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

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

FAST SCENARIO

A scenario is a bucket of stories that drives processes, stimulates creation of software, adds to brand value and spawns measures to help us adapt to future changes in the world as we see it today.  Think of a scenario as a number of vignettes about the future and we use them to help guide what we do and when.

Ideally we use two or three different future scenarios to prepare ourselves for different possible futures, to minimize our risk of failure or minimize our risk of NOT SUCCEEDING or exploit future scenario opportunities.

Accountants use scenarios daily.  Forecasts are the intersection point of Accountants, numbers and stories, but sadly they forget the stories behind the numbers and manipulate numbers without considering that story relationships are far different than adding or subtracting, more or less flexible or just plan inexplicable.  Scenarios are not sensitivity analysis (sales up and expenses down) or workflows (if I do this then should I do that) or tools to create web sites (if a buyer goes there they press this button) but rather a bucket of stories, pure and simple. 

For a FAST SCENARIO create a folder, digital or physical, and cut and place stories into the folder.  When finished read the stories to see which internal process, software, brands or measures are affected by the stories.  This perspective is reflected in a simple but powerful tool, the STORY LENS.

Once we understand the stories in the folder or bucket and their relationships to each other we get a clearer understanding of the current state of the business.  We finish the scenario by simply fast forwarding the stories and processes from our new understanding of current state.  We are here now and we expect to be ‘there’ or where the scenario takes us in the time that is of interest to us.

A FAST SCENARIO tells us where we might go and allows us to understand how to prepare.  The hidden value of a FAST SCENARIO is understanding where we are today or our current business state. 

Most companies are very good at understanding where they want to go and forecasting.  Where they fail is understanding their current state as no matter how good their forecasting is, they will not reach their goal as they almost always start from a different place.

Cheers,

Nick www.scenario2.com

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?