More Related Content Similar to How to Deliver Happiness Through Archetypes and Customer Journey (20) How to Deliver Happiness Through Archetypes and Customer Journey 2. WHY THIS DECK?
This deck was put together for my friends and fellow Collaborative members
to celebrate 2014.
In 2013 Stone Mantel launched the Digital Consumer Collaborative. Our aim
is to better understand the decision-making processes of digital consumers
and apply new strategies and principles to create meaningful brand
experiences for them.
As a part of our work, several of the Collaborative members began an online
dialogue about positive psychology and subjective well-being. It started as a
side topic but has become somewhat of an ongoing discussion.
This deck reflects on research Stone Mantel has conducted over six years on
the subject. It draws from history, field research, positive psychology theory
and practice, philosophy, and political studies. The objective: to create
principles that organizations could use to keep their promises and help
people be happier through experiences.
(A warning: I have lost some of the references over the years but would love to quote them if they are still out there.)
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3. IN 2008
In 2008, as the great recession was just getting started, I did a historical
review of recessions and branding. I assessed how brand strategy had
changed over the years and discovered that major shifts in how businesses
think about branding aligned with recessions. During recessions consumer
priorities shift and business thinking on branding shifts. The pendulum of
brand innovation swings during recessions from ‘promise making’ to ‘promise
keeping’ and back again (see next two slides).
I wanted to project what the next wave of brand innovation would look like. I
came to believe that the next wave of strategic brand thinking would be
based on happiness. Consumers, no longer able or wanting to ‘keep up with
the Joneses’ would prioritize their spending and align themselves with brands
that they felt would actually deliver (not just promise) happiness for them.
The goal then of companies was to determine principles for producing
experiences that made people happier.
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4. MACRO BRAND STRATEGY TENDS TO EVOLVE
DURING RECESSIONS
Over the past 30 years, brand strategy has shifted from innovations in how to make a
promise to how to keep a promise, and then to how to make a promise again. In 2008
the shift should have moved to how to keep a promise.
Brand
Leaders
Key Strategic
Concept
BRAND IMAGE
BRAND EXPERIENCE
BRAND TRUTH
Formative
Years
1980 -1982
1990 -1993
2001 -2003
PROMISE MAKING
PROMISE KEEPING
PROMISE MAKING
Type of
Innovation
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5. BY 2009 MOST BRANDS PROMISED HAPPINESS
By 2009 many brands began to emphasize in their promise making that consumers would be
happier. Coca Cola and Best Buy were the most obvious. The problem was that consumer
sensibility was shifting to brands who could keep a promise, not brands who could make a
promise. Happiness is easy to promise but hard to deliver on.
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6. SOME ARGUE THAT HAPPINESS IS AT AN ALL TIME LOW
“Look around you. While happy families were
once the norm, more and more often we see
parents and children today rushing
frenetically from one task to another—
children whining, bickering, tantruming,
pouting, parents nagging, complaining and
trying to ignore their unruly surly offspring.
Can you go to any store, restaurant, or library
without seeing these joyless children?”
Robert Shaw
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7. AND THAT THERE ARE NEW MALADIES IN SOCIETY
hurry sickness
flow
over commercialized
childhood
habituation
pleonexia
out of control greed
Reality evasion
positivism
toxic success syndrome
presentism
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quick fix
© 2014 Stone Mantel LLC
8. Q
Which is easier for an individual to
recover his or her happiness after?
Death of a spouse
Divorce from a spouse
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9. Broken relationships are harder to
rebound from than death.
A
Death of a spouse
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10. Q
For your happiness, which is better?
To worry about a global epidemic
To worry about the loss of job
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11. Concern about macro events may be
associated with greater happiness. The
more local or personal the fear, the more
unhappy the person is.
A
To worry about a global epidemic
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12. Q
Match the country with the fact
Highest suicide rate
Sweden
Highest levels of happiness
Russia
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13. Sweden is the answer for both. Suicide at a national level does
not correlate with happiness. High suicide rates nationally
correlate with low levels of belief in God and high incomes, not
subjective well-being.
