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What Is Answer Engine Optimization (AEO) in Simple Terms?

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What Is AI Search and How Is It Different From Google’s Traditional Search?

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Driven 2 Thrive: Why Vision, Mission, and Core Values Are the Foundation Every Man Needs

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When Urgency Overrides Compassion: The Marketing Lesson That Changes Everything

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In R7

How To Discover Your Passion

How to find your passion

“What lies behind us, and what lies before us are but tiny matters compared to what lies within us.”

— Ralph Waldo Emerson (1803-1882). Philosopher, Poet, Author, Essayist

The desire to chase your passions is what inspires an individual to begin the journey of “how to find your passion.” We then go from living a task driven life to a purpose driven life by answering these two questions: what is my purpose and what am I passionate about? It’s the idea of leaving a level of bondage to pursue a life of freedom. An individual’s freedom looks entirely different from everyone else’s. Most of the time it’s not financial but actually spiritual. There is nothing more freeing and inspiring than an individual chasing their passions. These passions spark everyone around them, including their family, friends, and colleagues. It’s not about failure or success but the idea of chasing a dream.

How to Find Your Passion

The idea of creating and helping others with a God fearing organization unburdens an individual. An individual chasing their passions begins a new chemical reaction in their body and their thinking process becomes more of “how to find your passion.” This has been known as thinking with their heart not with their head. Anaïs Nin once said “And the day came when the risk to remain tight in a bud was more painful than the risk it took to blossom”. The Book of Matthew in the New Living Testament Bible says:

“You are the salt of the earth. But what good is salt if it has lost its flavor? Can you make it salty again? It will be thrown out and trampled underfoot as worthless. You are the light of the world—like a city on a hilltop that cannot be hidden. No one lights a lamp and then puts it under a basket. Instead, a lamp is placed on a stand, where it gives light to everyone in the house. In the same way, let your good deeds shine out for all to see, so that everyone will praise your heavenly Father.” Matthew 5:13-16 NLT

Just think how great it would be to lead an organization where your workplace is led by purpose and passion and your employees embrace the company vision. The Destiny session is the 1st of ten sessions in the R7 health assessment that begins the head to heart transformational process. This ultimately changes the task and skill driven model to a passion and purpose driven model. If you are a leader of an organization and want to find out more about R7, take our free test. R7 health assessment intangibles include:

Organizational intangibles:

1) Increase the quality of the conversation
2) Increase trust with management and employees
3) Start transitioning from task driven culture to purpose driven culture
4) Improve communication with clients, employees, donors and investors
5) Consistent messaging with clients, employees, investors, and donors
6) Increase the five levels of trust (Societal, Market, Organizational, Relationship, Self)
7) Enhanced Internal Motivation
8) Provide roadmap for producing a healthy Christian organization
9) Decrease turnover
10) Increase overall bottom line

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In R7

Vision Statement Examples

vision statement examples

Vision is Emotional. God intended vision casting and “understanding the why” to be rooted in our emotions.

Good, clean vision statement examples and personal vision statement examples cover the what, who, how and where. Learning how to write a personal mission statement gives an individual better insight on how every part of a vision is equally as important and gives an organization something to stand on.

For instance, the neocortex is responsible for the who, what, when, where and how. Its main focus is to respond to rational and analytical thought and language. Whereas, the limbic system of the brain is responsible for regulating emotions or all of our feelings, such as trust, loyalty, love, hope, and sincerity.

Good, clean vision statement examples and personal vision statement examples cover the what, who, how and where. Learning how to write a personal mission statement gives an individual better insight on how every part of a vision is equally as important and gives an organization something to stand on.

For instance, the neocortex is responsible for the who, what, when, where and how. Its main focus is to respond to rational and analytical thought and language. Whereas, the limbic system of the brain is responsible for regulating emotions or all of our feelings, such as trust, loyalty, love, hope, and sincerity.

Investing time and energy and going the extra mile with your efforts is usually not in the neocortex rational thought category of the brain rather it is more of an emotional decision. Hearing vision, casting vision, and communicating stories of life changing moments are part of the limbic system.

Extraordinary behavior begins with connecting with people on an emotional level, a why level, not a who, what, when, where neocortex level.

Winning hearts and minds to life changing experiences in non profit organizations requires a leader who leads with why. Want to see a ministry fail? Look at their lack of vision. In short, marketing to the heart means casting vision. Creating short, easy to understand, memorable vision statement examples and personal vision statement examples can be more inspiring than a bunch of sentences chocked full with all the details. Marketing to the brain and strictly adhering to logic means staying too close to features, benefits, and value-cost propositions.

Organizations that fail to communicate their vision and sense of why, force the consumer to look at strictly logic based information which could leave the buyer filled with doubt and anxiety about the product and second guess the purchase. Some research has suggests leaving the why behind and leading with only what the consumer wants.

Henry Ford sums it up the best saying “If I had asked people what they wanted, they would have asked for a faster horse.”

Writing a Vision Statement

Writing a short, easy to understand, memorable vision statement and leading with vision throughout the organization engages the limbic system and is a balance between science, core values, beliefs, and passion.

Beliefs, values, and passions are the backbone for crafting a fantastic vision statement. It is our God given desire to feel like we belong. We crave to be around tribes of people who share similar beliefs, passions, and values. When an organization communicates their why with flawless execution, the organization will produce raving fans.

Vision is inspiring and extraordinary when an organization sticks to it for decades and stays true to brand. When an organization takes the time to apply rigor to their vision, these raving fans become dedicated raving fans. A vision statement is a vivid idealized description of a desired outcome that inspires, energizes and helps create a mental picture of the future. And as we know it now, vision engages your clients, donors, and employees emotionally and connects them to an organization and helps them feel like they belong.

Over the years we have crafted many vision statement examples and helped many organizations raise millions of dollars to help grow the Kingdom of God.

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In R7

Digital Marketing Strategy

Digital Marketing Strategy

A Digital Marketing Strategy is the plan of action. Benjamin Franklin once said “If you fail to plan, you are planning to fail.” Lets re-read this one more time. Benjamin Franklin once said “If you fail to plan, you are planning to fail.”

Let that sink in before reading the next words. We can wait.

Ok, moving on. There are countless digital marketing strategy plans, consultants, coaches and planners who have different philosophies on the strategic management process and brand strategy consulting. This includes quarterly plans, bi-annual plans, annual plans, and 3-5 year projections. The R7 Health assessment has adopted a collaborative philosophy and approach to strategy. Our philosophy is simple, develop a plan that is baked in vision, prayer, purpose and trust. A digital marketing strategy that works, is a strategy that all team members can agree on and execute. A spirit of unity. The R7 strategic approach is based upon purpose, vision, and trust not activity, formal education, skills, and job titles. A strategy that works is focused on team members executing the plan on a daily, weekly, monthly basis. A strategy that works is a collaborative organic plan. This plan can be a weekly, monthly, quarterly or bi-annual projection but also must be executed on a daily, weekly, monthly basis and it should be grounded in purpose, vision and trust.

