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Unveiling the new science of marketing
without marketing

How it better powers your
ROI and inspires timeless sustainability

Attractor pattern research

Extracting essence from appearance

Generational Sciences
Predictable behavior traits and trends of
emerging generations in the new
paradigm shift




Neuromarketing research turns grey

matter ‘CLEAR’

Why do people who prefer the taste of Pepsi loyally buy Coke? Will the
Catwoman movie make you want to see the film? And are women
subconsciously drawn to the sight of a bikini-clad model hawking beer on

Neuro scientists and top researchers have untangled advertising mysteries

of neuromarketing, a new spin on market research that focuses on those
seeking revolutionary technologies such as functional magnetic resonance
imaging (fMRI) that gazes directly into the customer behavioral and
attitudinal scientific findings.

While traditional marketing is still using old-age demographic equations to target

audiences, Neuromarketing proves these methods no longer relevant and
emphasizes Psycho-graphic layer processing: consumer’s attitudinal and behavioral

While traditional marketing still considers people targets, Neuromarketing has

humanized and erased the term ‘target’ and reshaped the process to connect with
people on an emotional level to win their hearts and minds.


Coca Cola


Nielsen Research Read the article

Google: read the article of March 18 2008
Google neuromarketing book

More neuromarketing resources

Get intimate with your brain


Take your brain to the gym for a moment

In the next image you will be asked to pronounce the color not the word. You will
experience something that you probably never thought possible. This test will
demonstrate the left brain - right brain conflict and its effect on your purchasing
Take the test now: see next page

You have just experienced the left brain - right brain conflict. The question is
if the left and the right brain are in such conflict who then decided to buy?

Let us understand that the major motivational circuit of our actions is the
quest for pleasure and satisfaction.

While the emotional brain loves to max-up the credit card, the rational one
insists on saving for the retirement.

While the closet is full of pairs of shoes that go with every dress, more often
than not, she finds herself buying an extra pair just in case. While his cell
phone is still working, he emotionally wants the latest model.

Neuromarketing is psycho-analyzing our cerebral activity, understanding the

results from the sphere of emotions, sensations, rational and even
consciousness and translating them into valuable marketing guidelines.

Ah he understands me!
The main driving force to a rewarding interpersonal or organization
relationship is TRUST and CONNECTION. In other words, being on the same
values platform.

Trust can only settle in if integrity, intent and CREDIBILITY become the
pistons that drive the engine of the relationship forward. At this point the
door of TRUST yields to productivity and long-term success.

How does it work from the brain’s perspective?

The following visual will give a firsthand look at the brain under the

As you can see, the reptilian brain a.k.a. the Primitive brain is the kingdom of
Nucleus Acumens in plain English: the zone of merits and rewards, the survival

The primitive says: your pretty brand may get you to the door but it will not
guarantee you a chair at my table. The primitive is all about value merits.
You muddle with your brand value you lose everything.


Does this sound familiar? If the answer is yes, do you know why we say it?
In the next segment we’ll share with you from a neuro-scientific perspective
why we use this term.


We won’t go deep in this analysis, but we’d reserve it for when you require
an in depth presentation. But we can tell you this, not having the precise
image that reflects the consumer’s value system and connects both the left
and the right brain hemispheres to it, will be treated as non credible.

In the previous image, take a look at the red dot in the middle, you’ll notice
that it is connected to the emotional hemisphere of the brain while the
prefrontal cortex (rational) is in the outer layer of the brain.

Studies have proven that before the act of purchase is activated, the
pleasure zone of the brain reacts at 500 milliseconds before the rational
zone. The Putamen is the pleasure zone that releases dopamine into the
blood (related to the sensation of pleasure) before the act of purchase.

