Enough with the 4Cs (especially Commerce). Enough with BRGs. Let’s Talk.

This is going to upset a lot of folks—but it needs to be said.

I think I’ve hit my boiling point. I’ve been quiet on this for way too long, and honestly, I just can’t keep pretending without getting it out of my system.

Every week—on calls, in DMs, during panels—I hear the same things over and over about BRGs, the 4C model, and this obsession with proving business ROI. And half the time, I have to smile, nod, and move on. Not because I agree, but because trying to convince folks to think differently is exhausting. Especially when you’re running a tour, launching a book, and trying to keep your own programs afloat.

But that season is over.

Tour’s wrapped. Book is out. And I finally have the mental bandwidth to say this with my chest:

I do not believe BRGs are a “glow-up” of ERGs.
I do not subscribe to the 4C model.

And if you know me, you’re probably not surprised. But I’ve been holding back—not because I didn’t have thoughts, but because I had too many. It was a mess in my head. Where do I even start?

Well, now I’ve started. I’ve spent the last week reflecting on every call where someone mentioned BRGs, business alignment, or that infamous fourth C—Commerce. I’ve been clocking the reasons people give for supporting these models, and I’ve also had to have the very real conversation and ask myself myself:

Why is this idea so common if it’s actually harming programs? Am I tripping? Is there something I’m missing?

And yet, the more I think about it, the more clear I am.

I’m not alone in this.

Plenty of folks—especially the lone wolves who don’t get their ERG strategy from what’s popular—are just as confused when I explain these shifts. When I mention the 4Cs, they’ve never heard of it. When I say some companies think ERGs should generate revenue, they look at me sideways.

I’ve seen companies walk these ideas back and I’ve personally de-influenced at least 7 organizations from making this shift. So it’s time I said this out loud—and said it all at once to help many more.

What to Expect

My issue with the 4C model is the same issue I have with BRGs — they’re deeply connected, which is probably why it’s always felt overwhelming to untangle them in conversation. But the more I reflect, the clearer it gets: the problems are intertwined, and the only way to really explain it is to address them together. And honestly? There’s so much to say. This isn’t a one-email situation.

So,over the next few weeks, I’m breaking this down in a newsletter series. Here’s the plan:

• 9 solid reasons why I don’t support the 4C model or BRG framing

• Bonus takes and extra reasons, because you know I can’t help myself

• Common phrases I hear to justify BRGs/Commerce—and my direct responses

• An alternative model that I rarely share publicly (spoiler: it’s not just the ERG Movement Model)

• A final recap so you have one clear guide to send your boss, your coworker, your DEI lead—whoever needs it

I’ll be dropping one post per weekday until I’ve said everything that needs to be said. Probably through October.

We start tomorrow.

The ERG Homegirl ✌🏿