#208 Ethan Monkhouse | Stop Chasing Vanity Metrics and Measure Intent

Most marketing is smoke and mirrors: follower counts, empty impressions, “we went viral!” moments that never move revenue. My guest, Ethan Monkhouse, says the agency game is over. As founder of Naviro (Naviro.ai), he’s building a live-intent graph that tracks who cares, not who clicks - decoding millions of behavioral signals to engineer real digital revenue. In this episode: Why “going viral” usually hurts your funnel (wrong audience, noisy signals) The shift from attention economy to intent economy How Naviro infers true personality types behind online behavior, then maps content “personality” to maximize resonance The surprise finding: opposites attract! Polar-opposite content often hooks best Sentiment that matters: comments that show “I feel seen” beat generic engagement Community beats influencers: why trust in paid promos is collapsing and referrals/advocacy convert best Using AI without sounding like AI: let models do the heavy lifting, you add the human edge Trend surfing without FOMO: filtering what’s relevant to your pillars and audience stage Quote to remember: “Don’t measure reach. Measure resonance. The goal isn’t views, it’s viewers who feel seen.”