TWIST: Using HumanKind tools in my personal life

HumanKindTHE WAY I SEE THINGS

Friday, July 12, 13

Everyday we utilize tools to help sell ideas to clients. Grounded in research, meticulously laid out to provide insights in what will help clients succeed as marketers.

Why stop at work?

Friday, July 12, 13

What if they

helped us in life?

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THIS...

Speaking of life...

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THIS ... just became

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If we are able to make these tools work in our personal life as well as they do for our clients, we further prove we’ve been able to create

HumanKind

Friday, July 12, 13

Through the tools of Leo Burnett.My Life

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Not Carol Foley approved. This is merely my interpretation to adapt to our tools.

Caution

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Friday, July 12, 13

PeoplePurposeParticipationPopulism

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Participation

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Participation#1#2#3#4

ToolStylesPlayBuyShare

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ParticipationTool

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!

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Participation Tool: Insight into journeys by category

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Some of the most

important journeys

includewhat shall

we call THIS?

Friday, July 12, 13

BE#INSPIRED# EDUCATE# ACT# WAIT# EXPERIENCE# REFLECT#

Not all motivational stages occur to the same degree.

PREPARE#

SOLO

SO

CIAL

BE INSPIRED

ANTICIPATE

REALIZE A DREAM

LEARN

GET COMFORTABLE

MOMENT OF TRUTH

SIFT & SORT BUY

BE PROACTIVE

BE IMPULSIVE

IMPRESS

BE POWERFUL

1%#

16%#

19%#

17%#

6%#

8%#

2%#

8%#

8%#4%#

9%#2%#

Friday, July 12, 13

BE#INSPIRED# EDUCATE# ACT# WAIT# EXPERIENCE# REFLECT#

Not all motivational stages occur to the same degree.

PREPARE#

SOLO

SO

CIAL

BE INSPIRED

ANTICIPATE

REALIZE A DREAM

LEARN

GET COMFORTABLE

MOMENT OF TRUTH

SIFT & SORT BUY

BE PROACTIVE

BE IMPULSIVE

IMPRESS

BE POWERFUL

1%#

16%#

19%#

17%#

6%#

8%#

2%#

8%#

8%#4%#

9%#2%#

“We’re pregnant - What shall we

call him?”

Friday, July 12, 13

BE#INSPIRED# EDUCATE# ACT# WAIT# EXPERIENCE# REFLECT#

Not all motivational stages occur to the same degree.

PREPARE#

SOLO

SO

CIAL

BE INSPIRED

ANTICIPATE

REALIZE A DREAM

LEARN

GET COMFORTABLE

MOMENT OF TRUTH

SIFT & SORT BUY

BE PROACTIVE

BE IMPULSIVE

IMPRESS

BE POWERFUL

1%#

16%#

19%#

17%#

6%#

8%#

2%#

8%#

8%#4%#

9%#2%#

“We’re pregnant - What shall we

call him?”

“No really what should we call

him?”

Friday, July 12, 13

BE#INSPIRED# EDUCATE# ACT# WAIT# EXPERIENCE# REFLECT#

Not all motivational stages occur to the same degree.

PREPARE#

SOLO

SO

CIAL

BE INSPIRED

ANTICIPATE

REALIZE A DREAM

LEARN

GET COMFORTABLE

MOMENT OF TRUTH

SIFT & SORT BUY

BE PROACTIVE

BE IMPULSIVE

IMPRESS

BE POWERFUL

1%#

16%#

19%#

17%#

6%#

8%#

2%#

8%#

8%#4%#

9%#2%#

“We’re pregnant - What shall we

call him?”

“No really what should we call

him?”

“Do we love it?”

Friday, July 12, 13

BE#INSPIRED# EDUCATE# ACT# WAIT# EXPERIENCE# REFLECT#

Not all motivational stages occur to the same degree.

PREPARE#

SOLO

SO

CIAL

BE INSPIRED

ANTICIPATE

REALIZE A DREAM

LEARN

GET COMFORTABLE

MOMENT OF TRUTH

SIFT & SORT BUY

BE PROACTIVE

BE IMPULSIVE

IMPRESS

BE POWERFUL

1%#

16%#

19%#

17%#

6%#

8%#

2%#

8%#

8%#4%#

9%#2%#

“We’re pregnant - What shall we

call him?”

“No really what should we call

him?”

“Will everyone be called that?”

“Do we love it?”

Friday, July 12, 13

BE#INSPIRED# EDUCATE# ACT# WAIT# EXPERIENCE# REFLECT#

Not all motivational stages occur to the same degree.

PREPARE#

SOLO

SO

CIAL

BE INSPIRED

ANTICIPATE

REALIZE A DREAM

LEARN

GET COMFORTABLE

MOMENT OF TRUTH

SIFT & SORT BUY

BE PROACTIVE

BE IMPULSIVE

IMPRESS

BE POWERFUL

1%#

16%#

19%#

17%#

6%#

8%#

2%#

8%#

8%#4%#

9%#2%#

“We’re pregnant - What shall we

call him?”

“No really what should we call

him?”

“Will everyone be called that?”

“Do we love it?”

“What about

these?”

