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D

Is it the direction you’ve chosen for yourself? Or would you change course if you had the opportunity and the right guidance? And what are the signs, symbols and roadmaps that can tell you if you’re on the right path?

Personal Semiotics can help you find the answers. It does so by adapting a research specialty that’s been studied for hundreds of years, but is only now – via this published work — being applied to human self-discovery and development. To my knowledge, the methodology put forth in this book is the first use of semiotics to help people discover and move toward their ideal life path. It is my gift to you.

Brand Marketers Got There Before You

Semiotics is already used by some of the largest, most successful companies in the world to answer the same questions about their brands. Where are they positioned now? In which direction are they headed? Where do they want to go? How can they get there? And what signs do they need to observe along the way?

These companies pay tens and hundreds of thousands of dollars for research consultants to work with them to answer these questions. They use semiotics to help redefine their target markets, communications, packaging, advertising and even the brand itself. Brand marketers also use this methodology to identify and track subtle yet powerful cultural trends. They do so because it helps them to be much smarter before investing millions on marketing and branding campaigns.

Investing in You

By applying this powerful methodology to your personal life – including your physical, intellectual, emotional and spiritual health, and to your relationships, finances and career – you gain tremendous insight. You shine a spotlight on your current path, illuminate the direction in which you want to move and discover the clues you’ll need to stay on course. Understanding how to read the signs can help you arrive in the place you desire as the person you want to be. Consider this your personal roadmap to the rest of your life.

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D

I am a newcomer to semiotics; this offers a unique vantage. I am not yet mired in the seductive but esoteric trappings that often surround semiotics in an academic context. There is value in starting above the fray and being able to choose where I shine my light.

Being unencumbered by prior paths can have a downside, though. I imagine being on Oprah and having to explain semiotics. I see every professor in the country and white-haired philosopher of centuries past pulling out his or her hair listening to me as I try.

But success loves the daring. I believe semiotics is a phenomenal methodology that is underutilized. Here, the great discoveries will be on a personal level — by you and by many others like you. You will use it to transform your life and all those you touch. And you’ll turn this sleepy methodology into a household word. So let’s begin.

The Simple Definition

Semiotics is the study of signs, primarily those within our culture, that surround us every day. These include words, language, images, sounds, actions, events, objects – even smells. We do not process signs in isolation but typically as part of a larger system of understanding.

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A

This doesn’t always happen right away. Some symbols may be easy to categorize. It’s as if a traffic light turned green — confirming our impressions and indicating that it’s okay to move toward a particular life path. Other symbols may not be as clear. They could be like yellow flags warning us to take additional time or to pay more attention. And once we add everything up, the symbols could become bright red caution signs warning us not to go down that road.

Categorizing symbols can show the similarity or distance between elements which may not have been evident. They can identify a pattern of behavior, a fondness for certain people or activities or a dislike. By categorizing, we create proximity or distance in our minds between measured elements. That makes our task of choosing easier.

Residual, Dominant and Emerging

When semiotics is used for brand marketing, categorization is one of the most important things to be learned – particularly if customers are the ones doing the categorization. If the codes and symbols associated with the brand indicate the brand is falling behind, this is often called the “residual” category. It means the brand is playing in the spaces left over by other brands that have moved on.

When a brand is thought to be among the most current players of its category, it is in the “dominant” category. This means it has not significantly fallen behind other brands, but it is also not yet emerging as a future category leader. That is because the emerging leaders often come from outside the category, and the dominant brands of the day need to adapt or risk falling behind into the residual space.

To be thought of as “emerging” a brand must be pioneering new ground in terms of its packaging design, colors, features, technology, communications, advertising, distribution channels, relationships with customers or other aspects that help to set it apart. It is hard for dominant brands to do this, as they are reluctant to risk their dominant status by trying something perceived as risky or unproven. That’s why many emerging brands are new products or companies, or they enter the market from another category altogether.

An example might be energy drinks. Who ever heard of them a few years ago? Now all the major beverage manufacturers have one, or they’re rushing to get one introduced.

You Can Do This, Too

So how do you determine if you’re in a residual, dominant or emerging category in various aspects of your life? Intuitively, you already know. The answers are based on a rating scale created by you. This book simply helps you discover how you rate yourself in several life categories, understand the direction in which you’re headed, choose your preferred path and determine the symbols and actions to help you get there.

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S

In semiotics, these are paradoxical opposites. Conceptually, it involves taking two opposing definitions and placing them on opposite ends of a measured space – whether in our minds or on paper as we’ll do shortly. By assigning things to various points along the scale, we develop a better understanding or categorization of their true nature. Here are some examples:

Next, let’s categorize something using these paradoxical opposites. Think of yourself at work or in your last job. Setting aside that your moods and actions can change not only daily but each minute, where would you place yourself overall on the scale just shown? Are you closer to the left in some cases or closer to the right? Are you surprised at all by your categorizations?

