Intangience: How Human Connection Creates Value Between People, Brands, and Ideologies

by Ernie Ross

In Intangience, award-winning strategist Ernie Ross reveals the hidden language that drives human connection, decision-making, and perceived value. Drawing from decades of experience creating transformative campaigns for global brands and political movements, Ross introduces a revolutionary methodology that explains why emotional connections matter more than features or facts.

Through compelling stories—from converting gang leaders through basketball to rescuing a national brewery from foreign competition—Ross demonstrates how understanding intangible values creates resonant messaging and authentic engagement. The book introduces three powerful Pillars of Purpose (introspective questions that reveal core values), Currency of Conversation (principles for creating shareable messages), and the Science of Human Connection (techniques for amplifying impact).

Whether you're building a brand, leading an organization, or seeking greater meaning in your personal life, Intangience provides practical insights for creating connections that transcend rational thinking and inspire lasting loyalty, conviction, and impact.

Genres: Nonfiction, Business

176 pages, Hardcover

Published October 28, 2025

Reviews

[Manuela Valencia · Rating 4 out of 5]

This book totally grabbed my attention

This book totally grabbed my attention, especially since it talks about something super important for us: human connection. The book really dives into everything about this theme, from the most common topic as emotions to the more complex as ideologies. However, keep in mind it’s not a super-technical guide, if you are looking for something like that, you’ll need to research a little. though, it does make you ponder. Seriously, I suggest it for anyone looking for tips to lead teams or just wanting a richer life with people you meet or get to interact with on a daily basis. I just loved that the book used actual real-life stories. It made it easier to connect with.

[Srinivasan Tatachari · Rating 4 out of 5]

This was a very interesting book on the way to communicate with an understanding of pupose and human connection. It took me a while to understand the title and to keep remembering it.. even as I am writing this I need to make an effort to expand the title to its foundation: intangible science = intangience.. I think this is one thing that feels a bit of an issue about the whole idea in the book - readers need to connect

Ernie brings in amazing stories from his experiences in creating campaigns that seem impossible. The stories he narrates will remain in the readers' minds due to the sheer impossible situation - like political campaigns to change the image of a candidate, the way to bring national pride to a beer brand and even the really wild case of getting gangs to unite in the spirit of basketball.
For each of these cases Ernie breaks the process down to his framework which he very helpfully summarizes in the last chapter and I blatantly am looking at it as I write this review!

answers to Who am I? What is my purpose? How will I be remembered? Then he highlights the need to think of making the message relevant and passed through someone who is seen as valued by the community (for example the use of a popular basketball player to communicate the sense of good spirit competition in a gang-war afflicted area). Further he suggests application of the Human connection aspect by understanding the values that are important to the targetted audience (such as the nationalist pride in local brewery's beer). He uses 3 Ps - Purpose, Passion and Probe. I liked the suggestion tro have a polyphonic understanding of people through oservations (which is my fave sport!)

A book worth using in practice!

[Mark Johns · Rating 5 out of 5]

In the IT field where data and systems often dominate, Intangience quietly reminds readers that human connection remains the most powerful currency. Ross introduces the idea that value is not only created by functionality or features, but by the emotional, intangible bonds between people, brands, and ideologies.

For technology leaders responsible for digital platforms, user experiences, or brand ecosystems, the book offers a fresh perspective. Ross presents real‑world narratives—from turning around a national brand, to grassroots campaigns driven by social change—and he uses them to build frameworks that bridge logic and emotion. One of the frameworks guides practitioners to uncover core purpose, craft messages that resonate, and build lasting influence.

What I found valuable is the way Ross translates strategic thinking into action. He shows how emotional resonance can be systematized rather than left to chance. In IT contexts, where stakeholder alignment, culture, and change management matter just as much as architecture, this book becomes more than marketing strategy. It becomes a leadership tool.

A minor note is that the book sometimes leans toward narrative over depth in execution details/steps. Readers looking for deep technical models or step‑by‑step operational playbooks might need to supplement it with specialized resources. But as a mindset shift and strategic guide, it delivers with clarity and relevance.

If you are a leader responsible for technology adoption, brand growth, or cultural change, Intangience is a strong pick. It will help you think less about product features and more about human value, less about marketing metrics and more about meaningful connection.