Before an organization executes a digital marketing strategy, the purpose and vision should have clarity, clear communication and deep levels of trust established. Clarity and Chaos are not related, and can’t coexist. If there is clarity there is no chaos, and if there is chaos and confusion there is no clarity. Managing chaos is not putting out fires, managing chaos means confronting the core issue(s). The organizational core issue(s) for chaos is clarity in the vision, and organizational trust. As a seasoned marketing firm, we understand good and bad messaging. One of my favorite client relations stories comes from a client in Australia.

After a long flight to Raleigh from Sydney, Australia with many meetings throughout the week, the client looks us directly in the eye and says this marketing piece is turd rolled in glitter, it is a piece of crap that sparkles! We laughed and enjoyed the moment, and later began to analyze their words of wisdom. Rolling a turd in glitter, is a turd in glitter. We realized flushing the turd is the best remedy for clean air. Understanding content and rewriting the content based upon the vision is bringing in fresh air. Having trust and an authentic relationship with the client is inspiring, and collaborative. The shock of an Aussie calling our work sparkling crap was priceless. Going back to the client and asking vision level questions was collaborative and fun.

Understanding the why of the organization, and building the strategy and creative aspects from the why is a strategy that organizational leaders, clients, and employees can trust. Taking a step back takes time, builds trust and is the right strategic move. When trust is high the cost of producing and communicating to clients and employees are low and the speed by which the organization produces and communicates is fast. Conversely, when trust is low the cost of producing and communicating to clients and employees are high and the speed by which the organization produces and communicates is slow. According to Gallup only 10% of the United States employees trust management and only 1% of the global workforces trust management.

In summary, R7 strategy has a foundation of purpose, vision, and trust. Executing a digital marketing strategy based upon vision and trust allows the organization to be more profitable. Emotional and physical profitability with the client and employee engagement, eliminates high degrees of miscommunication and chaos, increases the bottom line, and increases the quality of the conversation. Remember chaos and clarity cannot coexist in an organizational setting. The R7 Health assessment will allow the organizational leader the opportunity to evaluate organizational strategy. The R7 Health assessment assesses an employees temperament with anonymity and gives the organizational leader the proper tools to help the organization grow into a more healthy Christian organization.

Take our free health assessment and and find out how we can help you lead with vision and build a healthy Christian organization.

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In R7

Strategic Brand Management

r7 brand

Building a great brand and company starts with proper strategic brand management!

Branding is one of the most misused and misunderstood words in the marketplace today. I know this from my 15 years of working on effective strategic brand management with entrepreneurs, CEOs, organizational leaders, and executive teams. I’ve had my fair share of successes, and failures. While there are many variables that go into building a great brand and a great experience, the first step is building a great brand’s promise.

The brand promise is the foundational statement for all branding, the internal statement that drives the creative work of the organization: usually not a public statement. Below is a fantastic checklist for building a great brand promise:

1) Understandable
2) Believable
3) Unique (different from others)
4) Compelling (is it something valuable to the end user)
5) Delivery is 100%
6) Measurable
7) Something you can control

How well organizational leaders understand and manage the brand promise will determine it’s success. A great brand promise advances beyond just making money and managing perceptions in the marketplace, it is the foundation for all creative communication. The creative communication includes brand strategy consulting – website content, video promos, commercials, all print media, SEO, and SEM content creation.

Since brands are defined by the experience others have with it, we need to take a closer look at what the executive team is communicating and what product, good or service is being delivered. The R7 brand uses the strategic brand management plan and vision as foundational pieces when crafting the brand promise. If these pieces are not in place there is usually a gap in the organizational brand promise and what the brand delivers. Some marketers would call this gap “brand confusion” or “brand disconnect” and if it’s really bad it is an “identity crisis”. To understand if there is a brand disconnect or crisis here are some questions to ask the executive team or employees:

What is the organizational brand promise?
Are we clear about our brand promise?
How well do we deliver on our brand promise?
What is branding in marketing?

When building the brand promise awareness is critical. Can the leaders of the organization deliver the brand promise with 100% consistency. One common pitfall for not delivering 100% on the organizational brand’s promise, stems from too many services, or perhaps too many features and options. As consumers, we love to have options, but we want clarity with our choices. We love the power of having choices, but we crave convenience. Spending time to refine the brand, its services and offerings based upon the organization’s overall purpose, vision, and strategy may be emotionally challenging; however, it will make it easier for customers to choose your service or product.

The organizational brand’s promise is one that needs to be measured internally and externally. How the executive team operates, manages, communicates and delivers are the internal benchmarks. For external benchmarks, customers will grade their experience with the brand and how well it was delivered. If it’s too difficult to measure, then the promise is too complicated, therefore it will fail on not only setting expectations, but delivering on them.

If your organizational team has settled on a single promise, but it’s not delivering 100%, then don’t despair as there are many brands that do not deliver 100% every time. Consistency will determine the life cycle of the brand, so figure out the steps to achieve 100% quickly,so there is consistency. Involve your team and your customers because their feedback will prove invaluable.

Delivering 100% on your brand promise needs to become priority #1. Do not stop until your organizational leaders can say, we deliver 100% on our promise.

Once you’ve defined and mastered proper strategic brand management and the correct brand strategy consulting, the next step is how to communicate it clearly and how do we measure it for success. R7 Brand and the R7 Health Assessment delivers clarity to the organizational leaders. Try out our free R7 health assessment.

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In R7

Integrated Marketing Communications

r7 communicate

Effective and active listening are important elements of communication.

Integrated Marketing Communications ensures that all of forms of communications, such as business communication solutions and strategic business communications, are carefully linked together to work in complete harmony. We’ve all been frustrated and perhaps inspired on both ends of communicating our message through these elements:

  • Internal vs. External
  • Formal vs. Informal
  • Official vs. Unofficial
  • Vertical vs. Horizontal
  • Written vs. Oral
  • Verbal vs. Non-Verbal

Every one of these elements are important tools when communicating. When it comes to the R7 Communication phase of our process (Step 5), we like to concentrate on the “Who” and the “Why” of the communication cycle.

The “Who” of Communication

We use the Power of Who, written by Bob Beaudine, to execute these communication principles. In his book, Beaudine illustrates that the best things in life are people: family, friends, and occasionally, our neighbors. The next best thing is helping families, friends and neighbors. Obtaining material things, such as cars, houses, and boats are the furthest thing away from feeling productive and having a fulfilled life. As Christian, we long to glorify our God with our talents and our abilities, so having our identity in material objects is trite and empty.

