Future Framework for Understanding your Customers

I think this is an interesting framework that is worth exploring this year. This decision model closely resembles where I think sales and marketing is headed. Our efforts will not be based on the traditional metrics as we know them now but how our stories, our content is being interpreted by our customers. For example, we will not place emphasis on traffic to our website but rather the way our content is interacted with and the patterns that are created.

Cynefin, pronounced kuh-nev-in, is a Welsh word that signifies the multiple factors in our environment and our experience that influence us in ways we can never understand. In this video, Dave Snowden introduces the Cynefin Framework with a brief explanation of its origin and evolution and a detailed discussion of its architecture and function.

The Cynefin Framework is central to Cognitive Edge methods and tools. It allows executives to see things from new viewpoints, assimilate complex concepts, and address real-world problems and opportunities. Using the Cynefin framework can help executives sense which context they are in so that they can not only make better decisions but also avoid the problems that arise when their preferred management style causes them to make mistakes.