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Three E's of the Empowerment Code

Updated: Jul 25

In the Empowerment Code model, we propose three terrains to take your ideas, your products, or your image to the market without selling your soul.


Terrains are contextual conditions that support a behavior, symbol, or concept that you want to convey to your audience. In the process of defining your contextual conditions, the three terrains are:

  1. Excellence

  2. Enticement

  3. Exposure

Gray wolves have no natural predators.

Excellence is the terrain where you identify the quality of what you are taking to the market. This includes constant gradual improvements from principles of Gemba Kaizen: a Japanese tool that seeks gradual, sustainable refinements - but never reaching perfection because that would mean the end of growth. In this terrain you also determine the quality of service that you will provide. Excellence also includes branding and anticipating needs of the audience that you want to reach.


Enticement is the terrain where you determine the value, uniqueness, function, and aesthetics of your product. It should always be an extension of your excellence. If it is not good enough for you, improve it or give it up. This crossroad evaluates the ethics of your enticement to avoid predatory sales. The enticement terrain also includes discovering the components of brand loyalty.


Exposure is the terrain where you operationalize the convergence of sales and marketing. In the Empowerment Code model we simplify with Occam's Razor, bringing exposure to its logical conclusion where supply and demand converge. Independent of how other complicated models try to monopolize their concepts of sales and marketing, we propose sales is how you entice and marketing is whom you entice.


In your organization, evaluate the three E's and the terrains that support them or inhibit them.


Such is the way of Empowerment...


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