Friday, July 12, 13

BE#INSPIRED# EDUCATE# ACT# WAIT# EXPERIENCE# REFLECT#

Not all motivational stages occur to the same degree.

PREPARE#

SOLO

SO

CIAL

BE INSPIRED

ANTICIPATE

REALIZE A DREAM

LEARN

GET COMFORTABLE

MOMENT OF TRUTH

SIFT & SORT BUY

BE PROACTIVE

BE IMPULSIVE

IMPRESS

BE POWERFUL

1%#

16%#

19%#

17%#

6%#

8%#

2%#

8%#

8%#4%#

9%#2%#

“We’re pregnant - What shall we

call him?”

“No really what should we call

him?”

“Will everyone be called that?”

“Do we love it?”

“What about

these?”

“Rafferty”

Friday, July 12, 13

BE#INSPIRED# EDUCATE# ACT# WAIT# EXPERIENCE# REFLECT#

Not all motivational stages occur to the same degree.

PREPARE#

SOLO

SO

CIAL

BE INSPIRED

ANTICIPATE

REALIZE A DREAM

LEARN

GET COMFORTABLE

MOMENT OF TRUTH

SIFT & SORT BUY

BE PROACTIVE

BE IMPULSIVE

IMPRESS

BE POWERFUL

1%#

16%#

19%#

17%#

6%#

8%#

2%#

8%#

8%#4%#

9%#2%#

“We’re pregnant - What shall we

call him?”

“No really what should we call

him?”

“Will everyone be called that?”

“Do we love it?”

“What about

these?”

“Rafferty”

“It’s time”

Friday, July 12, 13

BE#INSPIRED# EDUCATE# ACT# WAIT# EXPERIENCE# REFLECT#

Not all motivational stages occur to the same degree.

PREPARE#

SOLO

SO

CIAL

BE INSPIRED

ANTICIPATE

REALIZE A DREAM

LEARN

GET COMFORTABLE

MOMENT OF TRUTH

SIFT & SORT BUY

BE PROACTIVE

BE IMPULSIVE

IMPRESS

BE POWERFUL

1%#

16%#

19%#

17%#

6%#

8%#

2%#

8%#

8%#4%#

9%#2%#

“We’re pregnant - What shall we

call him?”

“No really what should we call

him?”

“Will everyone be called that?”

“Do we love it?”

“What about

these?”

“Rafferty”

“It’s time”

“Welcome Rafferty!”

Friday, July 12, 13

ParticipationStyles

Friday, July 12, 13

4 Key Participation StylesActing

Interacting

PlayersContent

EXPRESS COMPETE

EXPLORE COLLABORATE

Source: Quadrant chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010

Friday, July 12, 13

Participation VerbsActing

ChallengeWin

Showoff

Compare Taunt

LikeGreet

Comment

HelpShare

Give

RateCollectView

Vote

Curate Review

ChooseCustomizeDecorate

Design

Build CreatePurchase

Interacting

PlayersContent

EXPR E SS COMPETE

EXPLOR E CO LLABORATE

Source: Quadrant chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010

Friday, July 12, 13

Other things I participate in

woodworkingd.i.y parenting music adventuresmarketing gift giving

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Friday, July 12, 13

cont

ent

interacting

actingplayers

EXPRESS

EXPLORE

COMPETE

COLLABORATE

Friday, July 12, 13

cont

ent

interacting

actingplayers

EXPRESS

EXPLORE

COMPETE

COLLABORATE

Friday, July 12, 13

cont

ent

interacting

actingplayers

EXPRESS

EXPLORE

COMPETE

COLLABORATE

Friday, July 12, 13

cont

ent

interacting

actingplayers

EXPRESS

EXPLORE

COMPETE

COLLABORATE

Friday, July 12, 13

cont

ent

interacting

actingplayers

EXPRESS

EXPLORE

COMPETE

COLLABORATE

Friday, July 12, 13

Friday, July 12, 13

PlayBuyShare

Friday, July 12, 13

PlayBuyShare

Friday, July 12, 13

PlayBuyShare

Friday, July 12, 13

Friday, July 12, 13

Friday, July 12, 13

Friday, July 12, 13

Friday, July 12, 13

Friday, July 12, 13

Friday, July 12, 13

HumanKindla

cks

acts

lacks purpose

has purpose

has acts

Friday, July 12, 13

HumanKind

HumanKind

lack

s ac

ts

lacks purpose

has purpose

has acts

Friday, July 12, 13

1 Destructive

2 No Idea

3 Invisible

4 I don’t know what this brand stands for

5 I understand the brand’s purpose

6 An intelligent idea

7+ An inspiring idea, beautifully crafted

8 Changes the people think and feel

9 Changes the way people live

10 Changes the world

Friday, July 12, 13

lack

s ac

ts

lacks purpose

has purposehas acts

1234

1097+65

Friday, July 12, 13

lack

s ac

ts

lacks purpose

has purposehas acts

1234

1097+65

Family budgetsClothes I never wearPhotos

Things still in boxesItems on a shelf

CarSavings

Woodshop

Projects

James

Rafferty

Home Marriage

Vacations

Friday, July 12, 13

Create Participation @ Work

Friday, July 12, 13

Create Participation @ Workand Life

Friday, July 12, 13