The Relationship Arc.
In Pursuit of Quality. #12.
Welcome to the 12th issue of In Pursuit of Quality! Thank you for your unwavering support.
Today I'm excited to revisit a tool I developed years ago while at YouTube, working with Google's top advertising clients: the "Brand Arc." More than just a corporate strategy, this concept has evolved into what I now see as the "Relationship Arc," a universal framework for understanding our journey with others and ourselves:
Obscurity → Advocacy.
Originally, the Brand Arc was a corporate tool illustrating a marketer's journey with customers. It begins with non-existence, where a product or company is totally unknown. Awareness (Exist) marks the first step—when customers can say, "I've heard of you." This evolves into Know, then Care, as the product or brand starts to resonate more deeply.
The arc ascends from Care to Identify, where a brand or product becomes part of a customer's life. Love is next, reflecting loyalty and forgiveness for inevitable missteps. The pinnacle is Advocate—customers championing the product or brand to the world.
For marketers, understanding one's position on this arc is crucial. The goal is always to elevate customers' perceptions, moving (some of) them up from the arc from mere awareness to active advocacy.
Beyond Brands.
But I've come to realize that this isn't just about brands. It's about relationships. This arc mirrors the trajectory of our connections with others and with ourselves.
Interpersonal Relationships
Consider how all relationships begin—unnoticed, like countless others. As we get to know someone, we move from Exist to Know, and then to Care. Many relationships, especially casual acquaintances, plateau here. But deeper connections climb higher on the arc.
Identify signifies relationships that are integral to us. Love denotes those few we forgive and protect fiercely. Advocacy is rare, reserved only for those we support unconditionally. Reflect on your own relationships. Where do they stand on the arc? Can they deepen beyond mere Know and Care?
While quantity in relationships is important, the quality of those at the arc's apex is paramount. Truthfully, our lives are enriched by a balance of both.
Intrapersonal Relationships
Turning inward, the arc guides us through personal evolution. In 2019, I left the corporate world for an uncertain yet fulfilling path. Initially, the idea of going solo did not Exist for me. It grew from a whisper to a calling—moving up the arc from Know and Care to Love. And now I Advocate this path to others all the time, whenever and however I can.
Change, be it in the form of emerging technology or our own life stages, follows a similar path. It's most daunting when it’s unknown, but through understanding, caring, and identifying, we can embrace and then advocate for change.
So I invite you to apply this arc to the way you think about your relationships with companies, people, and your own personal growth. It can be a powerful tool for navigating and nurturing the connections that matter most.
And that, as I hope you know, is what being in pursuit of quality is all about. Let me know what you think!
With warmth, gratitude, and respect.
Brain tangent. I have been thinking a lot about quality since the launch of your blog. My own personal pursuit along, with an eye towards the larger cultural temp. I’m nervous that quality (like kindness) will soon become a strategy vs an authentic pursuit.