Top of Mind

When was the last time someone told you, “I was just thinking of you”? That tiny phrase can spark surprise, delight, and connection—the kind of bond that marketing, leadership, and friendship all depend on. In Top of Mind, John Hall argues that success—whether in business or in daily relationships—comes from becoming the person or brand people naturally think about when opportunities arise. It’s about earning trust and staying relevant by genuinely helping others, not by manipulation or self-promotion.

Hall’s central contention is simple yet profound: if you want people to remember you, focus less on your own goals and more on theirs. Every time you make life better for someone—through useful content, authentic communication, or emotional generosity—you move closer to occupying valuable space in their mind. In his words, “cultivate appreciation, and it becomes opportunity.”

The Shift from 'Me Marketing' to 'You Marketing'

Hall opens by showing how marketing has evolved. Gone are the days of “Me Marketing”—the loud, self-centered advertisements of the past. Today’s audiences crave connection and credibility. With endless information at their fingertips, they trust people, not faceless brands. This rise of “You Marketing,” inspired by thinkers like Bryan Kramer who coined the term “Human to Human,” positions successful communication as empathetic, value-based, and authentic. To reach your audience, Hall says, you must listen deeply and respond to their needs, not your ego.

Trust Barriers: The Invisible Wall Between You and Opportunity

At the heart of Hall’s philosophy lies the understanding of trust barriers. He recounts his early startup experiences, when nobody wanted to talk to him at conferences because they simply didn’t know him. People aren’t resistant to opportunity—they’re resistant to uncertainty. To break those barriers, you need authenticity, helpfulness, likability, familiarity, and education. When you consistently hit these “trust touch points,” opportunities start finding you instead of you chasing them. This formula—Trust + Consistency = Opportunity—illustrates that emotional credibility leads to being “top of mind.”

Relationship-Building Through Helpfulness

One of Hall’s strongest messages is that helping others makes you memorable. He tells stories of industry connectors like Scott Gerber of CommunityCo and Brittany Hodak of ZinePak, who built empire-size networks by focusing on others’ needs. Hall even hired a “Director of Helpfulness”—Matt Kamp—whose job was simply to assist people across their network without expecting anything in return. This simple act resulted in referrals becoming Influence & Co.’s largest source of revenue. The lesson: being genuinely helpful isn’t just morally fulfilling—it’s good business strategy.

Authenticity, Transparency, and Likability: The Emotional Core

Once you’ve built trust, you must maintain it through genuine emotion. Hall compares transparency in business to honesty in personal life—if you hide information or pretend to be someone else, it’s exhausting and counterproductive. He uses figures like Pat Flynn, who publicly posts his income to prove his sincerity, and Brené Brown, who teaches vulnerability as the foundation of connection. Pairing transparency with likability makes relationships magnetic. Hall humorously categorizes “types of likability”: the friendly charm of Paul Rudd, the challenging mentorship of his old teacher Mr. Clark, and the balanced warmth of Oprah Winfrey. Effective leaders combine both challenge and empathy to inspire while staying approachable.

Consistency and Memory: Why Familiarity Breeds Trust

A major section of the book explores how repetition builds trust and memory. Hall cites neuroscientific research that shows we can hold only seven pieces of information in short-term memory. To enter long-term memory—the place where “top of mind” lives—you need consistent reinforcement. He cleverly compares consistent content publishing to keeping a campfire alive; if you stop feeding it, the flame dies. Authors like Julia Cameron in The Artist’s Way reinforce his view that creative rituals and routine make consistency effortless. For Hall, publishing meaningful content regularly is the modern version of relationship maintenance.

Content as Connection, Not Promotion

Content isn’t marketing fluff—it’s how you scale authentic relationships. Hall shows that articles, blog posts, and social updates allow you to reach thousands of people simultaneously while retaining a human tone. When he confessed his fear of being a bad writer, his vulnerability drew CEOs and peers to connect with him. “Good content,” he says, “is written for the reader’s benefit.” It helps, educates, and inspires, not just sells. In this sense, content becomes the digital handshake that extends trust beyond physical meetings.

Finding Your 'Why' and Living It

Toward the end, Hall expands on Simon Sinek’s “Golden Circle” concept: people don’t buy what you do—they buy why you do it. He references examples such as Apple, which sells a mission of challenging the status quo rather than just computers, and Patagonia, which advocates environmental responsibility before profit. Hall urges you to articulate your purpose so clearly that people can feel it in every message you send. Whether through leadership, writing, or daily behavior, communicating your “why” keeps you top of mind for the right reasons.

Beyond Marketing: Human Connection as the Real ROI

Ultimately, Hall redefines “return on investment” as “return on humanity.” Across his company Influence & Co., he applies these principles beyond marketing—into recruiting, management, and partnerships. Employees become brand advocates, sharing content that reflects shared values; customers become lifelong collaborators because they trust who you are as much as what you offer. In his closing challenge, Hall asks readers to treat professional relationships with the same care they give to friendships. The reward? A reputation built on consistent helpfulness and authentic love for others—qualities that make success possible in every area of life.

