Writing that moves readers to action

images-journeyAs shared last week, many things go into creating and presenting who one is, where one’s been, and the journey one wishes to travel – in the work world and in life.

As in life, the business world beckons one to select accurate, precise words and phrases that clearly map to and articulate one’s skills, experience, and work history (or new business intent).  Adhering to a clearly focused approach enables one to present a FACE TO THE WORLD (employer or investment firm) that will launch or redirect one’s path into the future.

images-journeydef

A book I recently re-read (published in 2005) – The Ten Faces of Innovation by Tom Kelley – proposes grouping employees into “archetypes” rather than specific job titles.  Grounded in a seasoned, professional marketing perspective, I’m hesitant to fully recommend this book as I encountered inherent flaws in the book’s fundamental approach to the science of marketing.  However, I did take time to absorb and evaluate the seven (7) employee archetypes Mr. Kelley presents in his book.

As I carefully reviewed, assessed, and absorbed details of these archetypes, I reflected on my past several years in business…and realized I’d actually been encouraging my clients – both individuals and business – to take a similar perspective and approach when assessing, defining, and articulating their skills and needs – which simply stated is to consider STYLE over FUNCTION.  This approach allows the individual (or business) to dig deeper into understanding what they had actually undergone while executing on and performing a specific FUNCTION of a job title within an organization.  While many candidates (and employers) are likely to not be totally cognizant of it, this actually is the process that occurs during the interview process – an attempt by the company to not only ascertain if the candidate is capable of performing the specific job FUNCTIONS – but, to also attempt to unfold whether the specific candidate will fit in and adapt to that organization’s culture and STYLE.

To help clients facilitate this conversion process (STYLE over FUNCTION), I created a spreadsheet that contains specific keywords from these archetype descriptions.  During client meetings, we work together to identify and select keywords that resonate with their personal and professional interests, skills and desires.  This process provides the foundation that helps lead us to their own unique STYLE.  We also discuss past job FUNCTIONS to unfold how they performed the job, what type of “successes” they experienced while performing those job FUNCTIONS, and what their wish list for future job FUNCTIONS might be.  We then work together to convert and align historical job FUNCTIONS with current job opportunities to create a piece that is truly representative of their own individual STYLE.

So as not to embarrass any of my clients, I will use myself to offer an example.  The STYLE I most closely  resonate with falls under the The Learning Persona grouping and aligns most closely with the Anthroplogist archetype.  As I prepare my resume, C-V or business profile or collateral, I craft content that aligns most closely with this particular Persona and Archetype.  In order to do this, I look at the following details (summarized) provided by Mr. Kelley to arrive at my keywords and content to integrate into those documents:

In general, people who fall under The Learning Persona category:

    • Continually gather new sources of information to expand and grow;
    • Driven by attitude “no matter how successful…complacency is not justified”
    • Keeps team (and self) from becoming too internally focused;
    • Constantly questions their own world view; and
    • Perennially open to new insights – every day!

The Anthropologist archetype that falls under this Persona:

    • Constantly active;
    • Avid field observer
    • Interacts with products, services, etc. to create new items;
    • Easily reframes problems in new ways;
    • Humanizes process (science, mechanical) to apply to daily life;
    • Uses wisdom to observe with a genuinely open mind;
    • Empathetic, intuitive, “sees” things that go unnoticed;
    • Maintains running lists of innovative concepts;
    • Reviews lists to determine worthiness of review and resolution; and
    • Seeks and finds inspiration in unusual places.

As you can well image, this process can be extremely labor intensive and time-consuming.  However, in the end, the results speak for themselves.

Customer-Journey-Map

© 2013 EMCarlock
The Write Resources, LLC™ – www.the-write-resources.com

Photo credits:  www.stampinpretty.com and www.blog.custvox.com

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