Story to be Told - Brand Diamod

Reacting to a Brand Diamond

Here is an attempt to capture an experience over time. Hudson Miles has been posting a lot on LinkedIn about concepts relating to branding that resonate with me. In an attempt to understand the concepts better for myself, and secondary provide benefit to Hudson that might help him connect his ideas with other people, I've been responding to posts overtime.

One of his posts resonated with me strongly. Here is a draft of this "Story to Be Told"

The Moment

The Post

The Comment

Hudson Miles 🟣 when I visualize what you’re saying in my mind’s eye, I see the big diamond as a cube with three axes: timely, relevance, and context.

I’m interpreting this as branding being a language of meaning—like math, geometry, or Python. All are languages.

What I’m seeing is…

Strategic
– Capturing the essence of a business’s subjective economic value (its “why”)—but framed through the lens of manifested value from the customer’s perspective.

Linguistic
– Using linguistic determinism to codify the emotive undercurrent into the brand’s language, crystallizing the message into a signal that “speaks” to people on a human level.

Visual
– Creating “cave art”—symbols of meaning that humans process 50–100x faster than explanations, avoiding the burden of heavy cognitive processing.

(S + L + V)³ × (Timely, Relevance, Context) = A Portal.

Said differently: it’s planting the seed of possibility—answering the call, in Campbell-speak—and offering a vision of what could be, so they choose to cross the threshold from the status quo into a new world of consideration.

Is that aligned with your intent or meaning?

What
Happened
Next?

I Answered
the Call

I tapped into some of the research I've been doing for my secrete project Homo Sapiens SAM

I tried to figure out a way to devote time to this while advancing my priorities for my business.

What kind of research? I'm collected published neuroscience data pulled from published scientific data from neurological reports. Then I assemble and cross reference it to make sure it fits. The goal is to doubled Homo Sapien SAM - a simulated agent model to pattern match behavior. We are connecting this data to: sociology experiments, harmonics, behavioral economics, or any other data drive model to cross index with our existing decision making data we've collected from primary research and surveys over the years. We're being exclusive to "hard sciences" which means fields commonly refer3ence in sales and marketing like: adult learning, psychology, or organizational theory, are purposely omitted as we consider those fields unverifiable which violates our primary research misson.

I organized some of the data, created a data model, then organized an outline and created an interactive web application tuned to this subject (see it later)

I contacted my client I'm co-creating Homo Sapien SAM with and how it aligned to your roadmap and create this page as a alpha test time for several things. I am the test subject

What happens next, is depended upon Hudson or anyone else who sees this page. The outcome is unknown.... it is...

A Story to
be Told

The Cast

The people and the roles in this "Story to be Told"

ROLE: The Protagonist

Hudson Miles

In this "Story to Be Told" our Hero is being played by Hudson Miles. Someone who the author (me) known very little about. I've become interested in what he's up to given a string of posts that resonate with what I am working on and seeing.

ROLE: Crash Test Dummy

Scott Santucci

Who I am personally doesn't matter. To create a "Story be Told" you have to be able to see things from multiple perspectives, which means having the courage to share what you see, but without trying to "be right". To goal is to get it right by putting new forms for the protagonist to react to and allow the truth to reveal itself.

ROLE: Contributor

YOU?

When people react to the crash test dummy's outputs, this is where the magic happens. The Dummy only presents feedback from other works and what they see. It doesn't provide its own perspective. The crash test dummy provides either an alley or a foe to others so they channel their contributions in way that can be assembled.

Engage in the Story to be Told

Want a role in the story?

What do you want to see next?

Have ideas how we can improve this?

Be a protectionist in a Story to be Told?
How

Agree, Disagree, or Pitch an Idea. All Engagement Helps Bring it to Life

WIFM What's In it For Me?

Enlighted Self Interest

What I Believe and Would like to Prove

Branding should be extremely strategic and foundational to a company
A brand should be the essence of a businesses social contract
It should be the symbolic expression of a company's Raison d'être
The symbolism should galvanize investor, employee, and customer constituencies
It transforms a vision statement into a north star, lighthouse, or beacon
It is a foundational principle to a firms structural integrity
It is a scale, fractal, generative concept useful everyone in the commercial system.
Branding is identity - in the first principle A =A way
Branding something to be owned and imprisoned in a silo -it is an activator
Branding is eternal, in get to the essence of humanity - it is key for commerce

Here is an expression of branding.