It is no wonder that our impulses can lead us on various wild sprees of

spending. And it is no wonder that banks gladly offer you credits cards
because they are well aware of the human pleasure-based spending
The purchasing act:
Decoding the brain buying stimuli:


1) The reptilian brain is self-centered

2) He reacts only in contrast situations i.e. noise/silence
3) He only understands basic elements
4) He only concentrates on the beginning and the end
5) He’s quite visual (the optical nerves transport 25 times
more information than the audible).
6) He’s very emotional.
The corporate identity:
(the logo memory test)

1- Let us introduce: John smith

John Smith: 2 names John and Smith

2- Let us introduce: John Edward William Wayne Smith

5 names John, Edward, William, Wayne Smith

3- Let us introduce: John Edward William Wayne Bernard Smith

6 names John, Edward, William, Wayne, Bernard Smith

4- Let us introduce: John Edward William Smith

4 names John, Edward, William Smith

5- Let us introduce: John Edward William Wayne Bernard Kaycee


7 names John, Edward, William, Wayne, Bernard Kaycee Smith

DO NOT look at the next page

and answer the following question
What are all the names listed in #3 of the previous page
Please take a few moments to think and then look at the next page for the answer

If you respected the previous , the answer is:

You’re unable to remember.

Why are you unable to remember?

Introducing the Hippocampus

also called the LTM (long term memory)
Let us get intimate with our Hippocampus: Our memory stock room
Since you were unable to remember the 6 names, let me explain why. You’re not
alone, anyone else would have also failed the same test and here is why:

Humans, as well as animals, when confronted with organizing objects into a

hierarchy, and are forced to prioritize a given set of objects simultaneously, their
hippocampus (human long term memory) cannot yield attention to two or more
at objects once.

It is normal for the human brain to be unable to remember a set of six names
previously read.

The Corporate logo


Why do companies change their logos? Why do they re-brand? Here is a

cohesive reason.

Follow the process till the end and it will become clear how a logo design is more
of a methodological process than just a personal decorating project.
Have you noticed anything in all previous corporate logo evolution?

Take a look at all of their final logo design outcomes
And take a look at the following logos together

What do they all have in common? I’m sure your answer is: they’re simple
Market leaders corporate logos involve a methodological design process. Their logos are
based on the famous credibility-based formula by Saulbass.
We can all agree that these corporations are capable of hiring top graphic designers to
produce elaborate, three dimensional logos with special effects, yet they did not.

The credibility-based formula, takes into account one objective only: immediate
recognition and long-term memorability.

The long term memory under the


You probably noticed print ad, radio spots and TV commercials campaigns;
Noticed the frequency of their appearance?

When companies insist on frequency is because, in order for the long term
memory to retain the information effectively, the neuronal stimulates and
creates connection with other nervous cells in the brain.

The more the neurons are stimulated, the more they multiply the points of
contact. The neurons and the implicated connections points in the LTM begin to
create web of circuits to end up with a well synchronized cerebral map.

To remember is to recreate one of these neuronal maps stored in the

The Corporate Logo Credibility-Based Principles

Company managers, large and small, can now assess the power of their logo by
using a relatively new basis for judgment: If the company logo is credibility-
based it will have power to influence company messages in the minds of
company stakeholders.

We know how effective credible people are, but now credibility principles apply
to company logos. When a company speaks, it must be considered a credible

Many studies in interpersonal communication (people to people) conclude that

if the source is competent, reliable, and forward thinking the message will be
more readily accepted by the receiver. Competent, reliable and forward
thinking make up the components of being credible in interpersonal

In short, a person high in the dimensions of competent, reliable and forward

thinking will be more credible, and therefore, more influential. Again, these are
the three prongs of being credible. Likewise, a company high in dimensions
of expert, trustworthy and forward-thinking will be credible and, therefore,
more influential. (Note the similarity of words.) This is because people relate to
companies the same way they relate to people. These are brand-customer
Take a look at these credibility-based logo design examples by

Logo 1:

When placed next to the leader, we get this:
Logo 2::

When placed next to the leader, we get this:

Does your logo conform to these principles? If it does not, let us give revitalize
your corporate identity and give it a new credibility-based face-lift. Call us today
or visit our Website for more information:


Why creative thinking doesn’t cut It?
Creative vision and flashes of inspiration are all very nice, but they are worse
than useless unless you actually do something with your ideas.

We all do plenty of lateral thinking every day, but nothing much comes of it.
What separates real creators from daydreaming amateurs is their keenness to
roll up their sleeves and get on with the hard work of creativity paired with
So we’ve replaced ‘lateral thinking’ with Lateral Action. And if you stay with us
on this journey, we’ll offer you some solid practical proof to will translate
creative visions into profitable reality.

