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This is Your Brain on Content: Cognitive Science Lessons for Content Strategy
The document discusses cognitive science lessons for content strategy, emphasizing the need to understand human behavior for effective content creation. It contrasts two cognitive systems: System 1, which operates quickly and intuitively, and System 2, which is slower and analytical. The author advocates for 'intelligent content' that aligns with mental processes and is structured for easy interaction and memory retention.
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This is Your Brain on Content: Cognitive Science Lessons for Content Strategy
- 1. This is yourbrain on content @nozurbina #lavacon urbinaconsulting.com/about-you Cognitive Science lessons for content strategy
- 2. @nozurbina #LavaCon This isyour brain on content: Cognitive Science lessons for content strategy Noz Urbina Founder and Content Strategist Urbina Consulting urbinaconsulting.com/about-you
- 3. @nozurbinaMe (Noz Urbina) Contentstrategist & modeller Consultant/trainer Author Futurist H2H (Human-Human/B2B/B2C) urbinaconsulting.com/events 89 3929 31 x88 24g UC.com 2015 thecontentstrategybook.com
- 4.
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- 6. @nozurbinaSources and reviewers @nozurbina- 6 MIT & Stanford Lectures Slides, models & drafts reviewed by Clinical Psychologist Alberto Soler & Kontchín Soler, PhD in Psychobiology
- 7. To influence behaviour… …wemust understand behaviour Behaviour starts and ends in the mind http://bit.ly/brainneb
- 8. We need to(constantly) redefine @nozurbina - 8 http://bit.ly/1cqjUbv
- 9.
- 10. Intelligent Content supports ourbiological, mental processes better than traditional content http://bit.ly/brainneb The thesis
- 11. WE ARE SENSEMAKING MACHINES We’ll make it up if we have to 11
- 12.
- 13. Semantic models 13 http://www.flickr.com/photos/denverjeffrey/ Semantic modelsare semi- conscious mental storage units.
- 14. Do you wantto make me cry? 14 Prevent me from building my semantic models.
- 15. QUALITY CHECK How goodare our models? 15
- 16. 16 Our models andprocessing clearly aren’t perfect
- 17. Thinking Systems 2and 1 17 Brain economics and the cost/benefit of cognition
- 18. @nozurbinaThinking System 2 •Plays poker and chess (unless you’re a master, and can use System 1) • Contains our conscious experience • Analyses, reflects on and digests content • Taxed when learning new skills • Delegates to System 1 whenever possible 18 S l o o o w “Expensive” Tiring
- 19. @nozurbinaThinking System 1 •“The zone”, “the gut”, “the heart”, “lateral thinking” and inspiration • Drives, plays violin (any embedded skill) • Picks up on body language, style, mood, metaphor, symbolism, etc. (using associative memory) • Uses compression & semantic models • Skims content (using keywords, colour, shapes and other fast cues) 19 Fast! “Cheap” (Nearly) Effortless
- 20. FEEL THE DIFFERENCE Answerthese questions (in your head) 20
- 21. FEEL THE DIFFERENCE What’syour first name? 21
- 22. FEEL THE DIFFERENCE Whatmonth were you born? 22
- 23. FEEL THE DIFFERENCE Now,remember these two number sets: 5876 2117 23
- 24. FEEL THE DIFFERENCE Incrementeach digit of each set UP by one 24
- 25. FEEL THE DIFFERENCE Didyou get this? 6987 3228 25 (5876 2117)
- 26. WATCH THEM FIGHT Adifferent kind of illusion 26
- 27. @nozurbina3,141 Counties All the countieswith lowest incidence of kidney cancer are: 27 1. Mostly rural 2. Sparsely populated 3. Traditionally Republican 4. Located in Midwest, South and West
- 28. @nozurbina3,141 Counties -Fact 2 All the counties with highest incidence of kidney cancer are: 28 1. Mostly rural 2. Sparsely populated 3. Traditionally Republican 4. Located in Midwest, South and West
- 29.
- 30. @nozurbina1 = cancer 01010001100101001010101111010101 01010110000100001000111110111101 00100101010101110010100101010101 01010100001010101110010100101010 10101010100001000010001111101111 01001001010101011100101001010101 01010101000010100011001010010101 01111010101010101010101011100101 00101010101010101010101010111110 31 Evenprofessional statisticians screw this up!We want to. Small samples are always more extreme and less accurate Bill Gates Foundation and US Government blew millions on this 28% 60% 71% 0% 42% 100% 57% 60%
- 31. @nozurbina Funny is thebrain’s reward for debugging • We are rewarded for finding patterns • We get stressed when patterns are not present 32 Matthew Hurley, Reginald Adams, Jr., Dan Dennett
- 32.
