This rune set asks to think about today’s channels and you. Channel is a connecting you with other people – your buyers, admirers, society, network, your mastermind group. You might have different channels for each of them. Today is a good timing for channel revision!
What are the goals for the channels you use or want to use? What options for channels are there? Which ones of them could serve your channel goals best?
Which channels do you use today? Are they effective? Do you love them? Do you feel some of the channels you use today are outdated? Maybe some take too much effort?
Do those channels you use or want to use support your values and ideals? Can people with similar world view find you easily? What channels would you like to use? Why?
This set of runes asks you to think about yourself, the product you create or service you provide and emotions. What are your emotions about your product? How can you describe them? Are they positive? Is there anything you can improve? What is that? Also you can think about emotions you want to evoke in others by your product or service? Have you defined these emotions? Can you name them? How can you help to deliver them to receivers, to your buyers, to admirers, to society as a whole? Do you speak about the emotions with your clients or potential payers or your fan base?
you + tomorrow + national set asks to think about near future and what are your intentions, wishes, plans for the market that is bigger than local but smaller than world. Where would you like to live in near future? How does in affect your business tomorrow? Should you build it flexible to allow you to change your place of living or should you decide for solid and grounded solution? What is your national market – is it your region, your state, your country, maybe neighbouring countries? How this market would look like in short future? How would you and your business fit into this world? What can you do today to reach tomorrow’s national market? What are tomorrow’s national plans? Hopes? Trends? How do they fit with your plans? And your business wishes?
When growing seedlings for pumpkins, we experience joy of creation, care, worries, we might even feel responsible for those little creatures. We dream about them in blossoms and we see in our mind how they grow, change colour and how we will cook pumpkin pie in the autumn. This all together is “pumpkin” experience.
The same way we can think about experience we want our payers to go through in different sales and communication channels. Good and deep emotional experience bonds people and brands. So, we have to know and define what experience we want our payers to gain. When we have this definition, then we can analyse each channel and think how to make it happen. What small details we have to add to achieve certain emotions and turn them into live experience.
The questions we should ask are: how do my payers feel when they reach me in that or that channel? What can I do to align and improve this experience? Is there something special that my payers experience and will they remember it with good memories? Would they share their experience with others?
“I’ve learned that people will forget what you said,
people will forget what you did,
but people will never forget how you made them feel.”
― Maya Angelou
Today we will think about national Admirers and who they will be in longer future. Will you have national admirers in future? Maybe it will be enough with local ones? Or maybe your business will be global?
Why those people will love you and your brand? What will be the reason for them to be your admirers?
Who will they be? How will live national admirers in future? What will they do? How will they communicate among themselves? How will they find you?
Where would you like to be – to live and create? What will be your “national” in future? What should you do today to reach them in future? What message would you like to communicate to your future admirers? How will they perceive it? Can you start working on it today? What could it be?
Today’s rune is global payer today. (In apples)
Do I have global payer today? Do I need him or her?
Who are global payers? How to reach them? Where can I meet them? What are they reading, listening to or watching?
Who are their friends? How do they spend their time? What else are they using or buying? Maybe we can co-operate?
How to turn potential buyers into real payers? What is missing for this final step?
Do I speak global language? Will people around the globe understand my message?
Why do they need me or my service, product or whatever people are buying from me? What is the key element that makes me unique?
Do global payers know that I exist? How to send the message to them? How to tell the story? Which channels would I use?
What is the story for global payers today? Is it the same as for the locals? Where is the difference?
Do I need help to reach global payers? Who could help me? How to reach the help?
Today we will think about ourselves – how we feel today and in a local context. What are the things I can take from today and from our local environment? What can I give back? What are local values of today I can use and build into my business?
Do I enjoy today and being where I am? What are the best things about it, and what would I like to change? What are my options and choices for tomorrow and going beyond local? Do I want to and how would I like to move?
Do I feel like true local inhabitant? Or am I more like a world person? Do I live in today or just in the future (or in the past)?
What can I do to take and give more to the local community today? What people around would like to get from me? What would I get from giving?
Do I use my local resources available today? How can I grow my business locally? What is the best I can take from today for my future?
Today’s rune is Global+Network+in Future.