Another reason we emphasize action is that things have changed since the time
of Michelangelo, even since the heyday of Amis and Levitt. Great artists have
always been good at getting things done.

Some of them, such as Shakespeare and Hogarth, were also excellent

entrepreneurs. But these days there’s a lot more pressure on artists and
creatives to be businesslike and professional, not just in their working habits
but in how they (whisper it) sell themselves and their work.


Today’s advertising is a bit like playing make-believe and our society's values are
being corrupted by advertising's insistence on the equation. In a world of visual
pollution with bad intent, the last thing you want to do is:
While advertisers still drive over exhausted and depreciated advertising
Vehicles, neuromarketing insists on leveraging growth and sustainability via
Value-driven and customer-centric and ethical advertising methodology.

Trust ethical professionals to focus on your ROI not their awards.

Neuromarketing had baptized today’s advertising and marketing intent so you
can have that peace of mind…

and ….

The future is NO LONGER about selling but knowing the audience from the
inside and connecting the brand with their value system. It's all about TRUST:
Trust had become the only horse power that sets the buying wheel in motion.

Today, advertising is a journey, and not an end state of utopia. It's about optimizing
the impact, and creating value via the process and the provision of
communications support.

In the rising racket of global choice and competition, brands are the most
effective way of cutting through the noise to reach people's hearts and minds.


In today's ferocious advertising jungle, you miss te target, you miss the boat.
it's about the critical link between advertising and marketing goals versus
advertising that simply entertains or wins awards while it's costing you your
arms and your legs.

What's the point of 30 or 60 seconds of entertainment if consumers can't

remember what the ad was about a few seconds later?

What does this ad sell? What brand?

Do you know what your customers/users are looking at?


This revolutionary technique has reshaped visual communication design

principles. We can now predict customers visual attention using artificial
intelligence algorithm technology.


The artificial intelligence simulates human attention on objects and generates

attention maps and eye fixations via its robotic/scientific research and its
physiologic / neurological relationship to humans.

In today's visual pollution, knowing your audience and understanding their

behavior also mean understanding what simulates their attention to your
advertising material or Website


Take a look at this ad and ask yourself what do I see?

The answer is: nothing and to prove it we ran this on cognitive task analysis
take a look at what people saw: nothing
Let’s examine its emotional calibration and consumer’s eye behavior pattern:
But before we that, here is a quick on conventional old advertising
Formula called A I D A : (Attention, Interest, Desire, Action). Advertisers say
Give it an Attention grabber headline, throw a quick Interests in the sub head,
garnish it with a copy that activates the Desire then watch the consumer take

Even this magical bullet that once was a hot fire cracker, Its undercoat has
slowly corroded, overused then lost its shine in the eye of the consumer.

Did you notice in the first ad: the 56% discount?

You probably haven’t, to understand the retinal trajectory of any given ad, one
must first understand the science behind the retinal imagery and the process
that image go through before understanding how the brain reacts to the latter.

If the image is deemed non credible the both brain spheres, the prefrontal
cortex will Treat this image as non credible and therefore will not be stored in
the LTM: long term memory. In this case when the trajectory was examined, we
know prior to publishing the ad it will fail the performance metric test.
Therefore money flushed won the toilet. And now imagine running the ad for
several weeks. !

Giving the ad a face lift

See bellow the new revitalized ad and its behavioral cognitive task analysis
result difference: it will show a whole new perspective of the behavior pattern

The following analysis clearly shows the attention of the consumer was
undeniably focused on the 56% discount while in the previous version, the
eye fixation were on anything but the discounts.
The Web
Welcome to the mother of all jungles: The Internet

56 million Websites, 7.5 billion Web pages… now imagine,

only 5500 Web sites passed the performance metric test
Shocking enough?

Statistics show: 97.9 % are designers have little or no marketing skills and are
considered decorators only. Fewer than 2% are visual communicators.

Know your audience:

It’s the first Website rule.

You designed the site for them, how do you know what engages them, what
appeals to them and what they dislike.

