Tag Archives: Awareness

For Saudi brethren

This morning when I created ‘Crossover salad dressing’ (at https://lawlordtobe.com/2022/08/23/crossover-salad-dressing/) I wrote “I came up with several ideas to propel Neom and the Line in such ways that is not seen at present, so why not? Are these marketeers (most likely in London) losing the plot of what might be?” And as such a few were eager to make me say how. It is fair enough, and in this case I do not mind. You see, others are seemingly incapable of figuring things out. So now I get to open that door and show what others were not able to figure out.

Some people seem to believe that it is all about awareness. That used to be the case, but now it is different. There is so much noise in awareness, through click farms, through trolls and through fake message makers that the numbers in Twitter on awareness, on likes in Facebook, hearts on Twitter. The numbers are no longer as reliable as they once were. Engagement is the real metric. Engagement also creates awareness and that awareness is real. So how to coin in on this? Well we see the Neom and the Line options in Twitter. The problem is how can we propel those two projects? Even as the same option is for both, lets focus on the line. 

I see the creation of awareness through the people, to engage them and to offer them something new, something that all can use. In that setting we create (what we will see later) a stage. A stage with two images. That stage is placed in three locations in a large city. London, Toronto, New York, Chicago, Los Angeles, San Francisco, Tokyo, Paris, Beijing, and that list goes on a little longer. In the first stage we have 5 sets of 3. 5 cities get a set. And we have three locations. Mostly malls, although in London we should avoid Harrods (too expensive). Now the three locations have a stage where people can make selfies and put them on social media, use them to create little quick-films and a few other things. They will propel awareness in many ways. They merely needed a stage. 

So each two weeks the stages rotate over the three places and after 6 weeks, that set moves on and the second set comes to this place and now we have three new sets. That is the setting 5 sets each having two images. Each image on a canvas 5 metres by 3 metres, with optional representation with leaflets and more. It would be best if these stages are in a city that has a Saudi consulate or embassy, for support reasons. As such we have 15 locations and for 30 weeks these 15 locations will propel the Line in social ways. People taking selfies, people sharing how they look in the Line, in Neom and that same set could then got to 5 new locations and over that time thousands will share their selfies on social media, share with friends and family and propel awareness all over the internet to thousands that might never have seen the tweet, the news or the stories. A propelling machines that is fuelled by looking cool, by looking different and by looking unique. A stage that these marketing people could have seen coming a mile away and could have been set months ago, if not almost a year ago. So why did they not see this? Perhaps the Saudi spokespeople decided against it, decided on other paths. That is possible, but is it not the duty of a marketeer to  hand all options? To give alternatives? So why am I the one giving them this? Because I believe in Neom and the Line. They will encourage the dreamers to dream what comes next and I am now too old to be that next cycle. I have what I created, I have what I possess and I have what I concocted and this is merely a slither of my concoctions. It should not be that difficult. Just a simple setting of what is visible and what could be made visible. As such I leave these thoughts and ideas to my Saudi brethren and may they push the ideas of Neom and the Line to places where they are not aware of these things and may they become more visible on a global scale.


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As updates go

I got a few messages on the previous article named ‘Perception is merely the start’, several readers had a hard time comprehending this, and off course it is my fault. Well, OK, I will accept that, yet I also assumed a few people being ahead of me in a few regards, so the fact I had to explain this was a little weird, but OK, fair enough. It seems that those in several industries were in the dark of a few items there, so here goes.

The perception circles are a stage where we go from what we perceive to what is unknown, in middle is what we are aware off. Some put that in a different order, yet perception is the larger circle. We perceive and within what we perceive (complete awareness), there is hat we are merely aware off (partial awareness) and the inner circle is what we do not know. People expect it is the other way round, but this is from niche to speciality. For example, we perceive a firearm, we are partially aware of the calibre, we are partially aware of ammunition, spare parts and cleaning kits of a firearm, yet the parts and specific spare parts of  firearm is unknown to us. The same is applicable to games. We are aware of a type of game, we are partially aware of objects, scripting, optionally programming, yet we are in the dark of programming itself. And this repeats itself when we look at the larger approach of cloud gaming and optional other tools of gaming (like Google Glasses). We see the elements, but we do not see how they interact, not precisely. 

