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

Making Products & Companies

Image courtesy of cubicle ranch.com

“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

Wanna Connect? Get Human!

Simple Stories

Think “Upside Down”

Likeability? Unleash Your Best People

Stories, Not “Messaging!’

It’s about

dummy!

Brands Are Emoticons Which is yours?

Metaphors,

Analogies

Simplify

Complexity

Marketing Operations

– the Central Nervous

System of Marketing &

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

Think …

Surprise!

Humor Humanizes So Lighten Up!

IBM Art of the Sale

Want Conversation?

Surprise Your Audience

Cisco – Valentine’s Day

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

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!

kathy@keepingithuman.com

www.keepingithuman.com

@kathyklotzguest

Marketer to the “Human” Kind

making companies and products human

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