A
Sweden
Highest suicide rate
Highest levels of happiness
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14. THINGS THAT ARE STRONGLY LINKED TO HAPPINESS
Things that are strongly linked to happiness tend to be things that are high in cultural capital.
Things like education, health, income, gender, and physical environment depend on
situational factors.
STRONGLY LINKED
IT DEPENDS
Community
Workplace
Education
Trustworthiness
Belief in God
Health
Income
Happiness
Neighbors
Gender
Family
Physical Environment
Suicide
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16. ABOUT THIS SECTION
This section is based on primary research conducted by Stone Mantel and a
review of the history of happiness. It describes four fundamental dispositions
that people throughout history have described when they are happy or are
talking about happiness.
The dispositions (transformative, altruistic, utilitarian, and perceptive) are the
basis for important experience design archetypes that have a demonstrable
ability to help people feel happier. Each archetype includes customer journey
requirements. When the requirements for the journey are present in the
experience, the consumer is very likely to be happier.
Stone Mantel has applied these frameworks to client work in travel, pharma,
banking, and other industries and affected significant lift in customer
happiness. This is a few of the slides for our workshop, Producing
Happiness by Design.
Two articles based on this work are: David W. Norton, Experience Myopia in the Age of Digital Solutions, 2013
(white paper, gostonemantel.com) and Norton, Durgee, and VanDeVelde, Producing Customer Happiness: The Job
to Do for Brand Innovation, 2010 (The Design Management Institute, dmi.org).
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17. A SHORT HISTORY OF HAPPINESS
Happiness is not a new research topic. Since Socrates (at least) people have been thinking about what makes humans happy.
Socrates thought philosophy itself brought people to a higher purpose and gave them a powerful internal life. Nietzsche
wasn’t so sure that the contemplated life need to have a higher purpose but he located happiness within the self.
Epicurus reflected on
meaning associated with the
sensory life. Darwin came at
meaning from a physical/
evolutionary stance but
located happiness in a similar
type of experience as
Epicurus.
Du Chatelet, her heart
broken, felt that happiness
was a façade and a lie
caused by the self and
biology. Marx said that
people could not be happy
unless they were a part of the
worker’s movement.
Jeremy Bentham came up
with a theory of happiness
based on utility. Most
economists use it today.
Perpetua and her slave,
Felicitas, converts to
Christianity, died happy
because they believed a
loving God who prepared a
better place for them.
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Socrates
Epicurus
Perpetua and
Felicitas
Bentham
Higher
Purposed
Socrates
de La Mettrie
Marx
Vibia Perpetua
du Chatelet
Friedrich Nietzsche
Within
Self
Through
Karl Marx Others
Epicurus
Darwin
Jeremy Bentham
Charles Darwin Marquise du Chatelet
Julien Offray de La Mettrie
Physical
(Sensorial)
Nietzsche
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18. A SHORT HISTORY OF HAPPINESS
All philosophers and even modern researchers make assumptions regarding how to locate happiness and what the aim of
happiness is. In fact, these are the only common threads throughout history. By plotting their approaches to happiness
based on locus (or where they situate happiness) and aim, we see four distinct patterns emerge.
Higher
Purposed
Socrates, Plato, Aristotle
Augustine
Thomas Aquinas
John Stuart Mill
Vibia Perpetua
Thomas Jefferson
Martin Luther
Within
Self
Jean-Jacques Rousseau
Thomas More
Friedrich Nietzsche
Locus
Aim
Samuel Coleridge
Benjamin Franklin
Giovanni Pico
Alexis de Tocqueville
Karl Marx
Through
Others
Epicurus
John Locke
Jeremy Bentham
David Hume
Charles Darwin
Marquise du Chatelet
Sigmund Freud
Julien Offray de La Mettrie
Physical
(Sensorial)
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19. FOUR HAPPINESS ARCHETYPES
Brands can dramatically increase the likelihood of delivering happiness to consumers when they develop expertise in
one of these four archetypes.