When we say know your audience, we don’t mean, their age, profession blab
la, in neuromarketing that is irrelevant, what relevant is, is their behavior, we
call also the psycho-graphic / techno-graphic characteristics.

The Website User

The audience intelligence

Men are from Google, Women are from Yahoo

While women view the Internet as a place to extend, support, and

nurture relationships and communities, Men tend to see it as an
office, a library, or a playground.
Introducing the

Here is an example:
• 67% of the adult population goes online, including 68% of men and
66% of women
• 86% of women ages 18-29 are online, compared with 80% of men that
• 34% of men 65 and older use the Internet, compared with 21% of
women that age.
• 62% of unmarried men compared with 56% of unmarried women go
• 75% of married women and 72% of married men go online
• 61% of childless men compared with 57% of childless women go online
• 81% of men with children and 80% of women with children go online.
• 52% of men and 48% of women have high-speed connections at home
• 94% of online women and 88% of online men use email

Understanding the Generational

science techno-graphic behavior is
vital to a Website success.

Do you know:

Who your techno-audience is?

Do you know where the hang out?
Do you know what they see?
Do you know the keyword what they’re
searching for?
Does your site use social media strategy?
Do you know their likes and dislikes?
Do you know their pet peeves
Do you know what their actions are on failed Websites?
And more…
Introducing the


Don't decorate, communicate

Why doesn’t your website perform?

If users can't find the sense and order they need, they
soon grow exasperated and give up:

1- The more elaborate the design, the greater the risk of

confusion: Over-excitable, over-design layouts fail miserably
2- Take into account the eye-tracking
3- Know your audience (demographic/psychographic/technographic)
4- Focus on design that draws attention to the message, not to itself: design
that serves your Website visitors rather than dazzle them. The audience can't
give you money while they're rubbing their eyes or scratching their heads.
1- Explorative study of the site performance
2- Respective client expectations.

Website audit’s 4 core elements:

The four key Website audit elements are:

Coherence of the strategy and site objectives

Quality and site ergonomics
Search engine visibility
Website evaluation / risk assessment
Discover the Website 5 E’s

For a site to be usable, it must meet these criteria

to pass the performance metric test:
Engaging: How well the visual interface design draws the use and
engage them into deeper Website layer with actionable objective
Easy to use: How easy its navigation site ergonomic and its information
architecture is
Effective: Accuracy of work and experience competed or goal reached.
Error Tolerance: How well the site prevents errors and help users
from mistakes that do occur
Efficient: How fasts the user’s objective is compelled
Unfortunately, many designers concentrate on winning awards, instead of
focusing on the client’s objectives.

Does this look familiar? That’s your money not mine yours. Now don’t get me
wrong this is not just the designers fault, part of it in some cases the site’s
owner’s lack of understanding of the main Web site objective.

Please take a moment to explore this link that will make you think twice before
investing in a Website.

You invest your hard earned dollars building a small business or a large
corporation, yet when it comes to building a proper window that will give you
credible presence on the Web. You begin to question the designers, you
know what you have every right to do so, as a user yourself, how many time
you arrived to a main page of a Website and started rubbing your eyes and
shaking your head? Many times right?
Now think for a bit, since you’re not the only users surfing the Web, imagine
another user landing on your own Website and starts shaking their heads and
rubbing their eyes, one thing for sure, they won’t be giving you their money for
that, do we agree?

Life on the Web is always more real when you see it through the
eyes of the consumer. When you visit the link mentioned above,
you will realize the true reality facing all business people wishing to have a

credible presence on the Web. The reason we repeat the word

credible since the beginning, it’s because we must reiterate the fact that you
as a consumer will never give your money to any when they show lack of

credibility. In the mother of all jungles, credibility is the only driving

force to taking action.

So let us share with you what users see on a particular Website through
artificial intelligence. You probably ask yourself how credible is artificial

We always let people decide for themselves when they show true intent.
in the next page you will experience first hand the power of artificial
intelligence Through your own eyes, fair enough?

The test
First, you must have sincere intent and respect the rules before participating in
this test. You will be show an interface of a Website, then you’ll be asked to
observe this page as of you’re a user arriving on the site, then after 5 seconds
you’ll be asked to look away for one second.

