Totemics: new metaphor techniques to manage knowledge from discovery to storage and retrieval

Abstract This paper describes a set of techniques, known collectively as Totemics, that use envisioning and mapping techniques to consider future scenarios and strategies. These techniques have shown themselves to be particularly useful during explorations of product strategies, new product creation, brand identity, market positioning and organisational situations. In such contexts, direction cannot be successfully set using solely objective measures. It is also necessary to include subjective and softer forms of data. In Totemics, an exploration of an issue is undertaken by arranging images, objects and words to create a map. Through these objects acting as visual metaphors, this value space can be used to transfer values and tacit knowledge across domains. The position of the images on the map illustrates the interrelationships between the sets of values. The regions of the map are used to explore potential development scenarios. Support for this process is provided by a combination of facilitation and a software system that can be configured to allow for future interaction and scenario explorations, and maintain the product visions and values that are used to guide product and service trajectories.