Higher
Purposed
Altruistic
Transformative
Helps improve the self/org
through goal attainment
and epiphany
Locus
Aim
Helps the individual
connect with and help
others
Within
Self
Through
Others
Maximizes pleasure
from a staged
experience
Helps the individual/org
think/feel positive emotions
Perceptive
Utilitarian
Physical
(Sensorial)
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20. MAPPING SELIGMAN’S PERMA MODEL
Martin Seligman has recently updated his theory of well-being. It’s a holistic model that
addresses all four types of happiness. It leans somewhat toward activity within the self,
as do most positive psychology models.
Higher
Purposed
Transformative
5. Accomplishment
Aim
Altruistic
3. Meaning
4. Relationships
Locus Within
Through
Others
Self
2. Engagement
1. Positive Emotion
Physical
(Sensorial)
Perceptive
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Utilitarian
© 2014 Stone Mantel LLC
21. YOUR BRAND PREDISPOSES YOUR CUSTOMERS TO
EXPERIENCE A TYPE OF HAPPINESS
Higher
Purposed
Aim
Transformative
Altruistic
Harvard
Haliburton
SAP
Siemens
Société Générale
Locus
Within
Self
Weight Watchers
Ernst & Young
Archer Daniels Midland
Apple
Novartis
Google
Newmans Own
Frito Lay
Best Buy
Microsoft
Pandora
Shell
Sodexo
Verizon
Philips
McDonalds
Bath & Body Works
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Physical
(Sensorial)
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Disney
Hallmark
Amway
Through
Others
Canadian Tire
Coca Cola
Hyundai
Nintendo
Royal Caribbean International
Lenovo
Perceptive
Facebook
Bellagio
Utilitarian
© 2014 Stone Mantel LLC
22. CUSTOMER JOURNEY REQUIREMENTS DIFFER
BASED ON ARCHETYPE
Higher
Purposed
Altruistic
Transformative
Helps the individual
connect with and help
others
Helps improve the self/org
through goal attainment
and epiphany
Within
Self
Through
Others
Maximizes pleasure
from a staged
experience
Helps the individual/org
think/feel positive emotions
Perceptive
Utilitarian
Physical
(Sensorial)
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23. PERCEPTIVE JOURNEY REQUIREMENTS
To deliver on Perceptive happiness, companies develop expertise in producing stimulus that causes the consumer to reflect
and remember positive experience. Then develop something new or adaptive for the experience. This journey is repeated
regularly to prompt positive emotions.
2. Reflection
1. Stimulus
3. Newness/Adaptation
DESIGN OBJECTIVE
Help people to think/feel positive emotions
1. Strong stimulus
Ability to create things that
evoke the right emotion.
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2. Reflection
3. Newness/Adaptation
Triggers that encourage the
Ability to create new emotions
customer to reflect on feelings or different emotions.
or thoughts and make
meaning
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24. PERCEPTIVE JOURNEY EXAMPLES
Books, cereal boxes, billboards, logos, and Pandora often have the same journey structure and can
produce the same perceptive type of happiness. People value the experience based on their ability to
think/feel deeply.
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25. UTILITARIAN JOURNEY REQUIREMENTS
To deliver on Utilitarian happiness, companies invent tools that create dramatic action so that the consumer feels a lift. The
company continually creates better tools and better experiences based on those tools that maximize pleasure.
DESIGN OBJECTIVE
Maximizes pleasure from a
staged experience
2. Dramatic Action
1. Tools
3. Newness/
Adaptation
1. Tools
Simple but robust tools that
reduce unwanted activity.
2. Dramatic Action
Experience builds for customer to
a climatic moment.
3. Newness/Adaptation
Ability to add on new and make
customer feel that next time will
be even better.
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© 2014 Stone Mantel LLC
26. UTILITARIAN JOURNEY EXAMPLES
A Google search, a roller coaster, and a CAT scan have the same journey structure and can produce the
same functional type of happiness. Consumers value the experience based on pleasure or lack thereof
associated with the experience.
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© 2014 Stone Mantel LLC
27. TRANSFORMATIVE JOURNEY REQUIREMENTS
To deliver on Transformative happiness, companies identify goals that elevate consumers or organizations. They provide
tools to review current state of the individual, guide individuals, share knowledge, and create flow.