Then look at the results of your own behavioral pattern on the site in question
Here it goes, see the interface in the next page.

Although, this interface is reduced in size, due to the space allocated, you can
still go through with the test. Under normal circumstances the test is conducted
on the actual dimensions of the interface.

When you’re ready, jump to the next page to see your

own results
Cognitive task analysis results

As you can very well, you’re probably confirming your own behavior pattern on
this site. It is our pleasure to explain in depth what happens when a user arrives
on particular Website and what his/her intentions are when visiting your site.
The behavior analysis indicates many things to us. Unfortunately we cannot
provide all details of what you see.


This technology today allows us to run any Website interface under the

microscope to ensure relevancy is not tempered with. Today when we

speak of relevancy we speak of the mother of all relevancies, engage,
today the Web is about one only thing: USABILITY
Today, if Web designers do not respect the usability principles, your site
will find itself buried in the deepest cyber rubbles, ignored with no chance of
ever being used.

Rise to the new consumer

The new consumer changed business practice forever

Brand owners are no longer in control.

Do you know why someone who buys Kraft food drives a gas guzzling 4x4?
Empowered, informed and using the money in their pocket to make a point, not just a
purchase, the consumer now, more than ever had taken control of your brand.
They and only they decide if your brand is worthy of their loyalty.

Corporate vanity is out

It is no longer relevant what you say about your brand, no the opinions other
endorsement of your spokes persons. If your brand deems non credible it will to
connect to the consumer value system.
By: Darryl Howard – associate
Oregon, USA

Determining Essence From Appearance

Examples uses of Attractor Pattern Research: Communication Testing

TV Commercials, their components and viewing audience targeting.

Direct Mail
Logo and Design
Market Evaluation
Corporate Communications.
Policy, Program and Research Proposals
Speeches (evaluation, testing only)
Training and Presentation

Determining Essence from Appearance

It has been found that objective measurements have, until now, been the only forms
available to advertisers and others involved in communication. Even the most
advanced testing done in Neuromarketing today with functional Magnetic Resonance
Imaging (fMRI) is still within the domain of the objective. Testing that uses fMRI can be
expensive and time consuming.

We needed the ability to test all the components used in a communication prior to
dollars being spent on production and testing.
Leading research has show that when a commercial is viewed, the neurons respond in
various parts of the brain depending on our reaction to the commercial.

The question was: what tells the neurons in the brain to light up? The answer was
found to be consciousness itself. Therefore, if consciousness tells the neurons to light
up and indicate in the “buy centers” of the brain when we see an advertisement or
hear a speech, then how do we communicate with consciousness? How do we
communicate with the source, not the indicator? Consciousness can be calibrated as to
its attractor patterns. This has been a very practical tool for predicting behaviors of
groups and individuals similar to how Lorenz used the attractor patterns found in
massive amounts of weather data that appeared to be chaos, but out of that chaos
emerged patterns that could be useful.

How could the information that was being found be used to measure the effectiveness
of commercials, movies and communications in general before millions of dollars were
being spent?

Often where the weak spot is in a form of communication is within the subjective. It
has been found that some ads have within them, places where the physical body goes
weak leave the customer and target audience with the feeling of not liking the product
or trusting manufacturer. Often this surfaces as “I just don’t like the product and
cannot tell you why” of ‘I don’t know why, I just don’t trust them.” Millions of
advertising dollars can be used more effectively, when proper testing is done.

The objective is often easily measurable by scientific inquiry, but how does one
measure the subjective? For instance, it is easy to objectively measure an experiment
involving the chemical reaction between baking soda and vinegar, but to measure the
subjective such as love and other emotions has been more difficult.

Until now, there has really never been a method by which to measure or quickly
evaluate emotions. For instance you can’t “prove” you love your spouse or children,
but you can observe it and demonstrate it. There had never been a way to tell a wolf in
sheep’s clothing, what a thing is vs. what it looks like, the difference between
determining essence, not appearance.

Now, through new research and a scale by which these attractor patterns can be
measured, one can tell essence from appearance, what patterns an ad or
communication actually are communicating, not what they appear to be
communicating. It has been proven to be a very effective tool.

