@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

Google Search

Media stories of late have talked up the stories of Google competitors making inroads into search.  Stories include the usual suspects; Yahoo, Microsoft as well as a ‘scientific upstart’, Wolfram.

As many challengers as Google may have, none of the  contenders, including Google, have done anything new for a considerable period of time.  Search, just like the mathematical variant that appears to be proposed by Wolfram, is in a backward facing reality.  These words were popular yesterday.

Google and others would have you believe that if you stake a claim in yesterdays fashion, you will win tomorrow.  On the other hand this statement would be considered absurd by almost every perveyor of fashion or any other product or service.  Yet when Google says it, everyone believes.

To those who belive I suggest two stories;  “The Emperor Has No Clothes” (gentle) and its original source “The Three Thieves” (raw & real).

Cheers,

Nick www.neuropersona.com

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

Wii Music Brains Apple!

Apple has reworked the Music distribution business model by controlling the ‘ears’ and the software ‘APPS’ or application business model by controlling the ‘eyes’.  Now comes the ‘BRAIN’ with GAMES or rather the brain on music?

But why would Apple combine music and gaming?  Wii Music.

Engagement, social interaction, fund.  Wii Music.  Up until now the Apple products, in my opinion are about the Lone Ranger.  Wii blew by them.

Will Apple catch up?  NO WAY!  🙂

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

Combine Persona, Scenarios with Stories

Stories are the fuel that drive life and insight to where we are going is gained from understanding where we are and the stories that we can use to move forward.  Start with the Story Lens which will provide some context to working with stories and regardless whether you are a numbers person where numbers are the manifestation of stories or a story person you can benefit from understanding Personae and Scenarios.

Scenarios are groups of stories.  For numbers people stories are the numbers underneath financial forecasts and the core of the explanation of accounting variances.  For storytellers a scenario is a bucket of stories, not a workflow, interaction flow or even worse, sensitivity analysis.  Google Pierre Wack and SHELL and you will get the history of scenarios and why they are a little known tool. 

Now consider a persona mask that people wear or remove as needed, typically on stage, where each mask represents a group of stories and behaviours attributed to the wearer of the mask.

Stories are the common link between Scenarios and Persona.  Combining both provides a simple, clear and effective way to prepare for the future.  For those who want more and richer detail see the No 5 post.

Suggestions:  http://scenario2.wordpress.com

Cheers,

Nick www.scenario2.com