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Tobin Trevarthen

Founder/Chief Narrative Officer at Spatial Shift

Napa, United States

My narrative: A visionary executive with a track record for innovating new concepts into living outcomes. Building teams to productize and scale accordingly. I am a calculated risk taker. My ideology is shaped by a "probable, plausible and possible" lens. My core skill is delivering monetization in a cross platform world. My Leadership history includes corporate and start up executive teams, launching companies, advising and mentoring people. I speak both start up and corporate and know how to effectively bridge that cultural chasm. And most recently, I co-authored "Narrative Generation"- a 21st century guidepost.

Available For: Advising, Consulting, Speaking
Travels From: Napa, CA
Speaking Topics: Narrative Design, Corporate Alignment, Human Fit

Speaking Fee $2,000

Tobin TrevarthenPoints
Academic30
Author80
Influencer17
Speaker19
Entrepreneur150
Total296

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Company
Theatre: Global
Media Experience: 30 years

Areas of Expertise

AI 30.75
Analytics 31.71
Big Data 35.53
Business Continuity
Business Strategy 33.37
COVID19 30.58
Customer Experience 31.78
Design Thinking 37.61
Digital Disruption
Entrepreneurship 37.17
Innovation 31.60
Leadership 31.77
Management 30.36
Marketing 42.25
Mobility 30.58
Open Innovation 30.56
Retail 34.71
Sales 38.86
Social 36.21
Startups 35.06

Industry Experience

Automotive
Consumer Products
Financial Services & Banking
High Tech & Electronics
Higher Education & Research
Hospitality
Media
Professional Services
Retail
Telecommunications
Travel & Transportation
Wholesale Distribution

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Publications

6 Academic Awards
Modern Elder Academy
Modern Elder Academy
February 01, 2018
The Modern Elder Academy provides the place and the tools to start reframing your lifetime of experience. Grow whole, not old.

In an era that prizes digital intelligence, we believe the need for wisdom, emotional intelligence, and the ability to collaborate and coach is greater than ever. Modern Elder Academy (MEA) is the first school of its kind, created to help people in midlife to repurpose their knowledge and embrace their mastery, value, and the roles of wisdom keeper and seeker.

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Tags: Leadership

Stanford University
Stanford University
November 02, 1999
Certificate of Completion, Managing Innovation

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Tags: Innovation, Open Innovation

Harvard Kennedy School
Harvard Kennedy School
January 02, 1999
Certificate of Completion, Negotation for Senior Exec

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Tags: Management, Leadership, Business Strategy

University of California, Los Angeles
UCLA
June 01, 1996
Certificate Of Completion, Entertainment Licensing, Electronic Development, Interactive Marketing

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Tags: Marketing

Northwestern University
Northwestern
October 01, 1991
Integrated Marketing Communications

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Tags: Social, Leadership, Marketing

University of Chicago
University of Chicago
September 01, 1989
Strategic Planning

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Tags: Business Strategy

5 Advisory Board Memberships
Back To Space
linkedin
January 01, 2019
Back to Space is a transmedia organization whose purpose is to inspire a renaissance of explorers for the 21st century. Built from generational lineage dating back to Apollo 14, Back to Space is dedicated to renewing the sense of wonderment that fueled the greatest achievement in the history of mankind – walking on the moon. Back to Space is poised to change the way consumers, creators and educators see the world around, above and below them. We want people to look up again. Back to Space headquarters is located in Dallas, Texas, with a content development team based in Los Angeles, CA. To learn more, visit www.backtospace.com

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Tags: Entrepreneurship

LookyLoo
LookyLoo
July 01, 2017
LookyLoo is an AI-powered mobile social commerce platform that bridges in-store experiences with online shopping

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Tags: AI, Big Data, Retail

bUnited
linkedin
November 01, 2015
bUnited is a movement that unites consumers into one large membership organization with the power to transform the relationship between big business and consumers. The change is simple. It is to put consumers and our world first. When good companies that are working to make the world a better place and truly respect their customers get rewarded, the power shifts from Wall Street to the people.

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Tags: Social, Entrepreneurship, Sales

Adtoniq
Adtoniq
August 01, 2014
Working with Streamwize to revolutionize the ability to tell a dynamic, multi-dimensional story via their patent pending Fractal Content Management System. The Streamwize "storybox" is a next-gen platform that enables content marketing, native advertising and IAB standard ads to collapse the customer journey, without disruption. And, the responsive design allows for an immersive experience to occur anywhere.

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Tags: Marketing

105conversations
105conversations
January 01, 2012
105 Conversations is an interview series with thought leaders, discussing the greatest quandaries in education, technology, leadership, and innovation.

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Tags: Leadership

19 Article/Blogs
The Silver Lining of Ben’s Peloton Army.
Import from medium.com
June 24, 2020
Our son Spencer (28) is a special needs adult with Intellectual and Developmental Disabilities (IDD). He lives at a Glennwood House, a…Continue reading on Medium »

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Tags: Customer Experience, Social, Marketing

The Narrative Playbook
Import from medium.com
June 18, 2020
Your future is always unwritten.Some years are filled with parades, others with protests.The truth is, every single one of us is a complex being living in an uncertain world. We live our lives, finding moments that matter, collecting unique experiences, and adding pages to our personal stories every

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Tags: Customer Experience, Social, Marketing

The Narrative Playbook
Import from medium.com
June 16, 2020
Your future is always unwritten.Continue reading on Medium »

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Tags: Customer Experience, Social, Marketing

The Making of a Spatial Shift Curve
SpatialShift
June 10, 2020
starts when you have a black swan moment like COVID-19. What you once knew to be true and considered a comfort zone is now all in question. The prevailing narrative is now disrupted. The idea of business, as usual, is now an unknown. Today’s OKR is no longer on point. The metric du jour is irrelevant.