The Best Way to Communicate Who We Are

The best way to communicate who we are to our family, friends and neighbors is through our personal vision statement. The best way to communicate our vision is through our passions. The most effective way to communicate our passions is uncovering and understanding our passions, apply rigor to those passion and developing a personal vision statement. Having our personal vision statement and strategy for our life is the ultimate prize.

Vision brings clarity and understanding to our everyday actions and behaviour which leads down a path to a productive fulfilled God-inspired life. Communicating your vision to friends, family, neighbors and people you meet everyday is the fastest most effective way for people to understand who you are and how you can help them or they can help you. Your personal vision statement is the world series, stanley cup, and super bowl of communicating your “why” to the world.

“If you really want to pursue a worthy goal or make a significant change in your life, don’t go external in your approach, go internal.”  Bob Beaudine

The Biggest Problem

I once asked my senior video editor and a professional hockey player the same question and they both came back with the same answer. I asked the video editor “What is the biggest problem with video editing?”. I asked the professional hockey player “What is the biggest problem with professional hockey?” They both answered. Communication.

Communicating your individual vision or organizational vision through any of the above channels is one of the most impactful forms of integrated marketing communications when dealing with the modern Christian world.  Believing in your personal or organizational vision moves from the neocortex of the brain to the limbic system part of the brain. Once you believe and engage the limbic system there is physiological emotional response. This response engages belief and commitment into your everyday behavior.

The best things in life are free. The best things in life are not things. The value of family, friends, and faith points us to the realization that what matters most in life is all wrapped up in our identity with Christ and how we communicate our passions to inspire people, especially when your vision glorifies God. -Anonymous

The “Why” of Communication

Being passionate about something is what motivates us to pursue it and communicate it with belief. No emotions, no activity! Abraham Maslow (1976), stated all human beings are trying to achieve a sense of importance, a sense of significance, and have a high need to feel capable. In Lee Iacocca’s book Where Have All the Leaders Gone? (2008), he pointed out humans have a need to feel significant and useful leaders must create a culture that inspires and moves associates to pursue goal attainment-both theirs and the organization’s.

Yes there are many books written on the best practices and elements to communicating. I have personally read many of them, and the techniques are outstanding. I have also been around some of the most inspirational people in the world, and they all have started with communicating their “Why” to the world.

“No soldier gets entangled in civilian pursuits, since his aim is to please the one who enlisted him.” – 2 Timothy 2:4 ESV

Here’s How We Can Help

M is Good has developed a new tool birthed from decades of experience working within organizations of all sizes and types in developing internal and external integrated marketing communications and branding initiatives. This assessment tool is inspired by Harvard Business Review, Gallup Research, Speed of Trust, and the Bible; therefore, the assessment takes a Christian holistic view of the entire organization, going beyond measuring personalities and behaviors.

Let’s Chat.

Click here and fill out the form on the next page to get started.

In R7

How To Create An Action Plan

r7 action

Now we are ready to take action!

Whew! Did we really make it through the R7 health assessment? We are now ready to help you learn how to write an action plan. You are probably asking first “what is an action plan” or better yet “how do I write an action plan”?

Before the R7 Health assessment, action is all an organizational leader or executive team knew. In fact, action prior to purpose, vision, and strategy is chaos. Chaos lives on confusion, fear, stress, and anxiety. Interestingly, the logo for chaos is arrows going in every direction.

 

2000px-Chaos_star.svg

In fact, we do “Action” so well it has become the identity of the organization. Throughout the years we forget about our identity and purpose and pride ourselves on how fast we can move. When we’re moving this fast we wonder, is time moving faster or are we moving slower? This is a rhetorical question.

The image I see here is a truck with all the power in the world but has no tread on its tires, so it’s just throwing mud everywhere. Have you ever stood behind a truck throwing mud everywhere? It’s overwhelming. From a distance, it looks cool and productive but really it’s just an overwhelming waste of energy.

truck-spinning-messThat was then, but this is now. Because you and your organization have been through the R7 Health Assessment, creating an action plan example starts with vision, strategy, brand, communication, prayer, prayerful thinking and meditation. Action has a foundation. Action has a foundation. Action has meaning. Action behind the action is vision. Action has the “Power of Who” behind it. Action has the Holy Spirit behind it. Action is strategic. The visual image I get when communication action inside of R7 is the sonic boom (I am not talking about the video game character).

sonic-characterI am visualizing the actual airplane sonic boom.

sonic-boom-jet2The sonic boom occurs when an aircraft travels through the air faster than the speed of sound. As the plane passes through the air it creates a series of pressure waves in front of it and behind it, similar to the bow and stern waves created by a boat. These waves travel at the speed of sound, and as the speed of the plane increases, the waves are forced together because they cannot get out of the way of each other. Eventually they merge into a shock wave, which travels at the speed of sound – approximately 760mph (1,225 km/h), as a vapour cone forms behind the aircraft as atmospheric water is condensed.

sonic-boom-jetThe sonic boom is fast and powerful, it has purpose and direction and attracts the attention from the people who visualize it, everyone sees it but the pilot. The one who creates it doesn’t get a chance to see it because they are long gone, because the power of their vision and purpose, their trajectory is in another atmosphere. The action thrusts the visionary into the next realm quickly with flawless execution. There is no glory in the boom for the one who created it but only for those who witness it. Their glory is with their heavenly father.

When your vision is focused, flawless execution power and purpose radiates inside you and around you much like a F-16 traveling at low altitude.

Hopefully by now you are pretty familiar and now know how to write an action plan. You can now become the pilot and enjoy the testimonies of people seeing your sonic boom. Sign up for your free R7 Health Assessment today.

Lets’ Chat.

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In branding, marketing, R7

The Power of Thank You

shiny happy people
thank you on a typewriter

For the past several years, there has been a shift in the philosophy of “Thank You”. In the late ’90s and early 2000s, the “Power of Thank You” was simple and common in our everyday dialogue. It was more of a quid pro quo (something that was given or taken in return for something else). Consumers would see a “Thank you” occur in tangible forms like notes, emails, and even a gift card.

Because of the onslaught of digital consumption, the “Thank You” philosophy as we know it has shifted. User experience and instant product reviews have significantly changed how we shop, purchase, and engage with a product(s), good(s), and services. Consumer reviews have always been very powerful, but now they have an instant voice. Potential consumers, employees, donors, clients, and contractors are instantly listening, watching, and engaging. Because of this shift, reviews and organic search rankings have tremendous power. An awesome user experience backed with a great product…5 stars! A terrible user experience, with a bad product…1-star review.

thought bubble people

In this new digital world, organizational leaders are no longer the hero.

The consumer is the hero and the organization is their guide. Engagement with the consumer, or lack thereof, is a reflection of the organizational leader’s heart. Digital marketing has become a megaphone for the organizational identity, a direct reflection on how organizations behave and interact with the consumer. If organizational leaders see themselves as the hero, consumers will see the organization as lazy, out of touch, and perceived as disrespectful and not engaged with the needs of their consumer.

