THE GREAT WAVE OFF KANAGAWA Katsushika Hokusai 葛飾北斎 1831

1831 Fractal in Japan: GREAT WAVE OFF KANAGAWA

THE GREAT WAVE OFF KANAGAWA

Katsushika Hokusai 葛飾北斎 1831

.Scenario2 employs fractal perspectives for business model innovation.

This famous woodblock print is fractal in nature and brilliantly illustrates that looking at the great wave provides simultaneous insight to all parts for the wave, great or small.  Understanding  relationships between neighbouring parts in the great wave provides simultaneous insight to all relationships in and accross the wave, great or small.

Scenario2 employs fractal perspectives for business model innovation, to create advanced corporate business and competitive intelligence analysis and to enrich Neuropersona perspectives used to broker and align expertise, content, products and customers in dynamic or competitive markets.

Cheers,

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

Voice Battles Text in Search War

If Media is where the battle is then search are the weapons that determine the winners of the war.

Mobile phone interfaces have not reached the simplicity of voice and voice is where the battle for Media will be won.

Some voice search resources can be found but this is an old battle which we will detail in our brand war blog.

Cheers,

Nick www.neuropersona.com

Proximity Branding & Advertising

Proximity Branding is one way to spread the influence of your brand without spreading your branding budget.

Advertising dollars guided by a Persona perspective will permit targeting behaviours rather than clicks.

Why is this important?  Marketing and Advertising objectives and measures have changed drastically.

Cheers,

Nick www.neuropersona.com

Blogs and Profit

Three good reasons why we connect Blogs and Profit; Google MSN and Yahoo, and this is how to Profit from Blogs:

1.  Look at the Blog conversations

2.  Adjust

  • How and where you promote or talk about your product.
  • The services or design elements of your product.

To “Profit from Blogs” you don’t have to become a blogger or network marketing affiliate or spammer.

Cheers,

Nick Trendov www.scenario2.com

why do customers buy?

There is a big problem out there as customers know how to use products better than manufacturers or suppliers.

Now that everyone is ‘cutting costs’ aka PEOPLE, manufacturers or suppliers know even less about why customers buy and how and when they would apply their products.

This is an amazing opportunity and why Scenario2 exists.

Cheers,

Nick www.scenario2.com

Press Releases and Future Success

Consultants often tell their clients to create press releases to represent their ‘desired future’ and then work backwards to the processes and events that must occur to achieve their  objectives.  This approach has two critical problems.

  1. Focusing on one ‘desired future’ can poison our behaviour today by limiting our perspectives rather than preparing us for multiple considerations of what may happen.
  2. Just like forecasting this simple approach fails more often than not as most companies don’t know their current state and their internal focus restricts their field of vision as to what may occur and hamper the analysis and actions needed to achieve their desired future state.

The Press Release technique is interesting but must build on accurate current state information and high quality future scenario analysis to frame press release content links to company stories, processes, software, brands and KPIs ( see the STORY LENS ) in a meaningful way.

Cheers,

Nick www.scenario2.com

Persona or Avatar –either way the wrong choice is fatal!

Here are 2 seemingly innocent sentences that are fatal to marketers, analysts and developers alike:

“The digital persona is a model of the individual established through the collection, storage and analysis of data about that person.”  http://www.anu.edu.au/people/Roger.Clarke/DV/DigPersona.html and “The later games assumed that you were the Avatar and “Avatar” was the player’s visual on-screen in-game persona.” http://en.wikipedia.org/wiki/Virtual_avatar

The first statement assumes that a persona is created by analysis of a collection of data while the second assumes that the person or player determines their own persona.  Depending on either would be fatal and here are two notions to consider if you believe either.  First, does understanding the past predict the future and second, does what someone tell you help you understand their future behaviour?