- 33. 34 System 1 can: Readand understand large- print and/or familiar words Complete the phrase “bread and…” Drive a car on an empty road Get which country is referred to by: “Stars and stripes, Apple pie, and optimism” Find the “submit” button on a form System 2 can: Try to reason out the meaning of new words (if System 1 doesn’t offer up a satisfying definition) Drive in heavy traffic or adverse weather conditions Search for an address on a row of houses Compare two products to establish their overall value
- 34. @nozurbina System 1 saysthese are the same. System 2 can realise they really aren’t.
- 35. @nozurbina System 1 usescompression to take the fundamentals from the right and match it to the model on the left.
- 36. @nozurbina http://wtface.com/ WTFace.com Compression creates errors.We see what is not really there (Look up pareidolia and apophenia)
- 37.
- 38. @nozurbinaWho suffered more? Timein minutes Pain 0 10 20 2 4 6 8 10 Patient A Time in minutes Pain 0 10 20 2 4 6 8 10 Patient B
- 39. @nozurbinaWho suffered more? Timein minutes Pain 0 10 20 2 4 6 8 10 Patient A Time in minutes Pain 0 10 20 2 4 6 8 10 Patient B
- 40. Memory trumps experience …whatwe get to keep from our experiences is a story. What defines a story are changes, significant moments and endings. Endings are very, very important. The remembering self is a storyteller 41
- 42. THE EXPERIENCE TO IDENTITYPYRAMID The semantic ladder for anything with interactivity 43
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- 44.
- 45. @nozurbina Brain GPS Quanta Magazine It’sthe most efficient way to compress data” Marianne Hafting Fyhn, Neuroscientist, University of Oslo in Norway simonsfoundation.org/quanta/20141007-brains-positioning-system-linked-to-memory/
- 46. Our brains rewardthe creation of new models and IDs But it’s always “cheaper” to relate new ones to old ones http://bit.ly/brainneb
- 47. 48 http://en.wikipedia.org/wiki/File:Dopamineseratonin.png Dopamine is thebrain’s “reward” chemical. If activated, it will cause the hippocampus to create a more potent “write” to long term memory. I.D. Models Categories Patterns Memories Experiences Easieraccess Compression Rewards Inertia
- 48. 49 http://en.wikipedia.org/wiki/File:Dopamineseratonin.png Memories created inthe presence of dopamine are recalled and pushed up the Experience-I.D. Pyramid more easily. I.D. Models Categories Patterns Memories Experiences Easieraccess Compression Rewards Inertia
- 49. @nozurbina 50 Today’s web usesthese same constructs. E.g. Hashtag searches on G+ pull associated concepts, just like in the mind’s associative, semantic model-based storage.
- 50. HOW WILL YOURBRAND STAND UP TO COMPRESSION? 51
- 51.
- 52. INTELLIGENT CONTENT Intelligent contentenables agility from experience to identity 53
- 53. @nozurbina 54 Intelligent Content TheMind Free from format, i.e., takes messages and meaning across devices, styles. Compresses out details, retains only the key content memory. Rich in metadata – uses tagging to make associations. Associative by nature. Uses structured content models. Builds models and uses them frequently and easily. Machine-validation-ready and reusable to make diverse yet consistent stories. “Likes” finding patterns and consistency using System 1. Gets tired out by needing to parse inconsistency, which needs System 2.
- 54. @nozurbina 55 Intelligent Content TheMind Free from format, i.e., takes messages and meaning across devices, styles. Compresses out details, retains only the key content memory. Rich in metadata – uses tagging to make associations. Associative by nature. Uses structured content models. Builds models and uses them frequently and easily. Machine-validation-ready and reusable to make diverse yet consistent stories. “Likes” finding patterns and consistency using System 1. Gets tired out by needing to parse inconsistency, which needs System 2.
- 55. @nozurbina 56 Intelligent Content TheMind Free from format, i.e., takes messages and meaning across devices, styles. Compresses out details, retains only the key content memory. Rich in metadata – uses tagging to make associations. Associative by nature. Uses structured content models. Builds models and uses them frequently and easily. Machine-validation-ready and reusable to make diverse yet consistent stories. “Likes” finding patterns and consistency using System 1. Gets tired out by needing to parse inconsistency, which needs System 2.
