Wallace & Washburn Associates LLC www.decisionmode.com

1770 Massachusetts Ave, Suite 177, Cambridge, MA 02140 Tel: 781-235-8882 Cell: 781-799-5444

Intuition-Based Communications “Decision-making relies on a balance between deliberate

and instinctive thinking. We need to look at the subtle, the hidden and the unspoken.”

- Malcolm Gladwell, Blink: The Power of Thinking without Thinking

DecisionSCAN

A Changed Internet World * New consumer freedom exists due to empowering Internet experiences. “The Internet is turning businesses upside down. Be prepared-or die.” - Matthew Symonds, The Economist

* Rapid change is occurring from PUSH (TV, radio, etc.) to PULL online. “Thanks to the Internet, car buyers now hold the cards.” - Boston Globe 2013

* Message overload has accelerated consumer “tune out.” * A timely need exists to monitor and measure customer perceptions. “You NEED your customers more than they NEED you . Your customers’ perceptions impact your bottom line.” –Forrester Research 2013

* A shift will occur from rational to emotional customer research. “The industry will shift from questioning to discussing, insight to forecast, rational to emotional.” - StrategyOne, Washington, D.C. 2013

Co-Authors

• Top 1% in Amazon sales

• Now published in 4 languages

• Rewrote the book on decision-making

Kim Wallace Harry Washburn

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“It’s radical! It’s digital! Cutting edge for connecting with customers.”

– Fast Company’s REPORT FROM THE FUTURE

“Lively, lucid, smart and on target. I’m impressed.”

–Ted Levitt, Dean Emeritus, Harvard Business School

“ The most pragmatic book on consumer marketing in years!”

– Amazon.com

Representative Clients

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3 DecisionMODES

Thinker (verbal), Visualizer (non verbal) Emotional Commander (non verbal)

Sample DecisionMode Question

Q: Let’s imagine you were buying a car today. What in your

opinion, would be most important? Why? (Pick one)

• It looks great?

• It feels great to drive?

• It makes logical sense?

Thinkers (20%) “Have the courage to follow your heart and intuition.”

-Steve Jobs

•Thinking, reasoning, answers,

details, numbers, planning

•Careful, thoughtful

decision-makers

•Favorite Words: “Think, hear, sounds, logic, future, know, understand”

T

Visualizers (50%) “As time goes on people will see who I am for who I am. I kiss people with my soul. ” - Justin Timberlake

•Quicker decisions

•Interested in the features and benefits

•Favorite Words: “See, look, show, picture, focus, perspective, impression”

T

Commanders (30%) “Follow your instincts.

That’s where true wisdom manifests itself.” - Oprah Winfrey

•Ready, fire, aim

•Team leaders/players

•Favorite Words: “Feel, sense, touch, hit, tackle, win, team, power, people”

How to access intuitive “trigger words?”

“Trigger Words”

Intuitive Feelings

Logical Thinking

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DecisionSCAN

Major Packaged Goods Example:

Determine the trigger which will motivate consumers to request a

prescription from their dentist.

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DecisionSCAN

Q. In your opinion, what do you feel would motivate you to contact your dentist for a possible prescription?

You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you…

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The Mouthwash Words Assembled Raw Verbatims 1

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Determine Initial Frequencies 2 DecisionScan

You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you. u , I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. tooth, you should do something about

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Analysis of Top 20 Trigger Words 3 Trigger Words

Prescription Mouth Wash Results

Objective Find key “trigger” words

Data Source Audio taped focus groups

Question “What do you feel would motivate you to take action?”

Logic vs.

Intuition Avoid pain/expense “Bleeding gums is a problem!”

VERBATIMS SCAN FREQUENCY

gum/s 132

bleeding 80

problem 38

ThoughtTalk “If I have persistent bleeding gums I’d want it.”

“Bleeding does show there’s a problem in the works.

Results

The product was successfully launched nationally with TV

and print ads featuring a dentist referring to “bleeding gums"

(the symptom, not the problem) and pointing to a tooth

illustration with a blood red gum line. The brand was rolled

out nationally within one year. 15

DecisionSCAN

Branding: Northeastern University

Problem Determine the most powerful message for admissions

Data Source Surveys of students, parents, staff, alumni and prospects

Key Question “What do you feel makes Northeastern better?”