“Focus on human connection and everything falls into place.” —John Hall

In every industry, the biggest obstacle between you and success isn’t competition—it’s distrust. John Hall learned this firsthand at a conference where he couldn’t connect with anyone because nobody knew him. That painful moment became his wake-up call: trust is the currency of relationships, and without it, nothing moves forward. But trust doesn’t happen automatically—it grows from consistency, kindness, and authenticity.

The Campfire of Trust

Hall uses a vivid metaphor: trust is like a campfire. You can set up the logs, lighter, and tinder—that’s being trustworthy. But the flame itself—actual trust—requires constant tending. You must keep feeding it with genuine actions and consistent presence. Ignore it for too long, and the fire dies. This image perfectly captures the balance of effort and care required to build lasting credibility.

The Formula for Opportunity

From that insight emerged Hall’s core formula: Trust + Consistency = Opportunity. The more consistently people experience you as honest and helpful, the more readily they’ll think of you when an opportunity appears. When your name becomes synonymous with reliability, you stop pitching and start attracting. Hall’s own company, Influence & Co., grew over 5,000 percent after integrating this mindset.

Six Trust Touch Points

• Authenticity: People can sense falseness instantly—just like a child noticing Aladdin’s lie. Hall says, “Bee yourself,” quoting the Genie’s timeless advice. Be transparent about your struggles.
• Helpfulness: Ask everyone you meet, “How can I be helpful to you?” This question transforms interactions from transactions into relationships.
• Likability: Passion can intimidate. Balance intensity with accessibility—people trust those they genuinely like.
• Familiarity: Show curiosity; learn about people beyond business. Genuine questions create connection.
• Brand: Your public presence shapes perception. Strong personal and company branding signals competence and confidence.
• Education: Share valuable knowledge freely; teaching others positions you as a trusted expert.

Together, these touch points form the structure of credibility. Hall’s blend of storytelling and behavioral science turns trust-building into a skill anyone can learn and practice daily.

“You can’t make someone feel an emotion; you can only create the conditions for it to emerge.” —John Hall

Imagine building a business where your primary goal is simply to help people—even if there’s no immediate benefit to you. John Hall argues that true success comes from acting with generosity, because helpfulness earns trust, gratitude, and top-of-mind placement in ways money never can. In a world obsessed with self-interest, being helpful is radical strategy.

The Story of Mutual Help

Hall’s friendship with Scott Gerber, founder of the Young Entrepreneur Council, illustrates that giving first opens lasting doors. Instead of pitching partnerships immediately, Hall focused on helping Gerber with introductions and feedback. Their relationship grew organically into mutual loyalty—and eventually strong business alliances. The lesson: opportunities flourish when relationships are genuine, not transactional.

How to Practice Helpfulness

• Share Knowledge: Whether through articles, conversations, or digital content, sharing insight is giving currency. Hall recounts a chain where an attorney’s free guide on labor laws turned into shared value across multiple networks.
• Connect People to Value: Avoid “unhelpful help”—offering advice nobody asked for. Instead, ask directly what would be helpful (“Would an introduction be valuable?”). Log and act on answers consistently.
• Share Resources: Lend your unused assets—from software to event spaces. Hall’s company shared its internal platform with partners, strengthening trust and productivity for both sides.
• Spot Opportunities: Recommend events, leads, or partnerships when you hear about them. Introductions return goodwill exponentially.
• Give Feedback: Honest, constructive input is one of the most underrated gifts. Delivered respectfully, it signals investment in someone’s success.
• Advocate and Refer: Be a vocal supporter of others’ brands. Referrals aren’t just favors—they’re catalysts of trust networks.
• Volunteer Time and Recognize Effort: Time is precious; giving it communicates deep respect. Recognition multiplies morale and reinforces bonds.

Hall even made helpfulness institutional by hiring Matt Kamp as his “Director of Helpfulness.” Kamp’s role was to check in with contacts regularly and offer whatever he could—no strings attached. This cultural investment transformed Influence & Co. into a trusted name and massively boosted referrals.

Helplessness breeds isolation; helpfulness breeds connection. Becoming top of mind starts with becoming kind.

Transparency and likability may sound soft, but John Hall shows they’re the backbone of modern leadership. You can’t build trust by hiding your flaws, nor can you lead effectively if people dislike interacting with you. Transparency opens hearts; likability keeps them open.

Transparency That Builds Trust

Hall references Pat Flynn’s open income reports and Brené Brown’s research on vulnerability. Both show that honesty—even about imperfection—creates credibility. Authentic leaders admit struggles and share lessons learned. Hall warns that transparency must be tempered with common sense; criticism should help, not harm. He tells the humorous story of resisting the urge to tell his mother-in-law her meatloaf was bad: transparency minus tact ruins relationships.

The Evolution of Personal Branding

Hall traces how “personal branding” matured into “thought leadership.” Once seen as ego-driven self-promotion, branding now represents knowledge sharing for collective benefit. By encouraging every team member to express expertise through content, companies humanize their brand and strengthen emotional connections with audiences. Strong personal brands among employees create an ecosystem of trust—replacing hierarchical PR spin with genuine human voices.

