Intangience
How Human Connection Creates Value Between People, Brands, and Ideologies
by Ernie Ross
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Pub Date Oct 28 2025 | Archive Date Oct 28 2025
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Description
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 frameworks: 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.
Advance Praise
"In Intangience, Ernie Ross integrates rigorous academic work with decades of experience across business, politics, and culture. Ross offers a compelling exploration of the invisible language that connects us―what I would call the 'intangible architecture' of human flourishing. With intellectual rigor and the heart of a storyteller, Ross provides a framework for understanding how we create value not just in markets, but in minds and hearts. This book is an essential read for anyone committed to building deeper connections―in business, in leadership, and in life."
― Dr. Tal Ben Shahar
Cofounder, Happiness Studies Academy; Former Harvard University Lecturer, Positive Psychology; Bestselling author, Happiness, Being Happy, and several other books
"I’ve had the privilege of working with Ernie Ross in Paris and witnessing first-hand his Intangience framework in action―both in a training and a masterclass. In a world flooded with noise, this book unveils the hidden language of human connection that gives real meaning―and value―to brands, relationships, and ideas. More than ever, companies need to leverage thoughtful messaging that connects deeply and meaningfully with audiences. Ernie’s work is a vital guide for anyone who wants to communicate with purpose and craft messages that truly resonate."
― Prof. Alon Rozen
Dean, CEO, president, and professor of innovation, École des Ponts Business School, Paris, France
"Ernie Ross and the team from Intangience have developed a very powerful framework for adding purpose, values, connection and heart to the dialogue forward-thinking brands are having with their communities."
― Dr. Guila Kessous
Harvard Business Review, French human rights activist, UNESCO Artist for Peace
"I was truly impressed by the Intangience MasterClass, with the insights shared that are redefining the world as we know it. As a client, we have applied the principles of the award-winning methodology to our brands and can attest to the impact, success and profitability it has brought to our company over the years."
― Clifford Reis
Chairman and managing director, Banks DIH Limited, Guyana
"We have entrusted our key brands and global campaigns to the novel Intangience process. It seems to have a knack for accurately framing complex communication challenges so that the right solutions and strategies emerge."
― Anthony Sabga III
CEO, Ansa McAL Group
"I was so impressed by the results of the Intangience branding methodology, I took the decision to immerse all senior members of staff in it across all territories in which we operate."
― Ravi Tewari
Group CEO, executive director, Guardian Group
"A projected 2.5 percent decline on Mainstream Beer (CARIB, CARIB Light, and Stag) due to the pandemic was converted into a 10.3 percent increase over the sales of the previous year. We don’t always know the strength and power that GREAT marketing and communications have on us until we see communication like this!"
― Robin Cumberbatch
Sales director, CARIB Brewery Limited
"This powerful insight is critical to anyone who needs to promote their organization, services, or products. My personal experience is that understanding the principles of Intangience have made a world of difference in my ability to communicate the story of the UPEACE Centre for Executive Education."
― Mohit Mukherjee
Founder of Centre for Executive Education, United Nations established University for Peace