In this new “Thank You” philosophy, it is critical to acknowledge that the changes in the digital culture are rapid and engagement is happening instantly. Engagement is no longer an hour from now, not two days from now, but right now.

Competitive prices, efficient customer service, a smooth check out process, and timely delivery are no longer exceptional services, they are a basic commodity for any organization or business.

What can organizational leaders do to embrace this philosophy?

The new power of “Thank You” is about thanking the customer (the hero) by providing them with what they deserve.

What do they deserve?

They deserve, a world-class engagement experience linked to an exceptional product. Engaging the consumer through the decision making, purchasing, and follow up process is the start of the world-class experience and the beginning of embracing the new Power of Thank you.

flying kid

Harnessing the new “Power of Thank You”, will have significant and overwhelming benefits. Employees rave about the company, consumers instantly share, like, and instant message friends. Your donors become raving fans and your best salespeople, click-through rates and impressions go up, while bounce rates go down.

And what do organizational leaders have to do for this honor?

Here are a few tips from companies that are exceptional.

First, Embrace change. Zappos leaders embrace the change necessary to provide customers with better products and engagement process.

”Deliver WOW Through Service; Embrace and Drive Change; Create Fun and A Little Weirdness; Be Adventurous, Creative, and Open-Minded; Pursue Growth and Learning; Build Open and Honest Relationships With Communication; Build a Positive Team and Family Spirit; Do More With Less; Be Passionate and Determined; Be Humble.

Tony HsieghZappos CEO

Second, for the love of God, experience your own product. REI leaders experience their own product and work together to inspire and educate.

”Our core purpose guides everything we do: we all work to inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.

Jerry StritzkeREI CEO

Third, change the lens. Amazon leaders have changed their lens on how they see themselves and their customers. Amazon leaders are not the hero, their customers are the hero.

”We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.

Jeff BezosAmazon CEO

These simple steps will change the process and create a world-class front end experience, resulting in the consumers saying thank you on the back end.

shiny happy people

In part II, I will dive deeper into the practical steps for organizational leaders to implement the new “Power of Thank you”, starting with how to engage their own product and finish with how to shift the lens of the hero from the organization to the consumer.

In R7

Critical Thinking Skills

kid with a tin hat

Learning the core of critical thinking skills allows you to make better choices.

At its core, thinking can be broken down into 3 categories: creative thinking, problem solving, and critical thinking. Creative thinking involves imagining, inventing, changing, designing and creating. Problem solving includes improving, refining, finding, and inventing new criteria to mash up. Critical thinking incorporates analyzing, breaking things down, comparing, categorizing, listing, and ranking.

An individual who takes the time to think increases the organizational bandwidth for all solutions. Throwing more tasks and more information at someone will not make them thinkers or help the organization grow. Believe it or not, it will only increase turnover and decrease morale. The reality is that our society is terrible at critical thinking skills. We must encourage employees and donors to help us think. Taking the time to think is the foundation of democracy. Here are four universal examples of critical thinking:

1. Making distinctions between ideas, objects, and the pros and cons
2. Looking at systems and picking them apart
3. Recognizing relationships in the community
4. Looking at multiple perspectives to increase compassion and empathy

One of my favorite articles ever written is the “Making of a Corporate Athlete” by by Jim Loehr and Tony Schwartz. It’s a white paper, that is a scaled down version of their book “The Power of Full Engagement, Managing Energy, Not time, is the Key to High Performance and Personal Renewal.” Their book is one of the key factors of why Think is number 6 in our process. In fact their book is foundational to understanding an individuals ideal performance state, and also understanding oscillation and programs.

Building “Think” into our process allows an organizational leader the opportunity to reach their ideal performance state. As Jim and Tony point out, an ideal performance state involves a physical capacity, emotional capacity, mental capacity, and spiritual capacity. Each one of these capacities needs time oscillate. Rituals that promote oscillation—the rhythmic expenditure and recovery of energy—link the levels of the capacity pyramid.

The R7 Health assessment is not a program it’s a process.

A process that helps provide clarity to Vision and creates an environment for reflecting and applying rigor to daily tasks is where the message hits the tip of the sphere. The R7 health assessment is a highly collaborative process. A process is very different than a program. A program has hard and fast rules while a process takes innovation and collaboration with team members to execute.

For instance, vigorous exercise can produce a sense of emotional well-being, clearing the way for peak mental performance. Peak performance in business has often been presented as a matter of sheer brainpower, but we view performance as a pyramid. Physical well-being sits at its foundation. Above that rests emotional health, then, mental acuity, and at the top, a sense of purpose. The ideal performance state requires peak performance under pressure and is achieved when all levels are working together. All levels cannot work together if there is not proper oscillation within each of the capacities.

Therefore, developing critical thinking skills is one of the most critical steps in the R7 Health Assessment. They are essential for reaching an ideal performance state, increasing human potential, and boosting corporate performance.

Let’s Chat

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In culture, Podcast, R7

Driven 2 Thrive: Why Vision, Mission, and Core Values Are the Foundation Every Man Needs

Ever feel like you’re checking all the boxes—good job, decent income, responsibilities handled—but still drifting without clear direction? You’re not alone, and you’re not broken. You might just be missing the three-part foundation that transforms ordinary men into focused leaders who know exactly where they’re going and why.
Dr. Dave Jones, founder of M is Good and author of Vision Wins, recently joined Brent Dowlen on the Driven 2 Thrive podcast to break down why most men struggle with direction and purpose—and more importantly, how to fix it.

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In culture, Podcast, R7

When Urgency Overrides Compassion: The Marketing Lesson That Changes Everything


In 1973, researchers John Darley and Daniel Batson conducted one of the most revealing studies in social psychology. They recruited 40 seminary students at Princeton Theological Seminary, future pastors and religious leaders and asked them to prepare speeches to deliver in another building. Some were assigned to speak about the parable of the Good Samaritan, while others received different topics.

On their way to deliver these talks, each student encountered a confederate (a research actor) slumped in an alley, coughing and groaning, clearly in distress. The results were stunning: students who were told they were running late stopped to help only 10% of the time, while those who weren’t rushed helped 63% of the time. Even more surprising? It didn’t matter if they were literally about to preach on the Good Samaritan, the sermon topic had no statistical impact on whether they stopped.

The conclusion was sobering: situational factors like time pressure overrode personal beliefs, religious training, and even immediate sermon preparation about helping others in need. When we’re too rushed, too focused on our own agenda, we miss the very people we’re called to serve.

This is exactly what makes this conversation with Steve Noble so powerful. In an era when organizations, ministries, and businesses are constantly pushing messages, creating content, and building platforms, Steve and host Dave Jones dive into a fundamental truth that transforms everything: you are not the hero of your story. Your client, donor, or first-time guest is the hero. You are their guide.

