Principles // 4 / The ideas behind our work
Four marketing principles, borrowed from scienceBiology, information theory, Japanese aesthetics and physics.
InTrendz Media works by four principles borrowed from other fields: costly signaling from biology, surprise and prediction from information theory, ma from Japanese aesthetics, and mass from physics. Together they explain how buyers notice, believe, remember and choose a brand, and they shape every service and tool we offer.
AI made words free. Anyone can publish a thousand posts by Friday, so buyers believe less of what they read every week.
One surprise. Proof that can’t be faked. The right pauses. Enough mass. That’s marketing, as we practice it.
One surprise, a thousand confirmations
Marketing is one surprise, followed by a thousand confirmations.
Claude Shannon defined information as surprise: an expected message carries none. You need one surprise to be noticed, then consistent proof of it to be chosen.
Proof that can't be faked
AI made words free. We build what can't be faked.
In 1975 Amotz Zahavi proposed that animals trust signals that are costly to produce, which is why a peacock's tail proves fitness. Now that AI makes words nearly free, trust moves to working tools, original data and named results.
The pause is part of the message
The pause is part of the message.
Ma is the Japanese idea of meaningful space between things, like the rest in a piece of music. Always-on brands become noise, so we plan gaps as carefully as messages.
Build mass
Stop chasing. Build mass.
In general relativity, mass curves space, so nearby objects fall toward it. Mentions, citations, original data and clear answers add up until search engines, AI assistants and buyers lean toward a brand.
How they connect
One sequence: notice, believe, remember, choose
- 01 / One surpriseNotice
Why should I stop? One idea that breaks their prediction.
- 02 / ProofBelieve
Is it true? Evidence too costly to be invented.
- 03 / The pauseRemember
Do I still want to hear from them? Presence with rhythm.
- 04 / MassChoose
Who is the obvious answer? Every confirmation added mass.
See them at work
Test the principles yourself.
16 free tools, each built on a law from another science.