28 August 2004

Can we capture the human effect on brands?

What is the human effect?
Is it the impact of our behavior on the world around us?
Is it the impact on our lives of what we believe and therefore continually act out?

What if organizations explored their brand purpose from this perspective? This would mean exploring the impact of not only the human effect of each employee, but exploring the impact of every customer, client, user, distributor, and any person who came into contact with the brand in some way.

I think that we would then pay much more attention to our touching points in the brand organization. This would make the brand very physically aware of its connections. We could begin to sense and register the touching points, aware of what transacted and ready to capture the value of that exchange. I am not talking about the exchange of currency, but the readiness to identify whatever the real value of exchange was.

If we began to try and capture the human effect on brands, could we harness its true cost and true value to create a new accounting methodology within our way system of valuation?

My thinking is following this path because of a conversation that I had last week with Arjan ter Linden from the group called The Human Effect. They work with companies on building innovation into the system by clearing the way for individual’s to find their purpose driven path and discovering what that could mean for them in terms of innovative potential and contribution to their companies. They called these workshops “Being Extraordinary”.

The essence behind The Human Effect fascinated me because of the work I’ve been doing on profiling methodologies for one of the business models I developed called The Evolutionary Brand Called M.E. – My Emergence. Maybe we can take this one step further and develop a tracking system to capture the cost and value of the human effect and not just account for financial profits and losses. That would be a brand enterprise dynamic.

We use money as our currency of exchange in worldwide accounting because we can count it. When, in fact, humans play a greater role in business and economic frameworks than money. What if we could develop a way to track the human effect on our businesses, networks, governments, and organizations of all kinds?

What is the cost of the human effect? What is the value of the human effect? If there a way to define it and track it? Can we build software systems to capture the cost and value of the human effect?

The human effect is powerful and holds a wealth and abundance that money cannot touch. The human effect is also costly and can break the bank.

If you have any further input, ideas or suggestions on how to further this thinking and land it into something more concrete, please share your thinking with me.

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