- 56. @nozurbina 57 Intelligent Content TheMind Free from format, i.e., takes messages and meaning across devices, styles. Compresses out details, retains only the key content memory. Rich in metadata – uses tagging to make associations. Associative by nature. Uses structured content models. Builds models and uses them frequently and easily. Machine-validation-ready and reusable to make diverse yet consistent stories. “Likes” finding patterns and consistency using System 1. Gets tired out by needing to parse inconsistency, which needs System 2.
- 57. Your creators and customers willinternalise your models
- 58. Your creators and customers willinternalise your models
- 59.
- 60. @nozurbina Intelligent content supports tailoreddelivery Manage Serve & Transform Create components ProfileA ProfileB ProfileC ProfileD Same content Everyone …with WPT/ processing tools …in CCMS (Structure -aware) …in structured Authoring Tool(s) ???
- 61. Your System 1 doeseverything it can to restore the status quo. SO NOW WHAT?
- 62.
- 63. @nozurbinaAttitude shift Stop framingthe user in the window of the medium. Assumptions and analytics aren’t enough. Find out who they really are.
- 64. @nozurbinaEmbrace structure 65 Check outbit.ly/artofgrid for great designer quotes about “ the grid system”
- 65. HOMEWORK Specific lessons andterms to take home 66 (some of which are in our book. Nudge nudge, wink wink)
- 66. @nozurbinaEmbrace Intelligent Content •Write for system 1 and system 2 • Explicitly define the semantic models implicit in your content – Map out the different perspectives and contexts in which content will be used • Give creators clear tools to create and visualise their work across contexts • Store semantic content so machines validate it and can help you deliver tailored experiences 67
- 67. @nozurbinaEmbrace Intelligent Content •Measure user memory of whole journeys – UX is just a means to an end – Digital alone CANNOT SHOW a customer’s full journey • Set up your team properly – “Chief content officer” and “chief experience officers” are becoming real things – Get content creators, strategists, engineers (and the rest) who understand the value-add of each other’s work • Start bashing your boss’s System 1 and 2 68
Editor's Notes
- #2 A communicator’s life involves continual justification. Everyone can write, right? Some people might need a fancier editing tool or a copy of Photoshop if they’re ‘Special writers’, but structured tools? Management systems? A myriad of training courses? Consultancy and systems integration? Isn’t that all just extravagant? All we need is a manual, right? Wrong. But how can you get that clear to those who are not so closely engaged in content? You need to convey the message that content issues can’t wait, but in a compelling attractive way. Tip #1: don’t say, “Content is king”. You can win support, get long-term mind-share, not get left out of product management and budget decisions and avoid being a tick-in-the-box afterthought in the corporate strategy, if you know how. Based on a career of winning budget and mindshare in a wide array of audiences, this session enumerates some key tips to get you started, no matter the size of your budget or situation.
- #5 We are in a world of continuously accelerating change, and we are living longer and longer Every generation is facing more change than every other that has ever lived There is nothing new in the world, but things are very nearly new Every time this happens we have a shock to the system that has the same requirements Newton had to redefine mass, force, time, motion Motion used to just mean change, like a peach ripening P.7 The Information
- #6 This whole session could be considered an in-depth focus on empathy Go deep into the fundamentals understand all people so that we can better support and persuade the behaviour of our audiences And ourselves find the clarity and justification required to take the necessary steps Keep seeing all these times where we get sideswiped when if we had been looking at the BIGGER PICTURE. We could have anticipated. i am going to talk about the brain, how it functions and how the lessons of cognitive science can lead us to better user empathy i am going to present my own theories and models that i have developed over nearly 3 years of research regarding how we can and must rethink content for the new millenium i am doing this in hopes that we as industry can be more proactive, and less reactive, and those that chose to will be able to stay if not ahead of the curve, then ahead at least keep their heads above water as the tidal wave of change continues to batter us. The biological mechanisms of the brain offer many valuable insights into the new millennia content problems Those same mechanisms create the challenges for us in improving our content The thing we are trying to address in our audience is exactly what is holding us back.
