Two seemingly opposite views of data, Microdata & BIG DATA, will influence of next Global Business Models or the ‘blueprints’ used to ensure that businesses survive and thrive.

Microdata is your Business

Unless you understand how Microdata impacts your data or content and how it impacts the ability of your customers to find your content then you will pay others to manage your customer relationships.  Microdata is your business!

From Wikipedia

Microdata is a WHATWG HTML specification used to nest semantics within existing content on web pages.[1] Search engines, web crawlers, and browsers can extract and process Microdata from a web page and use it to provide a richer browsing experience for users. Microdata use a supporting vocabulary to describe an item and name-value pairs to assign values to its properties.[2] Microdata helps technologies such as search engines and web crawlers better understand what information is contained in a web page, providing better search results. Microdata is an attempt to provide a simpler way of annotating HTML elements with machine readable tags than the similar approaches of using RDFa and Microformats.

Microdata vocabularies provide the semantics, or meaning of an Item. Web developers can design a custom vocabulary or use vocabularies available on the web. A collection of commonly used (and Google Supported[3]) Microdata vocabularies located at http://data-vocabulary.org which include: Person, Event, Organization, Product, Review, Review-aggregate, Breadcrumb, Offer, Offer-aggregate. Other markup vocabularies are provided by Schema.org schemas. Major search engines rely on this markup to improve search results. For some purposes, an ad-hoc vocabulary is adequate. For others, a vocabulary will need to be designed. Where possible, authors are encouraged to re-use existing vocabularies, as this makes content re-use easier.[1]

Google is Microdata

Google is one of many vendors assisting the W3C in creating Microdata standards so understanding how Microdata impacts the Google services your or your customers consume is important to your business.


Twitter trumps SEO in web pages because of its use of natural resonance.  Resonance is a simple concept and related to your business it means that people that find your stories useful will repeat them, if they don’t your stories die.  The same thing happens in Twitter where Tweets that don’t matter to people die and people that repeat useless stories (aka spam) are easy to see–not so with SEO where out of data stories often confuse people and search engine spiders.

Microdata is a new standard that makes it very difficult for spammers to go back to old stories and is a ‘re-set’ for advertisers who want to avoid spammers that exploit Google, Amazon or APPS to take money away from your business.

How SEO spam affects business and the positive impact of Twitter Resonance


Twitter’s use of resonance inspired the creation of our SpeedSynch resonance maps and a short article on Resonance, email and SEO.

The SpeedSynch resonance map below was created from the W3C paper which focuses on Microdata standards.

The resonance maps shows that the focus of the paper is ‘how’ Microdata is done rather than ‘why’ or impact of ROI return on investment–who pays, who benefits.

Note the editor is a Google employee.



Profit in business directly corresponds to the alignment of products and customers which is done via content or data.  The faster your business can tune the alignment of products, content and customers, the better your relationships and profits.

More data or BIG DATA may help you but unless you understand how and why Microdata will impact your future business models then any BIG DATA or HPC investments may not achieve the ROI your expect.

Ask us about the relationships of BIG DATA, Microdata, Business Models, Product Launches and ROI.


Nick Trendov nick@scenario2.com @SpeedSynch @Scenario_2


EU Content Distribution Rules highlight value in fast Product, Content & Customer Alignment

The EU court just ruled that territorial distribution of soccer television broadcasting is invalid which throws old established business models out the window and provides fast companies with an amazing opportunity to step into a huge ‘business model gap’.

High-SpeedSynch View of the EU Ruling


The SpeedSynch Resonance map above illustrates the core concepts in how the media is breaking the EU ruling.

Opportunities in Business Model Innovation

Finding opportunities in change and exploiting them quickly are two different things and SpeedSynch facilitates the finding of core concepts and content which can be analyzed to determine opportunity and prepare a project or action plan.

Go-to-Market fast in 5 Steps

  1. Identify opportunity value concepts with SpeedSynch Resonance Maps — see High-SpeedSynch View above
  2. Search for companies or markets that are affected by the EU ruling
  3. Determine the assets needed to create value for companies or markets impacted by the EU ruling
  4. Acquire assets needed to create a new value proposition to help companies or markets adapt to the EU ruling
  5. Go-to-Market plan with distinct Product Launch Readiness and Content Launch Readiness metrics


Nick nick@scenario2.com @SpeedSynch @Scenario_2

Product Launch Readiness, Talent Couture and the Next New Business Model

Successfully launching new products or the next innovative business model requires finding and aligning great talent–inside and outside of your company, and finding, mining and refining great talent starts with articulating expected business outcomes, measures or metrics in order to identify the right people with the right talent to get the job done.

Starting from the Outcome

Focusing on the end result or starting from the answer helps people in your company focus on the questions they must address and offers a simple way to adjust if the desired outcomes are changed by customers or managers.

Product Launch Readiness

Taking a new product to market is complex in the best of times and even more interesting in difficult times where new products reflect new business models, new partner relationships or a positive way to recover from the poor expectations of older products pounded by competitors in a brutal market space.

