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What is Harmony?
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“Don Giovanni”Atto I, Scena XXI
What is Harmony?
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while the main Orchestra is playing the main score in the pit...
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cc:catalfamoThursday 5 February 15
GIANNI CATALFAMOFOUNDER OF CC:CATALFAMO CONSULTANCY BOUTIQUE
CO-CHAIRMAN OF THE WORLD COMMUNICATION FORUM (DAVOS)
THE SUBTLE ART OF TUNING
[email protected] giannicatalfamo sonofgeektalk.wordpress.com
Thursday 5 February 15
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cc:catalfamoThursday 5 February 15
Le
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cc:catalfamoThursday 5 February 15
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Clientasset(s)
26
13
4
5
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1
Build a semantic model of the topic by searching the Internet
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21
Design & deploy the content strategy matching marketing &
comms objectives to the interests of the target audience
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https://www.youtube.com/watch?v=ne6tB2KiZuk
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“Regardless of where I am, anywhere... every audience gets that!”
https://www.youtube.com/watch?v=ne6tB2KiZuk
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Information needs
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After-sale
Information needsA. Scenario Looking for general information about a relatively broad area, comparing
different visions. Focused on long term evolution.
B. SolutionHave a specific problem in mind, and investigate whether it can be addressed using a certain category of products or technologies. Focused on near term application.
C. BenchmarkHave decided to address the problem using a solution in this category and is comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment.
D. Support Have installed / bought a solution and is now seeking support on a usage problem.
Pre-sale
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Information needsA. Scenario respond with White Papers
B. Solution respond with Case studies
C. Benchmark respond with Analysts reports
D. Support respond with Customer Service
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What - by product: ovens
How-to fixWhere to find…Personal experiencesMaintenanceAdvertorial reviewRecipesBuying adviceProduct benchmarks
SupportFeedbackAdvice
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What - by product: ovens18%
20%
4%6% 4%
22%
12%
16%
41%
31%
27%
26%
24%12%
27%
2%3%2%3%
62%33%
6%
11%
18%
2%
14%3% 12%
4%
36%31%
29%
40%
How-to fixWhere to find…Personal experiencesMaintenanceAdvertorial reviewRecipesBuying adviceProduct benchmarks
SupportFeedbackAdvice
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To sell a car
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To sell a car•Technical excellence•Quality without compromises
• Exhilarating performance
•Refined elegance•State-of-the-Art electronics
•Driving comfort
...or Italian lifestyle?Thursday 5 February 15
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https://www.youtube.com/watch?v=1fBFm4OD2W0
Thursday 5 February 15
