Pick a value to which you would like to calibrate. Do tests. Use the EI that lets you get what you want from, and in relation to, that value every time. No one sez it always has to be a zone I (and if they do, they are wrong). The whole point of using an EI that you figure out versus an EI that matches the ISO speed is that you can do different things than the ISO expects you to do, for the various reasons that you might want this. I have used the classic zone I density test (as I learned in school for using the Zone System), a zone II density test (which I figured out worked better for me in practice when using the Zone System, as I often placed zone IIs, but almost never zone Is, and I thought that even with a neg developed to the right CI for my paper, using zone I made my midtones more muddy than I liked with my Tri-X 320 and HC-110 combo), a middle grey normal print test (which I use almost all of the time, as I mostly an incident meter for exposure now), and zone VIII tests (for straight-processed transparencies) at various times with various materials and various situations.
So, pick a tone (any tone) to which you want to calibrate, and test until you get the EI that lets you perfectly place that tone every time. The way I work, the EI lets me place my one absolute tone at normal exposure and development, and exposure and development alterations allow me to control the other tones relative to my personal choice of absolute tone. As I mentioned, I first learned to make zone I negative density the absolute, moved on to zone II negative density via experience, and I now prefer using a zone V print value as my personal determinant of EI.
That is what is "cool" about EI. It lets you make fine personal adjustments. It is a very versatile photographic tool.