Creating Good Vibes

March 4, 2007 Blog 2 comments

Recently, I attended a staff seminar where the theme of resonance was used. According to Wikipedia, resonance is a term used in physics whereby one system tends to oscillate a maximum amplitude at certain frequency.

Resonance is a powerful force multiplier. It is both a natural and artificial phenomenon whereby something moves in synchrony with another, for both good and bad. Witness how the powerful high pitched voices of soprano singers can cause wine glasses to shatter.

Marching soldiers crossing a wooden bridge at a certain rhythm can cause it to break. Even helicopters like the almighty Chinook can fall prey to Resonance! Watch this video below:

Resonance can exert an overriding influence not only in physical terms however. It can also be seen in emotional, cognitive and psychological areas. I am sure you have been moved before by a particular song, dance, or performance. Maybe it could be a scene in a movie, a book which you have read, or a particular photograph?

Blogging can become a powerful force to elicit resonance. There is something powerful about human-to-human conversations which occur every day over the blogosphere, connecting people across different societies, interests, geographies, cultures and demographies.

The key? Emotional connection, where one kindred spirit moves in melody and harmony with another.

If we talk about online communities, this can become even more powerful. Resonance is a key reason why big organisations have to apologise for seemingly inconsequential little customers. Resonance can also inspire, activate and become a clarion call for action. It unites hundreds of thousands in heart, spirit and soul for a common cause. It also causes customers to vote with their feet when things go awry.

I believe that in business, you need to create resonance with all your stakeholders – customers, board of directors, suppliers, and especially employees. When all the parts can move together in perfect symmetry and synchrony, there will be a certain rhythm, harmony and poetry in how you conduct your daily deals. Instead of antagonism and conflict, what you may then get is the chance to create beautiful music together.

By Walter
Founder of Cooler Insights, I am a geek marketer with almost 24 years of senior management experience in marketing, public relations and strategic planning. Since becoming an entrepreneur 5 years ago, my team and I have helped 58 companies and over 2,200 trainees in digital marketing, focusing on content, social media and brand storytelling.


  1. Hi Walter,

    That’s a great point.

    And I believe that the amplitude of the resonance is what Malcolm Gladwell terms as the Tipping Point. When the resonance gets to a certain level, it reaches a desired critical mass.

    One of the examples widely used in marketing was the Apple iPod. While the iPod wasn’t the first MP3 player in the market nor was it the best, it reached a Tipping Point because the product infected its own hive and helped by the proliferation of P2P software that was taking its hive by storm.

    In a sense, the iPod resonated with the Mac community that spread to non-Mac users through P2P networks such as Napster.

  2. Thanks for the interesting inferences Daniel. I realise that many of the “social media” advocates have a common thread – putting emphasis on informal versus formal networks, conversational rather than one-way marketing, and using buzz and WOM to get the message through. I wonder how long it will take before Singapore is ready to embrace this on a wider scale.

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