Case studies, Success analysis & Theories

when experience beats love

Google Labs allows us in one click to analyse the content of 5 million books. This graph compares the use of the word love to the wordexperience throughout the last century. Isn't it interesting? Here the Ted video, and here a link to play with your

Google Labs allows us in one click to analyse the content of 5 million books.

This graph compares the use of the word love to the wordexperience throughout the last century.

Isn't it interesting?

Here the Ted video, and here a link to play with your own ngrams.


when Rory Sutherland calls Experience Designers, Small Detail Officers | Comments: 92

Rory Sutherland, in this video, describes my dilemna when it comes to creating a new job title. And asks how we could call it. Through a series of examples like those Virgin Atlantic Salt and Pepper Sets that everyone want to snitch at some point.

Rory Sutherland, in this video, describes my dilemna when it comes to creating a new job title. And asks how we could call it.

Through a series of examples like those Virgin Atlantic Salt and Pepper Sets that everyone want to snitch at some point. They hold an inscription underneath that says "Stolen from Virgin Atlantic".

Lydmar Hotel, ambiance music buttons in the elevator

Or this other example of the elevator at the Lydmar Hotel in Stockholm that by choosing your floor, you also set the music ambiance.

He also gives an example of an NGO offering a kilo of lentils to every mother that brought her family to get an inoculation.

To him, should it be in marketing or NGO's, it's about putting small things together that can make a big difference, almost a butterfly effect.

He asked in his speech, how this job should be called. He comes up with Small detail officers, in the 190 comments, you can read 

- art,

- ingenuity,

- design,

practicality, 

- common sense,

CED (Chief Executive of Detail) ,

- anti-institution,

- elegance,

- butterflies.


Well, my new job description could be Emotional Leverage Officer

To him, small things are much more potent when it comes to marking your users memory.  And I agree. :-)


when Seth Godin says "Choose to be extraordinary and the rest will follow" | Comments: 46

Interview by Lucky Jean Noël Chaintreuil. "Choose to be extraordinary and the rest will follow" Seth Godin. In his last book, Linchpin, Seth Godin encourages us, to do more than what we are asked for. To choose to make the experience feel

Interview by Lucky Jean Noël Chaintreuil.

"Choose to be extraordinary and the rest will follow" Seth Godin.

In his last book, Linchpin, Seth Godin encourages us, to do more than what we are asked for. To choose to make the experience feel different and therefore create products and services that are worth more than customers paid for.

He argues, in this video (6:53) as well as in the book, that in order to leap into unbeaten tracks, probably more appropriate ones, we have to accept the fact that we might be laughed at. He adds, that our brain is hard wired to avoid being the source of ridicule. Therefore should we want to realize who we are, in our uniqueness, we have to face that reptilian brain of ours, because this is were the real foe resides.

And, I have to admin, I know what that feels like. :-)


when we learn that happiness like obesity are viral messages | Comments: 52

I learn 3 things from this video :  Happiness, sadness, obesity, are viral example. Also called meme. I knew about memes, but I found it scary how contagious they seem to be. That people have friends that know each other and that others don't.

I learn 3 things from this video : 

  • Happiness, sadness, obesity, are viral example. Also called meme. I knew about memes, but I found it scary how contagious they seem to be.
  • That people have friends that know each other and that others don't. Facebook studies would tell us that as well. It is partially contained in our genes.
  • That some people live in a network knot that makes them more prone to receive viral messages, than someone with the same number of friends.

Quotes from this TED talk: “If your friends are obese, your risk of obesity is 45% higher; if your friends’ friends are obese, your risk of obesity is 25% higher; and if your friend’s friend’s friend — someone you probably don’t even know — is obese, then your risk of obesity is 10% higher.

I came to see these networks as living things.

There is emotional contagion that takes place in human populations. Emotions are a primitive form of communication.

Maybe there are emotional stampedes that ripple through human social networks.

Social networks are fundamentally related to goodness."


when Derek Sivers shows how to start a mouvement | Comments: 49

Great material to demonstrate not only the Roger's adoption curve and the Malcolm Gladwell's book The tipping point but also the importance of the 1st follower that, and I quote, will transform the lone nut into a leader. Derek Sivers, in one of his

Great material to demonstrate not only the Roger's adoption curve and the Malcolm Gladwell's book The tipping point but also the importance of the 1st follower that, and I quote, will transform the lone nut into a leader.