It's not only branding, but this is what it looks like, sounds like, and feels like. This is no different that selling either. If they focused on what the Heinz Executive thought they wanted, it would have been the same thing they were doing.

So What?

"Me too" is no way to stand out.

You can make all of the checklists you want, follow all of the "best practices" and say all of the "right things" but value is not something you create in a spreadsheet, or through clicks. Value is eternal, value subjective. You don't own it, customers do.

Hudson Miles is doing the things that look, feel, and sound different to me.

What do I want?

I want to learn from Hudson, but I don't want to be "explained to" — it doesn't help him because he clearly has deep tacit knowledge and unconscious competence.
I want to iterate with him — if I create things he uses, or at least confirms, then I have validation that I understand what he's talking about.
I want to explore if there are ways I can work with him or refer clients to him while staying "on brand" with my own principles.
I want to constantly practice and iterate — to create more examples of what "learning to do" looks like and means.
I want to confirm, in my own mind's eye, what I believe he’s doing — so that I know for sure.
I want to practice, in full transparency, high-end sales skills in isolation and then capture them. I don’t want a dime from Hudson. I only want to be a successful police sketch artist — helping highlight how powerful it can be to develop someone’s vision simply because it’s theirs.
I want to keep profiling the essence of what makes people different. I would never ask Hudson, "How are you different?" because he doesn't know who I’m comparing, and I don’t think there’s a way he could tell me.
But I see it. I see it clearly. And I believe showing someone how different they are is a gift. I’m not trying to debate — I’m trying to share what I see and invite him to see it too.
I am trying to create more contrast. My career has been damaged by cat-fishers. Concept catfishing is something I am actively working on, because what was once "snake oil" has become something far worse today.
Concept catfishing is incredibly subversive. One of the leading causes of sales and marketing transformation failures is the hidden presence of concept catfishers within the core team.
I want to learn how to extract the essence of what is real — so that I can develop and publish catfish antidotes for my clients.
I hope what I provide is useful to Hudson, but at the very least I'm giving him a gift - the ability to see how someone else is interrupting his message so he can see first hand how its decoded. I've love that myself instead of people telling he what I have to change, or competing with me over 'right ness?

By putting "wood behind the arrow" from someone else's idea I learn. The "skin in the game" and the vulnerability of being wrong - in public - accelerates my learning and the experience will help me advance a few services I am innovating right now.

Concepts "Brand Diamond" Relates With

Commercial Coordinate System

Commercial Geometry

Risk Allocation - Portfolio & Segments

Capability Portfolio

Outside-in, Outcome-Oriented Message

Decisions to Be Made

Run Customer Engagement Like a Movie

Story to be Told

Here, I'm a Simpletist

Our Space is

commerce

Commerce is a subset of the economy.
It evolved from trade, which began with the first human exchange of value.
That’s the essence of sales — ancient, intentional, and human.
It is how we serve, how we scale, and how we connect.

Our Quest is successification

There must be a better, more sustainable, and more productive way to activate and amplify revenue growth.
We seek to uncover it by applying first principles and embracing the discipline of systems thinking.

The point of value exchange through service.

What is a Simpletist?

SIMPLE

+

SCIENCE

DUALITY

BY DESIGN

Simple
Pragmatism

Science
Precision

The point of applicable utility through iteration

The point of structural truth through reduction

Exchange is

bi-directional.

Exchange occurs when two parties share resources or information in pursuit of mutual benefit.
Enlightened self-interest is a renewable energy source.
This reciprocal dynamic is foundational — it fuels how we cooperate, how we grow, and how we evolve.

Polarity

is generative

On its surface, polarity divides — but beneath it, tension gives birth to form, function, and force.
All systems emerge from opposites in motion.
This binary tension is not conflict, but potential — it drives how we engage, resolve, and respond.

"You can get everything in life you want, if you help enough people get what they want"

- Zig Ziglar

Sales

Conversion
Scalability
Reasonance

Simple

Conviction
Authority
Sustainability

Science

"The value of an idea lies in the using of it "

- Tomas Edison

"Everything should be made as simple as possible but not simpler "

- Albert Einstien

Elegance
Resiliency
Innovation

The
Interactive
Widget

We're not providing too much context because we're trying to learn how to design these widgets, how to get the messaging right, and how to improve the UX and UI. So, any kind of engagement is helpful.