- #7 Dr Psychobiology PhD Clinical Psychology MS
- #8 http://bit.ly/brainneb The brain is a sense maker virtual reality machine reward system
- #9 To invent physics, Newton had to redefine various words like “mass”, “force”, “time”, and “motion”. He was trying to describe things never before described. Digital technology is putting the same pressure on communicators. People have never communicated this way before. Our biology is not designed for paradigm shifts Newton had to redefine mass, force, time, motion Motion used to just mean change, like a peach ripening P.7 The Information We must build the new conceptual vocabulary required, so we can discuss the issues and work out solutions. http://bit.ly/1cqjUbv
- #10 Semantically rich and tagged Structured Validation-ready We need to think of language at the level of “systems”, not words or pages. Intelligent content is free from format, rich in semantic and structural metadata, and automation-system-ready.
- #11 Semantically rich and tagged Structured Validation-ready
- #14 We can call up a semantic model instantly and know how to react or interact.
- #17 www.funonthenet.in
- #19 Handles categorisation and retrieval Does “heuristic assessment” of complex questions Holds our racism, sexism, nationalism, and other “isms”
- #20 Handles categorisation and retrieval Does “heuristic assessment” of complex questions Holds our racism, sexism, nationalism, and other “isms”
- #32 This is thought illusion.
- #33 Ergo Need to carefully control how attention is spent, avoiding low-value spend and focusing on high-value spend Matthew Hurley, Reginald Adams, Jr., Dan Dennett Putting together a book which will look at "Funny as debugging". Cognitive rewards for doing semantic adjustment
- #36 Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity.
- #37 Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity.
- #38 Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity.
- #39 So we have met system 1 and 2 and understood how compression and load balancing work at a basic level. Now let’s see some more complex examples that relate to user’s content experiences.
- #45 Jerry story… Anything with interactivity goes through this cycle. It creates inertia. It takes lots of experiences to change one of these. We are discouraged from initially changing them, but we get a reward for getting to the top. Our brain is rewarding us for making new IDs. t’s always cheaper to make new ones based on existing models.
- #48 If you will allow me to geek out for a second the limbic system manages our basic stimulus responses coordinates recoding memory Contains Amygdala (emotions) wand the Hippocampus (Memory administrator) Get Amygdala giving dopamine and get an easier “write” Get past the hard parts of the pyramid to the top automatically get dopamine release. Also get one if you relate two existing models. This creates emotional and semantic ‘halo effects’, which stand up really well to compression. Simple: Mnemonic devices slogans that rhyme Complex: taxonomies GEEK FEST OVER – LET’S SEE AN EXAMPLE
- #53 http://3rdbillion.net/2014/01/apple-logo-2/
- #59 45 IN / 5 LEFT Variant and configuration management
- #60 45 IN / 5 LEFT Variant and configuration management
- #61 This model explicitly maps out the various semantic components of a feature overview. All content of the type “feature overview” should match the model. (computers can quality check content structures for you if you create semantic, structured content)
- #62 http://www.markboulton.co.uk/journal/wysiwtfftwomg http://thecontentwrangler.com/2011/01/17/what-is-intelligent-content/ Interactive Kioskwww.omnimediaworld.co.id - Manufacturing | Datasheets | Templates & Design Exampleswww.stocklayouts.com - 500 × 310 - Search by image 2768391365_9d870914cf_o.jpgwww.flickr.com - 2816 × 2112 - Search by image www.flickr.com/photos/mnsc/2768391365/
- #63 New ideas are “brain-expensive”, so they are naturally dropped during compression, or we try to mould and fold them into existing ones. Some of you will join the party, and you’ll tell your bosses all about this. NO! You’ll just tell them that the game has fundamentally changed. You’ll show them some examples of other websites and talk about how we need to picture customers as real, complete people living their lives and see what their realities with the brand and industry are like, so you can leapfrog the competition, or maintain your leadership by a mile, not have them nipping at your ankles
- #64 Some of you will join the party, and you’ll tell your bosses all about this. NO! You’ll just tell them that the game has fundamentally changed. You’ll show them some examples of other websites and talk about how we need to picture customers as real, complete people living their lives and see what their realities with the brand and industry are like, so you can leapfrog the competition, or maintain your leadership by a mile, not have them nipping at your ankles
- #65 content example – Roomba and Scooba Users Sales person in a retail store (extranet) Prospective customer shopping online Scenarios Content models RS Components – “This is what we know about how our customers buy” Huddle – “The Brand is this pantonne color and this Font”
- #66 http://graphicdesign.stackexchange.com/questions/25143/what-is-this-circle-technique-called/25151#25151 Randomness is never found in anything that is intended for any use
- #69 Cleve said, Marketing has too much muscle and own the customer. He is also predicting new roles coming out.