The Spectrum of Likability

To make likability practical, Hall categorizes three types:

• Paul Rudd likability: Easygoing charm that makes everyone comfortable.
• Mr. Clark likability: Respect earned by pushing people to excel.
• Oprah likability: Balanced warmth and honesty that inspires and uplifts.

Ask yourself where you fall on the spectrum. Whatever your style, authenticity matters most. Jeff Haden’s “11 Traits of Exceptionally Likable People” provides Hall’s mirror checklist—from listening attentively to giving more than receiving. Likable leaders shift the spotlight to others and communicate intent through humility and substance.

“Likability without transparency is shallow; transparency without likability is abrasive.” —John Hall

Consistency may be the most overlooked secret to influence. John Hall explains that being top of mind isn’t about one viral success—it’s about showing up repeatedly and reliably. Familiarity nurtures trust because the human brain equates repetition with safety. The brands and people we recall first are those who are consistently present.

Memory Works Through Repetition

Citing psychologist Alison Preston, Hall notes that it takes time and repetition for memories to consolidate into long-term storage. He likens consistency to feeding a campfire—you can’t light one and walk away. Whether publishing content or checking in with contacts, you must keep adding “fuel” to stay memorable.

The Power of Creative Rituals

Inspired by Julia Cameron’s The Artist’s Way, Hall recommends creating habits that make creativity routine. Writing “morning pages,” scheduling reflection, or setting calendar reminders turn consistency from discipline into lifestyle. He treats writing not as marketing but as therapy that sharpens thinking and maintains authenticity.

Quality Beats Quantity

Consistency doesn’t mean clutter. Hall uses the “availability heuristic” from psychology—the tendency to recall frequent examples—to show how repeated exposure can either build positive familiarity or negative fatigue. Just like bad pop songs you can’t forget, poor-quality content sticks for the wrong reasons. Be Meryl Streep, not your least favorite band: deliver excellence every time.

Through thought leadership, regular engagement, and educational content, consistency transforms fleeting attention into enduring trust. Each article, conversation, and helpful gesture strengthens your mental footprint until opportunity finds you naturally.

“It’s not a sprint; it’s a lifestyle.” —Kelsey Meyer

You can’t personally meet everyone in your audience—but your content can. John Hall turns written content into a system for scaling authenticity. When done right, words connect people with empathy, education, and trust at scale. The mantra: don’t write for SEO; write to help.

Content as a Vehicle for Trust

Hall’s first viral article came when he admitted to being a bad writer. That vulnerability created unexpected credibility. Suddenly CEOs thanked him for articulating their hidden insecurities. This proved his point: transparency through content wins hearts because it’s relatable. Good content becomes conversation, not advertisement.

Strategic Creation Process

Hall outlines a step-by-step method: document your goals; extract and record your team’s knowledge; brainstorm “content triggers” based on audience needs; and create collaborative workflows. A “content quarterback” manages publishing across platforms. This structure makes consistency achievable even for busy executives.

Distribution and Engagement

Hall argues that publishing alone isn’t enough—you must strategically distribute content through publications your audience already reads. Use social networks, newsletters, and employee advocacy tools like Hootsuite Amplify to multiply reach. He warns not to chase “cool” outlets for ego; focus where your audience actually lives.

Turning Content Into Opportunity

High-quality thought leadership bridges emotion and authority. It’s the modern version of “word of mouth.” Hall’s clients use content to attract investors, recruit talent, and maintain long-term client loyalty. By listening, writing, and sharing, you’re not just marketing—you’re building meaningful human connection.

“Good content is created for the reader’s sake, not the writer’s ego.” —John Hall

In communication, as in life, the most powerful word is “why.” John Hall uses Simon Sinek’s Golden Circle to explain that people are drawn to purpose more than product. Great brands—from Apple to Patagonia—lead with beliefs, not features.

Start with Purpose

People buy identity alignment. Apple says, “We believe in challenging the status quo.” Patagonia says, “We exist to protect the planet.” These messages resonate because they express values audiences want to share. Hall challenges you to uncover your own “why.” Is it family, freedom, creativity, or contribution? Once defined, infuse it into everything you communicate.

Communicating Meaning, Not Marketing

Hall contrasts two charity appeals from the American Red Cross—the first listing what they do, the second explaining why they help people live full, healthy lives. The difference turns information into emotion. Effective communication begins with motivation. When your message connects to a belief, readers see not a pitch, but a partnership.

Personal Purpose in Practice

Hall shares his own “why”: he works for his family’s well-being and growth. That clarity keeps him grounded, intentional, and trusted. His long-time collaborator Dustin McKissen expresses his own purpose—giving voice to those who aren’t heard—and shows how personal truth transforms ordinary content into memorable storytelling. Living with a defined “why” aligns life’s choices with values, which keeps you top of mind for the right reasons.

“People don’t buy what you do; they buy why you do it.” —Simon Sinek