Beyond the Capture

Over the years I have connected with some wonderful and creative graphic recorders and graphic facilitators. I have seen them work as small as a 8.5×11 and as big as 5ft x 20ft. Each with a unique talent and style. This is what makes this profession so intriguing and wonderful. Yet there is still something missing with most people in the industry…

Not Packaging Their Work

When I started recording, I set out to understand the overall purpose of the work, not just the initial capturing during a session, but the entire life cycle of the work. How were clients using what was created and how were graphic recorders working with clients to leverage the work to its best?

I challenged myself not to just dive in a work it out as I go, but to formulate a complete process and offering. One that may need working longer with a client than merely the event performance. I read online, viewed websites, looked at examples of work and scanned through many social media postings to see what others were doing and how I could shape my offering to stand out in the industry.

What I discovered and wanted to avoid was most ‘do and dash.’ What I mean by this is that they “perform” the work, yet after completed, leave the work and move on to the next assignment leaving the client to handle the graphic work.This is very much like a music band moving from venue to venue. This action was leaving a huge opportunity on the wall to expand and extend the offering.

Before the Show

The first place to start is the pre-work time with the client. Many, I found, do not work deeply enough with a client on the expectations and possible applications of what will be captured. This is the time to have the discussion with the end in mind of what will be the deliverables and how can they best be used to convey the ideas expressed and captured. it is also the time to discuss the working environment.

Pre-work and initial expectation outcome meetings are important processes and may need multiple departments to be involved. It is best to understand what the client believes is going to be happening and guide their expectations to the possibilities. This requires preparing the client for what will be created during the session and the various channels it can be distributed after the session.  This also means there must be a method to capture the content cleanly and efficiently.

Showtime

The next step is to ‘stage’ the performance for the best results. Typically I’ve seen and read is that the paper is hung in some inconvenient available space, usually not the best location(s) for doing the work.  Poor lighting and uneven work surfaces add to the complexity. The work environment needs to be controllable and optimal engagement for the client, observers and the recorder. If all possible, I believe in a site visit if all possible or at the least ask the client where they want the work to be done that is beneficial to all parties.

During the capturing, keep the end in mind. Having an architectural background, I tend to work in zones or blocking. This is important as it allows the image to be dissected into small usable pieces for later delivery. It also helps key segments of the event organized visually.

Extending the Show

After the event, the work needs to be scanned digitally in order to do corrections, enhancements and changes. By scanning digitally, I create an archive record of the artifact that can be reprinted later if a client so wished.

Size limitations of scanner technology needed to be considered.  I decided to work on the largest possible format that can be scanned at a local print service. Typically, large scanners can handle up to 36 inches wide and as long as needed. It also helps calculate cost of reproduction since they charge for square footage.

The next process is to transfer the digital scan to the computer for edits, clean-up and dissection to be used in various application that would have been discussed during the pre-work meeting. The files would also be saved at various resolutions for quick application by the client as most would not have access to image editors. Assume limited tech on the client’s behalf. Do the work for them.

Digital images are very easy to create various digital files for multiple applications such as print, digital communications, websites and even social media. Creating digital files allows me the ability to create a customized portfolio for prospects that match closely to their needs and the event.

The Package

Finally, the original artifact is rolled and placed into a sturdy and colorful shipping tube with a physical storage drive of the digital files and sent to the client. In some cases, I can also provide the same files on a cloud storage for quicker retrieval if the client request.

The Sum of It’s Parts

What I know and what I have learned before starting and now years performing is that the whole of the experience is far greater than the sum of the pieces to create the experience. Don’t fall short and don’t cut corners in order to save time or cost. What you do is your brand. Be complete and exceed what is expected.

I hope this helps others who wish to enhance what they do and help provide clarity that the fee is not just for the time doing, rather the time creating the visual experience.

 

 

 

 

Experience Economy: Go With the Flow

There’s a lot conversation from the design world about the customer journey. Each design firm has its own version of how customers travel through the place, be it physical or digital. What many have in common is the attracting of customers. In the physical world, they label the outside environment of the place as Attract. They explain, “The design must draw people inside in order for them to do business with you.”

However, if your institution is looking for ways to participate in the emerging Experience Economy, you’ll want to begin staging Experiences for customers. And you should start by using a different design criteria terminology—one that better aligns with experiences. Instead of trying to attract customers, think in terms of enticing them. Enticing suggests that you’re providing the customer with a call to action—rather than merely attempting to stand out from the masses and be noticed.