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Q. “In your opinion what do you feel makes Northeastern better than other universities?”

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TRIGGER WORDS DECISIONSCAN

FREQUENCY

coop 149

good 134

program 114

education 78

enter 76

work 75

job 72

get 22

contacts 15

something 16

occupation 35

employment 24

people 21

Northeastern University

Problem Determine the most powerful brand position and tag

line for admissions

Data Source Surveys among staff, faculty, grads, students, parents

and prospects during 1986.

Question “In your opinion what do you feel makes Northeastern

better than other universities?”

Logic vs. Intuition Hands-on educational “Education that

experience Works”

DecisionSCAN

VERBATIMS SCAN FREQUENCY

co-op 149

experience 114

work/job 107

Trigger Words “Their co-op program gives experience.”

“With co-op you can get a better job.”

Solution

The “Education That Works” tag line was created and

used for over 25 years, propelling NU to the top 3

university nationally based on applications (46,000).

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Public Relations: National Car Wash Association

Objective Determine how frequent car-washers justify the expense

Data Source Intercept interviews at car washes

Question “In your opinion, what is there about getting your car

washed that justifies the price?”

Logic vs.

Intuition

The vehicle looks better “I feel better in

a clean car.”

VERBATIMS SCAN FREQUENCY

feel 122

good 89

better 256

ThoughtTalk “I actually feel better when my car has been washed.”

“I feel good when my car is clean.”

Results

Press releases issued nationally. The “feel good” story

(Commanders) was picked up by hundreds of publications

including the Wall Street Journal and Forbes. Reaction so

successful website changed to www.cleancarfeeling.com. 19

DecisionSCAN

Results: National PR stories, a new “Feel Good” poster campaign and a new online address (cleancarfeeling.com)

PUBLIC RELATIONS 20

PSA Messaging: Homeland Security

Objective Create messaging that prompts Floridian consumers to

get better prepared and download tips on the website.

Data Source Surveys among current and potential customers

Question “What in your opinion would prompt you to get better

prepared for, god forbid, a terrorist attack?”

Logic vs.

Intuition

Get prepared better when you “Do it for the kids.”

are not in a crisis situation. (They’d be helpless.)

VERBATIMS Scan Frequency

Prepared 78

Family/Kids 77

Survival/Protect 68

ThoughtTalk “Get prepared and protect your family.”

“Do it for the kids and the family if not for yourself.”

Results

The new PSA message “Do it for the Kids” scored well

with parents and singles, generating over 10,000

downloads monthly of “Top Tips for Survival.” A new web

address was also added, www.mysafeflorida.com. 21

DecisionSCAN

Merger Name: Beth Israel Hospital/Deaconess

Objective Create new name for the combined entity of Beth Israel

and Deaconess hospitals

Data Source Surveys among consumers (patients and non)

Question “In your opinion, what words, thoughts or feelings come

to mind regarding Beth Israel Hospital?”

Logic vs.

Intuition

Two of Boston’s Best “The CareGroup”

Hospitals Combine Resources

ThoughtTalk “Beth Israel has caring nurses who treat you special.”

“It’s the nursing care at BI that makes it so special.”

Results The name CareGroup was adopted to reflect Beth Israel’s

perceptual strength: caring. 22

NAME TESTING

VERBATIMS BI MGH Brigham & Women’s

good/excellent

care/ing

doctors/surgeons

reputation

maternity

nurse(s)

85 72 43 39 9 78

125 35 89 93 27 19

86 32 36 62 69 46

DecisionSCAN

Public Relations : BASF Biotech

Objective Uncover possible negative reactions to proposed

biotech plant site

Data Source Telephone surveys among location residents

Question “In your opinion, what’s your greatest concern

regarding this new biotechnology site?”

Logic vs. Intuition

It’s a drain on “Bio-waste expert hired from

local resources UMass Worcester with

Harvard credentials”

DecisionSCAN

VERBATIMS Scan Frequency

concern/ed 41

waste 35

dangerous 29

ThoughtTalk “What about dangerous waste disposal”

“Accidentally releasing radioactive waste!!”