Now do the same exercise for your boss or your most recent boss. How different are his or her placements along the scale from yours? Do they reveal what you may think of your boss or what that person may think of you? Do they reveal the cause of any possible friction between you? Or do they explain why you may be in sync?

Did you notice that you didn’t need additional training or a research background to make the assessments? That’s because you instinctively knew where you and your boss stood in each of the areas. In this first exercise, the only opinion that matters is yours. You’re making the call, and whatever you believe to be the case, is the case in your mind.

That said, if your boss were asked to rate you on the same scale, he or she may come to slightly – or perhaps very – different conclusions. And the justification for making the call that way would be based on his or her personal assessment. Within those differences, however, are opportunities for discussion, greater understanding and possible change – if warranted. And that may include changing ourselves, changing our boss’ perception of us or changing jobs.

The point of this simple exercise is to show that you already understand the differences between concepts, that you’re able to quickly and easily categorize people or situations and that you’re well on your path to understanding some of the basics of semiotics.

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B

1) How do you measure success?
2) Where are you now?
3) In which direction are you headed?
4) Where do you want to be?
5) Overcoming obstacles.
6) Visualize your desired path.
7) What are the symbols of your success?
8) How can you move in the direction of your desired path?

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S

The process typically involves a skilled semiotic practitioner or small team working with a brand on a consulting basis. After defining the client’s goals and the research objectives, a broad sweep is conducted to gather relevant cultural elements. These may include broadcast or print ads, product examples, packaging, Web content, publications, articles and any number of additional specimens.

By examining, discussing and categorizing cultural elements on a deep level, it is possible to reveal new relationships, patterns and trends. Armed with this insight, marketers then spend millions of dollars on new product development, product marketing and brand marketing campaigns.

This traditional use of semiotics for branding, positioning and product development is not new. What is different is that, to my knowledge, this book is the first published work that applies semiotic principles to personal development.
So even though you are on a path that nearly everyone travels, you now have a powerful and dynamic new compass – Personal Semiotics – to guide you. This book was created to teach you how you can leverage the same techniques and principles used by multi-million dollar brands to create the life path that is right for you. That is my gift to you. And it is your gift to me that you have invested in this methodology. Thank you.

You Have Other Guidance, Too

You were created by a higher power. But your ongoing development, decisions in life and chosen path are up to you. To use a metaphor, you have to manage your own brand while you’re here on this earth. So I’m honored if this book assists you in some small way by helping you to better interpret the codes and sort through your choices.

Semiotics is a perfect tool for this endeavor as it activates your rational and emotional brain, and your conscious and unconscious mind. Personal Semiotics will help you discover what you really believe so you can get clear and make the changes you desire.

And of course, you don’t have to do this alone. You can pray for guidance at any time. And if you listen carefully enough, you’ll know the right things to do.

So let’s get into the fun stuff now — managing you as a brand and choosing your ideal path in life.

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Y

Among its remarkable qualities is the ability of your body to heal itself. It is resilient to a plethora of stress, injuries, disease, unhealthy food and other toxic elements absorbed over a lifetime. So it is important to appreciate your physical body that supports you so faithfully by plotting a better course in life. Personal Semiotics can help you do that.

Some of us have significant challenges with our bodies. These might include life threatening diseases or conditions, the loss of limbs, abnormal weight gain or loss, or severe injuries or pain. People with significant body issues are being challenged at a spiritual level to a degree that others are not. Often we find that someone with a significant challenge to their physical health has an incredible spirit. We can honor and admire them for that.

I count myself among those who have been blessed physically. That’s not because I’m on anyone’s short list of most attractive men, but because everything still works well. I’m healthy as far as I know, and I have no major issues.

Unfortunately, I’ve put my body through a lot – eating more sweets than I should, working through tremendous stress, not exercising enough and not getting enough sleep. I would certainly be happier with a little more hair on top and perhaps a smaller belt size, but other than that, I’m fairly satisfied. My challenge is to take better care of what I’ve been given as it may need to last me a long time.

Your challenges may be different. Each of us has a unique set of circumstances and desires when it comes to our bodies. So you need not compare yourself and your challenges to others; just focus on what you want to achieve.

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I

It turns out I learned more about my current situation by studying my intellectual health than from any other exercise. It is perhaps precisely when we assume we have everything figured out that God gives us something new to think about.

My plan is to share my analysis with you. I am reluctant to do that before your brainstorming exercise, though, as I don’t wish to influence your analysis. However, it does offer an opportunity for deeper learning. My hope is that, like me, you will gain a better understanding of how much your intellectual health can influence your larger life situation.

Success Measurements

Intellectual Health is an elusive concept to measure. You’re not taking an IQ test, and you’re most likely not trying to be Albert Einstein. Although you are endowed with intellectual gifts that others may lack, you also have areas of struggle. Measuring your intellectual health is more a measure of intellectual attitude.

What are you doing with the gifts you’ve been given? How are you applying them in your life? What do you need to do more of and less of? What efforts are you making against your opportunities or life challenges? Are you equipped intellectually to tackle these opportunities?

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