Case Study #1
A Look at what can be done during TV ad production.

A commercial being designed for a movie company. Two variations were tested by us
during its production.
They were both identical in content (video, music, and script) except for the
announcer’s voice. The content of the video, music, and script had been tested during
design or production and were at acceptable levels for the customers market. Then
two different announcer’s voices were added. One in each commercial.

In the case of the first ad the announcer’s voice made the audience go weak during a
very specific portion of the ad.

In the case of the second ad there were no spots within the ad that tested weak.

Further testing would reveal that the first announcer, whether he knew it or not, did
not believe that portion of the script he was reading.

The second ad was sent to final production by the client.

Many problems in the commercials that were worked on for this client were identified
in the script and design phase of the work. Often we test a script paragraph by
paragraph, line by line, to find the low testing points.

Case Study
A look at direct mail.

One client was having a direct mail piece written and produced.

The client himself had written the majority of the piece and thought it was very good
and sent it to us for testing.

We had previously tested where his market audience was at and knew his
communication with them had to be over a certain level.
We looked at the direct mail piece content and tested it paragraph by paragraph. One
paragraph tested low. Further testing revealed one sentence that brought down the
whole document. One specific word, “we” was the reason. The context was changed to
“they” and to things was accomplished.

The testing level of the communication rose to the level a little above his
target market where it needed to be.
While most thought it was a good piece, the audience would have considered
it a lie (whether they realized it or not) because of it technical inaccuracy. It
acceptable to everyone who had read it.

Interestingly, research reveals that merely by looking at the mail piece, the
consciousness of the reader picks up the energy of the inaccuracy. Consider that
research reveals of all the products on store shelves throughout the world, over 56%
contain parts that test negatively.
Until now there have never been methods available to test for these negatives.

What We do
Discovery of how to use attractor pattern research in the marketplace is an emerging
field. After years of study and application we specialize in working with our clients to
make it simple and easy to quickly make their advertising better.

This emerging practical application for advertising, speeches, and corporate

communication in general, has been proven to be beneficial to all the clients that have
used the research.

The methods used have assisted clients that operate both in the United States and

Contact us today and find out what we can do to help you.

Attractor Patterns
Attractor patterns discovery is credited to Edward N. Lorenz. While plotting weather
data he discovered that it was not “chaos” or random data, but rather an organized
pattern. The most commonly known is the Lorenz Butterfly. These attractors are used
in the prediction of weather patterns.

Attractor pattern research has been extensive since that time.

Attractor patterns have calibratable levels of energy.

Communications (TV, Speech, Print etc.) can be calibrated to their attractor pattern
energy level.

An audience’s attractor pattern energy level can be calibrated.

What happens when a communication is not at or above the attractor pattern of the
target audience? The human body goes weak. It is similar to an “On” / “Off” indicator
on a calibratable scale. The results of the “Off” Position would be the customer does
not like the product as well as it could have been. In the case of the “On” position, our
clients have found the greatest opportunity for their target audience to like the

Over 80% of advertising in the United States today physically makes the viewer’s body
go weak, or stuck in the “Off” position.

Through the use of this research, we have been able to identify points within a
communication that drive customers away and recommend changes for our clients.
We also use our understanding of the research to help the customer attain what is the
known level of their audience, what are their attractions and aversions, and make
recommendations associated with those calibration levels.

We developed and made presentations for International Corporations and
organizations, Business leaders, major Hollywood producers, Members of Congress,
candidates and political organizations at the national and local levels in foreign
countries and within the United States.

Currently, his focus is to help the audience understand the research and work with
them to build their own in-house teams that can apply the research.

He has presented his research to groups as before executives of world-wide companies

doing over three-quarters of a billion dollars and small start-up companies, in front of
large groups of several hundred or as few as a conference room of high level staff.

Presentations can be tailored from one hour to multiple-day workshops to train and
educate staff.

Attractor Pattern Research and Communications offers consulting services and training
presentations to a variety companies and organizations.

We test all forms of communication.

We assist companies test advertising, strategies, and campaigns.
We work with your existing creative structure to offer solutions that eliminate parts of
your communication that test negatively.

