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Making Products & Companies




           Kathy Klotz-Guest
           @kathyklotzguest
      kathy@keepingithuman.com

       All rights reserved 2012. Klotz-Guest   1
All rights reserved 2012. Klotz-Guest   2
All rights reserved 2012. Klotz-Guest   3
Image courtesy of cubicle ranch.com


All rights reserved 2012. Klotz-Guest   4
“A wealth of information creates a poverty of attention.”
                                   ~ Herbert Simon, late Nobel laureate economist




                                                    Volume of Information




                                                         Attention, Trust
                                                        (EdelmanTrust Barometer)




                All rights reserved 2012. Klotz-Guest               5
Customer Hostage




  All rights reserved 2012. Klotz-Guest
                                          6
All rights reserved 2012. Klotz-Guest   7
Emotional Impact Matters




      All rights reserved 2012. Klotz-Guest   8
How does marketing make us FEEL?


                                                       Conscious
“Facts,” and                                             Mind
  most are                                               10%
  filtered!
                                                       Subconscious
                                                          Mind
                                                           90%
  Feelings




               All rights reserved 2012. Klotz-Guest                  9
How People Think We Decide
EMOTIONS                             LOGIC




           EMOTIONS                                LOGIC



           All rights reserved 2012. Klotz-Guest   10
Wanna Connect? Get Human!
Simple Stories
Think “Upside Down”
Likeability? Unleash Your Best People




             All rights reserved 2012. Klotz-Guest   11
All rights reserved 2012. Klotz-Guest   12
Stories, Not “Messaging!’

     All rights reserved 2012. Klotz-Guest   13
Story




                                        It’s about
                                        ME,
                                        dummy!




All rights reserved 2012. Klotz-Guest         14
Brands Are Emoticons
    Which is yours?




    All rights reserved 2012. Klotz-Guest   15
Metaphors,
                             Analogies

                                Simplify
                               Complexity

                               Marketing Operations
                               – the Central Nervous
                               System of Marketing &
                                       Sales

All rights reserved 2012. Klotz-Guest            16
Customers don’t buy what we make;
they buy who we are.



         All rights reserved 2012. Klotz-Guest   17
Sinek’s ‘The Why’




 Too much                                                How great leaders
 marketing                                                 communicate
focuses here

                 All rights reserved 2012. Klotz-Guest      18
Your Cause, Your Why




     All rights reserved 2012. Klotz-Guest   19
Stories Share “Values”



    Kinaxis - Simplicity




        All rights reserved 2012. Klotz-Guest
                                                20
Think …




   All rights reserved 2012. Klotz-Guest   21
Surprise!




All rights reserved 2012. Klotz-Guest   22
Humor Humanizes
   So Lighten Up!




   IBM Art of the Sale




   All rights reserved 2012. Klotz-Guest
                                           23
All rights reserved 2012. Klotz-Guest   24
Want Conversation?
Surprise Your Audience


  Cisco – Valentine’s Day




            All rights reserved 2012. Klotz-Guest
                                                    25
Likeability




     All rights reserved 2012. Klotz-Guest   26
All rights reserved 2012. Klotz-Guest   27
Personalities are Like
     Batteries




     All rights reserved 2012. Klotz-Guest
                                             28
Unleash Your Best Storytellers




                                      Person-Person Service Builds Trust

                      All rights reserved 2012. Klotz-Guest   29
Where can I humanize?


 “Feeling” Stories
Simple
 “Upside Down” and Lighten Up!
Think

Likeability Means People and Personality

              All rights reserved 2012. Klotz-Guest   30
All rights reserved 2012. Klotz-Guest   31
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




                     All rights reserved 2012. Klotz-Guest   32
Thank You for
‘Keeping it Human’
     with me!




kathy@keepingithuman.com

www.keepingithuman.com

@kathyklotzguest

Marketer to the “Human” Kind

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Tech Marketing Success Means Making Products and Companies 'Human'

  • 1. Making Products & Companies Kathy Klotz-Guest @kathyklotzguest kathy@keepingithuman.com All rights reserved 2012. Klotz-Guest 1
  • 2. All rights reserved 2012. Klotz-Guest 2
  • 3. All rights reserved 2012. Klotz-Guest 3
  • 4. Image courtesy of cubicle ranch.com All rights reserved 2012. Klotz-Guest 4
  • 5. “A wealth of information creates a poverty of attention.” ~ Herbert Simon, late Nobel laureate economist Volume of Information Attention, Trust (EdelmanTrust Barometer) All rights reserved 2012. Klotz-Guest 5
  • 6. Customer Hostage All rights reserved 2012. Klotz-Guest 6
  • 7. All rights reserved 2012. Klotz-Guest 7
  • 8. Emotional Impact Matters All rights reserved 2012. Klotz-Guest 8
  • 9. How does marketing make us FEEL? Conscious “Facts,” and Mind most are 10% filtered! Subconscious Mind 90% Feelings All rights reserved 2012. Klotz-Guest 9
  • 10. How People Think We Decide EMOTIONS LOGIC EMOTIONS LOGIC All rights reserved 2012. Klotz-Guest 10
  • 11. Wanna Connect? Get Human! Simple Stories Think “Upside Down” Likeability? Unleash Your Best People All rights reserved 2012. Klotz-Guest 11
  • 12. All rights reserved 2012. Klotz-Guest 12
  • 13. Stories, Not “Messaging!’ All rights reserved 2012. Klotz-Guest 13
  • 14. Story It’s about ME, dummy! All rights reserved 2012. Klotz-Guest 14
  • 15. Brands Are Emoticons Which is yours? All rights reserved 2012. Klotz-Guest 15
  • 16. Metaphors, Analogies Simplify Complexity Marketing Operations – the Central Nervous System of Marketing & Sales All rights reserved 2012. Klotz-Guest 16
  • 17. Customers don’t buy what we make; they buy who we are. All rights reserved 2012. Klotz-Guest 17
  • 18. Sinek’s ‘The Why’ Too much How great leaders marketing communicate focuses here All rights reserved 2012. Klotz-Guest 18
  • 19. Your Cause, Your Why All rights reserved 2012. Klotz-Guest 19
  • 20. Stories Share “Values” Kinaxis - Simplicity All rights reserved 2012. Klotz-Guest 20
  • 21. Think … All rights reserved 2012. Klotz-Guest 21
  • 22. Surprise! All rights reserved 2012. Klotz-Guest 22
  • 23. Humor Humanizes So Lighten Up! IBM Art of the Sale All rights reserved 2012. Klotz-Guest 23
  • 24. All rights reserved 2012. Klotz-Guest 24
  • 25. Want Conversation? Surprise Your Audience Cisco – Valentine’s Day All rights reserved 2012. Klotz-Guest 25
  • 26. Likeability All rights reserved 2012. Klotz-Guest 26
  • 27. All rights reserved 2012. Klotz-Guest 27
  • 28. Personalities are Like Batteries All rights reserved 2012. Klotz-Guest 28
  • 29. Unleash Your Best Storytellers Person-Person Service Builds Trust All rights reserved 2012. Klotz-Guest 29
  • 30. Where can I humanize?  “Feeling” Stories Simple  “Upside Down” and Lighten Up! Think  Likeability Means People and Personality All rights reserved 2012. Klotz-Guest 30
  • 31. All rights reserved 2012. Klotz-Guest 31
  • 32. 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 All rights reserved 2012. Klotz-Guest 32
  • 33. Thank You for ‘Keeping it Human’ with me! kathy@keepingithuman.com www.keepingithuman.com @kathyklotzguest Marketer to the “Human” Kind