Saving the experience with Drama 5 — Figuring out the Value Space.

Series recap

A fixed character and a single task are good ingredients for a story. But the way you think is a better indicator of they way you will behave.

We have many tasks on our minds at any one moment. Each activity has a different mindstate/characteristic, which is particularly suited to it.

A new framework was proposed that borrows from ancient dramatics* and modern neuroscience**. The diagram below shows how it relates to the problem space and solution space.

Fig 1. SenseStack shown in relation to the inner and outer world of an agent.

This article unpacks the solution space focussing on value propositions, hence the value space.

The Value Space

Fig 2. Excerpt from the Cog, a tv advert for Honda.

This classic ad by Wieden+Kennedy, neatly sums up what Aristotle calls language, melody and spectacle. The message is simple, how to make a standard family car appealing by using form to indicate function. The tagline, ‘isn’t it nice when things just work?’ And it really works! Content, interaction, and presentation are the building blocks for the solution space. But how can we put them all together?

Behavioural models

If you want to target behaviour, you need a behaviour model. Behaviour is a function of:

• The interest or motivation in performing the act,
• The ability or capacity to act,
• The value of the prompt, opportunity or proposition which enables the act.

One of the most established behaviour frameworks is COM-B Model by Susan Michie, Robert West and colleagues

Fig 3. The Behaviour Change Wheel by from Susan Michie, Maartje M van Stralen, Lou Atkins and Robert West http://www.behaviourchangewheel.com/

COM-B targets a specific behaviour and identifies an appropriate intervention. It aligns with jobs-to-be-done. Furthermore, it acknowledges behaviours are interconnected. Focussing on one behaviour can miss the primary cause, create an imbalance or have knock-on effects.

Note the original film Der Lauf der Dinge by Peter Fischli and David Weiss -which inspired the Honda ad- was all about causal chains of events.

Handwashing in healthcare settings is used as an example. The likelihood that people will wash their hands is determined by various factors. Things like habits, social norms, availability of sanitiser. Role eg surgeon, visitor, nurse or porter may be a factor. But it will also be determined by their state of mind at the time. This is also affected by what else is also on someone’s mind. This is where the Mindstates framework comes in handy.

Mindstates and the Solution space

Mindstates show how a person thinks, regardless of their personal characteristics. They are based on how engaged someone is and how much time they have or think they have.

The Mindstates framework is focussed on behaviour change. It indicates someone’s engagement and capacity to act. This is based on how much time is available and whatever else is on their mind. Mindstates point out where and when the opportunity is. It also indexes what type of value proposition to present.

Fig 4. Mindstates framework illustrating the 5 mindstates; drifting, dreaming, planning, juggling, and centring.

Let’s look at the likelihood of (or job) of handwashing. The likelihood will vary, if we are drifting or dreaming vs a planning or juggling. If we are centred, ie mindful, it shouldn’t be an issue. Furthermore, there may be other things on our minds that we are also juggling or planning. For example, it’s likely that we will be juggling/planning/dreaming about other things. In that case, we may be drifting when it comes to the job of handwashing, so it will pass us by.

Fig 5. Mindstates framework illustrating the 5 types of value proposition showing how each benefits a particular mindstate eg; target-drifting, vision-dreaming, schedule-planning, support-juggling and monitor-centring.

The diagram above shows how a value proposition can provide benefit for a particular mindstate. For example target — drifting, vision — dreaming, schedule — planning, support — juggling and monitor — centring.

The scenario has 2 key groups; handwashers and those who administer handwashing.

The scheduling example is more for admin, i.e., to ensure all dispensers are topped up. It could be possible to set up a reminder to ask someone how many times they washed their hands today. This would depend on the context. For example, the start of the pandemic could have been useful. The type of user is relevant e.g. someone who forgets to wash their hands.

The examples above are also based on communication strategies. Value propositions are also products and services that create a benefit for the consumer. For example:

• Planning could be organising a training programme for better outcomes,
• Juggling could be a sanitising UV light you need to enter/leave an area,
• Drifting could be targetting particular groups with a tax deduction for investing in healthcare R&D,
• Dreaming could be AI software that identifies constraints and opportunities for consideration.

Conclusion

If you want to add value, you need to work out what problem you are trying to solve. You also need to know where and when to solve it.

Mindstates are useful for matching certain value propositions to particular states of mind. They can be used in conjunction with other behaviour models. They identify where and when to place a proposition. Both in relation to a person’s mindstate and the stage in the task completion.

In the next episode, I’m going to explain a how mindstates can help with the sales funnel.

And one of the most effective value propositions is a thank you. So, thank you for reading this far. Especially if you have found value and want to raise this article’s profile with a clap.

References

• *Aristotle’s Poetics — one of the most enduring narrative frameworks. It probably documented existing styles that go back millenia.
• *Friston’s Free Energy Principle — a overarching theory of the brain behaviour. It shows how we percieve and act with the world we live in.
• Learn about the Mindstates Framework with this 5 minute overview.
• Read the series “Saving the Experience… with Drama”