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THE FUTURE OF SEGMENTATION: Aspirational Roles
The six roles that define your customers’ and employees’ true motivations
© 2017 Context Partners
2CONTEXT PARTNERS // ASPIRATIONAL ROLES
Why aspiration matters
The truth is, most innovations are created through networks —groups of people working in concert.”—WALL STREET JOURNAL
Six roles are always at work driving successful networks. These roles
extend beyond job titles and connect to the core of a person’s identity.
While Sharers like Ellen DeGeneres can build excitement among masses of
people, Builders like Bill Gates bring order and structure wherever they go.
The six Aspirational Roles also sit at the heart of successful employee and customer engagement.
We help leaders like you target and tailor engagement strategies to each role
so they can address your most pressing business goal.
THREE STEPS TO EMPOWERING NETWORK ROLES
Go first
Roles aren’t just for individuals. A purpose-driven organization exists within a network that includes supporters, competitors and collaborators. Knowing the highest-value contribution gives you clarity in context of the people you’ll engage.
Ask directly
Ask your community of employees or customers to take the Know Your Role Quiz. Knowing which roles you’re steeped in—or coming up short with—lets you tailor your engagement strategy to specific segments.
Articulate goals
Let your business goal sit at the center of your engagement strategy—only then can you be sure you’re asking each role for the actions that matter most to your business.
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The future of segmentation
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WHO WILL YOU BE?
Think of the communities, causes and brands that matter most to you. How you show up and what you’ll do for them is determined less by who you are today, and more by who you want to become—by your Aspirational Role.
Find out which role you play:
Let’s say your business is launching a product. While Innovators can
pinpoint bold product features that keep you competitive, Curators
are your best bet to name trends that matter most to your customers.
Storytellers can generate content that brings your product to life,
while Sharers can disseminate it to masses of people.
Roles play an important part in employee engagement as well.
Let’s imagine your business needs to improve operational productivity
following a merger. Builders can improve system design to jump-start
efficiency, while Connectors can be your front line recruiters—ensuring
the optimal adoption of new workflows in the face of change.
TAKE THE ROLE QUIZ
Align goals to actions, actions to people
CONTEXT PARTNERS // ASPIRATIONAL ROLES
Designing engagement strategies unique to each role from the start
will build meaningful relationships with your customers and employees.
In the next few pages, get to know the six key roles, how they are most
likely to contribute, and who they’ll need to be connected to in order to
address your most pressing business goal.
SHARERS AMPLIFY BRAND MESSAGES
BUILDERS IMPROVE SYSTEMS
STORYTELLERS GENERATE CONTENT
INNOVATORS DRIVE BOLD IDEAS
CURATORS DEFINE TRENDS
CONNECTORS RECRUIT NEW MEMBERS
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Curator
Curators define trends
They are their community’s Collectors. Like American media proprietor
Oprah Winfrey and American comedian Jimmy Fallon, a curator’s
practiced eyes spot quality even in chaos—and they can easily describe
what it takes to achieve that quality. Curators surface cultural values and
form collections to reflect identity.
CURATOR TRAITS
Knows qualityNarrows easilyCreates collections
NOTABLE CURATORS
Oprah WinfreyJimmy Fallon
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Innovator
Innovators drive bold ideas
They are their community’s Visionaries. Like Apple founder Steve Jobs
and graffiti artist Banksy, they naturally discover connections among
disparate people in a manner that gets them fired up. Innovators see
the potential in everything. They’ve been accused of creating chaos,
but they firmly believe that’s where all of the great ideas come from.
INNOVATOR TRAITS
Sees potentialTinkers, tests and quantifies
NOTABLE INNOVATORS
Steve JobsBanksy
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Builder
Builders improve systems
They are their community’s Engineers. Like Microsoft co-founder
Bill Gates and technology executive Sheryl Sandberg, builders bring order
and structure wherever they go. While others are still asking where to
start, they’re already analyzing solution scenarios. They spot opportunities
and articulate risks with ease.
BUILDER TRAITS
Thinks in scenariosSees opportunities and risksMakes thorough plans
NOTABLE BUILDERS
Bill GatesSheryl Sandberg
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Storyteller
Storytellers generate content
They are their community’s Content Creators. Like Martin Luther King, Jr.
and public radio personality Ira Glass, they have an ear for details and
a knack for conjuring feelings in anyone they’re speaking with. Their
communities rely on them to build relatable, shareable stories that
connect people to big, bold ideas.
STORYTELLER TRAITS
ObservantMoves peopleAble to visualize a journey
NOTABLE STORYTELLERS
Martin Luther King, Jr.Ira Glass
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Connector
Connectors recruit new members
They are their community’s best Recruiters. Like President Bill Clinton
and Slow Food founder Carlo Petrini, connectors know their network is
their most valuable asset. They understand what everyone needs and
what they can offer. They can read a room and instinctively draw people
together in meaningful ways.
CONNECTOR TRAITS
Knows who’s whoRoom readerMatches haves and wants
NOTABLE CONNECTORS
Bill ClintonCarlo Petrini
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Sharer
Sharers amplify brand messages
They are their community’s high-volume Communicators. Like
American folk singer and political activist Pete Seeger and talk show
host Ellen DeGeneres, sharers are the ones at a party listening to
three conversations at once and quickly spotting an emergent theme.
They process information at light speed. The more they take in, the
more they share to the masses as high-value, actionable information.
SHARER TRAITS
High-volume communicatorFast information processorEnergized by new inputs
NOTABLE SHARERS
Pete Seeger Ellen DeGeneres
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We increase engagement with your most valuable customers and employees
We believe the people closest to a problem have the best solutions. We
identify and reward the most active, connected and committed relationships
within your brand community. We’ve strengthened millions of relationships
for Microsoft, the Rockefeller Foundation, IKEA and UBS. Our work has been
featured in Harvard Business Review, Fast Company, Forbes and Rotman
Management Magazine.
To learn more about our work, or to start a conversation about
your engagement goals, visit us at: www.contextpartners.com