Derek Sivers, in one of his articles about this video, also points out the behavior of the leader. He says: "It's not about him, it's about the movement."
I simply love the energy that this video brings in.


Using cerberus questions to select the ideas that should go into production | Comments: 18


Cerberus questions are questions to which answers should be yes in order for the ideas to go into production. For example, at Google, one of the cerberus question is is it applicable worldwide, if it isn't the idea is not selected.


Intellectual tourist city guide to Geneva | Comments: 35

written by Nathalie Magniez. This not is not for the usual tourist, but more for a business oriented tourism. It is for those who want to meet people, those who prefer business success stories to museums. Those who'd prefer to attend a conference

written by Nathalie Magniez.


This not is not for the usual tourist, but more for a business oriented tourism.


It is for those who want to meet people, those who prefer business success stories to museums. Those who'd prefer to attend a conference than visit a church.


In this book, you will find out :

  • How to meet networked professionals in Switzerland in an informal yet effective way.
  • Who to follow on Twitter
  • Which conferences to attend to mingle in Geneva.
  • Which internationally known companies and funky start-ups are Geneva based.
  • Which business related tours you can take while in Geneva.
  • About all the useful links that will get you train, boat, office and accomotations information.

Add to Cart



Table of content - Table of content 2 - #3 - #4 - #5 - Backcover - About the author


To buy an eBook or a printed version of the book, goooo to Lulu.com


Twilight saga success analysis, what is it with those books! | Comments: 71

I’m going to try in this article to explain why the Twilight saga has so many fans. I’m a Twilight fan and I find it really weird how addictive that series of books are. Twilight saga, a few numbers Twilight saga, it’s 16% of the books sold in

I’m going to try in this article to explain why the Twilight saga has so many fans. I’m a Twilight fan and I find it really weird how addictive that series of books are.

Twilight saga, a few numbers

First of all, the usual conflict / resolution scenario

As any other story, all of the twilight books follow the conflict resolution scheme. The traditional format of a hero, exposed to a new world, a hero that struggles and finally reaches transformation. Nothing extraordinary here, without that, there is no story.

The journey to another world

So many best sellers are about travelling mentally to another world. Thorn bird, Gone with the wind, Pride and Prejudice, Harry Potter, Lord of the rings, Dune,...

The cruel absence of Harry Potter

So many Harry Potter’s fans have been waiting for their great next read. A story that would make them live through an almost magical world filled with great dangers. Waiting for a hero they could identify. A hero that would overcome big dangers with the help of his/her friends.

The Twilight saga vs Harry Potter

Here a little Google trends comparison of the Twilight saga compared to Harry Potter’s. Google trend comparison of Harry Potter vs Twilight

The Twilight saga is less popular than Harry Potter, due to several reasons. But one of them, and none the least, is the fact that they are only 4 books in the Twilight saga. Harry Potter’s were released between 1997 and 2007. 10 years to release, 7 books. This gave, to the crowd, plenty of time to talk about what was coming up in the next Harry Potter. See the power of series.

The first Harry Potter’s films were out before the release of the last 3 books. The movies do tend to bring nurture the passion. They gave plenty of time for people to catch-up on the books. There was even a year “off” before the 7th book. No wonder the 7th book was such a big hit.

While in Twilight, the last book was out before the first film was released. The fifth book has been started but stopped. I believe it’s a good thing, to let the crowd spread and catch-up to the saga, before releasing the ultimate volume.

Twilight saga release calendar:
Date Books Films
source Wikipedia
2005 1st book -
2006 2nd book -
2007 3rd book -
2008 4th book (August 2, 2008) 1st film (November 21, 2008)
2009 - 2nd film (November 20, 2009)
2010 - 3rd film (June 30, 2010)
2011 - 4th episode part 1
2012 5th book? 4th episode part 2
Harry Potter saga release calendar:
Date Books Films
source Wikipedia
1997 1st book (June 30, 1997) -
1998 2nd book (July 2, 1998) -
1999 3rd book (July 8, 1999) -
2000 4th book (July 8, 2000) -
2001 - 1st film
2002 - 2nd film
2003 5th book (June 21, 2003) -
2004 - 3rd film
2005 6th book (July 16, 2005) -
2006 - -
2007 7th book (July 21, 2007) 5th film
2008 - -
2009 - 6th film
2010 - 7th film part 1
2011 - 7th film part 2 (July 15, 2011)

Why are series so effective?

