Making Companies and Products Human
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Transcript of Making Companies and Products Human
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K a t h y K l o t z - G u e s t
@ k a t h y k l o t z g u e s t
k a t h y @ k e e p i n g i t h u m a n . c o m
1 All rights reserved 2012. Klotz-Guest
Making Products & Companies
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Image courtesy of cubicle ranch.com
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“A wealth of information creates a poverty of attention.”
~ Herbert Simon, late Nobel laureate economist
Attention, Trust (EdelmanTrust Barometer)
Volume of Information
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Customer Hostage
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Emotional Impact Matters
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How does marketing make us FEEL?
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“Facts,” and
most are
filtered!
Feelings
Conscious Mind 10%
Subconscious Mind 90%
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How People Think We Decide
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EMOTIONS LOGIC
EMOTIONS LOGIC
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Wanna Connect? Get Human!
Simple Stories
Think “Upside Down”
Likeability? Unleash Your Best People
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Stories, Not “Messaging!’
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Story
It’s about
ME,
dummy!
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Brands Are Emoticons Which is yours?
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Metaphors,
Analogies
Simplify
Complexity
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Marketing Operations
– the Central Nervous
System of Marketing &
Sales
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Customers don’t buy what we make;
they buy who we are.
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Sinek’s ‘The Why’
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How great leaders communicate
Too much marketing
focuses here
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Your Cause, Your Why
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Stories Share “Values”
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Kinaxis - Simplicity
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Think …
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Surprise!
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Humor Humanizes So Lighten Up!
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IBM Art of the Sale
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Want Conversation?
Surprise Your Audience
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Cisco – Valentine’s Day
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Likeability
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Personalities are Like
Batteries
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Unleash Your Best Storytellers
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Person-Person Service Builds Trust
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Where can I humanize?
Simple “Feeling” Stories
Think “Upside Down” and Lighten Up!
Likeability Means People and Personality
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About Kathy Chief Human Officer
Values play, simplicity, and the power of human-speak in business
20 years high-tech marketing / communications strategy and comedy
Founding Sr. Fellow, new media think tank (sncr.org)
MA Stanford University, MBA UC Berkeley
Founder, Keeping it Human
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Thank You for
‘Keeping it Human’
with me!
www.keepingithuman.com
@kathyklotzguest
Marketer to the “Human” Kind