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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

3CONTEXT PARTNERS // ASPIRATIONAL ROLES

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

7CONTEXT PARTNERS // ASPIRATIONAL ROLES

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