M is Good | When Urgency Overrides Compassion: The Marketing Lesson That Changes Everything

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In culture

Leading Through the Valley: Why Managing Your FLAP Matters

Every Christian leader faces valleys.

Moments when vision feels foggy, pressure mounts, and confidence quietly slips away. Peaks test your performance, but valleys test your character.

And in those valleys, where strategy can’t fix what only surrender can, you’ll meet the four internal forces that determine whether you rise or stay stuck:

Fear, Lust, Anger, and Pride.

Together, they form what I call your FLAP.
 These are not random emotions; they’re spiritual patterns that reveal where your trust, identity, and leadership truly rest.

Managing your FLAP isn’t just about personal growth. It’s about organizational wholeness, because whatever leads you internally eventually leaks externally into your brand, your culture, and your marketing.

As goes the leader, so goes the message.

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In culture

Breaking Free from the Identity Crisis: 8 Research-Backed Attributes That Create Unshakeable Worth

What if your identity could remain rock-solid regardless of your circumstances? What if failure, rejection, or success couldn’t shake your sense of self?

After years of struggling with my own identity issues and watching the same patterns destroy talented leaders I coached, I knew something had to change. The typical advice wasn’t working. “Just be yourself” means nothing when you don’t know who that is. “Follow your passion” falls flat when your worth crumbles with every setback.

So I embarked on a research journey that would transform not just my understanding of identity, but my entire approach to life and leadership. Continue Reading

In culture, R7

The Christian Champion’s Framework | How the Six Fs Transform Leaders from Fear to Kingdom Impact

I had the fortunate opportunity to interview John Gallagher, founder of Growing Champions and host of The Uncommon Leader podcast, on The r7 Podcast, and what I learned challenged everything I thought I knew about peak performance and leadership development.

As a lifelong student of peak performance and development, I’ve studied countless frameworks and methodologies over the years. But John’s theory stands out for two crucial reasons: 

It’s simple, easy to understand, and simple to implement.

 

What separates a true champion from someone who simply achieves success in one area of life? 

According to John Gallagher, it’s the intentional pursuit of excellence across six critical areas, what he calls the “Six Fs“.

After spending over two decades in manufacturing leadership and 15 years in healthcare consulting, John discovered that sustainable success isn’t about dominating one arena. 

It’s about becoming a champion who bears fruit in every season of life.

 

The Six Fs: A Holistic Framework for Championship Living

John’s framework centers on six interconnected areas:

  1. Faith – The foundation that provides eternal perspective and Kingdom purpose
  2. Fitness – Physical health that sustains energy for the long journey
  3. Finances – Stewardship of resources that enables generosity and impact
  4. Friendships – Deep relationships that provide accountability and support
  5. Fun – Joy and rest that prevent burnout and maintain perspective
  6. Future – Your vocation and calling where you bear lasting fruit

“A champion is ultimately committed and intentional about being successful, regardless of where they get started on their journey,” John explains. “They make a tough choice—that they want to do something difficult, and they do what they have to do to make that work.”

 

The Glass Ball You Cannot Drop

While John emphasizes that we go through seasons where some areas require more attention, he’s adamant about one thing: 

  • Relationships are the glass ball you cannot drop.

“There’s something inside of many leaders who have not chosen to look at this balanced approach, where they’ll lean more heavily on their future [career] at this point in time, allowing one of those other balls to drop,” he observes. “That family ball is a glass ball that you can’t drop—it’s going to break.”

The challenge with relationships is that the fruit takes time to manifest. Unlike fitness, where you can see quick results, investments in family and friendship may not yield returns for years or even decades.

 

From Fear to Faith: The Transformation Journey

John’s journey illustrates the power of facing fear head-on. He shares a vulnerable story about strategically working his way to the back of a line during a team-building rock wall exercise, hoping time would run out before his turn. That moment of “holding himself small” haunted him for years.

The breakthrough came when friends challenged him to do something hard—a Spartan Race. The very obstacle he most feared? The rope climb.

“I remember the first day in the gym that I was able to do that J-hook with my feet and just pull myself up,” John recalls. “I was in our local gym, and tears came down my eyes… It’s recognizing that small win inside of that space.”

The lesson: 

  • What we fear most often becomes the gateway to our greatest growth.

 

Servant Leadership in an Upside-Down World

As we all know, social media fundamentally changed leadership dynamics, flipping the traditional top-down hierarchy. In this new landscape, servant leadership isn’t just preferred—it’s essential.

“Servant leadership is the leader saying, ‘How can I serve you? How can I help you become the best version of yourself?'” he explains. “It’s not what I need you to do. How do we pull out your gifts to glorify the Lord with your talents and abilities?”

This approach requires leaders to develop themselves before they can effectively develop others. As John puts it: 

“If they don’t take care of themselves, they don’t develop themselves as leaders, they can try to develop others inside of the team [but they’ll fail].”

 

The Kingdom Impact Opportunity

Perhaps John’s most challenging insight concerns the workplace as a mission field. He calculates that while churches can influence about 1% of the population, the workplace gives us access to impact 99 times more people for Christ.

“The impact in millions of people for Christ is inside the workplace and can be more impactful than the church,” John boldly states. 

This doesn’t mean only hiring Christians or constant evangelizing. Instead, it means:

  • Loving others measurably at work
  • Showing hospitality (How many people do you invite to your home?)
  • Using your gifts to make a bigger impact in your organization

 

Three Essential Champion Attributes

When pressed for the core qualities of a champion, John identifies:

  1. Intentionality – Champions are deliberate about how they invest time, talent, and resources
  2. Spirit of Continuous Growth – They never stop developing themselves
  3. Development of Others – They inspire, encourage, and equip others to become champions

“Whatever I’m learning, it’s not for me to keep,” John emphasizes. “It’s for me to give away so that others can bear fruit.”

 

 

Starting Small: The Power of Incremental Change

The beauty of John’s approach is its accessibility. Want to become a reader? Start with 10 pages a day—that’s 14 books a year. Struggling with fitness? Try 10 bodyweight squats, five times daily.

His personal breakthrough came when his trainer told him to simply “stop eating French fries.” That became his hashtag and metaphor for eliminating the small habits that derail progress.

“The easy barrier to entry is just pick something small that you want to move to,” John advises. “Change the horizon. Don’t worry about the bell at the top. Just take the first step.”

 

 

Your Champion Journey Starts Now…

John’s framework challenges us to stop “holding ourselves small” and start thinking with a Kingdom perspective.

The question isn’t whether you’re capable of championship living. The question is whether you’re intentional enough to pursue it across all six areas of your life.

Champions aren’t born—they’re grown. And growth begins with the decision to do something difficult, supported by the right framework, community, and faith.

