Text drives marketing success

Text is the bomb!

Mobile users create content as they navigate, physically as they move and via browers though typically ‘browsing’ is not casual as implied by the name but a very focused process used to find, define and refine problems and solutions from multiple perspectives.

View a mobile user’s objectives through our story lens and you will see why text, typed or voice-to-text is critical in this process and permits flexibility significantly beyond’Apps’.

Tell a STORY.
Tell a Story twice and it becomes a PROCESS.
Tell a Story again and someone writes SOFTWARE.
Tell a Story again to creates value in a BRAND.
Tell a Story again and we start build MEASURES.

Apps are small pieces of software used to accelerate one or a very few number of processes.  If they did more they would be an application rather than an App.  Apps are focused and restrictive because of that focus.

Text  is fast simple and flexible and can be used to ask for help or confirm an action or virtually anything else.

We use text to align questions+answers, problems+solutions, products+customers or mentors+learners.

Cheers,
Nick
http://www.scenario2.com
http://www.speedsynch.com
http://www.neuropersona.com

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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

Successful Sales Strategy

 Strategy has often been confused with theory or as an intellectual excercise or even worse, something that has a tenuous link at best to going out into the marketplace and serving customers.  After all, who could go to the boss and say that the strategy appeared not to be working.  Certainly not GM workers.
 
We use a Neuropersona approach blended with Scenario analysis to measure and support Strategic success and bring traditional strategic theory to earth SpeedSynch to align Products, Customers, Content and Partner Communities.
 
 
Strategic Alignment
 
Identify strategic objectives and metrics.
Map value created and identify the customers that benefit.
Employ Neuropersona best practices analysis to align value proposition, media focus and customers..
  
Neuropersona Strategy Value FLOWS

Neuropersona Strategy Value FLOWSValue Time Perspective The value time perspective below helps map enterprise objectives in the top or Scenario layer to the customers we serve in the bottom or Neuropersona layer. Value Flow Perspective The value flow perspective below identifies where value is created in the value chain so that we can understand the business levers to measure and where value can be quickly adjusted. Neuropersona Media Value Alignment Best Practices

See Uniqlo Analysis to see the application of the Value Time and Value Flow perspectives.
 
Cheers,
Nick Trendov

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

A Persona Mask is a behavioural marker and a Marketers nightmare.

Persona Mask

Persona Mask

This is the first post that describes the concept of Persona as a behaviour construct.
The link between Personae, behaviours, stories and numbers can be explored here or at Scenario2.

For a general overview and http://personati.wordpress.com for a unique look at how Personae and Persona Behaviour can be combined with Scenario Analysis to accomodate future opportunties while your competitors focus on the past.

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