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