GEB 3213 Exam 3: Chapters 5 & 6 - Hayes

Specialization

a focus on a particular activity or area of study; the development of skills in a specific kind of work

Compartmentalized Language

the jargon of an individual discipline; language specific to a particular discipline or department; limits an employee's way of thinking

Corporate Culture

a unifying concept that guides employees toward the singular mission of a company

Professional Burnout

feeling of work fatigue and boredom that many people complain about after an extended period of time doing one particular job

Ways to make your work week more productive/avoid professional burnout:

1. Communicate with your boss about your expectations and responsibilities

2. Communicate with people outside your discipline

3. Keep learning after college

4. Look for ways to innovate within your sector

5. Find ways to practice being creative

Tangential learning

learning about other disciplines and jobs related to your own, which can help you with a fuller picture of what is going on within your company

Active Relationship Building

building relationships with people in other departments through emails, conversations, lunches and daily interactions

What makes a good story?

1. Compelling characters

2. A problem to be solved

3. A beginning, middle and end

4. Strong description and dialogue

Compelling characters

characters who undergo some kind of transformation. will come out changed, for better or worse. they're dynamic rather than static

A problem to be solved

show adversity and how the main character overcomes it, and give specific answers

writers usually put in terms of a character's desire for any number of things: revenge, redemptions, keeping a long-held promise to a loved one.

without desire, there is no story

Beginning, Middle and End

a sequence of how a story happened; stories should posses a meaningful framing narrative; the ending is where stories normally fall short

(start off strong but fail to conclude any kind of meaning)

Most stories...

- Are ruined by falling apart in the end

- Start off strong, have some good details in the middle, but fail to conclude in any kind of meaningful way

When entertaining some...

you have to learn to step outside of yourself and think about how your audience will receive what you're telling them

In an interview,

keep storytelling simple and straightforward but also meaningful

Strong Description and Dialogue

precise details make the story more compelling and give the complete picture; avoid broad and generic responses

Reasons for college graduates to give less than stellar job interviews:

inexperience and nervousness

Mission statement

tells an abridged story about the goals of any given company

Archetypes

emotionally charged images and thought forms that have universal meaning

Jungian Archetypes

- The Hero

- The Regular Guy/Girl (Everyman)

- The Innocent

- The Rebel

- The Creator

- The Explorer

- The Nurturer

- The Lover

- The Magician

- The Ruler

- The Jester

- The Sage

The Hero

- Companies that appeal to consumers who like to think of themselves as being winners

- They want to triumph over adversity through personal strength and determination

- Most popular and easy identifiable archetype

- Brands associated with sports adhere to the image of the hero

- Hero companies: Nike and Gatorade

- Hero language is ingrained in business culture

The Regular Guy/Girl

- Also known as The Everyman archetype

- Appeals to people who like belonging to a group

- Looking for acceptance for being completely ordinary

- Companies who employee this archetype are trying to appeal to as many consumers as possible by positioning themselves as an intrinsic part of life

- Regular Guy/Girl companies: Levi's and Budweiser

- Uses an Americana approach to appeal to people's sense of national identity

- The REGULAR GUY/GIRL archetype is a popular one that many people adhere to every day of their lives

The Innocent

- Companies that cultivate an image of innocence actively appeal to certain consumers' needs for simplicity and honesty

- People who like products that are all-natural, untampered with, and genuine

- The "organic" movement

- Company example: the "innocent" makes smoothies with fresh fruit and no preservatives

- People who identify with this archetype think of themselves as trustworthy nature-lovers who like to keep things as uncomplicated as possible

- Prominent Innocent American group who created an anti-Vietnam War movement...the "hippies"

- The VW bug that was reintroduced and was very popular among the hippie groups because they could relive their youth

The Rebel

- Came out of the youth culture in the late 1960's

- Antiestablishment thought dominated hippie culture

- Experimental drug use and "free love" group, who went against the grain of strait-laced monogamous middle-class America

- Innocence and rebellion worked hand in hand

- Opposite of hippie/rebel is typical stereotypical businessman: short hair, clean shaven, and wearing a suit

- Big, main company that embodies the rebel group: Harley Davidson

- Harley Davidson is all about "fulfilling dreams of personal freedom"

- Personal freedom intrinsically goes against the grain of group think

The Creator

Driven by the free flow of creativity - while also staying within certain parameters of control

- Brands: Crayola, Pinterest, YouTube

The Explorer

- authentic, curious, and independent

- creates adventure and wants to discover the world for themselves

- Brands: Patagonia, Land Rover, NASA

The Nurturer

- There to care and to connect

- Find sense of purpose in nurturing

- Highly empathetic

- Brands: Dove, Johnson & Johnson, Campbell's Soup

The Lover

- creating relationships and evoking emotions

- looking for ways to make others feel special and meet their needs

- like to celebrate the physical joys of being human, fostering intimacy and bliss in their consumers

- Brands: Hallmark, Godiva, Victoria's Secret

The Magician

- makes dreams come true by using knowledge of how the world works

- brands are transformative

- display traits that have a spiritual or psychological element

- want to expand our collective consciousness

- Brands: Apple, Disney, Pixar

The Ruler

- seeks to prevent chaos by taking control

- defined by their need for security and order

- strive to gain and retain power

- Brands: Rolls Royce, Microsoft, Rolex

The Jester

- wants to live in the moment and invites you to do it as well

- lives without restraint and shines with unrelenting confidence

- not afraid to stand out and is known to bend the rules if it will help them prove their point

- Brands: Old Spice, Ben & Jerry's, M&M's

The Sage

- revolves around knowledge and truth

- key to success is collecting information and relentlessly pursuing the truth

believes that by gathering reliable, factual information and sharing it with others, we can make the world a better place

- Brands: Google, PBS, Philips