The world has become small. We all are connected. Our businesses become international quite easy. We use suppliers and service provider from all over the world. The trend has been obvious in the past decade – even small businesses become global. Even our families become global and they will in future.
The questions you might ask:
- What is my network?
- What people there are in your network?
- Can they be global?
- Should they be global?
- What could be benefits of having a global network?
- And what drawbacks can it cause?
- How soon my business will become global?
- Do I want it to be global in future?
Today’s Rune is Emotions + Local + Admirers.
So – how can we make our local admirers feel happy? It can be a small treat or surprise. It can be today or maybe we can plan some regular tiny joy. Rock and pop groups pay a lot of attention to their fans. They have the privilege to be the first who hear the new just released song or they are the first one who can buy tickets to tour. They have a special area in concerts, and they can win a dinner with the band.
Admirers love you and today we have think hove to help them to love us. Give something they can enjoy and forward to their friends. It can be a quote of the day connected with you and your business. Publish some tasty piece of information.
Local ones are close to you. So you can think about some offline event. Perhaps you have a shop with large windows? Give some joy there. Or play singing birds on the street (if it is legal).
The treat shouldn’t be expensive, and it should not be designed to attract or sell. Just to make somebody feel good for a moment.
Value is a benefit, economic gain, relationship between benefit and cost of something. Value is the logic people use to explain their decisions. It is the rationale that supports emotions and expected experience.
There should be some benefit for people to see why they need something and there is always some cost associated for it. It can be money, time, distance or any effort somebody has to give for change. The difference between benefit and cost is value. It can be expressed in price or those can be a non-material values rooted in beliefs, culture or personality.
Value can be associated also with existing trends and tendencies within some micro or macro society. What is value for one group of people is not necessarily something worthy for other group. This links value to payers and admirers.
Experience is a sum of all emotions, memories arising from relationship or action. Experience is what people call adventure, happening, event, something special they remember for longer time. Emotions are single moments, they are short-living and fast fading. Experience is something we remember for longer time and share with our friends and family.
Experience is the key factor for word of mouth marketing. People will tell about something only then if they have some special experience. Putting together all interaction points via all channels and interfaces, summing up emotions gives us a possibility to manage customer experience. Experience together with emotions is one the key factors to be remembered and preferred over other things, places, people.
Emotions are feelings and mood state arising from and because of other elements. We can look at the emotions from your perspective and from other people point of view. It is important to understand your feelings towards certain business element. For example, if you don’t like internet, then most probably trying to reach others just via online channels is not very good idea. Then you can think about either hiring somebody who loves online world or try to find a solution for offline channels.
From the other people perspective we should remember that there are many factors around affecting the emotions of people and you can never be sure at what mood people will meet your business. The goal is to look at emotions caused by all business elements and to find a way to manage them to some extent.
Recognising emotions can give us a powerful tool for designing overall experience of the business. Those – emotions and experience – are elements that make your business stand out from the crowd. This is your true value and competitive differentiator.
People choose by emotions and justify their choice by logic. Smart businesses give them both.
This is a time dimension of your business.
Today is a result of past actions. Today is necessary for understanding and evaluating current status and what are the obvious and hidden reasons for it. Today helps to develop strategies for immediate use. It helps to define steps you have to do right now to reach desired status in shorter and longer future.
Tomorrow is near future. Definition of time scale for tomorrow depends on the state, size and background of your business. It can vary from several weeks to several years. Tomorrow stands for short-term future and is linking Today with Future.
In future is a time dimension for long-term planning. Future is logical result of today and tomorrow, but we always have to keep in mind possibilities of unexpected and unpredictable events. Inventing scenarios for future and different action plans could be a good idea.
These are the geogaphical dimensions of the business.
Local is everything in neighbourhood – your city and region. This is a place you know the best – people, habits, history, local stories, beliefs, values, myths. You know where to go and to whom ask what. You know the opinion leaders and who is the authority. You know habits of local people and trends they are living up. Usually local you can reach within an hour or two drive.
National is further than local but still within your culture, language and history. This might be your country or if you live in a small country, this might include also your neighbouring countries within the same value system, life standard and mentality.
Global is the world. Everywhere where people speak different language, have different values, culture, beliefs and understanding of life. Going further away from your home requires more careful planning and you have to pay special attention to cultural differences.
