Introducing Resonance Design

May 27

So what are empathic metrics or resonance KPIs?

Innovation needs a process. You cannot build new markets, disrupt old ones, or otherwise bring big, bold, new ideas into existence without a methodology.

This is a truism.

However, most startups don’t have the resources to build a custom process from the myriad options in product and business development, executive and leadership advancement, and brand and messaging strategy.

In working with emerging brands and startups, we help do all of those things. Finding blue ocean opportunities, product/market fit, new business models, and other growth deliverables is our usual remit.

Which is why when Jaymi, Ann and I started working together, we shared our processes with each other and spent a number of months knitting them together. We felt that a synthesized methodology was critical to our being good thought partners.

It was not easy to create. I’m a media entrepreneur, and Jaymi and Ann are both superstar CMOs. Ann’s genius is her visual sensibility, and Jaymi and I are both writers. Jaymi is used to being the client, and Ann and I are both determined creative directors.

But we did come up with something that made sense:

Creating Resonant Brands
Creating Humanistic Businesses

We needed separate methodologies for brand and business design, but the common idea is that both need to measure not only how customers engage, but why. Jaymi and I came to resonance KPIs (hers) and empathic metrics (mine) separately, but the main idea is the same — the next wave of innovation needs to be led by a new metric: resonance.

As Jaymi likes to say, Great brands aren’t great because they achieve KPIs; they’re great because they resonate with humans. I’ve got thoughts on that as well, so have committed to blogging regularly.

For now, here’s the beginning of the Resonance Design nomenclature:

Vaquera Group: We help businesses and brands understand and tap into their resonance KPIs.

Resonance Design: A companion brand and business design methodology that helps startup, scale-up and transformation stage companies develop more resonant brands and more humanistic businesses. Which lead, in turn, to touchstone products and legacy companies.

{Watch this space.}

For further reading, try How Brands Talk About Themselves Has Never Been More Critical.

Guest User