November 29, 2014

Business Problem Topology Mapping: Using Kinect in Merchandising

Business Problem Topology Mapping is taking a technique or a technology that has been used or developed for a specific purpose in one field or business category and applying it in an unrelated category to solve a similar problem.

In the video game world, the Kinect was invented to allow the game console to “see” what the player is doing in order to provide a richer and more realistic game experience. They use a device with cameras and spatial sensing to capture this movement.

A company called Agile Route is taking the Kinect and placing it atop a store shelf so that shoppers can be tracked. They are using the captured data to help design better ways to display merchandise for increased sales and a better customer experience. Brilliant!

With thanks to Jeff Sexton for sending me a link.

Using Kinect to build real world Google Analytics from Administrator Agile Route on Vimeo.

BrandingBlog Radio: Carmine Leo on Emotional Intelligence

Emotional Intelligence. Do you have it? How would you know? I was certainly curious about the topic, so I interviewed my Facebook friend, Carmine Leo. He’s a life coach who works with high performance individuals, executive staff and even plain old folks who just want to get more out of life. The tools of Emotional Intelligence and Emotional Literacy are the means of helping his clients understand their choices and how to act.
One thing Carmine and I have in common: We both choose to live in tiny little places, off the beaten trail.

Join us on our first ever conversation this week and learn with me about a topic that can help you get more out of life.

Note: The books that Carmine mentioned are Emotional Intelligence and Social Intelligence by Daniel Goleman.

Ad Targeting for Beautiful People

Remember Sarah Ripley, the future of marketing?

She emailed me a link to this TaB commercial from the olden days (well, the ’80s).
Her observation was that with only a jingle, the commercial was very simple. No voiceover, no copy, no actors reading lines. Couldn’t be easier.

I was curious about another thing.

After I watched the ad, the jingle was stuck in my head. Don’t you just hate that?

“TaB cola has a beautiful taste
So good for beautiful people
TaB cola beautiful to you and me
‘Cause every can has less than two calories
TaB cola helps a beautiful shape
Just right for beautiful people
TaB cola tastes so good to you
Great taste low calorie TaB”

The line that stuck with me was “So good for beautiful people” and again near the end, “Just right for beautiful people.”

I got to thinking about it. You could never say that in spoken copy without sounding like a total jackass. “Enjoy TaB, the preferred drink of beautiful people.”

How strange that you can sing it, and slip it right past the judgmental left brain. Huh.

A good jingle can be very powerful. Because music is processed by the right hemisphere of the brain, you can take in a message and remember quite disturbing thoughts if you do so in lyrics. Think about songs such as the MASH Theme, Mack the Knife and any country song about adultery.

So, it was actually quite brilliant of TaB to slip in an unspoken message through song rather than announcer voiceover.

Can you think of any other jingles that do this to us?

What? The number one question from the NT character, Don Draper

Anyone who studies Myers-Briggs, would label Don Draper as an NT, the iNtuitive Thinker. He is a quick decision maker, following his intuition.

When he needs information, clarification, explanation, he falls back on his favorite question: What?

This is the question that cuts to the chase. He’s not asking why. He doesn’t care how. Who is immaterial.

Just the facts, ma’am.

Can you name any other characters that want to get right to the point?

Put on your mask. Breathe deeply. Now, help someone else find their own mask.

Images I put up a little post back in December about modeling delight. No research, just my own pithy advice as usual.

Kathy Sierra has done the research. She posted a wonderful essay on happiness yesterday. It’s long…almost 2,500 words. But it’s fantastic. If you find yourself frustrated, angry, yelling at your kids or screaming at God, you must read it. You simply must. I was delighted to find the same Flight Attendant Wisdom at the end of her post.

In reading some of the comments on the piece, there are some chronically unhappy readers who aren’t happy with the news Kathy offers. Hmmm.

We, the happy, are obligated to remain so. Periodically, we must put on our oxygen mask and wade into the misery pit to help someone find their way out (or help some unhappy customer find some semblance of satisfaction). What Kathy is saying is that the pit is not a place to stay. It’s true.

I’ve been a sideline fan of www.despair.com for several years. I find their material to be immensely funny, but experience has taught me that I don’t want any of their products near me. My kids bought me the Despair calendar a couple of years ago and I had to take it off my wall by April. It was affecting my attitude towards the people I worked with. Funny yes. Dangerous as well.

I think as an NF personality type, my capacity for empathy makes it especially dangerous to venture into the pit without a safety harness. Kathy’s article backs this up with the information about left vs. right brained preferences.

On the other hand, this empathy trait makes it easier for me to be a Persuasion Architect, developing personae for marketing purposes and interacting with a wider range of people. And it’s true that I’ll come home from strange places having picked up the local vernacular, accents and even gestures. The Angry Ones think we NF’s are just goofy.

While we may have a tendency to let anger rub off on us, we also have the capacity to absorb joy and amplify it. Let’s have a party after you read Kathy’s post.

Link: Creating Passionate Users: Angry/negative people can be bad for your brain.