In the economy of Experiences, enticing is the act of luring a customer in. It speaks to something special, unique, even other-worldly. Enticing is also the first phase of the flow of an Experience. It is the cue in the outside world to beckon the customer inside and teases what awaits inside.

Take the Build-A-Bear Workshop stores. The façade around the entrance way is their enticing zone, which allows them to begin telling the story of customized and personalized teddy bear creation. It speaks to customers, telling them that “here is where your dream bear becomes real.” It is enticing them to come and build a bear of their own.

Following along the flow of the Experience, the customer transitions through the second phase—or liminal space—called entering. It may not sound as exciting as enticing, yet it is as critical as any other phase in the flow of an experience. It is the phase—be it a distance or span of time—that guides customers into the world you’ve created. It transitions them from the outside and into your place. The entering is one of the most overlooked phases in business. It is commonly treated as merely the doorway in or out of your business and yet, to the Experience stager, it can be key to establishing the Experience. Imagine if Disneyland or Disneyworld didn’t have its deep gates and Main Street to establish its world. How believable would it be as the Magic Kingdom?

Entering is also where the stager begins changing the environment through the five senses. Sound and visual cues are strong ways to begin shifting a customer’s perception from the outer world to that of your business and the Experience. As with enticing—which establishes the promise—the entering begins to shape the promise. In this phase, it is crucial that it must reflect the brand and the Experience being staged.

Once the customer has entered, the engaging phase of an experience begins. Engaging is as it is named, the point where the customer engages with the business, brand, and staff—and where the promise established in the enticing phase begins to be fulfilled.

At this point, most services or goods providers see this as the end of the customer journey.

Yet in the Experience Economy, the engaging phase is followed by the exiting phase. Exiting—like entering—is usually an overlooked phase of the experience. Although it’s not as exciting as the engaging phase, exiting is critical to reinforcing the memories created during the engaging phase. Here the business has the opportunity to provide a token of the Experience.

In many museums, for example, this phase is represented by the gift shop or souvenir shop that’s well located for visitors as they are exiting the museum. It can even serve as a moment when they take photos with others in front of the marquee or display. It is a place that offers the opportunity to create a reminder of the engagement.

For banking, the exiting could be as simple as a handshake and a branded folder holding documents of a transaction. Or it could be the nice pen used to sign a loan. This phase is another liminal space, like that of entering. It is the transitional segment along the Experience Journey, leading from the inner world of your business back out to the outer world.

Finally, the last phase of an Experience is that of extending. It is that point where the engagement is extended beyond the place. Take Starbucks as an example. As a customer leaves the café, they typically carry the drink in a branded cup beyond the business out into the public view. Some customers even purchase Starbuck travel mugs as memorabilia of the experience. In banking, it can be a follow-up piece sent later that is personalized for the customer around the type of engagement they had—or a handwritten thank you note when adding a new product or service.

It is important to understand that the extending phase then becomes the enticing phase for the return visit. It can also become a means for customers to share their experience with others. It can be used to help transform customers into brand ambassadors and entice others to experience what is offered.

Here, a note of caution.

Working through the flow of the experience is not about a checklist of things to do along the way or build as needed. A clear strategy needs to exist—one that incorporates all five phases of an Experience harmoniously. Design and develop the complete flow of the experience before engaging customers to the Experience that will be staged.

 

Originally posted on ABA Bank Marketing, June 19,2017

Attracting Customers Is Not Enough

generic-5es

In the Experience Economy, the authors use a flow process. Over the years of working with them, assisting clients with customer and employee journey maps, I realized that the first stage of most journeys begin with “Attracting”.

Attracting is good, yet the idea of attracting merely means you want them to notice you and nothing more. This term creates no call to action. Because of that and that I tend to never let an idea go, I rethought the whole initial process and change the beginning from Attracting to Enticing.

Look at an experience or business you have. Are you merely trying to attract attention or is it that you want people to enter your business? Me, I want to entice people inside. I want them to engage not merely notice. Enticing truly means you are actively generating interest that is sparking curiosity in the mind of your prospect in hopes to make them your customer.

If you would like to learn more or remap your customer journey, let’s chat.

