This is the most important thing I’ve ever written — to me, personally, because it conceptualizes my worldview and marketing view. To you, too, I think (but I don’t want to be presumptuous) because I know there’s a huge divide between the two big approaches in marketing today — trust and hype.
The Resonance Principle is a term I coined to describe the trust-based approach. There is more than trust to it, of course. You’ll find the highlights here and a button at the end to read the full essay.
Let’s dig in!
Trust compounds. Hacks depreciate
Marketing has two roads left — engineered spectacle or engineered trust. One spikes, the other compounds.
Pick wrong and you’ll spend the next decade speed-running new hacks while your soul files for bankruptcy. Pick the resonance road and you’ll wake up to inboxes that overflow with unsolicited referrals, media invites, and the sweet, sweet ping of Stripe while you’re off the grid.
This is an unapologetic manifesto. So, if you’re looking for a 30-day six-figure shortcut, shut this tab and buy another “secret ChatGPT prompt” for 99 bucks. But if you want to build enduring influence that outlives algorithm tweaks and hype cycles alike, pour yourself something strong and keep reading.
Two marketing worlds collide
If the internet were a Hollywood set, most funnels would be false façades — a Potemkin village of borrowed Lamborghinis, countdown clocks, and AI-spun testimonials that dissolve on first contact with daylight.
Yet move a few blocks off that set and you’ll hear a different sound — a quieter, deeper, bass you feel in your chest. It’s a newsletter that lands like a letter from an old friend. It’s a founder showing ugly revenue charts because honesty beats optics. It’s a therapist turning taboo into TED Talks.
That low-frequency hum is resonance, and it doesn’t fade with distance.
What separates the brittle spectacle from the durable signal is what I call the Resonance Principle. It is less of a “growth hack” than a law of reputational physics: pile enough credible proof in one direction, and the market will vibrate at your frequency long after you stop talking.
The flip side is equally merciless: trade substance for sugar-high stunts, and the half-life of your influence shrinks to the attention span of a goldfish on Red Bull.
Today’s “secret funnel” is tomorrow’s punch line. The comedian Steve Martin once said “Be so good they can’t ignore you.” Hacks invert the advice: be so loud they can’t mute you — until the unfollow button cures the headache.
The Resonance Principle is therefore a wager on time. It accepts the early opportunity cost of ignored posts and small launches in exchange for the outsized return of permanent mind-share.
It is the valley between two curves: one ascending slowly but relentlessly (compounded trust) and one spiking early only to plunge (depreciating hype). Plot them on the same graph and the choice becomes embarrassingly obvious.
The Resonance Principle blueprint and formula
Briefly put, the Resonance Principle formula is:
Signal × Substance × Time² = Resonance
Time is squared because compounding isn’t linear; it’s aggressively exponential once momentum kicks.
A more detailed view:
This essay now lives permanently on my homepage, in the top menu, under the name “Manifesto”.
Want to read it all and find:
- Examples of resonance heroes and hacksters?
- How to build a business that leverages the Resonance Principle?
- The full explanation of why this matters now more than ever?
As always, I’d love to hear from you. Does this resonate with you (pun intended)?
Reply and let me know!
If the answer is yes, it would mean the world to me if you spared 5 seconds to spread the word. Share the essay below
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