DESIGN OBJECTIVE
Helps the individual/org improve the self/org through goal attainment and epiphany
1. A Goal that Elevates
The ability to define a goal
that stretches and elevates
the customer
2. Current State Review
A diagnostic that effectively assesses
the customer’s current state.
1. Goal that elevates
New knowledge
4.
Current state
review 2.
3.
Guides
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5. Flow
3. Guides
Guides that help the
customer progress toward
the goal.
4. New Knowledge
The ability to share new
knowledge that builds on
what was known.
5. Flow
Producing the feeling of
‘flow’ during the
transformation
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© 2014 Stone Mantel LLC
28. TRANSFORMATIVE JOURNEY EXAMPLES
Weight Watchers, a consulting engagement, a technology upgrade, and a physician visit have the same
journey structure and can produce the same, transformative type of happiness. People value the
experience based on their ability to achieve unstated and stated goals.
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29. ALTRUISTIC JOURNEY REQUIREMENTS
To deliver on Altruistic happiness, companies become expert at identifying common causes that people care about, creating
opportunities for individual to prepare, give a gift, and reconnect. The company must be able to facilitate the encounter.
DESIGN OBJECTIVE
Helps the individual/org help others
accomplish something important
1. Common Cause
2. Personal
preparation
5. Reconnection
1. A Shared Common Cause
Ability to produce a common cause
that others share.
2. Personal Preparation
Help participants to be part of the
group.
3. A Facilitated Encounter
A forum or venue for gathering.
3. A facilitated
encounter
4. Gift giving
4. Gift Giving
The ability to facilitate a gift between
two participants.
5. Reconnection
Ability to help participants reconnect.
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© 2014 Stone Mantel LLC
30. ALTRUISTIC JOURNEY EXAMPLES
Facebook and a cruise have the same journey structure and can produce the same, altruistic type of
happiness. People value the experience based on their ability to find a common purpose and to relate and
connect with others.
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© 2014 Stone Mantel LLC
31. FOR EXAMPLE
The archetype you deliver for can significantly change the types of innovations you produce and that you pre-dispose your
customers to expect from you. Spotify can do things that Pandora does not have permission to do because the experience
predisposes the customer differently.
Pandora delivers Perceptive
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Spotify delivers Altruistic
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© 2014 Stone Mantel LLC
32. FOR EXAMPLE
The archetype you deliver for can significantly change the types of innovations you produce and that you pre-dispose your
customers to expect from you. Spotify can do things that Pandora does not have permission to do because the experience
predisposes the customer differently.
Pandora
Uses stimulus, reflection, and adaptation
to create ongoing emotions
Higher
Purposed
Transformative
Altruistic
Stimulus
Sophisticated filtering tool to stream
similar songs
Reflection
Prompts listener to see similarities and
Through
Others differences between artists
Within
Self
Adaptation
Combine streams to create new
similarities
Pandora
Perceptive
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Physical
(Sensorial)
Utilitarian
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© 2014 Stone Mantel LLC
33. FOR EXAMPLE
The archetype you deliver for can significantly change the types of innovations you produce and that you pre-dispose your
customers to expect from you. Spotify can do things that Pandora does not have permission to do because the experience
predisposes the customer differently.
Spotify
Helps the individual/org help others
accomplish something important
Higher
Purposed
Transformative
Altruistic
Spotify
1. Common cause
Great music should be shared
2. Personal preparation
Create your own station
Within
Self
Through
Others 3. Facilitated encounter
Tools to connect people: find and share
4. Gift giving
Feels like something personal
5. Reconnection
Ability to develop communities
Perceptive
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Physical
(Sensorial)
Utilitarian
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© 2014 Stone Mantel LLC
34. HAPPINESS ARCHETYPES = JOB ARCHETYPES
Job
Definition
Happiness
Definition
The four archetypes for happiness translate into four archetypes of jobs to get done for customers (using
Clayton Christensen’s vernacular). If your goal is to positively affect the well-being of the consumer, use
the happiness definitions. If you need to help your company clarify its innovation priorities, use the job
definitions.