  • The expectation: people are looking forward to new issues and talk about it.
  • Time to spread: viral messages take time to spread. Less than before, but still.
  • Guarantied pleasure: they are no risk involved into buying a book that you know, you already love the character and the author’s style. And human are not big fans of taking risks, especially when it comes to books, movies and food.

The projection mechanism (wide age range, usually women)


Want to see the faces of 2000+ Twilight fans?

The whole 4 books are telling the story from Bella’s perspective. When we love a character in a film or a book it’s because, in some way, we identify ourselves to the character.

Bella is a 17 year old teenager, but behaves like a 30 year old, most of the time. Therefore, girls as well as women can recognize themselves in Bella.

There was an Hachette representative the other day on Arte, she said that, so far, in France, Twilight has touched 1 million people but that the market it could touch (mainly females from 13 to 40) represents 10 million people. Her eyes were sparkling. :-)

Characters not acting their age: great marketing technique to widen your market!

Is « I » helping in the projection process?

The whole books are written using “I”, instead of “Bella does this, Bella does that”. Which is actually pretty confusing at the beginning but after a while, I got completely used to it. I’m under the impression, that using “I” while writing the book, might help readers identify to the characters.

Most of the books talk about relationships and emotions

I’d like to run a semantic analysis and the books and I wouldn’t surprised to find that the majority of the words (40 to 50%) used in the books are words describing relationships and emotions. The author spends a lot of time focusing on what people think and feel rather than room description. Describing in minute details, body language signals that might indicate what the protagonists feel and think.

Social readings are girls favourites, evolution wired us that way. Understanding relationships and emotions help us create links and remain protected by the group.

No wonder, they’re so many girls among the Twilight fans!

The Twilight fans addicted to the emotional roller coaster?

Twilight, the emotional roller coaster, © pete643 - Fotolia.com In the last book, I could take an extract of 200 pages, and experience 30 very distinct emotions. Love, fear, angriness, compassion, sorrow, there was a moment when my heart was broken. The protective mother in me couldn’t bear Seth distress.

No wonder so many fans report that they feel addicted to the Twilight saga. Addiction mechanism is all about taking a product that make you feel differently.

Are fictions, with a hint of fantastic, an escape to our grey and repetitive reality?

Big fonts, easy to read

The 2nd and 3rd were added to the saga. They’re not as long as the others, so I believe that, in order to make them look big enough they printed them in big.

But big fonts, are good. It is so much easier to read them.

Badly written or just “Easy to read” written?

Some argue that there is no real literary value to the Twilight saga. To me, it’s more, super easy to read. Simple, not pompous, that let you completely dive into the protagonist’s emotion.

Even though it is probably poorly written, there is quite a lot of unusual and upper level vocabulary used in the books. The unusual vocabulary even jumped up to the eyes of an English teacher. He ended up creating a book for students to work on their SAT, ACT, GED, and SSAT while putting the words in the context of the Twilight story.

Vampires, the new prince charming?

Forget about the prince charming with a horse, I want a vampire with a Volvo. I’m under the impression that the prince charming has had it rough for the past decades. Movies, television series, are depicting depressed, unassertive and weak willed men. People telling girls that they’re silly to dream of the prince charming and turn him into a joke.

I feel that with Jacob and Edward, the concept of the prince charming is back. And watch out if you want to attack them, they are pretty lethal!

It’s like, girls can claim back to have a prince charming. They’re wolves and vampires, they are not perfect and they don’t have to be. So, please, give us a break, and let us have a prince charming again.

What both of the male characters do depict is their ability to feel a never ending, undoubted love. What else does a girl need to actually let go and abandoned herself to a man?

I really enjoyed how the author even managed to almost “scientifically” explain why vampires and shape-shifters (wolves) remain in love their entire existence.

To the children of the society of divorce, what if we needed stories / examples of couples making it, “forever”. What if, millions of fans, just wanted to witness in its minute details, that love is, once again, possible.

Honestly, how can you forgive someone to be imperfect, invest your entire soul and body to a man, if you think that he might fall out of love and disappear any minute?

