@resonantview of http://hunch.com/

Two important distinctions help me measure things;

1.  Separation of people and work
2.  Craft is different than Art

My craft is finding and refining stories useful in creating personae employed in my art. 

Think of  personae as masks made of stories and worn or discarded by anyone at anytime.

Communicating or selling to the persona mask allows you to align your story to behaviours impartant to a mask wearer.

You might say I am a personae craftsman.

My art is storytelling applied to accelerated learning or wayfinding.

Like craft, stories and work are distinctly separate from people.

If this seems like splitting hairs consider two examples of how this may be applied in a practical way.

Note that here I tell the stories in reverse.

Marketing Story
Marketers have an odd way at looking at customers in that they label them and use the labels to approximate behaviours in order to direct messages and then products or services.

Yet people don’t seem to easily fit into labels, buckets or market segments and exhibit different behaviours of their own volition or time.  The crafting of persona masks permits us to understand their needs, quickly and simply.

The craft is creating the mask and then to permit people or customers according to Mad Men marketing labels to chose their persona or declare their preferred behaviours.

Why the focus on behaviours?  Products are meant to accelerate or reinforce behaviours.

The art is the use of a story lens.

A Story Lens
Stories have an interesting relationship with people and I’ve embraced this simple observation as a part of my craft; a story told twice is a process, told again it motivates the writing of software, told a forth time it stimulates brand value and told yet again it inspires measures.

A storyteller learns to listen to a story, re-tell it, modify it, create new stories and then live stories.

I’m interested to see the people value created by Hunch.

Cheers,
Nick www.speedsynch.com www.neuropersona.com www.transmediaSEO.com www.scenario2.com Twitter

Leave Brain at Door

The story of how people leave their ‘brain at the door’ or lose their sensibilities.

Cheers,

Nick www.neuropersona.com

Web Stories

Amazing TED talk on the stunning value of stories and platforms designed to tell and mine stories.

http://www.ted.com/talks/view/id/144

Cheers,

Nick www.neuropersona.com

CNO Chief NeuroScience Officer

 

Who is a CNO, a Chief NeuroScience Officer? 

How many corporations have a CNO, a Chief NeuroScience Officer?  As of today only ONE.

A CNO is not a fMRI or EEG operator, not a marketer–but what then?  Like any other dicipline the most common thing that is required to be successful is to be a…storyteller.

Chief NeuroScience Officer (CNO)

Chief NeuroScience Officer (CNO)

 

A CNO is responsible to tracking stories and numbers inside and outside of the enterprise and understanding the alignment needed to serve CUSTOMER PERSONAE.

In this Financial Crisis markets have changed, though stories are common to sellers and buyers.  https://marketstory.wordpress.com/2008/12/15/once_upon_a_market/

In the diagram above notice that content (stories) influences processes and processes influence action.

Cheers,

Nick www.scenario2.com

NEUROMARKETING STRATEGY

If we want to serve our clients then ALIGNMENT of  Persona to our strategy is the objective and the STORY LENS is the tool.  A Persona represents buyers and our Strategy aligns our assets for profitable sales. 

  • A Persona mask helps us serve buyer needs ->ANALYTICS or numbers keep us on track.
  • A Strategy aligns our Enterprise assets to sell to Personae ->STORIES guide us.

BALANCE occurs where Description meets Perspective when using two common tools:

  • STRATEGY where Description trumps Prescription–>Clients know their business best
  • ANALYTICS where Perspective trumps Precision   –>Clients change so quickly that Precision kills.

Cheers,

Nick www.scenario2.com

NeuroMarketing wins USA Election!

Neuromarketing as a concept is very old but has been brought to life in a new incarnation for the benefit of consultants selling their wares to motivated sellers, including politicians.  It is HOT, HOT, HOT.

In the old days they put Coke and Pepsi in two paper cups, asked someone to try both and say which they liked better.  Today they don’t believe the person but would rather stuff them in an MRI machine and determine which part of their brain is brighter to find out if they say what they really feel.

Last election did you see polsters nudging willing people into MRI machines, and what would they learn?

I am a storyteller and I know that many different stories can trigger the same response.  The stories can even be polar opposites like funny and sad.  How is this possible?  Pespective and measure provide an answer. 

Start with a perspective of a Persona or a mask made up of Stories and Processes.  Now let’s add a couple of extra elements–Software, Brand and Measure.  These five items are a tool I call the Story Lens.  Now consider than completely different stories may have different impacts across somebody’s Story Lens.  I am sure that it won’t take you much time to think of two stories in your life that cause the same reaction.

Jamming somebody into an MRI is being taken so seriously that Neuromarketing is being heavily promoted as a secret politcal weapon in the USA.

Gosh, I wish I had one of these when I was guessing the number of jelly beans in the jar.

Cheers,

Nick www.scenario2.com

Neuromarketing Beast Cripples Detroit

THE DETROIT NEWS Monday January 6, 2003
“Your car is the message. So Sexy beats Utilitarian.”
… This is where the future of cars is going in America. More reptilian sexy cars and trucks, not more boring, fuel efficient small anonymous vehicles. Why? The reptilian always wins.”

Does this sound like Neuromarketing?

Just like Detroit, some Neuromarketers seek ways to stimulate the Reptilian brain to make a person buy. The Japanese marketers, unlike the Detroit marketers, countered with a little bit of Reptilian and a lot of quality for the price.

Guess who won?
The Detroit three are looking for cash and a way out of commercial and social contracts.

Is Neuromarketing to blame?
Neuromarketing is measurement technique and like most measures it is backward facing. Neuromarketing looks at the past and assumes that it will repeat. It might have been used effectively to complement quality as it was used by the Japanese.

We can explore positive ways to explore and employ Neuromarketing here.

Cheers,

Nick
http://www.scenario2.com

Neuroscience Marketing–does neuromarketing matter?

In the Minority Report with Tom Cruise advertising billboards talk directly to the brain and Buy-ology attempts to make you believe that MRI scanners can reveal the true feelings of people, not what they say, but what they truly feel.

What does this mean?  Well, in my view, old wine in new bottles.

GSK sponsored a survey done by BUYOLOGY that attempts to connect the excitement in the brain after it is stimulated with messages, scents and sounds in an attempt to determine how a person perceives a message.  One of the ‘stunning’ findings is that when there are different, congruent and simultaneous stimuli people will remember messages compared to almost no memory of traditional advertising.

Ho hum.  This is simply not as advanced as the findings a couple of thousand years ago by different cultures around the world. 

See http://neuropersona.wordpress.com

Cheers,

Nick www.wordpress.com