Guided Change

I have written, tweeted and even presented a fair amount about change. Change in personal, business and organization environments. The one thing I have not shared is that desired change is guided.

change

Many speak about change as if it was a package you can just pull from the shelves, It’s not. Proper change is a guiding process which requires outside supporter, experts and journey guides. No desired change happens in a vacuum, we all need someone else to guide us along the path, because each of us travels at a different rate and course. There is no one single plan that can work for everyone.

Over the past many years I have worked with some powerful teams help clients with change. In every interaction, the clients that were the most successful had a clear picture of what change would look like and feel like. By creating what they wanted to become and mapping it out, could individuals, teams or whole organizations understand the path that they needed to take and the obstacles to overcome. Most importantly, they knew they had a guide to help them when they faltered or got off course.

Take as an example of personal hardship and eating disorders. a young woman who had fallen into a ritual of poor eating to fit in with the crowd. When she finally realized, after great pain and medical issues, that she needed to change, she found a guide coach who could help her change, not change her. Soon she was on the road to who she wanted to become, and not what others wanted her to be. Read her story here and see how she is now helping guide others along the path she once traversed. The Unpolished Journey.

The second thing I have rarely shared about change is that it is never over. Change is ever evolving as time passes and events unfold around the change that is happening. With change, you can only describe what you believe you wish to become, map the path and begin the journey. Change is not a destination, but truly a journey where new ideas and revelations are revealed that may take you even further. As with Morgan Blair, founder of The Unpolished Journey, her journey of change rippled out around her, changed her from traveller to guide.

Now let’s take an organization who needs and wants to change. Healthcare organizations are being forced to change. These organizations are being directed from external forces. This method of change is not good nor will they control their outcomes. This is a spiral down and not a journey forward. Companies like Starizon are gathering people to help make change a positive path. Even the team members that help the transformation are called Guides and the client as explorers. In change, we explore options and possibilities and our guides help us, never lead or dictate the paths taken.

Change is transformation. We move from one state of being to another. Transformation is the journey we take to self discovery and change. Just as illustrated below, change is only possible in the future state, the past is unchangeable. In order to cross the gap of change, We need to redefine our purpose of why, map the process of ‘How’ to achieve ‘What’ we want to become.

Change Deltasm

To learn more or chat about how mapping your bridge to the future, just contact me when you decide that you want to take control of your own change.

Learning From Alice

In the Experience Economy, understanding the flow is critical in the success of any staged experience. A good example of how this works is through the story of Alice in Wonderland.

Flow of Exp

In order to develop a complete experience for your customer you must address every phase of the experience from the enticement to enter through the extending of the memory.

Misalignment Hassles of Life and Business

Have you ever experienced a car that was out of alignment. The strangest of noises occur. Excessive wear on the tires, possibly leading to unusual balding patterns. Eventually this misalignment can cause costly repairs and replacement if allowed to go unchecked.

Misalignment is true of our personal life as well as for business. Unlike the alignment of a car, realigning ourselves can be much more complicated. Like your car, unless you are trained at detecting the conditions and causes, you can cause greater harm than good. When we attempt to repair our own problems and try to realign that which is out of alignment, we tend to allow for subtle imperfections or incomplete repairs to save time or money. Hint, there are no savings to doing correctly.

Take a look at one of my favorite diagrams for personal and business. Now, imagine that every interaction you want to create for another, be it friend or client, you want to be memorable.

BPC Alignment

Ask yourself some basic questions as they relate to staging this experience.

  1. What is the Experience you are staging for others? (The Experience)
  2. What are your beliefs and are they focused on the purpose of this experience? (Culture)
  3. What is the promise you communicate to others that will become part of the experience you want to stage? (Brand)
  4. Where will this experience happen and is it a reflection of your promise and beliefs? (Place)
  5. What language or phrases will you use that can be associated only with the experience? (Language)
  6. What elements of decor or environment pieces will support and theme the experience? (Decor)
  7. Where will the interaction of the experience be found? (Engagement Zones)
  8. Finally, are all these elements of an experience in alignment?

If you are a business or organization, this alignment model becomes quite complicated and at times almost impossible to make work, but stop there. As I have said in the past and posted about, I don’t believe in the “Impossible” only the improbable. All things are possible once you understand how. If you don’t,then find someone who can help.

Just like taking your car to a service station to get realigned, it is best to seek others outside your organization or yourself to help guide you through the process of realignment.

Until next time. Focus on the creation of memories and not the mechanics of the Experience for the experience happens when the memories are created.