Mitsubishi electric cars in Quebec

Misubishi will show that being first in electric cars will be profitable.

The ‘associated’ jobs with electric will be much higher than 7:1 because of the infrastructure support required and the ‘bluebird’ jobs of recycling the old cars in a way that maximizes re-use.

While recycling is done now the materials in the new electrics are or will be designed with recycling in mind which will allow more sophisticated products to be created with the materials.

via CBC News – Technology & Science – Mitsubishi testing electric cars in Quebec.

Cheers,

Nick www.scenario2.com www.neuropersona.com www.speedsynch.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

CES Mind Control

CES mind control in a Mattel toy shown in Las Vegas.

This is the first of the toys that I’ve seen from extensive research, including military, that has taken place over the past 50 years.  Other applications include firing missiles faster than using your hands on a conventional trigger.

Will the toy do well?

Probably not as it requires, as far as I can tell, considerable concentration and eduction to use.  This is the ultimate definition of a poor user interface.

The sexy nature of mind control falls to the practical nature of ease of use.

 

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

Marketing Poison “Our next release does more!”

Does your competition follow you around and say–‘we do that, that’s old news and it will be obsolete with our new release, next month’ ?

It sounds simple minded but this is an extremely effective marketing positioning technique and responding ‘sticks and stones’ will not lessen its effectiveness–it is Marketing Poison.  Your competition is attaching a poisonous story to your brand and if you don’t respond carefully with  a solid story behind your response you will lose the sale more often than not.  Worse than that the old client will be a standard bearer for the poisonous story to many others.  Consider this effective response to Marketing Poison:

1.  Ensure your products serve different Persona, not different Customers

2.  Synchronize your marketing stories to Personae served and your specific product values.

3.  Connect the dots between your company, your product and Personae that your serve.

Competitors will claim they provide the better value either today or ‘real soon now’ and only an educated customer will be able to cut through the Marketing Poison quickly and effectively.  To be even more effective at combating Marketing Poison find solid numbers to back up the your stories, though it is critical to remember that if you lead with numbers more often than not your competitor will find better numbers, I guarantee it.  The value of products can be determined, communicated and delivered to your customers with a simple tool called the Story Lens. Numbers are only one of five components, the others are story based.

One caveat, educating the customer around Persona and product value is an important part of marketing and selling BUT educating the customer as to why they need your product is poisonous and leads to my favourite quote–education KILLS…the teacher.  The difference is subtle but the result could be leathal.

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

The Great Depression 2.0

Is this The Great Depression 2.0? 

NO, times may be difficult but for the flexible opportunities could not be better.

Not everyone will get fired for one simple reason, without technologists and storytellers, companies fall.

People who are educated and have experience will survive, adapt and thrive.  People with skill in technology and specifically who know company stories and how technology interacts with people will do well.

Forward thinking companies are moving quickly to create new layers of Expertise and processes to accelerated Expertise Transfer.  We will highlight unique and simple tools to support Expertise Transfer and suggest you start by considering Persona and the Story Lens.

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

Persona Innovation & Creativity

Creativity and innovation are vogue right now as companies look for ways to weather the financial and economic storm and search for new ideas.  A Persona helps us start by understanding where we are and look at our old friends first.

1.  Build 2 Persona perspectives that reflect your best products and 2 that reflect market leading products.

2.  Identify the products and processes of the products your or your competitors are about to roll-out.

3.  Look at the 4 Personae and analyze if your company and customer expertise is close.

Why do we do this?

If the processes and stories served by the new producst, reflected by the 4 Personae, don’t match the expertise that we have today, then we must adjust.  This allows us to balance the product design or delivery or communication as we go to market.

Educating our own people is easier once we understand how their expertise compares with the demands of our customer Personae and the products we are about to deliver.

Cheers,

Nick www.scenario2.com