How can you let go of your fears when you’re surrounded by examples of failing couples? When you don’t even know what unconditional love is, because you’ve never witnessed it? When you don’t even know what is it to be able to trust someone, to completely rely on that person, the way Bella does at some point in the 4th book. The way, she knew that he was doing what was necessary. The way, she could let go, and entirely rely on her partner to want to save her. The fact, she didn’t have to do it all, that they are a team.

By the way: don’t even think about making fun of me, or my “tempered prince charming” will bite your head off. :-)

Not giving up on love, free pass to crazy land

Like Thorn Bird best selling novel by Colleen McCullough, Gone with the wind by Margaret Mitchell, Twilight is about not giving up on love. About hanging on to your obsessions, defying advertisity and remaining in love.

The message is clear, hang on to your love. No wonder, passinate people would fall for those books.

The team Jacob, team Edward phenomenon

Twilight t-shirt  Jacob team Most girls are able to say if they are Team Jacob or Team Edward. You’ll get blogs called “Team Edward Switzerland” and its opposite.

Great debates, that would get groups of people talk and reflect upon themselves of their preferences. Why are you Team Edward? Just by explaining they’d be talking about themselves and get the other witness wondering who’s Team they’d be if they’d read the books.

It turns out that Edward’s and Jacob’s characters represent stereotypes of what a girl might be looking in a man: the pillar, the prince, the accomplice, the lover.

Stereotype description
Edward A pillar, a prince, a lover.
Jacob A pillar, an accomplice, a lover.

Jacob is more the fun boyfriend with whom you get to be silly and childish, while Edward, is the lover that you admire.

Some girls just prefer a buddy while others want to look up to their mate. Only because while growing up, they might have had brothers with whom they had a lot of fun. In the story, Bella and Jacob used to make mud pies together when they were little.

While I was in line at the February Twilight event in Paris, I quickly polled the crowd. And I’m under the impression that, there is a good 2/3 of Team Jacob. Team Edward’s, we are more reserved about our preferences, but we have Kristen on our side. :-)

Anyhow, you got to love the great opportunity for merchandising, it creates.

What Pride and Prejudice, The Bridget Jones’s diary and Twilight saga have in common

Ladies beloved Darcies The dilemma of choosing between the fun hot boyfriend and the cold aloof dreamy partner, in Bella story, lasts for almost 3 books, and still lingers among Twilight fans.

Edward’s character is inspired by Mr Darcy of Pride and Prejudice, the Jane Austin novel. It’s not the first time that Pride and Prejudice characters have inspired famous novels. The Bridget Jones’s diary was all about the same dilemma between the cold-aloof Darcy and the fun Daniel Cleaver.

Some argue that its the eternity and the super strength of the vampire that attract all those fans. I wonder if its not just about changing social status. Elisabeth Bennet vs Mr Darcy's, Bridget Jone vs Marc Darcy and Bella vs Edward social differencies are pretty similar, they don't belong to the same worlds. What if, the metaphore is the same but the society is slighly different, therefore the old stereotypes of money and nobility have to change. What is cool nowadays is not to be noble, not to be successfull in business, but to be a super héro.

Twilight books a 2000 page jigsaw puzzle

Twilight saga is a jigsaw puzzle One of the best practises in story telling is to have your audience, wonder about things. Triggering and nourishing unanswered questions, is the key to suspense and attention.

In the Twilight saga, I really felt like in was in a 2000 pages jigsaw puzzle. On page 354 of the 4th book, you finally have the answer to why Bella thoughts are mute to Edward. At last!

You got to love how skilfully the author gives you tiny details that help you put the pieces of the gigantic puzzle together.

So many questions are still not answered. Questions that only the author has the authority to answer. Fans can speculate as much as they want, unless it’s not in the official book, a part of your brain will run those questions in your head. Keep you eager to move toward the source of information. It’s just the way, the human brain works, it’s a response machine. Ask the brain a question, don’t answer it, give it a little time and you’ll get curiosity.

This is the reason why I believe the 5th book, will be a big big hit, The fifth book is the same story seen through Edward's point of view. You will get all the details and answers, as Edward can read in people's mind. He "probably" knows everything. I also trust Stephenie Meyer to give all those answers a nice and juicy twist. Want to read the beginning of the 5th book? Here it is

Puritan or just G rated?

Some people would tell you that it’s a puritan romance as they don’t have sex “before marriage”. I see the marketing advantages to that, as there is no barrier to recommending the books to younger girls. Some of the Twilight fans are really really young, you understand that it needs to be G rated and not PG rated.