What’s your next small step toward championship living?

 

Assess your own Six Fs: 

Consider rating yourself 1-10 in each area and identifying which one deserves your immediate attention. 

Faith: __________

Fitness: __________

Finances: __________

Friendships: __________

Fun: __________

Future: __________

 

Remember: champions are made in the margins, one intentional choice at a time.

If you want to learn more about developing leaders for lasting impact, you can find John at https://coachjohngallagher.com/.

In culture

Finding Your True Identity | Gary Steffens on Faith, Performance & Purpose

In a recent episode of the R7 podcast, I had the privilege of sitting down with Gary Steffens, a former professional hockey player whose journey from performance-based identity to faith-based purpose offers powerful insights for anyone struggling with questions of self-worth and meaning.

When Your Worth Is Tied to Performance

Gary’s story begins like many elite athletes’. From the outside, his career appeared picture-perfect: playing at the highest levels from a young age, earning full scholarships, competing in national championships, and eventually turning pro. But inside, he was suffering.

“Outwardly, everything just looked amazing,” Gary shared. “But inwardly, I was an absolute disaster. I was struggling with the fear of failure, fear of what people think, performance anxiety, discouragement.”

His identity was completely wrapped up in his performance on the ice. A good game meant he was valuable; a bad game meant he was worthless. This rollercoaster of validation led to anxiety, substance abuse issues, and a deep sense of emptiness.

“If my worth and value is tied to what that coach thinks and that coach, he looked at me and he said, ‘you weren’t what we expected’… that’s a dig into my gut,” Gary explained.

The Turning Point

The pivotal moment came in college when hockey, his “god”—was temporarily taken away from him due to an injury. For the first time, Gary found himself crying out for help, experiencing a peace he couldn’t explain, and beginning to question if there was more to life than his sport.

This started him on a journey to discover a more stable foundation for his identity—one that wouldn’t shift with each performance or others’ opinions. Through his Christian faith, Gary began to understand a profound truth: “Hockey’s what I do. It’s not who I am.”

Two Types of Faith

In our conversation, we explored how there are essentially two lanes of faith operating in our lives:

  1. Faith in our abilities – The confidence we build through repetition and experience
  2. Faith in something bigger – Belief in a purpose and identity beyond our performance

The first type can certainly bring temporary fulfillment, but it’s the second type that provides lasting purpose and stability through life’s inevitable peaks and valleys.

The Ladder Against the Wrong Wall

Gary shared a powerful quote that resonated deeply with both of us: “Some people spend their entire life fighting so hard to climb the ladder of success, only in the end to realize that the ladder was leaning against the wrong wall.”

This perfectly captures the emptiness many successful people feel after achieving everything they thought would bring fulfillment. True fulfillment, as Gary discovered, comes not from chasing validation through performance but from finding purpose in something eternal.

Living with Unshakable Identity

What’s most remarkable about Gary’s story is how his shift in identity actually improved his performance. By no longer tying his worth to outcomes, he found freedom to play without the crushing pressure of self-validation. His confidence, once his greatest weakness, became his greatest strength.

“When we know our identities in the truth and it’s in Christ, we are set free and we become strong,” Gary reflected. “Our identity is not dependent on circumstances. Therefore, I am strong and stable no matter what circumstances hit my life.”

Finding Your True North

Whether you’re an athlete, business leader, or in any other field, the lesson is universal: When we build our identity on shifting foundations like performance, possessions, or others’ approval, we’re setting ourselves up for a lifetime of anxiety.

But when we anchor our identity in something unchanging—whether that’s faith, core values, or a sense of purpose bigger than ourselves-we find a stability that no success or failure can shake.

As Gary so beautifully summarized:

 “My identity in Jesus, true fulfillment is about living for the Lord and for eternity. And what I do is my opportunity to leave a legacy.”

What about you? Where is your ladder leaning?

In culture

Holy Spirit Intelligence: How to Hear God’s Voice in Your Daily Life

Unleash the Warrior Within. Hear God’s voice.

Holy Spirit Intelligence (HSI), is our individual ability to hear God’s voice and then act on His command. Like a General in the Army, we are soldiers and warriors for the Kingdom of God. Most of us don’t hear an audible voice like a friend, wife, or husband standing in a room next to us telling us what to do. We get a crazy dream that we can’t interpret. Or maybe we hear or see something on TV or the Internet and think, “Is this a coincidence?” and think “Man, that’s really weird.”

HSI is for everyday Christians. Christians like you and me who want to use our talents and gifts to glorify the Lord. So how do we hear His voice? Understanding the process of His Holy command and acting as if it’s an order from the Chairman of the highest, most righteous Supreme court in all the universe. Jesus Christ himself is the first step in the process. He is talking to us, but are we actively listening?

Active listening for His voice takes time and discernment. Praying and asking God on a daily basis to hear His voice and act on His command takes discipline and rigor. Am I willingly able to give my life and agenda to Him every morning or everyday? If you have never acted on His voice, it takes faith, confidence, and repetition. Are you willingly able to change your calendar and respond to His voice? How about blessing an organization financially or giving some of your personal resources to them?

HSI is for normal everyday Christians who are able to discern His voice and act on His command. This is like the FBI and CIA, or top secret officials taking direct orders from the President of the United States, except our President is the Supreme Ruler of the universe with unlimited power over mind, body, and spirit. One day, all knees will bow to the Supreme Ruler of the universe, and He doesn’t have a four-year term. He is the ruler, now and forever, the alpha and omega, the beginning and the end. Start hearing His voice and apply rigor to your actions today, and become a warrior for the Kingdom of God. Every day He is always attempting to talk to us. It’s our ability to tap into His daily messages. An HSI warrior can hear His voice daily and act on His command. Understanding and embracing this power is where HSI begins.

Remember, Jesus Christ places us in the marketplace with God to show His glory through our talents and abilities. Our heavenly father paid the ultimate price for our freedom and liberty. He boldly and courageously died on the Cross for our sins for every generation that will ever live on the planet, including you, your children, and grandchildren. Glorifying Him in your everyday walk by hearing His voice. Start your day by asking to hear His voice and reorganize your time. Transform your mind, body, and spirit to become an HSI Warrior.

So how do we hear His voice?

Accepting Jesus Christ as your Lord and Savior is the warm-up before embracing HSI. Because we are here to glorify God with our talents and abilities, He is attempting to talk to us every day. Understanding the process of Holy Spirit Intelligence is critical to hearing His voice. Embracing His voice is like embracing an order from the highest, most righteous supreme authority in all of the universe. He is talking to us, but are we actively listening?

Every day He is always attempting to talk to us. It’s our ability to tap into His daily messages. An HSI warrior can hear His voice daily and act on His command. Understanding and embracing this power is where HSI begins.

What is HSI?

