twist: using humankind tools in my personal life
TRANSCRIPT
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HumanKindTHE WAY I SEE THINGS
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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?
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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
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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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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?
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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%#
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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?”
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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?”
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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?”
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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
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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?”
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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”
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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”
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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!”
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ParticipationStyles
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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
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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
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Other things I participate in
woodworkingd.i.y parenting music adventuresmarketing gift giving
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cont
ent
interacting
actingplayers
EXPRESS
EXPLORE
COMPETE
COLLABORATE
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cont
ent
interacting
actingplayers
EXPRESS
EXPLORE
COMPETE
COLLABORATE
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cont
ent
interacting
actingplayers
EXPRESS
EXPLORE
COMPETE
COLLABORATE
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cont
ent
interacting
actingplayers
EXPRESS
EXPLORE
COMPETE
COLLABORATE
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cont
ent
interacting
actingplayers
EXPRESS
EXPLORE
COMPETE
COLLABORATE
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PlayBuyShare
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PlayBuyShare
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PlayBuyShare
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HumanKindla
cks
acts
lacks purpose
has purpose
has acts
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HumanKind
HumanKind
lack
s ac
ts
lacks purpose
has purpose
has acts
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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
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lack
s ac
ts
lacks purpose
has purposehas acts
1234
1097+65
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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
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Create Participation @ Work
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Create Participation @ Workand Life
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