---
title: "7-11-4"
description: "A formula for how many hours, interactions and places it takes for someone to feel a bond with you or your brand."
canonical: https://tomsharman.com/bookshelf/oversubscribed/7-11-4/
updated: 2026-11-03
---

# 7-11-4

> A formula for how many hours, interactions and places it takes for someone to feel a bond with you or your brand.

Daniel Priestley's framework, from Oversubscribed, pp. 33 to 37.

Framework 1 of 21 from [Oversubscribed](https://tomsharman.com/bookshelf/oversubscribed/index.md) by Daniel Priestley. Category: Personal brand.

## The steps

1. **Time.** Get at least seven hours of attention from the person.
2. **Interactions.** Reach about 11 separate exchanges or touchpoints.
3. **Locations.** Appear in four different places so they see you in different settings.

## Where it comes from

From chapter: FAMOUS FOR A FEW, pp. 33–37

Priestley argues that today you only need to be famous for a few thousand people. The brain bonds through time, interactions and locations, summed up as 7 hours, 11 interactions and 4 locations. A famous person is someone who has used media to 7-11-4 their audience, and a market is the people who have been sufficiently 7-11-4ed by you. In a noisy marketplace only familiar, trusted faces cut through, so your business must be ready for a content binge.

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/7-11-4.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/7-11-4-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/7-11-4.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/7-11-4-dark.png