CATO HUNT SpaceDoctors Our current language of business is no longer fit for purpose. We are all sharply aware of the urgent need to transition into a regenerative economy, yet the words we use are holding us back. We must stop using vocabulary which roots us within a failing system and instead create a new lexicon of resiliency. By introducing new concepts and metaphors we can redefine organizational success through new values and behaviours which embody the changes we must make. Our Task During the conference we ran a 3 day hive mind where we came together to co-create some inspiring new language that supports the principals of regeneration and resilience. Our Framework To stimulate conversations we created a semiotic map which brings to life four different meaning worlds that exist within the concept of resilience. It was through the map that people generated their ideas – including specific words, phrases & questions Our Co-Created Response Collated language from the Mural board and physical...

Learn core semiotics concepts and techniques that bring deeper, more meaningful human insight to research, design, strategy, and communications. Instructor: CATO HUNT, Director of Innovation, SpaceDoctors Overview This video has been edited to protect the privacy of participants in the live tutorial. Semiotics helps us understand culture and people more deeply by revealing how meaning is constructed, shared, and constantly changing. When we see the world as a ‘sign system’ we become aware of how culture influences everything we see, feel and do; it’s a hidden influencer. EPIC People working to create more meaningful experiences and shape more positive outcomes can use semiotics to create deeper insight and identify the most relevant and meaningful paths forward. This tutorial will equip participants with some key frameworks, techniques and hands-on experience to begin their own semiotic research endeavors. Beginning with a grounding in semiotic theory, we will focus on building practical skills through ‘live...

Tutorial Instructors: CATO HUNT Space Doctors CLEM MCCULLOCH Space Doctors Download PDF SUMMARY Semiotic insight powerfully complements ethnographic approaches. Semiotics, the study of signs and cultural meaning, has been gaining ground in the world of commercial research. Semiotics has also been successfully melded together with ethnographic and other cultural approaches, especially in the UK and Europe. This tutorial equipped participants with the tools, techniques and hands-on experience needed to begin their own semiotic research endeavors. Opening with a grounding in semiotic theory, we then focused on building practical skills through ‘live decoding’ of a cultural theme. We began by learning how to ‘decode’ – exploring how a semiotic close read analysis can reveal a deeper understanding of what is really being said. Crucially, we discussed the chasm that often appears between intended meaning and received meaning, especially within brand communication. We then introduced the idea of codes (themes, or clusters...