Holy Spirit Intelligence (HSI) is our ability to hear God’s voice and act on His guidance. It’s not just for pastors or spiritual leaders – it’s for everyday Christians like you who want to use your gifts to honor God.

Most of us don’t hear an audible voice like someone standing next to us. Instead, God often speaks through:

  • Persistent thoughts that keep returning

  • “Coincidences” that seem too perfect to be random

  • Messages that appear in different places and ways

The 7-Step HSI Process

Here’s how to recognize God’s voice through Holy Spirit Intelligence:

Initial Impression – A passing thought happens.
Action Step: Park it.

First Confirmation – Someone or something in your daily life reveals that same thought, either verbally or visually.
Action Step: Park it.

Prayerful Patience – Keep the thought parked. Pray for discernment.
Action Step: Park it.

Second Confirmation – That same thought appears again through a different source in your daily life, either visually or verbally.
Action Step: Park it.

Mentor Verification – Test the thought with Christian mentors and scripture to ensure it will glorify God’s Kingdom.

Third Confirmation – That same thought appears yet again through a different channel in your daily life.
Action Step: Take Action

Faith Activation – Gas pedal time. Taking action will require a leap of faith and will likely feel uncomfortable. This action step is what transforms you into an HSI warrior.

This process rarely happens quickly. It might unfold over weeks, months, or even years. God’s timing is different from ours, and He’s more concerned with our growth than our speed.

Frequently Asked Questions About HSI

Q: How do I start training myself to hear God’s voice?
A: Like any skill, hearing God’s voice takes practice. Start by setting aside dedicated time each day. Begin with a simple prayer: “Lord, I want to hear You today. Help me recognize Your voice.” Consistency is more important than length—even 5 minutes daily will make a difference.

Q: I’m always busy. When am I supposed to listen for God?
A: Create intentional quiet spaces in your day. Set aside 10–15 minutes of silence away from distractions. Turn off your phone, step away from screens, and just listen. Many find early morning or right before bed works best, but the specific time matters less than making it a priority.

Q: How do I know if what I’m hearing is really from God or just my own thoughts?
A: Keep a Journal. Write it down. Over time, you’ll notice patterns and confirmations as these thoughts appear in other contexts. This journal becomes evidence of God’s faithfulness and helps you recognize His voice more clearly.

Q: Should I tell others about what I think God is saying to me?
A: Yes! Find 2–3 trusted Christians who can serve as accountability partners. These people should know Scripture well and have demonstrated discernment in their own lives. They can help you test what you’re hearing and provide wisdom on whether it aligns with God’s character and Word.

Q: Does God really speak to ordinary people today, or was that just in biblical times?
A: God has always communicated with His people. Throughout the Bible, we see countless examples of God speaking to ordinary individuals:

“The Lord said to Moses…” (Exodus 4:21)
“The word came to Jeremiah from the Lord…” (Jeremiah 7:1)
“My sheep listen to my voice…” (John 10:27)
Gen 3:8 “And they (Adam and Eve) heard the sound of the Lord…”
Ex 4:21 “The Lord said to Moses…”
Gen 12:1 “Now the Lord said to Abram…”
Joshua 1:1 “The Lord spoke to Joshua…”
Is 8:1 “Then the Lord said to me (Isaiah)…”
Jer 7:1 “The word came to Jeremiah from the Lord…”
Jn 5:30 “I can do nothing on My own initiative, as I hear, I judge…”
Acts 11:12 “And the Spirit told me (Peter) to…”
Rev 1:10–11 “I (John) was in the Spirit on the Lord’s day, and I hear behind me a loud voice like the sound of a trumpet, saying ‘Write a book what you see…’”
Heb 12:22, 24–25 “But you have come to Mount Zion and to the city of the living God…and to Jesus, the mediator of a new covenant…See to it that you do not refuse Him who is speaking”
Habakkuk 2:1–2 “I will stand on my guard post…And will keep watch and see what He will speak to me…Then the Lord said…Record the vision….”

Jesus Himself promised in John 10:16 that His followers “will listen to my voice.” God’s communication with His people didn’t end when the Bible was completed—He continues to speak today.

Q: How can I be sure I’m not just making things up or hearing what I want to hear?
A: Even experienced believers sometimes question whether they’re truly hearing from God or just creating meaning from coincidence. Use these four reliable filters:

  • Bible Alignment Test: Does this message contradict Scripture? God will never guide you to do something that conflicts with His written Word.

  • Peace Test: Despite challenging circumstances, God’s voice brings an underlying peace. As Colossians 3:15 says, “Let the peace of Christ rule in your hearts.”

  • Community Confirmation: Proverbs 11:14 – “In the multitude of counselors there is safety.” Seek input from mature believers who demonstrate wisdom.

  • Fruit Examination: Does it produce love, joy, peace, patience, kindness, goodness, faithfulness, gentleness, and self-control? (Galatians 5:22–23)

Q: How long does it take to get good at hearing God’s voice?
A: When you begin responding to God’s voice, you become a spiritual warrior. Each divine instruction moves you beyond comfort into kingdom purpose.

At first, hearing God might feel strange or uncertain. But with practice, your confidence grows—not in your ability to hear perfectly, but in God’s commitment to speak clearly.

Your Next Step

Whether you’re just starting this journey or have been practicing for years, try this:

  1. Set aside 10 minutes tomorrow.

  2. Quiet your mind, open your heart.

  3. Simply ask, “Lord, what do You want me to know today?”

  4. Observe the days ahead.

  5. Record any confirmations.

  6. Talk with a trusted Christian friend.

“The God who created the universe isn’t silent – He’s speaking. The question is: are we listening?”

“My sheep listen to my voice; I know them, and they follow me.” — John 10:27

In branding, culture, digital, marketing

Your Attention Is Under Siege

In 1980, when Ronald Reagan took office, the average American only encountered around 500 advertisements or brand impressions per day*. Fast forward to 2025, under Donald Trump’s presidency, and that number has exploded to over 15,000 daily impressions*. This staggering 30-fold increase represents one of the most profound yet underappreciated transformations in American life: the industrialization of human attention.