Then at some point I mention “In a simple form it is about Awareness, Perception, Recognition, Identification, Assessment and Proper response.” In the second graph, we see how identification and assessment goes, now we see that it does not go from the outside inwards, it goes from the unknown to the perceived. This might seem weird, but the brain goes the other direction, we auto label what we know until we are left with the unknown, but the assessment setting goes the other way, the brain merely discards all the steps according to what is known, that is the first issues we see in AI, I left it to linguistic sides, but the AI has a larger problem to identify, because it never learned to learn. Our brains got that from creation (and childhood), we learned to learn and that is our benefit, yet AI (what sales people call AI) relies on deeper learning and AI, when it crosses the unknown it is lost (until the programmer adds options as wide as possible), there is the larger setting where games fail. So we need to set a larger data pool and when we add additional signals we get a level of immersion, it is a data overload and the brain now takes over, it will use what it comprehends and relates to, we enter the game on a deeper level and it seemingly overtakes our sense of reality, because we are vested in THAT game, as the brain has less time for what is around it, we seemingly forget about it until we are yanked out of the game. An example is to see ourselves as a horse in traffic, we are aware of traffic as we have a wide perception, but now )as a horse) we are given blinkers. Their function is to limit vision “a piece of horse tack that prevent the horse seeing to the rear and, in some cases, to the side”, we can get that same effect with other means (like the Google Glasses), as the brain gets more info, it drops what is not relevant, as such the real world falls away. Now, it is important to realise that my model is imprecise (or incomplete). In the assessment stage there are levels of verification that we do automatically. Consider that you are walking and you see a sign stating a time (3:30), yet when you are closing in, you suddenly realise that it was 3:38, the brain verified what it saw again and again until there was clarity, we forget about these automated processes and that is where AI also fails, when it has the data, it is assumed to be correct and on point of what we require, yet when we grapple back the ‘Yo mama’ expression, the AI cannot tell when it is about your mother, a formal declaration of defeat, or a joke. It never comprehended what was real, the programmer never taught the AI and there are waves of missing data pointers. The part we are often given is linked to deeper learning and there we see a lot of good (really a lot). In this Saga Brigs wrote “You can’t search for something you’ve already found, can you? In the case of deeper learning, it appears we’ve been doing just that: aiming in the dark at a concept that’s right under our noses” and that is the problem, an actual AI has the wisdom as a situation approaches, our brain does that, it has that ability, the computer does not. As such it leaves a lot blank (optionally a lot to be desired), yet our brains pick up on a lot of that, hence my anger at Ubisoft and their embrace of mediocrity. Yet as I see it, if we give the brain MORE to deal with, like an HUD in Google Glasses, or something similar, that game changes, the blanks (as our brains see it) fall away, we get a lot more and the brain is now fully engaged, the effect, or immediate effect becomes that the game is seemingly a lot more immersive. So what we perceive increases by factor N, as such the game becomes (seemingly) a lot more rewarding to the player. 

This now gets us to a model you will have seen in all kinds of versions before, it is validation and verification. Yet in this setting we see Verification (A), where we control what we see and we either confirm what we see or we let the brain think it is doing so (through a second display like the Google Glasses), as it does this it involves a larger stage to immersion, yet this alone will not do this, the other side it gives us Validation (B), it is a bird? (Superman), is it an enemy? (AC Origin), and that list goes on. On the other side it is where we are, where we go and the consideration that we are on the right track, in the middle is the neat stuff. It is the system, the deeper learning, or perhaps a better stage is the data we are given, yet there is an upside and a downside. The upside that if there is data, it will always be correct. Yet our brains have always been in a stage of checks and balances and if the test and the data is always 100% correct, the brain becomes less and less convinced and the model fails in a game. Checks and balances are missing too often and that is where it goes wrong, so if we give the brain more to do it takes longer for it to catch on, the immersion os more and more complete. And these three models are always active and always relating to one another in some form, so as the brain is given the specific item of some table, it shuts down in disbelieve, nature is never perfect and that is where the game goes wrong, the brain was no longer convinced. That is the setting where cloud gaming could become the next thing. We had the provide stage, we knew nothing (Atari 2600), we moved towards seek where we learned what was out there (Atari ST), we entered connect to what we were playing (Playstation 2+3) and now we enter the imprint stage where the game imprints its brand on our needs and desires (Playstation 4+5, Cloud) and this is where the cloud becomes (optionally) more. 

All this was part of yesterday and the developers and IP people should have been on this page long before I put it out here today, so that is where we are now and that is where gaming can go in 2022-2023, will it? It depends on the stage of immersion they are banking on, I reckon that consoles will take longer because of the model of software, but cloud gaming (like Amazon and possibly Netflix) can go further, it will be about a lot more than merely the graphics and the story, I wonder if they are ready for that.