At the same time, I find it, interesting to once again, get to hear the point of view of someone who did wait until being wed. Girls can get examples of people not waiting everywhere, in most movies, in their life. But intimate examples of what it would be like to wait, are pretty rare. And as a grown-up, I’m glad that I can recommend to my young cousins to read that story so they can be more advised when it comes to choosing for themselves what they will do.

The dance of secondary characters and personality flaws

Bella is clumsy, and it is mentioned a lot in the book. It’s not something that the film delves on. The lightest hits, here and there, get the fan club laughing during the projection, because they get the joke. In the book, Emmet takes great pleasure in messing with Bella about her clumsiness. Personality flaws give the opportunity not only to get the reader to have a good laugh but gives great design to secondary characters.

Being surrounded by 2000 Twilight fans, made me realised how much the secondary characters were loved or “book hated”. Mike and Jessica characters were almost booed during the end title sequence. Poor actors. :-)

Fans would devote their website to Alice, create their own Team Charlie t-shirt.

I found lately that Hollywood is doing wonders with secondary characters, I recommend watching closely the role John Krasinski has in “It’s complicated” with Meryl Streep and Alec Baldwin to fully understand what I mean.

Voilà, that’s pretty much all I have to say about why the Twilight saga books are such big hit. I do feel pretty silly. :-)

See you next month, for another success analysis.


Intellectual tourist city guides to San Francisco and the Silicon Valley | Comments: 170

 by Patricia Gallot-Lavallée You are about to go and visit the great great great petridish that the bay area is? You work in New Technologies? in interaction? You are visiting S.F. for a business trip or a prospective trip? You are just a passionate


 by Patricia Gallot-Lavallée

You are about to go and visit the great great great petridish that the bay area is? You work in New Technologies? in interaction? You are visiting S.F. for a business trip or a prospective trip? You are just a passionate tech person on vacations? You want to find out how to visit Googleland? To find super geek merchandise? To meet the right people? Get a whole different point of view of the city? Well, this guide is for you.

This is the eBook I needed when I went on my intellectual trip to the Silicon Valley, so I wrote it.

Want some readers reviews? Perharps?

12 € eBook, released in november 2008, PDF reader required, 57 pages with a few illustrations, just for the fun. Challenge to readers included. Paypal secured transaction.

Add to Cart

 

  


Table of content - Table of content 2 - #3 - #4 - #5 - #6About the author

 


Readers reviews

I live in S.F. and I didn't even know about some of things in this book! Considering how much Patricia dug up about my own hometown, I can't wait to see what she digs up for Paris. Leslie Chicoine – GetSastisfaction.com


A new guide, professionnal tourism, useful, fun, a different vision of SF. Well done! Nathalie Magniez, Bloobble.com.


I spent a month in S.F. last year, I can't help thinking about how different my trip would have been if I had read Patricia's intellectual tourist guide before. That's for sure a must-have: trivial details and ideas galore…. I really enjoyed myself while reading…. Burning Man, Toasmasters and Yelp have become my favorites virtual tours and moments that I will definitely have to experience next time. Looking forward for next city guide publishing J. Well done! Aude – Wif


Really enjoyed the challenge and the networking part. Wish you'd talked more about setting up a business in the Silicon Valley though. Next book? Thomas Lang, e-citizen.tv, entrepreneur.


I'm a student and I found the list of global tools available to meet professionals useful. Loved the historical section. J.L.B


The author's personnality and experience makes it a very enjoyable read. N.M.


I have had this book in my hands few months after my first professional trip in the Silicon Valley. I realized I've done the job "not so bad" but I realized too that it could have been more exciting if I had the opportunity to read it before.
Indeed, Patricia is suggesting many practical advice and websites for networking, temporary offices, accomodation... I do also appreciate to learn a bit more about the "silicon" history of the Valley. In few words, this fast funny book will give you tons of relevant ideas to prepare your high-tech trip in San Francisco.
Paul Perdrieu, serial entrepreneur in the Internet industry, currently Co-founder and CEO of Cleantechrepublic.com


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Intellectual tourist city guides to San Francisco, Geneva, Paris....

We publish every 3 new moon, a publication (?). Next one: Intellectual tourist city guide to Geneva, fev 13, 2010. How exciting!


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