New product launches require preparation and often fail because products are launched before they are ready or not launched as they exceed their budgets or fail to meet the value expectations of the business or their customers.

Right Talent and Measures Reduce Product Launch Risk

Product launches are challenging and an effective way to reduct the risk in the go-to-market process is to create product launch measures that indicate when a project is ahead or behind schedule according to the perspective of the people or talent in the project–we call this a readiness review. 

Readiness Review is a simple concept where the work done in a project is assessed from the perspective of whether the work done can be used to successfully complete the next phase of the new product launch.

Most projects have work units where project teams review or measure the work done and then continue or pass their work to other groups to proceed with the product launch, and this is where product readiness measures add high value by determining if the work done meets the needs of the next project phase or the group that relies on it to successfully complete the next project element.

Reducing product risk launches requires aligning the right people with the right talent  and offering project measures and readiness reviews that guide and support the product launch team to achieve the desired business outcomes.

Talent Couture

We have used the idea of Talent Couture to find the right people with the right talent to execute a successful new product launch project even as customer needs, business model expectations change on a daily basis, and this is done by ‘dressing’ resumes or CVs for success by allowing people to articulate how their talent applies to the new product launch and by designing ‘fashionably and culturally rich’ descriptions of the talent required to successfully take the new product to market.

Aligning ‘fashionably and culturally’ rich project requirements to ‘dressed for success’ talent is done quickly with SpeedSynch Resonance Maps where project teams, hiring managers and human resources staff can simultaneously shap the requirements that are used to mine, find and align great talent to challenging projects.

Contact us about our Workopolis success story and why LinkedIn didn’t quite deliver the goods in an important healthcare elearning project that was expected to impact highly on stakeholders and business value.

Nick Trendov @Scenario_2 @GROUPS_GROUPS @ResonantView @SpeedSynch @eDiscovery_

Can your content work faster, further and harder, globally?

Scenario2 combines Predictive Analytics with Resonance Maps clearly show how product content resonates with customers, when content must be tuned and where content is needed according to meet changing customer expectations.

SpeedSynch Resonance Maps makes your content work faster, further and harder, globally.



Nick Trendov

nick@scenario2.com SpeedSynch.com @SpeedSynch @Scenario2 Scenario2.com


BRIGHTCOVE SpeedSynch Resonance Maps by Scenario2

Our Brightcove web Resonance Maps show how we measure elements of PRODUCT CONTENT READINESS, our wholistic multi-lingual measure used to measure and tune content that aligns product, content and people.


BRIGHTCOVE PROFILE en: SpeedSynch Resonance Maps by Scenario2


ONLINE VIDEO: SpeedSynch Resonance Map


CAREERS: SpeedSynch Resonance Map


TOP REASONS WHY: SpeedSynch Resonance Map



BRIGHTCOVE PROFILE fr: SpeedSynch Resonance Maps by Scenario2


ONLINE VIDEO: SpeedSynch Resonance Map


CAREERS: SpeedSynch Resonance Map


TOP REASONS WHY: SpeedSynch Resonance Map 



BRIGHTCOVE PROFILE de: SpeedSynch Resonance Maps by Scenario2



CAREERS: SpeedSynch Resonance Map


TOP REASONS WHY: SpeedSynch Resonance Map


ONLINE VIDEO: SpeedSynch Resonance Map


A Critical Stress Test for your Business

Measuring the alignment of your Products and Customers is a critical business stress test that will help you adjust to the impact on your customers of the global financial crisis over the past three years.

Business Stress Tests & Heart Attacks

Stress in a business is worse than stress in an individual because few companies know how to percieve or measure the stress that slowly builds up over time.  People who ignore the signs of stress suffer heart attacks which can kill.

Mayo Clinic Understands Stress

Mis-understanding signs of stress can kill you and this is understood by the Mayo clinic who highlight the fact that signs of an imminent heart attack are confused by most people–they don’t know how to measure when a hear attack is about to occur. http://www.mayoclinic.com/health/heart-attack-symptoms/HB00054

What is a Stress Test?

The recent financial crisis shows that regulators appear to view the banks like a heart attack victim where the probability of a second or third heart attack is quite high and may kill the patient.  To help patients understand how their body’s new physical reality and to reduce their risk to a second heart attack doctors put mild stress on the heart by asking the patient to excercise and then measure the results to see how the heart responds.  The doctor shows the patient in a controlled environment signs of stress so they can change their perception of how much effort is beyond what their heart can deliver after their heart attack and hopefully the patient learns how to change their measures of how much work they can do to correspond to the decreased capacity of their heart rather then their previous reality where their heart could take much more stress.


Stress in your Product and Customer Relationship

The value the products deliver to your customers is the ‘heart’ of your business and it this value has changed in the past three years, guaranteed. 

Your customers might have demanded lower prices, newer product features, financing options or simply put aside your product by changing their business processes or moving to your competitor and this changed would have changed the relationship of your product to your customers.