[Grady · Rating 5 out of 5]

‘The science of human connection’ – An introduction to a better world!

Author Ernie Ross, the founder of Ross | ReThink, now places his methodology that emotional connections matter more than features or facts in the form of a book, providing his valuable concepts to a larger audience. His introductory comments magnetize attention as he states, ‘There’s a desire for connection that transcends the barriers of language, geography, and time – a desire to relate to other humans, other people, at a deeper level….Things such as love, joy, security, and humor lack a physical presence, but their impact is very real… Intangience is a portmanteau of the phrase intangible values and the science of human connection.’ And with that lead in Ross offers one of the most sensitive methods for true connection.

The foundational elements of Intangience that Ross shares – Pillars of Purpose (meditative challenges that work!), Currency of Conversation, and the Science of Human Connection – and each of these elements, when absorbed, provide a most powerful change in our way of thinking and connecting in all forms of business - and life. ‘When you find meaning in any area of your life, purpose emerges, and in turn, authentic happiness is discovered.’ Simply brilliant and a must read!

[gigi · Rating 4 out of 5]

The formula of this book is especially well thought out. Each chapter starts with a quote, a story that illustrates how to effectively use the Intangience Method, facts to back it up, and questions at the end to sum up what knowledge you should have gained from that section. For those already employed or involved in the corporate world, much of this information may seem obvious, however it is a good review nonetheless. The author's personal experiences were used as real world examples and skillfully intertwined with the overall lesson to wrap all the information in a nice bow.

I would first think to recommend this to entry level professionals and anyone interested in entrepreneurship. If you are looking for something limited to just the facts on the method as opposed to receiving background descriptions of what the author has achieved, then this wouldn't be what you're expecting. However, if you are looking for an innovative process to engage audiences, maintain their attention, and reap the benefits...that message is here. It's a good book to use as a resource in everyday business practices.

(Book received free via Goodreads giveaway. Thank you to Forbes Books!)

[desivivo89 · Rating 5 out of 5]

The paradigm of human connection

Intangience was a great surprise. This book brings with it a paradigm shift against what the technological age is trying to push, as it presents the idea that human connections are the fundamental pillar for creating any business.

I find the way the author emphasizes the creation of values, the sense of unity, and the true science found in human connection to be highly revealing. In a way, the book breaks down the myth that the more companies dispense with people, the better the result will be. On the contrary, the author uses the human element as a solid foundation structure upon which lasting loyalty can be built. Intangience taught me that the greatest value of a business resides precisely in the invisiblie, in human value.

I recommend this read, which is dynamic and includes graphs and original illustrated representations, to every leader or entrepreneur who wants to find the true purpose in their brand and create a genuine connection with their team and customers.

[Fanny P. · Rating 5 out of 5]

Inspiring in every way

Ultimately, language as a weapon for doing good is all we need. This book touched me deeply, as it revealed to me, the reader, a true revelation through communication, to plant seeds in the mind and thereby achieve unimaginable things.
The methodology presented by this author regarding the analysis of human connections is impressive, and as you read, you find more and more meaning. For me, it has been very revealing but also inspiring, as it also highlights the many good things that can be done through the proper use of language and messages for relationships. In fact, it also turns out to be very useful for our personal needs or interests, which gives it even greater potential.

[Santiago L.R. · Rating 5 out of 5]

The power of connections

This book takes you straight into a topic we tend to underestimate, even though it shapes most results in business and in everyday life. Ernie Ross shows how the connections we build, sometimes without realizing it, open doors, strengthen opportunities, and influence the way people respond to us. What makes the book stand out is that he talks about these ideas from lived experience. He uses examples from different moments of his own career to show how genuine relationships and small interactions can change the direction of a project or a decision. You finish the book more aware of the connections you already have and the ones you could build with a bit more intention.

[Brenda · Rating 5 out of 5]

Intangience is a book that grabs your attention from the first page and keeps surprising you. I picked it up and I found a deep and eye-opening look at what really drives human connection. Ernie Ross explains something that many leaders and brands forget and it's that people don’t connect with products or facts, they connect with emotion, intention, and purpose.
The stories are powerful and unforgettable, and they vary from transforming troubled communities through sports to rebuilding a national brand under intense pressure. Each example makes you think differently about communication and leadership.