Let’s start by considering the notion that data analysis can approximate the desires and actions of a living human being become so popular to even spawn the word ‘numerati’ ?  Working backwards I would think actuaries believed that they could use mathematics to predict a pivotal future event–death for to enrich their employers, insurance companies.  Before actuaries others availed themselves of the understanding of patterns including accountants and long before that oracles and storytellers.  Indeed if you back far enough there was a time when numbers were stories and stories numbers in many cultures and one intriguing example is Channel Number Five Perfume.  Five is the number of the Yoruba goddess/deity Ochun who is the manifestation of love, sexuality and financial good fortune.

While it is fashionable to believe that understanding data leads to understanding the future this is not so.  Indeed this type of thinking often leads to fatal consequenses.  Two simple examples that illustrate the folly of depending on data analysis is the stock market and love.  The stock market cannot be predicted and love cannot be described in a database.  This covers the deficient definition of Persona above and as for the Wikipedia definition of Avatar, no matter what ‘skin’ the player wears we are unable to predict their actions.

What are we to do?  There is a simple concept of Persona Behaviour that you might consider in understanding who people may act in the future.  While we don’t know who those people are we can serve them by allowing them to choose products and services that help them facilitate future behaviours.

The choice is simple, either we believe we know better and tell people what is good for them or we serve them by understanding what behaviours may be important.

Essentially the simple way to view a Persona is a ‘mask’ which is defined by one or more behaviours.  Anyone can where one or more masks but we only have to serve the ‘mask’ or persona behaviour that serves us.  Simple tools, techniques and stories may be seen at www.scenario2.com

Hopefully this view won’t discourage marketers who are conditioned to believe in segmentation or actuaries who believe that numbers trump stories.  Indeed nothing could be further from the truth!

FUTURE POSTS–link numbers and stories for analysis, blending financial budgets and scenario analysis

What marketers don’t want you to know about Persona Behaviour!

Marketing is an interesting profession, a mixture of art and science like any other, full of different ideas.

One of the core ideas of marketing, the concept of market segmentation, is also the most dangerous.  Marketers don’t want you to know that segmentation does not matter, behaviours matter.  The simple story of two newlywed couples illustrates this clearly.  The first couple in their early thirties get married, buy a condo, fridge and stove.  Another couple, both recently divorced, get married, buy a condo, fridge and stove.

Conventional market segmentation would have missed one couple, and depending on the market where they bought their condo, probably both.

Observing Persona Behaviour and simply giving the couples a chance to declare their intention directly or indirectly and allows you to serve both.

Do you have any stories about Marketing Myths?

Shape your Future!

The future is the intersection of people and stories and we can wait to see what the future brings or shape it ourselves!

 

 We create our future and how we influence our future by understanding stories interests me personally.  Scenario2 offers a commercial prospective on tools and techniques that link numbers and stories to inform and help us shape our future including a unique look at Personae Behaviour .

“I WANT IT!” are three simple words that drive markets and understanding them helps us understand “WHY WE BUY”.

When it comes to buying and selling, we follow the money and multiple buyer perspectives including computer buyers, music buyers, current or potential suppliers or potential investors.  Apple is a brilliant example of ‘follow the money’ for success. 

 A change in a story related to Apple and one or more of the “I WANT IT!” perspectives would impact the way the Story Lens is perceived. If a new laptop with enhanced capabilities be introduced with a press release or story then current or new Apple customers think about how it affects them. Does the new product make it easier? Could they buy more powerful software? Will I look silly because I bought the old model yesterday? Will the talk about the Apple brand differently or will they look at their old Apple product differently?

Point the Story Lens at Apple to see the impact of new stories.

If Apple buys new Enterprise software that costs millions of dollars there would be an impact across Apple’s Story Lens. New software causes internal processes to change and impacts customers directly as would happen if a new shopping basket was added on the Apple web site and possibly require customers to pause and learn another way to buy. The software purchase requires new ways to measure productivity to ensure its effective use and value to Apple, Apple customers shareholders and eventually the Apple Brand and stock values.

 If we need to work with stories at a deeper level consider how storytellers evolve from hearing a story, repeating a story, changing a story, crafting a story to living a story.

 Stories create value, good or bad, that can be attached to products, processes, people, places and time.

Stories are my currency.

Cheers,

Nick

Who creates your future?