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Human Innovation Science Crushes the Customer Engagement Dilemma

November 17, 2017


Five years ago we were consumed with “Buyer Personas” and the daunting
creation of engaging “Customer Buying Journeys.” Ah, but we had Big
Data—“fail proof” analytics—what could possibly go wrong?
A lot. How many ongoing education sessions did you attend in pursuit of the
seamless customer experience, learning how to create 10, well 8, no really, 5
“basic” personas that could be cast wide like fishing net over your current and
prospective customers?

How’d that work for you? I hope better than I fared! As an experienced
connector, I’d cultivated an extensive professional network, based on mutual
trust and respect. I had deep and meaningful insights, analytics and research. I
was confident that I had honed in on targeted, compelling personas.
And I had. Briefly. There was a dramatic uptick in engagement with my
clients’ goods and services, for right at 6 months. Though the results were
gratifying for my client—in fact—gave them the necessary impetus to
implement their plans for future growth, the waning funnel was breathing
down my neck.

Buyer Personas Are SO Passé
The fact is meaningful “personas” are elusive: metrics for a female Baby
Boomer may share more characteristics with that of a Millennial male than her
counterparts. Additionally, needs and desires are in a constant state of flux as
technology allows for immediate gratification and instant access to the
product or service du jour. How to create an evocative experience that
conveys your unique story, while capturing the limited attention span of
today’s consumer?

Enter Human Innovation Science
“Innovation is designed to advance the human experience, yet defaults to the
solution and often ignores the most critical factor of innovation: the human
being. With the integration of designed outcomes, we advance the human
experience through innovation to activate human capacity.” ~ Brad Rossacci,
Director of Innovation, 900lbs of Creative

“The premise is educating the consumer in an immersive way, through the
environment / experience brought to life in a virtual world.” ~ Steve Deitz,
CEO, 900lbs of Creative

A Blank Slate Offers Boundless Opportunities
Effective design solutions are rooted in the keen understanding of human
beings and how we think. The abundance of choice inherent in our
connection economy, coupled with our perceived lack of time, commands an
innovative compelling construct. The catalyst that moves your blank slate to
measurable consistent profitability and commitment to your brand is the
implementation of accelerated engagements couched within dynamic

Opportunity + Challenge = Optimal Outcome
Human Innovation Science captures the consumers’ performance in tandem
with behavioral and environmental mapping, to create an immersive and
interactive experience. This unique experience is designed to advance
virtually limitless requirements across almost every *sector to deliver a
system of organic collaboration and inspired innovation.
The secret sauce is the engagement of the consumer in a multi-sensory system
that activates the “native” requirements of the human experience to achieve
the optimal outcome.
(With thanks and from notes taken during Brad Rossacci’s keynote during the
AMA Academy, Houston Chapter).

*Sectors include but are not limited to the following:

◦ Healthcare/Insurance
◦ Professional Services
◦ Oil and Gas
◦ Food and Beverage
◦ Cognitive Neuroscience
◦ Universities/Education
◦ Sport(s)
◦ Global aerospace, defense, security and advanced technologies companies
◦ Architecture
◦ Interior Design
◦ Museums
◦ Automotive
◦ Technology

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