Impact Matrix

A two-axis content quality framework proposed by Jay Acunzo. The horizontal axis runs from Informational (value through information density) to Insightful (value through distinctive perspective); the vertical axis runs from General (broad audience) to Personal (rooted in the creator’s own experience or viewpoint).

Most B2B content clusters in the “Informational × General” quadrant — high in data, low in distinctiveness — which produces no narrative-resonance. Content that generates favorite-effect occupies the “Insightful × Personal” quadrant, anchored by a premise derived from lived experience that no competitor can replicate.