Imaging Markets

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Alternative names: 
Images of Customers
Level of process: 
Method category: 
Intent or purpose: 
To create a series of images of the client to use as a way of improving relationships and to be excited about a new series of images of the client.
Used as component of: 
This can be a part of a marketing planning process or as a way of creating images of clients.
Types of Participants: 
any who have some direct contact with the clients.
Recommended size of group: 
Optimal amount of time needed: 
3 hours
Usual or Expected Outcomes: 
a series of images or visual metaphors of the clients.
Level of participation: 
Ideal Conditions: 
Potential Pitfalls: 
If the group has no direct contact with the clients then it can be pretty fuzzy
How is success evaluated: 
New and exciting image of clients are generated.
Type of Facilitator-Client Relationship: 
This workshop is a bit different for most managers and so it needs to be explained carefully
Level of Difficulty to Facilitate: 
Facilitation skills required
Setting and Materials: 
A series of pictures or images - see file, paper and drawing materials.
Resources Needed: 
paper, markers, etc.
Pre-Work Required: 
prepare the images and duplicate for each person in the workshop

1. We want to look at our image of the client and see if what those images tell us. We will be using a technique created by Garth Morgan in his book <i>Imagination: The art of Creative Management.</i><br>
2. We will be using a lot of creativity and our own imagination for this exercise. The exercise can be used in a number of ways. It can look at any relationship, your style of teaching or managing, the management team, clients, suppliers, etc. <br><br>

1. Turn to page ____ in your workbook. Look at the images on the page <i>(This might be supplemented with an overhead sheet.)</i><br>
2. I want you to think of one of your clients that is fairly representative of all you clients. Think of any image that comes to mind about that client. It can be a bird, plant, animal, or a character from TV or a storybook. You can use the images from the sheet to think of one.<br>
3. After you have thought of an image, I want you to reflect on it for a few minutes. Take a few minutes and write on a sheet of paper your answers to these questions.<br>
a. What are some aspects of the image?<br>
b. What is it about the client's personality, style or behaviour that brings these images to mind?<br>
c What are the positive connotations of this image?<br>
d. What are the negative connotations of the image?<br>
4. We want to spend some time reflecting on these images.<br>
a. Who would like to volunteer to share their image? <br>
b. Tell us who the client is. <br>
c. What is the image? <br>
d. What the positive and negative connotations of the image are. <br>
e. <i>Get several people to share their images and as they tell about their image put the image on the board and write down the positive and negative aspects.</i><br>
5. <i>When every one who wants to volunteer has made their comments start doing a comparison of the images.</i><br>
<i><b>Note::</b> It may not be necessary for everyone to put up their work but I can see the advantage of doing so.</i><br>
a. What are some of the common themes of these images?<br>
b. What are some of the common themes in the strengths?<br>
c. What are some of the common themes in the weaknesses?<br><br>
<b>Team Work</b><br>
3. Now I want us to work in teams. <i>Divide the group into teams of 4 or 5 people each.</i><br>
4. We want each team to create a picture of the relationship between you and your clients. It is best for each of you to create one, share them with the rest of the team and select or combine aspects of each into a single picture. Put the picture on a flip chart and bring it back in 20 minutes. This must be done in a very intuitive way.<br>
5. Are there any questions?
6. <i>When the teams are done have them regather and put up; their drawings.</i><br>
7. We want each team to explain their drawing. Who would volunteer to be first?<br>
a. Would you explain the picture? <i>After the explanation, if it is not clear, ask:</i><br>
b. Where is the client?<br>
c. Where are you?<br>
d. What connects you and the client?<br>
8. <i>Repeat for each of the pictures.</i><br>
9. Which of these most accurately captures the essence of you relationship with your clients?<br>
10. We want to spend a few minutes exploring this relationship. <br>
a. What are some of the different elements of the picture?<br>
b. What are positive aspects? <br>
c. What are negative aspects?
d. If we were going improve the connections, using the metaphor of the image, what should be done? (For example, the picture is of a gardener [participants] in a garden [clients]. We could weed, water and fertilize the garden more. What would weeding look like with between you and your client? etc.) <br><br>

1. What are some of the things we did this session?<br>
2. What was interesting?<br>
3. What was boring?<br>
4. What is did you discover about your relationship with your clients?<br>
5. What might change in your relationship?</br></p>

How flexible is the process?: 
Follow-Up Required: 
A plan for changing the relationship with the client is one kind of follow up.
File attachments: 
Microsoft Office document icon Wrokshop_Images_of_Markets.doc173.5 KB
Jon Jenkins
Derived from: 
Garth Morgan<i>Imagination: The art of Creative Management</i>
Epistemological Framework: 
History of Development: 

this was developed by Imaginal Training for an NGO to look at internal customers.

Selected publications: 
Garth Morgan<i>Imagination: The art of Creative Management</i>
License Model: 
Free (or unattributable)
Namesort descending City Country
Imaginal Training Groningen Netherlands
Namesort descending City Country
Imaginal Training Groningen Netherlands