The Most Important Equation in the Information Age
M=eC, a mathematical certainty providing strategic clarity to determine survival.
M=eC
Marketing “M”, like all information, is the product of 2 primary elements -
exposures “e ” (what we see/hear/experience) and credibility “C” (what we believe of what we see/hear/experience)
- Marketing (like ALL information) is exposures “e” times credibility “C”
- Those are the two primary variables
- Nothing in marketing (or information) exists outside this equation
- Expresses a mathematical certainty — not theory
M=eC Reveals Everything
- Reveals the Situation:
- Big Tech Mega-Monopoly Middlemen (BTM3) dominate exposures “e”
- BTM3 created the “attention economy” focused on “engagement” and marginalizing credibility “C”
- BTM3 have inadvertently created the largest and most valuable untapped marketing asset in history
- Reveals the Threat:
- If BTM3 dominates credibility “C” and exposures “e” it would control both elements (“e” and “C”) of marketing “M” which would be GAME OVER for free markets, independent marketers, and consumer choice.
- Reveals the Solution
- Marketers must dominate credibility “C” at all costs, and thereby prevent BTM3 from dominating credibility “C”
- When marketers dominate credibility “C” they activate the largest and most valuable marketing asset in history that they have already paid for
- Reveals the Outcomes
- Equilibrium — split control of exposures “e” and credibility “C”
- Monopoly — single control of BOTH exposures “e” and credibility “C”
- No other states possible (all other states are “transition”)
Marketers’ ONLY Path:
- Marketers must dominate credibility “C” — there is no other option
- The “Pedia Effect” facilitates this
- No other systematically proven method exists for generating credibility at scale
Deeper Dive — The Marketing Equation — M=eC reveals:
- The “multiplicative” relationship between “e” and “C” means that both elements are necessary for a result “M”.
- The “multiplicative” relationship between “e” and “C” means they are “inversely proportional” to one another at any given “M”. (If one goes down the other goes up and vice versa)
- If either element “e” or “C” is zero, then marketing results “M” are zero.
- Exposures “e” are an “objective, incremental, weak force” (which is why you need so many of them)
- Exposures “e” are a rapid “diminishing returns” element
- Exposures “e” empower BTM3
- Exposures “e” universe is dominated by BTM3
- Credibility “C” is a “subjective, exponential, strong force” that affects all exposures, including past exposures (mere exposure effect)
- Credibility “C” is a perception (that exists only in the mind)
- Credibility “C” is the most valuable perception and most valuable asset (#15 below)
- Credibility “C” is a “rapid increasing returns” element
- Credibility “C” reduces dependency on BTM3 exposures
- Credibility “C” empowers marketers
- Increasing credibility “C” has greater effect when exposures “e” are high
- Credibility is the most valuable asset of any company, because it (or the lack of it) can destroy any other asset of the company, up to and including the entire company itself.
- The Marketing Equation proves the sole purpose of information is credibility “C” therefore credibility IS information.(AI comments: Claude 3.7, ChatGPT 4o, Gemini)
For large companies, the exposures “e” variable totals millions/billions/trillions of mostly interruption-based exposures. Therefore, any new exposures “e” added to the existing millions or billions are, by definition, incremental and can produce only minimal increases in overall marketing results ”M”.
On the other hand, any increase in credibility “C” is an exponential “strong force” multiplied by those same, existing millions-billions-trillions of exposures “e,” producing an exponential increase in overall marketing results “M,” that makes all marketing, advertising (and all information), past (mere exposure effect), present, and future, work better.
After 20+ years, trillions of dollars of (low credibility, low efficiency, and low effectiveness) interruption-based ad exposure and other information have been spread across the world, on and offline — creating the largest and most valuable marketing asset that marketers have already paid for.
Increasing the credibility “C” of all those past exposures “e” taps into all those past paid exposures and increases overall marketing results “M.”
This makes everything the marketer has already done or will do – work better.
The math is simple and undeniable… M=eC
It’s the credibility!
The Long Ignored Credibility Component — The “Attention Economy”
Over the past 20+ years, so much time, money, and effort has been spent chasing, surveilling, and targeting millions of consumers with trillions of low credibility, interruption-ad exposures “e” on and offline, while the credibility “C” variable has been “strategically marginalized” for obvious reasons. Increasing credibility “C” empowers marketers, decreases marketers’ dependence on BTM3 exposures “e,” and drives direct-to-consumer attachments.
The Marketing Equation (M=eC) demonstrates that exposures “e” are inherently inefficient, wasteful, and without maximum credibility “C,” maximum ROI is not possible. This means marketers have left (and are leaving) significant value (billions) “on the table” creating the largest and most valuable marketing asset that marketers have already paid for.
Value that can be unlocked by a credibility algorithm that enables marketers (along with consumers) to dominate the credibility “C” element of marketing “M”:
- automatically maximizes marketer credibility “C”,
- multiplies marketing “voice and tone,”
- amplifies all (past, present, and future) exposures,
- unlocks increased returns from all past exposures, and
- creates a consumer “point of need” (PON) marketing platform more powerful and efficient than any previous “point of interruption” (POI) ad-based platform.
- It creates a direct connection between marketers and consumers where consumers intentionally seek truthful marketing information — forever.
- And this time the marketers and consumers are in control — not another BTM3.
(AI comment: Claude 3.5, Chat GPT‑4)
The End of Marketing, Marketers, and Free Markets…
BTM3 already dominate the exposures “e” element and if BTM3 is able to dominate the other primary element, credibility “C” they would control marketing “M” and that would be “game over” for marketing, marketers, and free markets as we know them…full stop.
The one and ONLY choice is marketers must control/dominate credibility “C.”