At the HOW design conference in June 2011, the keynote speaker was Sally Hogshead. She conceived the {F} SCORE brand personality test. You can take it yourself at her website. Her idea is that we all have the natural ability to fascinate. By knowing your triggers, you can leverage them to your advantage.

My Primary Trigger is Passion. “So passion is your primary trigger. That means you draw people closer with a warm and open style of interaction. You’re expressive with ideas, communicate well in person, and probably have a strong creative streak. Even when you mask your emotions, you feel passionately about your opinions.

“You’re intuitive with information, often making decisions based on gut instinct rather than cold intellect. While other personality types prefer facts, you’re more attuned to the nuances of attitude, design, and a certain indefinable je ne sais quoi.

“Passion is a powerful form of influence because it creates irresistible messages that overcome rational resistance. When you dial up your primary trigger, you have the ability to create messages that are extremely difficult to ignore.

“You’re remarkably talented in creating messages that lead to a powerful intellectual, physical, and emotional response. For instance, you like to share experiences with others, and in conversation, you draw people closer with body language and eye contact.

“By applying these natural strengths to your work, you can build warmer relationships and more trusting dialogue. And by applying to your ideas, you can create messages that make people say, ‘I want that now!'”

My Secondary Trigger is Mystique. “If mystique is your secondary trigger, you’re intriguing. Very. You make people curious to learn more, because they want to find out what makes you tick. You reveal personal information carefully, if at all.

“Mystique sparks an intense desire to know more, hinting at possibilities without putting it all on the table. By activating this trigger, you entice people to seek out more about your message.

“Because you reveal so little, people might have trouble knowing what you’re thinking and feeling, which can come across as cold. You might benefit from sharing your ideas more openly, and giving people more ways to engage with you. And, along the way, you’ll want to avoid sneakiness or mind games.

“Curious about your natural ability to make others curious? Mystique is a delicate balance to be sure, but once achieved, you’re nothing short of mesmerizing.

My Dormant Trigger is Prestige: “You’re unconcerned with social standing, and judge your accomplishments against nobody else. Just as prestigious brands and objects hold a greater value, so do prestigious people. Consider how you might generate more appreciation and admiration, to make your personal brand more valuable.”

I’m going to be using my F Triggers as I become a Marketing Guru.

Studio 2D