UTILITARIAN
Maximizes pleasure
from a staged
experience
PERCEPTIVE
ALTRUSTIC
Helps the
individual/org think/
feel positive
emotions
TRANSFORMATIVE
Helps the individual
connect with and
help others
Helps improve the
self/org through goal
attainment and
epiphany
FUNCTIONAL
EMOTIONAL
SOCIAL
ASPIRATIONAL
Help me accomplish
a task
Help me feel deeply
about a moment
Help me relate to
others
Help me change
something important
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© 2014 Stone Mantel LLC
35. By shifting from one
archetype to another,
you can change the
strategic thrust of your
solutions (no pun
intended).
a functional vs. a social job archetype
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36. FIVE KEY THINGS FOR
MARKETERS TO CARE ABOUT IN
DESIGNING FOR HAPPINESS
FROM POSITIVE PSYCHOLOGY AND SOCIAL
SCIENCE RESEARCH
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37. 1. CONSUMERS PUSH BACK ON CONSPICUOUS
CONSUMPTION
For years consumers had been promised by brands a variation of the theme: if you’ve got the car, you’re going to get
the girl. As incomes and assets dropped, consumers became aware that more income did not translate to more
satisfaction with life or meaningful relationships. At a certain point satisfaction with life goes down when people focus
on money. Satisfaction goes up when they focus on love and friendship.
Relative Importance
HIGH
LOW
1
2
3
4
5
Life Satisfaction
LOW
6
7
HIGH
MONEY
LOVE
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38. 2. THE HEDONIC TREADMILL CAN HURT
Social scientists who study happiness call what consumers were experiencing in 2008 the hedonic
treadmill. People accumulate at a faster pace but feel that they running in place when it comes to their
sense of well-being. Consuming more does not translate to higher levels of satisfaction. When a major
recession hits its like tripping and falling on the treadmill.
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© 2014 Stone Mantel LLC
39. 3. THE MIND CAN TRIP OVER ANTICIPATION
A number of studies have shown that the mind’s ability to to anticipate, called prospection, can trip up a
person’s ability to be happy. The longer we anticipate an experience, the more likely we are to not be able
to make a decision that will make us happy. Companies that build high expectations through promise
making regarding customer happiness can actually negatively impact the consumer’s felt happiness.
Prospection
1: the act of anticipating
2: the act of viewing
3: the act of exploring (as for
gold)
Foresight
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© 2014 Stone Mantel LLC
40. 4. THE ABILITY TO DEAL WITH REALITY IS IMPERITIVE
TO DURABLE HAPPINESS
People who daydream or fantasize too much tend to be unhappy, while people who are positive about
their reality are happier. A major critique of advertising is that it facilitates fantasy and the hedonic treadmill
and does not help consumers feel positive about their current reality. One could argue that most brands
are not in the business of producing happiness. They are in the business of producing dissatisfaction with
current.
Nick Baylis
“Relationship with reality and the wellbeing of young adults”
2006
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© 2014 Stone Mantel LLC
41. 5. MEMBERSHIP PRODUCES GREATER HAPPINESS
Research by Kitayama and Markus in the early 1990s asked the question: why are these kids from
Sumatra smiling? Answer: because everyone else is smiling. Happiness is contagious. When you are
around others who are happy, you are happier. Companies can help to facilitate happiness by helping
consumers feel a part of a happy group—as long as it’s based in reality, not fantasy.
Sumatran Children
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42. THE DIFFERENCE BETWEEN LOYALTY AND HAPPINESS
The implications of the positive psychology research on happiness and business practices today suggest
that most companies are not really in the business of producing happiness, they are in the business of
producing loyalty. To produce happiness requires different strategic objectives, effects on consumers,
design strategies, and success metrics.
Happiness
Loyalty
Objective
Improve the well being of
the customer
Keep the customer as long
as possible
Effect
Extrinsic or intrinsic goal
achievement
Satisfaction with a product
Design Strategy
Align archetype with
customer disposition
Respond to incremental
needs
Success Metrics
Happiness, Time Well
Spent, Goal Achievement
Recommend, Use, Stay
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43. Thank You!
To go deeper around a concept or apply these
principles to your research and strategy,
contact:
Dave Norton
Stone Mantel
davenorton@goStoneMantel.com
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