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As futurists, we must pay strict attention to emotional reactions from our clients (and ourselves).
- Hmmms — an insight about the future, whether from a scan hit, emerging issue, scenario, or even an implication that causes the recipient to pause and question – because their mental model has been activated or tweaked – not necessarily accepted. They will think about it. An audible hmmm typically accompanies.
- Oooos – an insight about the future that makes an immediate impression. The insight is accepted, and the recipient starts think through it’s implications. It is higher on the impact scale than a hmmm.
- Dangs – an insight or output that causes a near or actual physical reaction – most often it knocks one backwards or off-balance a little bit … sometimes it causes an pronounced lean forward. There is a degree of surprise astonishment and the eyes get big! It is higher on the impact scale than a Oooo.
- No-ways – a negative reaction to an insight about the future that inspired a demonstrative denial, and perhaps a note of anger about just how wrong that insight is. It usually means the recipient recognizes the potential truth of the insight, but is not ready to deal with it yet.
In my own experience the no-ways have been a great clue that we are on to something and to stand our ground. The hmms, oooos, and dangs are clues that our insights are making an impact … and that is always good to know. — Andy Hines
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