Introduction Play #1 Play #2 Play #3 Play #4 Play #5 From: To: Growth potential:* Seeing people Seeing people as multi-dimensional, more likely to achieve as “buyers” with through dynamic data and life force 16% highest levels of static personas monitors profitability growth more likely to achieve 19% highest levels of The combination of human and machine intelligence is allowing us to understand— employee retention more deeply than ever before—people and the forces that affect them. Today, to see people merely as static buyers of products, unaffected by the chaotic life forces that surround them, leaves immense opportunities for value creation on the table. People play multiple roles in their lives: parent, citizen, friend, student, or activist, to name a few. With the right intelligence in place, leading companies can identify and understand these roles, and the needs and desires that stem from them, to find greater opportunities for adding value to people’s lives. * Based on our analysis of survey data from companies in our study that our model determined were focused on this play. The life centricity playbook 9