top of page

Important - All feelings depend on importance as well as strength


This when we are at war


Unhappy Dissatisfied Displeased Disengaged Uninvolved Hard horrible terrible pathetic predictable wrong perverted distasteful unacceptable

This is a moment of passion that changes your life...we all have them.

This is about shouting at people, litigation the unfair treatment of people and the abuse of my trust and my data. It is common for a social media storm about failing to meet core values that creates more than states (Facebook, United, Starbuck and the rest European Tax  etc. etc.) 

But the are moments! 

It is something you want people to know about you and it brings you pain!

Got one in mind?

Active Customers

Theoretically your largest active group

Theoretically your largest group with highest probability of positive outcome from intervention – biggest bang per buck in short term activities and largest cost.

Easier to interact with - 3s are active  therefore more open to change

More interactive and likely to offer their opinion, both offline and online.

Will take action without prompting but will be stimulated by events or contact. The other 2 active states are more explosive

3 > 4

I know

I Care or both!


The largest actively communicating group of customers for most brands


This relationship with you is part of who they currently are and how they define themselves

Highly motivated

States present a level of ‘cognitive dissonance’.

Actively engaged in customer work or brand sabotage.

Willing to publicly express their feelings.

Extrovert personality traits or extreme experience impact

4s have a higher expectation of an emotional response from the organisation than 3s.


This state has higher risks of change and higher impacts when the change occurs.


The 4 state is likely to be both unstable and higher inherent risks of volatile active states

Financial.  Higher Risks and rewards



An organisations ability to organise the resource to meet this higher stakes situation is a reputation risk

States present a level of ‘cognitive dissonance’.

My feeling based on my work over the last 5 years is that a -4 will cost you 4  or 5 or 10 times the effort  and cost and what ever that multiple is can be identified within your existing ROI Cost per Sale Lifetime Value and other metrics. I think -4’s cost more than +4’s generate….if that makes sense

bottom of page