There is something worse however than dealing with customer demands and that is losing customers by not knowlng they have moved on because of their own business stress which you were unable to aleviate, or even worse you may have repelled potential customers by not adapting your products fast enough to be valuable to current needs.

Businesses often don’t know they’ve had a ‘heart attack’ as their customers may leave slowly over time so a stress test must indicate changes in customer perception before they leave.

Stress Measures

The simplest way to measure stress in the Product and Customer relationship is by measuring the changes in content you customers need to extract or apply the value they derive from your product and content needs may be measured simply by the resources needed to help your current or future customers define their problems or questions and how your products help them refine their solutions or answers.

Experienced customers tend not to ask questions as they better than you how they use your product in their business so in this case it is important to find a way to observe changes in their business and infer how this affects your product as often they will not say that they are about to drop your product.

New customers often requires more hand holding, have more questions and seem to require more support as they learn how to fit your product into their business operations.

Predictive Analytics & Stress Testing

As your business understands how it must respond to the new business reality, just like a recovering heart attack victim, it is important to measure the way customers ask questions or articulate the answers they need to understand their problems or the solutions they seek.  The ability to measure changes in your Product and Customer relationship helps you understand future needs in your customers and offer unique solutions that attract new customers faster than your competitors. 

Predictive analytis tools help us measure customer content needs and infer how the problems or solutiions that are important in their businesses so that we can  align our answers or products to help their solve their questions.

Stress Tests are Competitive Weapons

Stress testing is simple once we understand changing content needs of customers.  We simply poll all of our customers to understand if they would change to a new product designed to meet a particualr stress that we have identified by understanding changing content needs.  When we have identified an opportunity for a new product then we offer this product to our competitor’s customers to stress test their Product and Customer relationships.

Ask us about Customer and Product stress testing and how we have used them as competitive weapons.


Nick Trendov @Scenario_2 @SpeedSynch @ResonantView nick@scenario2.com


Google+ tunes SEO into the Power of Groups

Google comes out swinging to stem the movement of user eyeballs to Social Media giants like Facebook, Twitter and Skype with Google+ which tunes SEO and search into the power of Groups.

What is Google+?

For the past 20 years my custom has been to wait until people I know explore a new software platform to benefit from their expertise and provide context to how I might benefit by using the software.  While this may seem slow it is not as usually someone in my personal, professional or social networks jumps on a new ‘thing’ very quickly and this has saved me significant stress by avoiding platforms like Facebook and SEO by leveraging the skills of other people so that I can focus on more valuable activities in my life.

I’ve created the SpeedSynch summary and Resonance Maps below for the the business folks that have asked me about Google+ until I do more research.


For Google+, however, the company dove in with both feet, launching a multi-faceted service that brings a lot to the table with features like Circles, Hang Out, and Huddle.

The page is constructed around a familiar content stream populated with content from your friends” updates and posts — things like links, photos, and location updates…. The “Circles” feature comes into play in the stream, offering users the option of sending posted content to specified groups or making it public for all the world to see…

This means you can separate your work buddies from drinking buddies — or, “epic bros” as Google suggests categorizing them.

Plus” “Hangout” feature has its sights firmly set on Skype”s multi-user video chat…. Once the plug-in is installed, clicking the button will deliver a note to your followers” stream letting them know that you”re “hanging out.” Clicking the button triggers a Skype-like window with the faces of those you”re chatting with.

SpeedSynch Resonance Maps of Google+ Overview



Google+ seems a little different than other social platforms though I’m still waiting for the three global experts that I know to offer their opinions and more importantly how they can exploit Google+.

Seriously why would you use any software unless it serves you?


Nick Trendov nick@scenario2.com SpeedSynch.com @SpeedSynch @Scenario2 Scenario2.com

Predictive Analytics, Mobile Devices & Content Flows

Predictive Analytic Overlays

The simple use of three simple overlays may help analysts tune measures and offer richer perspectives to clients.

  • Measure Content or Ad Flows
  • Understand Digital or Physical Interactions
  • Compare Behaviour or Persona changes

Overlaying the measures above, numbers or stories, allows us to understand when relationships between products, content and people change and adjust our offers, marketing or advertising accordingly and almost instantly.

How do you Know?

How do you know the overlays above work?  Consider the simple story of a woman walking past three cafe tables and at each of these tables sits someone who looks at her behaviour as she walks past.  Typically when the people compare notes it is as if the woman changed as she walks by the three tables yet in reality it is the measures of the people at each of the cafe tables that is inconsistant.


Now consider that from each of the cafe tables we measure the three overlay items above–Content/Ad flows, Digital/Physical interactions and Behaviour/Persona changes.  By using consistant measures, time and detail we are able to triangulate and understand how and when to tune offers and associated cost and risk in our business.

Speed in understanding change is the critical factor that this approach deliveres and consistancy and perspective is critical in using insight overlays for competitive advantage.

Ask us about creating insight overlays with useful perspecitves from your data.


Nick Trendov nick@scenario2.com SpeedSynch.com @SpeedSynch @Scenario2 Scenario2.com

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