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The second treasure

Has it happened to you? You are sitting there, in a chair (or sofa) and you suddenly get hit with realisation, this is what happened to me in the last 4-6 hours. You see, when I created some of my 5G IP, it was not in a stage of need, it was a response to the stage of Neom City, a KSA undertaking that is founded on a new city bathing in new tech and high tech. I foresaw hat consumers needed and off course I looked at. Global stage, a 5G stage where we see 440,000,000 small businesses on a global scale handing over what the buyer needs. I altered part of this to set for a much higher cyber security need (sorry to seem mysterious, but the IP has not been sold yet). This all started before Covid, so even if Covid was never a consideration, my solution would still work and would work with increased positivity. It was however today that I stopped to think about certain repercussions. 

Walk the walk
We all talk the talk (anyway most of us do), we even walk the talk, but who walks the walk? Let me explain, when you walk (the actual exercise using legs), you often do it without thinking about it, you go from one place to another, you walk to get the groceries, to get the lunch, to get wherever you need to be. And overall you forget the foundation of matter, where you walk and how you walk, it is an automated process. For me too, but when you stop and think that process through, you might see a few choices that you do not normally think about. That is a process I found myself in with my IP, I found a second treasure chest, one I never bargained for, one I never considered, but it is there and now that I realise what my IP brings, it is a much larger stage.

In market research there is something called awareness. For brands awareness is close to everything and they know it, they are always in a place to increase awareness and I have always been aware of that, yet as I do not work for them, I didn’t really care, they have staff for that and that staff has several ways to increase their brand awareness, and they are armed with a compelling list of reasons why they should do so, where they should do that and when they should do that. It is the way the world works. Yet I am now in a field where it is not merely about awareness, I have entered a stage where we see a sort of aggregation of awareness and curiosity. What is when, when is that and optionally why it is. This got me to ‘The curiosity and exploration inventory-II: Development, factor structure, and psychometrics’ (at Journal of Research in Personality 43 (2009) 987–998). Here we stake notice of “refine the measurement of trait curiosity with an improved version of the Curiosity and Exploration Inventory (CEI; [Kashdan, T. B., Rose, P., & Fincham, F. D. (2004)”. I was somewhat aware even as the paper is 11 years old, but then I remembered something that the paper held “Many new scales have been published, but few have been subjected to close psychometric scrutiny. The present research centred on the development of a brief, reliable, and valid measure of curiosity, improving upon an earlier version of the CEI. The data offers early evidence for the scale’s latent structure and evidence for convergent and discriminant validity”, it is the ‘a brief, reliable, and valid measure of curiosity’ that stuck, you see it is that what kills the cat and I remain (sincerely) a cat person, so I took notice. It dawned on me that my IP cannot distinguish between awareness and curiosity, but are they not scales of grey? They are both fruit, so if someone used my IP to get the data on a new Maserati, the person cannot afford one (neither can I), but is it curiosity or creating awareness on the new model? That is out in the open, so there is a second treasure chest and optionally the chest in that chest containing a diamond in the rough? (sorry Disney), I leave that up to you to consider but the stage is a lot larger, is it not? If the path we walk on gives us pause to consider where we walk, we optionally consider the soul of our shoe and how it can pass that terrain more easily. It might not make sense, but consider if you are in London, the streets will not make you pause, but Hyde Park will and that is where we find ourselves, on the edge of a park, where we see an optional  new cluster of consumers, the curious ones and we get a stab at the stage that they occupy.

And those who respond with “curiosity bears a resemblance to several other psychological constructs, all of which are concerned with the way people regulate and direct their attention in the presence of novel or valued environmental stimuli. Although these terms have been used somewhat interchangeably, this unfortunate tendency has obscured the fact that the essential qualities of curiosity con- note a high degree of receptivity and willingness to engage with novel stimuli”, in this day and age ‘novel stimuli’ is the bread and butter of hype creation and that pushes the borders of curiosity, yet they are in the stage of trying to maximise that part (plus 10%), in my case the stage of that is there and now we need to see if the data can give us the curious, the aware and make them the buyers or at least clearly separate the two groups towards the active consumer if you will and that stage is not merely set on a whim, the better the data is, the better the results will be and that I what these brands are also pursuing, I merely noticed that I had more data to offer these brand polyglots and offer a new kind of shovel to parse through the data in that regard.

That is the stage I found myself in, I just found a new chest and I am hoping for the good of it and an optionally small chest holding a diamond, now I merely need to attach it to the IP I already have and I am increasing the application of my IP by a decent amount. 

Sometimes life throws you a bone, sometimes a chest, whether it holds renumeration or manure is not yet clear, but I hope for the best.

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