Chemical Signal Matrix
A 2x2 framework mapping signals by Cost (how expensive/risky is this action) and Authenticity (is this signal hard to fake).
A 2x2 framework mapping signals by Cost (how expensive/risky is this action) and Authenticity (is this signal hard to fake). Helps organizations understand which signals customers and employees actually trust.
When to Use Chemical Signal Matrix
When evaluating communication strategies, crisis responses, or brand positioning. Use to move from cheap talk (low cost, low authenticity) to trusted signals (high cost, high authenticity).
How to Apply
Map Current Signals
List your organization's major signals (policies, actions, communications). Assess each on cost and authenticity dimensions.
Questions to Ask
- How expensive/risky is this signal to produce?
- Could a competitor easily fake this signal?
- Is it backed by structural commitment?
Outputs
- Signal inventory with quadrant placement
Identify Quadrant Position
Place each signal in one of four quadrants: Trusted (high cost + high authenticity), Weak (low cost + high authenticity), Cheap Talk (low cost + low authenticity), Wasteful (high cost + low authenticity).
Outputs
- Quadrant map of organizational signals
Plan Migration Path
For signals in Cheap Talk or Wasteful quadrants, identify structural changes that would move them to Trusted quadrant.
Questions to Ask
- What structural change would make this signal costly to fake?
- What commitment would prove authenticity?
Outputs
- Migration plan for key signals