Results

BASF aligned itself with a bio-waste expert from

Harvard University at UMass Worcester featured

prominently in all press materials to allay potential

fears. Plant constructed successfully.

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Objective Determine the most powerful advertising message to

increase leads.

Data Source 450 interviews nationally among Outward Bound

graduates.

Question “What have you said to recommend Outward Bound?”

Logic vs.

Intuition

Commune with the “Personal Growth builds

Great Outdoors self confidence”

DecisionSCAN

VERBATIMS SCAN FREQUENCY

grow(th) 126

personal 88

experience 57

ThoughtTalk "You'll grow as a person. Builds self confidence.“

"I grew personally through the experience."

Results

Using a Personal Growth Experience promise, Outward

Bound is now the #1 adventure-based education

program in the world. It works. 80% of students want

another course.

PR/Advertising: Outward Bound

Wallace & Washburn Backgrounds

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Kim Wallace

Doyle Dane Bernbach, SSC&B (Noxzema, Colgate)

Arnold/HBM (Salada, General Mills)

Radcliffe Seminars faculty

Top 5% LinkedIn Profile Kim Wallace CEO

Harry Washburn

• Harvard Extension School faculty

• Benton & Bowles (General Foods)

• Harvard Business School

Faculty 20 Years

Management

Kimball Wallace, President * Co-author “Why People Don’t Buy Things” Top 1% Amazon.com

Š* Faculty, Radcliffe Seminars Program

Š* V.P. Account Supervisor, Humphrey Browning MacDougall Advertising Agency, Boston

Š* Director Puerto Rico office, Norman Craig & Kummel, Top Ten Agency, New York

* Senior Account Executive, Lintas SSC&B, Top Ten Advertising Agency, New York

Š* Assistant Account Executive, Doyle, Dane Bernbach, Top Ten Agency, New York

•Recipient of the American Marketing Association's "Effie Award“

* #1 Salesperson, Exxon New England

* University of Massachusetts, BA 1964, President of Class

Harold Washburn, Chairman * Co-author “Why People Don’t Buy Things” Top 1% Amazon.com

* Faculty, Marketing, Advertising, New Products, Harvard University Extension School

* Faculty, Marketing Management, Boston University MBA and Metropolitan College

* V.P./Director of Marketing, Pearson & MacDonald Advertising Agency, Boston

* V.P./Account Supervisor, Humphrey Browning MacDougall Advertising, Boston

* Director of Marketing and Media, Marvin & Leonard Advertising, Boston

* Senior Account Executive, D'Arcy Masius Benton & Bowles, Top Ten Agency, NY

* Harvard Business School, MBA 1966

Reilly Atkinson, Ph.D. Chief Scientist ŠFounder, Consulting Statisticians Incorporated, Boston.

ŠVisiting Scholar, Harvard Business School.

ŠSenior Scientist, Arcon Corporation, Software Development, Boston.

Author: “The New Haven Laboratory” and “Patterns of Urban Change”, 1974/5

Assistant Professor of Nuclear Physics, Tufts University.

Stanford University, Ph.D. in Physics, 1964; Harvard University,

A.B. Magna Cum Laude (Physics).

Owen Reddecliffe, B.Sc. Chief Information Officer Instructor, Monash University, Post-graduate Computer Science, Melbourne, Australia

Development Manager, The Stock Exchange of Melbourne

ŠSenior Developer for Internet Standardization, Walker Richer & Quinn, Seattle

ŠProject Leader, Web Protocols development, Unisys, Australia

ŠSenior Analyst, Design of Burroughs B6500 system, Australia

ŠUniversity of Adelaide, Australia, B.Sc. (Hons) in Theoretical Physics, 1966

Wallace & Washburn Associates, LLC www.decisionmode.com

1770 Massachusetts Ave, Suite 177 Cambridge, MA 02140

kwallace@wallacewashburn.com 781-235-8882 Cell: 781-799-5444

For details please contact Kim Wallace:

DecisionSCAN