[Dora Okeyo · Rating 4 out of 5]

This is the book I would recommend to the person who loves connecting with people and the world. It centres around human connection, how we make meaning of life and our experiences.
A major insight from this book is that ' something only has value when it holds meaning to those who seek to possess it.'
As someone who works closely with people, I was intrigued by what the author calls 'currency of conversation,' and three principles that guide a shareable story because of how it's broken down to simple elements, yet in practice it's not as simple.

Thank you Netgalley for the eARC.

[Chico's Mom · Rating 5 out of 5]

Very good

This book helped me understand that the greatest influence comes not from speaking louder, but from speaking with meaning. It shows how trust is built, how loyalty is earned, and how people decide what matters to them on a deeper level. I finished the book feeling inspired and empowered to communicate with more intention.
I think this book will change how everyone sees connection. It’s powerful, beautifully written, and full of wisdom that feels immediately useful.

[Brant · Rating 5 out of 5]

I met Ernie in a book store where he was warm, insightful, and supportive (I was at a signing event for my own book). His book is one that will challenge the way you perceive your “brand”. Whether that be personal or professional, I can honestly say I had quite a few moments of stopping and re-thinking things. This will be a book I re-visit for insight in my own endeavours, and dare I say, in the pursuit of becoming a better person. Highly recommend!

[Daniella · Rating 3 out of 5]

The science of human connection is such an interesting topic. I love the way these stories were crafted to show the power of value. This is a great book for changing the mindset of selling a product or service into increasing the value in the eyes of the customer. Thank you to Forbes books and Goodreads for the giveaway. All thoughts and feelings are my own.

[Mateo Michaels · Rating 4 out of 5]

What makes this book unique is how it blends real-world stories with lessons you can actually use. Ross shows that emotional connection matters more than logic alone, which is something I rarely see explained so clearly. The Currency of Conversation framework is particularly eye-opening. It’s one of the few books I’ve read that truly makes you rethink communication.

[Armin Koester · Rating 5 out of 5]

Worth the read for anyone who wants to connect better

This book makes you see how much power there is in understanding people. Ross shows ways to communicate that actually stick and create real impact. I found the examples fascinating and easy to relate to. Even small lessons from this book can make a big difference.

[Nicholas Stone · Rating 5 out of 5]

This book is not complicated at all. Ross explains things in a way that makes sense, even if you don’t have a marketing or business background. The stories are interesting and memorable. I finished it feeling like I actually learned something I can use.

[Inma Hollis · Rating 5 out of 5]

Good for beginners


I liked how this book explains why some messages work better than others. The frameworks are simple and make sense. I feel like I can use some of these ideas in real life without much effort. It is not flashy but it works.

[T JERRY · Rating 5 out of 5]

Very useful and easy to understand.

I found this book helpful and easy to follow. The ideas about human connection are practical without being overwhelming. The examples make the concepts easier to understand. I think it will be useful for anyone who wants to improve how they communicate.

[AMAO · Rating 5 out of 5]

💯🎯💯🎯💯🎯

[Deanna · Rating 4 out of 5]

If you are interested in business and effective communication you could try this book.

[Darya · Rating 4 out of 5]

A powerful and thought-provoking read, this book offers a refreshing lens on how genuine human connection shapes value in both personal and professional spaces. It dives deep into the often-overlooked intangible forces that influence behavior, loyalty, and trust—factors that are rarely captured by traditional metrics but are essential for meaningful impact.
With clarity and insight, it presents well-structured frameworks that are both practical and emotionally resonant. Concepts like purpose-driven identity, values-led communication, and emotional relevance are not just discussed—they're brought to life through vivid, real-world examples. From grassroots movements to brand transformations, each story demonstrates how understanding deeper human truths can lead to profound outcomes.
The writing is engaging without being overwhelming, and the ideas are ambitious yet highly accessible. This is not a theoretical text meant to sit on a shelf; it’s a guide that invites action, reflection, and long-term change. Whether applied to branding, leadership, or social influence, the lessons are universally relevant and deeply inspiring.
What makes this work truly special is its authenticity. It doesn’t just talk about connection—it embodies it. For anyone seeking to create meaningful relationships, lasting impact, and values-led success, this is a must-read that will stay with you long after the final page.