Interface is how your business looks like to other people. Interface is a sum of all interaction points where people meet you and your business – online, offline, phone, media, advocates, word of mouth, resellers, packaging and many other tiny details that form overall image of the business.
Classics of interface is the appearance of the shop, sales person, packaging, instructions, after-sales call if any, warranty service, complaint handling and so on. In a modern world online webpage, call-center, mobile application plays an important role. This is interface what businesses are controlling by themselves.
The other part is word of mouth, references, referrals, complaints in forums, blogs and offline community. There is a possibility to influence this information, but not to a full degree.
The difference between Interface and Channel can be easily explained by allegory of the house. If you as a business are inside the house (and the house itself as a part of business) – windows, doors, underground tunnel, chimney, phone line and internet connection is how you get yourself out. Interface is this house, its windows, doors, external entrance of the underground tunnel and the chimney from the outside – how people around see your business.
Different sales and information channels through which you are reaching your payers, admirers, network and society.
Traditionally those are shop, resellers shop, online shop where the goods are sold or service provided. For information traditional channels are e-mail, TV, press, web-page. Some businesses use agents, door-to-door marketing, sales pyramids, distributors, tele and internet marketing.
Some businesses use “more is better” approach, some use just exclusive one or two sales channels. It depends very much on the philosophy of the business, complexity of the selling item, its price, status, positioning and many other factors.
The difference between Channel and Interface can be easily explained by allegory of the house. If you as a business are inside the house (and the house itself as a part of business) – windows, doors, underground tunnel, chimney, phone line and internet connection is how you get yourself out. Interface is this house, its windows, doors, external entrance of the underground tunnel and the chimney from the outside – how people around see your business.
This can be a product, a service, a resource you have and payer is ready to pay for it. The world of mass products is based on material goods and services. Times are changing and we face more and more complex solutions of wallet openers.
Now people are paying for being a part of something, for being attached – for example, different communities, like-minded people. People are paying for experiencing and enjoying something special. Here an example can be family pop-up restaurants or special events.
Payer can pay also for resources you have – a customer base, an access to certain knowledge, your skills, information you have, your creativity or a combination of several things. World is becoming more complex and more interesting. Credits for this go to new technologies and information infrastructure.
O – yes, and here we have come so far that some of us are paying for cats lives bought by our own 5-year old kid. It is hard to classify it as a product or a service. So, whatever somebody is ready to pay for – it is wallet opener.
Society are people around you – everyone involved and not involved in your business. People who know and don’t know you and your work. Society include also your buyers, payers, network, mastermind group, admirers, friends and family.
Every business interacts with society. The creative businesses has wide impact as they serve as a source of inspiration.
The impact can be local and it can be also global. It can be direct and immediate and it can be indirect and long-term.
The same with society – it impacts any business. The values of society, processes going on in society, development and changes – they all are affecting everybody involved, including business around.
Business owner should evaluate and understand the effect of business and society interaction. How important they are in short and long-run. This helps both to grow the business and give some value to society.
People who love your work, read and listen to you, spread the word. They are your fans and true followers. They speak about you, they are happy to hear from you, and they tell others about you.
They might not buy from you yet, but they are your advocates and future buyers.
Admirers are the ones keeping up the dream of you and your work. They rise the value and bring you to the “wanted” status. This in turn rises your price. Literally and indirectly. Your brand value increases and from average brand you move towards luxury status.
Since admirers and fans are so important, the business owner, freelancer or artist should pay special attention to them. To ensure, their dreams are kept in good condition, and there is enough stimulus for them to continue to dream and spread the word.
Creative entrepreneurs and artists are the source of inspiration for their admirers. This boosts overall creativity and has impact on innovations. By caring about their admirers, artists and creatives serve the whole society as well.
People who are paying your bills and salary. They can be your buyers, customers, clients, students, grant givers, sponsors, patrons.
We are used to direct buyer-user-payer understanding. With changing social and business environment and new types of businesses and earning possibilities, it might become a norm to separate these notions.
One of examples is blogging. People write blogs and other people read them. In most cases they read for free and the reader is user in this case. Many blogs live from advertising. Companies (or other bloggers) are paying to reach particular audience. They are buyers – they buy an audience. The same happens in many other case, for example with products that are bought as gifts, children products and many others. We have to think about both participants – user and the payer.