In "The Impact Equation", Brogan and Smith show that to make people truly care about what you have to say, you need more than just a good idea, trust among your audience or a certain number of followers. You need a potent mix of all of the above - and more. As traditional channels for marketing and selling disappear and more people interact mainly online, the very nature of attention is changing. Use "The Impact Equation" to figure out what you"re doing right and wrong. Apply it to a blog, a tweet, a video or a mainstream advertising campaign. Use it to explain why a feature in a national newspaper that reaches millions might have less impact than a blog post that reaches a thousand passionate subscribers.