Making Companies and Products Human

K a t h y K l o t z - G u e s t

@ k a t h y k l o t z g u e s t

k a t h y @ k e e p i n g i t h u m a n . c o m

1 All rights reserved 2012. Klotz-Guest

Making Products & Companies

All rights reserved 2012. Klotz-Guest 2



Image courtesy of cubicle ranch.com

http://www.flickr.com/photos/31015975@N08/2902643161/in/photostream/

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“A wealth of information creates a poverty of attention.”

~ Herbert Simon, late Nobel laureate economist

Attention, Trust (EdelmanTrust Barometer)

Volume of Information

Customer Hostage



Emotional Impact Matters


How does marketing make us FEEL?


“Facts,” and

most are

filtered!

Feelings

Conscious Mind 10%

Subconscious Mind 90%

How People Think We Decide


EMOTIONS LOGIC

EMOTIONS LOGIC

Wanna Connect? Get Human!

Simple Stories

Think “Upside Down”

Likeability? Unleash Your Best People




Stories, Not “Messaging!’


Story

It’s about

ME,

dummy!

Brands Are Emoticons Which is yours?


Metaphors,

Analogies

Simplify

Complexity


Marketing Operations

– the Central Nervous

System of Marketing &

Sales


Customers don’t buy what we make;

they buy who we are.

Sinek’s ‘The Why’


How great leaders communicate

Too much marketing

focuses here

Your Cause, Your Why


Stories Share “Values”


Kinaxis - Simplicity

http://www.youtube.com/watch?v=0WLr3hxpYYY






Think …

Surprise!


Humor Humanizes So Lighten Up!


IBM Art of the Sale

http://www.youtube.com/watch?v=MSqXKp-00hM


Want Conversation?

Surprise Your Audience


Cisco – Valentine’s Day

http://www.youtube.com/watch?v=3pffeMdDSoY&feature=related

http://www.youtube.com/watch?v=3pffeMdDSoY





Likeability


Personalities are Like

Batteries


Unleash Your Best Storytellers


Person-Person Service Builds Trust

Where can I humanize?

Simple “Feeling” Stories

Think “Upside Down” and Lighten Up!

Likeability Means People and Personality


mailto:[email protected]



About Kathy Chief Human Officer

Values play, simplicity, and the power of human-speak in business

20 years high-tech marketing / communications strategy and comedy

Founding Sr. Fellow, new media think tank (sncr.org)

MA Stanford University, MBA UC Berkeley

Founder, Keeping it Human


Thank You for

‘Keeping it Human’

with me!

[email protected]

www.keepingithuman.com

@kathyklotzguest

Marketer to the “Human” Kind


Business

Making Companies and Products Human