About Darryl Howard

For the past several years Darryl Howard using his experiences in attractor pattern
research to help companies refine their message to their targeted audience. He
conducts seminars on this work to those in advertising, world-wide organizations,
companies and all levels of government in both the United States and abroad. He
serves as a consultant to movie production and corporations on a variety of
applications of the work.

Darryl is currently working on a book on the subject of how others can effectively use
attractor pattern research in their business and other endeavors.

For nearly 20 years prior to devoting his time to this research, he was involved in
generational behaviors and trends for the movie industry. He has been a consultant in
politics at all levels. He is a nationally recognized expert in Generational Sciences and
the behavior of, and communication with, all generational cohort groups.


Canada: Toronto, Ottawa, Montreal, Vancouver, Quebec, Edmonton, Montreal,

Winnipeg, Victoria, New Brunswick, Edmonton, St. John's Halifax, Regina, Manitoba

USA: New York, Washington DC, Texas, California, Oregon, Utah, Florida
Europe: Paris, Geneva, Netherland, UK,

Foot note:

This section is still under development By Darryl Howard, a 20 year attractor pattern
research expert. A more cohesive PDF file will be available soon for download.
The culture shifts in the new
defining paradigm

Based on 500 years of cycles, we can predict the types of behavior exhibited
by generations and the reactions by other generations.

As each Generation enters a new phase of life it changes the culture. These
cultural changes are called Turnings. A full cycle of the Four Turnings takes 80
to 100 years.

• You know that the sun will rise and set.

• You know that Monday follows Sunday.
• You know to prepare for winter.

But you have no experience of what happens in a Fourth Turning.

Why? You have never seen one.

So what’s the proof?


• First Turning: High - Upbeat era of strengthening institutions and

weakening individualism.

• Second Turning: An Awakening - Passionate era of spiritual upheaval.

• Third Turning: An Unraveling -Strengthening individualism and a

weakening of institutions, when the old civic order decays.
• The Fourth Turning: A Crisis – Decisive era of spectacular upheaval
driven by defense of values.

Why do generational changes occur?

Generations are divided by some historical event that changes societal

behavior, you go through it together, it’s universal – a marking point.
You belong to it, too.


What a “Fourth Turning” means?

• Dramatic cultural changes and mood shifts

come as a result from a threat or a perceived
• Remember all three American Fourth
Turnings have been national crisis’?
• 9/11, terrorist attacks, gas prices, the world
has turned against the US.
• Polarization vs. everything negotiable.
• Something different is happening Why?

Traits of “Fourth Turning”

• Fourth Turnings always combine human happenings with natural

disasters. Natural disasters happen all the time.
What is different is how we react to them. Our REACTIONS in a Fourth
Turning are very different.

• The first World Trade Center bombing in 1993 vs. 9/11:

Commission took out two foreign countries.
• Now we have: Tsunami, Earthquakes… Whole cities destroyed.
Price of oil going up…

• Clearly, we are approaching a new Fourth Turning.

So where are we?

• Generations have repeating personalities.

They are categorized by:

Hero (G.I. & Millennials)

Artist (Silents)
Prophet (Boomers)
Nomad (Gen-Xers)

• They cycle over and over each about 20 years

Behavior as they go throughout the phases of life has a predictable

• This is tracked this back five centuries.


• Hero 1901-1924 GI
• Artist 1925-1942 Silents
• Prophet 1943-1960 Boomers
• Nomad 1961-1981 Gen Xer’s
• Hero 1982-2001? Millennials
• Artist 2002-????
Life phases
Phase of Life, a 22 year age bracket defined according to central social role.

What’s in and what’s out

in the emerging generations:
A few highlights:
For a more in depth look at what’s in and what’s out of the
emerging generations, please email us for a comprehensive

What’s the new look and feel

of the emerging generations?
How to benefit your campaign with
generational strategy?

To develop an effective campaign strategy and tactics, we can no longer rely

just on demographics:

• Generational hierarchy of influence

• Generational morphogenetic behavior analysis
• Generational techno graphic analysis
(age of the Web: age of engagement)
• Generational custom targeted messages
• New Generational look & feel generational tactics prediction analysis

How to predict the accuracy of the generational /

consumer behavior with the power of