@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

Converting Sound to Electricity

The Science Alert story below tells the story of how sound can be used to generated electricity.  Stories work the same way.

Stories ‘align’ focus and resources to generate action.

Consider how a simple pitch-pipe is used by a choir master to get everyone aligned to the right note.

In 3D Avatars we work to understand the stories linked to products and employ content to get customers to the right space or place at the right time and give them the opportunity to act.  Have a look at the story, you will like it.

Taking on global warming’s ‘black beast’�(Science Alert).

Cheers,

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

Educating Partners

Companies depend on Partner communities to help them serve their customers in competitive markets and the process of educating partners is often ignored.

Content is created from the perspective of the seller and pushed out to websites, media channels and search engines in an effort to ‘sell’.  But what about Partner communities?

Each partner and their communities have slightly different needs and perspectives that cannot be accomodated by content meant to serve all Partner Communities.  Consider the Story Lens which is a tools that helps provide multiple perspectives of how buyers and sellers measure success.

Once you understand what is important to your Partner Communities and then to individual partners then content may provided to suit inidividual partner need.  Is this difficult?

There are two ways to look at the ‘personalization’ or perspectives required to serve partner communities better:

  • Edit or repurpose Content
  • Facilitiate flexible navigation to Content

Content aggregators do the first, search and context engine work hard at the second.

SpeedSynch helps you align Content to Communities and Products to Customers, fast.

Cheers,

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

Once Upon a Market

Once upon a time a market, bazzaar or souk was a place where people traded, bought and sold goods.  Today many markets are needed to support intereactions which eventually result in the exchange of goods and money and any company or person that doesn’t re-define what they consider to be a market runs a very high risk of failure.

Consider the product and brand of Brittany WOMANIZER where many markets working together in order to determine success or failure.  Markets of industry opinion, news or rumour content, music and markets of communities that impact the success or failure of any product or brand.

Gone are the days where one buyer and one seller meet and exchange goods for money in one place, at one time and in one context.  This is true even when buying and selling on the web with a shopping basket and for those who need to know we work with www.kikm.org to identify market success patterns and how to align buyers and sellers.

Cheers,

Nick www.scenario2.com

GO for IT! Ideas, Innovation and Strategy.

Ideas are cheap, until they can be created into a tangible thing that is needed or wanted by people.

How do we make an Idea real?  Stories.  Each idea has a story and for ideas whose time have come, those stories drive processes and action.  Once an idea has manifested then it is measured.  Simple, yes it is.

GO for IT! Find BIG IDEAS and use our Story Lens to connect it to the number of the market, buyers and sellers.

Cheers,

Nick www.scenario2.com