The Ampersand Engagement Model

Where do we begin with engagement, and what should we do next?

The Ampersand Model, obviously in the shape of an ampersand, has four steps.

Following the direction of the arrows, we start at the bottom right-hand corner. This is labelled as Matter, for it begins with what you already do that matters to your customers, employees and/or community members. Just like the iterating version of the Circle of Engagement (Shape 1), this is the Matter process that a new loop can be built on.

We then proceed to the top of the shape. This is labelled as Scatter, and is the start of a new Scatter, Gather, Matter loop.

The third step is from the top-right, and folds back over the Scatter line. This is the Gather process. The folding back is significant: for people respond to the message, just like this line folds back on the one before it.

Finally, the fourth step is the Matter process within our new loop. It goes to the bottom left, and then folds over our original Matter step, upgrading it if you will, and then going off to the far right and beyond.

 

The final shape provides four steps to operationalising enterprise engagement, uniting the previous frameworks into one single order.

  1. First is to audit the organisation using Shape 2: what is the intention of the engagement, through to what are the interactions that support it?
  2. Secondly, apply Shape 5 to the message. How does the message spur intrinsic motivation?
  3. Third is to use Shape 6 to ensure the transition across the X: what will people identify with?
  4. Fourth and finally, Shape 3 is used to lead an organisation to the highest level of maturity: what experience and enablement would people benefit from?