The Evolution of Commercial Impressions

The data tells a compelling story about how dramatically our attentional landscape has shifted:

M is Good | Your Attention Is Under Siege
  • The Analog Era (1980-1988): With limited media channels—three major television networks, local radio stations, and print publications—advertisers could reach most Americans through just a handful of touchpoints. The 500 daily brand impressions had a bounce rate of only 14%, meaning people actually processed and remembered most advertising they encountered.
  • The Cable & Early Internet Revolution (1990-2000): Under Bush Sr. and Clinton, cable TV fragmented the media landscape while the internet began its ascent. Daily impressions rose to 5,000 by 2000, with bounce rates climbing to 37% as consumers developed their first significant filtering mechanisms.
  • The Digital Acceleration (2000-2010): The Bush Jr. and early Obama years saw digital advertising mature alongside the early social media platforms. Mobile phones became ubiquitous, creating new surfaces for commercial messaging. By 2010, Americans faced 8,000 daily impressions with a 58% bounce rate.
  • The Algorithm Era (2010-2020): Social media platforms optimized for engagement while smartphones became primary consumption devices. Streaming services, personalized recommendations, and microtargeting all contributed to a world where commercial messages followed consumers everywhere. Impressions reached 12,000 daily with a 76% bounce rate.
  • Today’s Multi-Platform Attention Economy (2025): Under Trump’s returned presidency, we’ve reached an unprecedented 15,000 daily impressions with an 84% bounce rate. TikTok, Instagram, YouTube, streaming services, gaming platforms, smart devices, and augmented reality have all become vehicles for commercial messaging.


The Siege on Our Mental Bandwidth

The implications of this transformation extend far beyond marketing effectiveness. What we’re witnessing is nothing short of an industrial-scale competition for the most precious and limited resource in the digital age: human attention.

 

The Bounce Rate Crisis

Perhaps most telling is the evolution of the bounce rate—the percentage of impressions that fail to register meaningfully in our consciousness. In 1980, with a 14% bounce rate, most advertising registered. Today’s 84% bounce rate reveals a critical truth: our mental filtering systems have become highly sophisticated defense mechanisms against information overload.

This isn’t just a problem for advertisers. It represents a fundamental shift in how humans process information. We’ve become experts at ignoring, at filtering, at bouncing away content before it can penetrate our awareness. The necessary skill of selective attention has evolved into a reflexive dismissal of most incoming information.

 

2025: A Typical Day 

Tom wakes up and immediately checks her smartphone, scrolling past dozens of sponsored posts and native ads without consciously registering most of them. His smart speaker plays a news podcast interrupted by targeted ads. During his commute, digital billboards change every few seconds, while her navigation app displays location-based promotions. At work, his web browser shows personalized ads on every page, his email contains sponsored content, and social media breaks include hundreds of algorithm-selected advertisements.

That evening, while streaming shows across multiple platforms (each with their own ads), Tom simultaneously browses shopping sites (more ads), checks social media (endless sponsored content), and receives push notifications from apps (additional promotions). His smart TV, gaming console, and household IoT devices all collect data to serve her even more targeted advertising.

Total ad exposure: 15,000, most of which are never consciously registered. When someone mentions a popular advertisement, Tom has to ask, “Which one?” as her attention has become so fragmented and selective that only a tiny fraction of ads break through her perceptual filters.

 


Living Under Siege: The Personal Cost

The 30-fold increase in commercial impressions has transformed everyday life in ways both obvious and subtle:

  • Diminished Deep Focus: The constant interruption economy has made sustained attention increasingly difficult, affecting everything from workplace productivity to personal relationships.
  • Decision Fatigue: The overwhelming number of choices and messages contributes to decision fatigue, where mental energy is depleted by the constant need to filter information.
  • Anxiety and Overstimulation: Many experience a persistent sense of being overwhelmed, of missing something important amid the noise.
  • Attentional Inequity: Those with resources can increasingly buy their way out of the attention economy (premium ad-free services, higher-end devices with fewer interruptions), creating a new form of inequality.

 

What Cuts Through the Noise: Messaging That penetrates the filter

In the flood of 15,000 daily impressions, messages that connect to our identity, immediate needs, or personal circumstances consistently receive processing priority, and with so  many ads competing for our attention, what actually gets noticed? 

Here are five types of messages that can break through our mental filters:

 

Emotional Content

Messages that make us feel something—whether it’s laughter, fear, or inspiration—consistently get noticed. This is why ads today focus more on emotional stories than product features.

Why it works: Emotional content bypasses our conscious filtering because our brains process emotions before rational thought. A touching story about a family moment will register when a list of product features won’t. Organizations that cast themselves as heroes fighting against clear villains (whether competitors, problems, or societal issues) create emotional narratives that instantly cut through the noise. Our brains are hardwired to pay attention to these archetypal storytelling patterns.

Interestingly, research shows that defining a clear villain is even more important than showcasing the hero’s strengths. A 2023 study from Northwestern found that our attention systems are 3x more responsive to negative threats (villains) than positive opportunities (heroes). This explains why successful messaging often focuses less on “how amazing we are” and more on “how terrible this problem is that we’re fighting against.” When Apple positioned itself against conformity in its famous 1984 commercial or when environmental organizations highlight corporate polluters, they’re leveraging this fundamental attention bias toward threats and villains.

Surprising or Unexpected Content

Our brains automatically pay attention to anything that seems different or unexpected. When something breaks the pattern of what we expect to see, we notice it.

Why it works: We’re hardwired to respond to novelty. While we might ignore standard ad formats we’ve seen thousands of times, something unusual temporarily captures our attention.

Personally Relevant Messages

Messages that connect to who we are or what we need right now are much more likely to get through. This explains why personalized advertising has become so common.

Why it works: Research shows including someone’s name in a message increases engagement by 38%. Similarly, ads that address immediate needs (like umbrella ads during rain) can reduce bounce rates by 40%.

Recommendations from People We Trust (Influencers)

We naturally pay more attention to information from friends, family, or trusted sources. This is why influencer marketing and testimonials are so effective.

Why it works: Content shared by people we know has bounce rates about 35% lower than identical content from brands or companies.

Content That Offers Clear Benefits

Our brains prioritize information that promises some kind of reward—whether it’s useful knowledge, entertainment, or social connection.

Why it works: Offering something valuable before asking for anything in return makes us more receptive to messages. Our brains tag these sources as worth paying attention to.

 

The Responsibility Question

In a world where 84% of ads are ignored, the 16% that do get through have enormous influence. This raises important questions about how these attention-grabbing techniques are used.

The most successful communicators today aren’t necessarily those spending the most money, but those who understand these psychological triggers. This matters not just for advertisers, but for anyone trying to communicate in our information-saturated world.

Conclusion: Reclaiming Our Attention

The 30-fold increase in commercial impressions between 1980’s America and 2025’s America represents one of the most significant yet underappreciated transformations in modern life. Our attention—our very consciousness—has become the primary battlefield of commercial competition.

The rising bounce rate, now at 84%, suggests we’re reaching the limits of what human cognition can process. The next evolution of this struggle won’t be about increasing impressions but about breaking through our sophisticated filtering systems with ever more personalized, emotionally resonant, and precisely targeted messaging.

For individuals, the challenge of the coming decade will be learning to protect and direct our attention intentionally in a world designed to capture and monetize it. For society, the question remains whether we’ll begin to recognize attention as a finite resource worthy of protection or continue to treat it as an infinite commodity to be harvested without limit.

Your attention has never been more valuable—or under more persistent siege.

*Impression = each discrete moment of exposure.

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