is information. This is where you are not invited to participate, but instead expected to understand. Many engagement ...

In with the Old, out with the New

How do you keep up with it all? I mean all the content, the blog posts, the ideas, the formulas, the “must-read” articles and “must-watch” videos. My answer: I can’t. But for a long time I tried. It was a stark revelation to me when I was a minister, doing what I felt was my ...

A Standard Model for All Engagement

In this 18 minute video, I take the time it would normally take to watch a TED Talk to explain the three stages of engagement, using my Ampersand Model. For my regular readers and blog community, do note (!) this is a first draft, so any feedback is welcome!

What I Learned About Creating Advocates from Leading a Church

If someone asks me how they create advocates, I immediately point them to church. For many years I was a minister, and everything I know about advocacy I learned during that time. In fact, it’s my contention that unless we understand advocacy in an offline, non-commercial context, we won’t get in an online or a commercial ...

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