Marketing Metaphors of Meaning in Complexity

Marketing is largely about identity and stories about identity. Marketers want to influence what you do (choose, use, purchase, etc..) and how you experience what you do when you do it. To do this, they know the importance of design and the stories to accompany that design. Design, when done well, is partly about creating empathy with those who are to benefit from the products of design and the best products out there are ones that apply empathy and guide behaviour at the same time. Storytelling is the vehicle that links them together.

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Spectrum Thinking and Complex Systems

Systems thinking requires spectrum thinking. People must be able to see things on a gradient, rather than in absolute compartments. Students can’t be faulted too much for having a hard time with this when they are graded based on letters where a B+ is a 79 and an A- is one percentage point higher, yet the mere presence of a B (anything) on a transcript can mean the difference between an award, admission, or a job and not.

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