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Tags: Design Thinking, Leadership

Liminal State of Mind
Import from medium.com
June 02, 2020
The Relyric of Billy Joel Lyrics for New York State of MindContinue reading on Medium »

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Tags: Customer Experience, Social, Marketing

The Making of a Spatial Shift Curve
Import from medium.com
March 25, 2020
starts when you have a black swan moment like COVID-19. What you once knew to be true and considered a comfort zone is now all in question…Continue reading on Medium »

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Tags: Customer Experience, Social, Marketing, COVID19

The Making of a Spatial Shift Curve
Import from medium.com
March 24, 2020
starts when you have a black swan moment like COVID-19. What you once knew to be true and considered a comfort zone is now all in question…Continue reading on Medium »

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Tags: Customer Experience, Social, Marketing

This is so true.
Import from medium.com
March 11, 2020
This is so true. A recent post in Monday Note highlighted this very example as the French Health Minister rolled out his information on a media channel that had no audience, vs. YouTube and Google's ability to change the algorithm to boost the story behind anything the French media channel could

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Tags: Customer Experience, Social, Marketing

What I Learned Visiting 100 Wineries in Two Years
Import from medium.com
February 07, 2020
[disclaimer: I am not an Influencer, but I am a knowledgeable intender].Continue reading on Medium »

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Tags: Customer Experience, Social, Marketing

Bully Pulpit
LinkedIn
December 13, 2019
As someone who is passionate about wine, I was struck by the recent Trump administration's threat to increase wine tariffs on all EU wines to 100%. Add, to this my day job of designing narratives for organizations, companies, and individuals that are seeking to unify their voice in a sea of noise, it struck me to look up "bully pulpit".

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Tags: Leadership

A Soundbite From the Age of Paradox
Import from medium.com
October 16, 2019
I am deep into a Future of Work project that fuses automation and humans together in the workforce.Continue reading on Medium »

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Tags: Customer Experience, Social, Marketing

Zone of Genius
Import from medium.com
October 02, 2019
I just completed reading the book “The Big Leap” by Gay Hendricks. It was written 10 years ago, but the truths are still evident. In the…Continue reading on Medium »

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Tags: Customer Experience, Social, Marketing

I just completed reading “The Big Leap” by Gay Hendricks.
Import from medium.com
October 02, 2019
I just completed reading “The Big Leap” by Gay Hendricks. He speaks about living in your Zone of Genius and creating the space to achieve that, relish in that and accept it. The quest to live in your Zone of Genius is to express your unique Genius. Love getting similar messages in timely overlap

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Tags: Customer Experience, Social, Marketing

Ironically, this article showed up as the lead story in my Spatial Shift paper.li
Import from medium.com
August 28, 2019
Ironically, this article showed up as the lead story in my Spatial Shift paper.li newspaper that uses an algorithm to curate my daily offerings. The intent of the Spatial Shift paper.li is to extend my narrative POV with stories that shape narrative. One os which is “My Narrative” — helpin

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Tags: Customer Experience, Social, Marketing

I recently attended a client’s global conference and listened to Gary Hamel talk about Humocracy —…
Import from medium.com
July 11, 2019
It struck a chord about the messiness of humans and their complexities, vulnerabilities and emotions in the workplace. While working with…Continue reading on Medium »

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Tags: Customer Experience, Social, Marketing

Spatial Narrative Era
Import from medium.com
May 02, 2019
We are wired to be spatial thinkers. We exist in a multi-dimensional experience when you consider your five senses — the faculties of…Continue reading on Medium »

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Tags: Customer Experience, Social, Marketing

Abundance
linkedin
September 03, 2018
Labor Day in the Age of Abundance requires us to rethink what we know. Our historical perspective of living with a scarcity mindset is no longer the only valid option. Having recently attended the Singularity University Global Summit, I went in with an open mindset to unlearn what I know and to embrace a different way to think.

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Tags: Entrepreneurship

The Company is the Message
linkedin
July 04, 2017
For the last three years, I have been on a journey to develop corporate narratives into something of value. The journey included a lot of reading, debating, white-boarding, unlearning, learning and relearning. After facilitating 18 immersions and designing as many corporate narratives, I observed the following on an aggregate level:

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Tags: Innovation, Entrepreneurship

admaxim
admaxim.com
January 01, 2009
Consumer use of mobile devices is changing the advertising landscape drastically and rapidly. As a result, mobile advertising has become the highest growth area in the marketing communications business today.

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Tags: Marketing

1 Book
Narrative Generation
Amazon CreateSpace/Self Published
September 30, 2016
In a world where story has become everything, organizations are finding it increasingly hard to compete. That’s because stories can only take you so far. The real power lies in narratives. We are surrounded by noise. We are overwhelmed by information from social media, news, and advertising. In this environment, it can be impossible for a brand, cause or individual to be heard. Organizations have traditionally used stories to try and connect with their audiences. But now, stories aren’t enough. To be heard and to authentically connect to an audience, organizations need to embrace narrative. So what do we mean when we talk about narrative? In this book, the reader will learn what narrative is and why it is important. They will learn the conditions that give rise to a narrative. They will get a sense of the basic roles of the participants in the dance of narrative. We call them narrative “Initiators” and “Respondents.” They will also learn about the elements of the existing narratives they live with, and are creating. By defining narrative, we help the reader see the narratives all around them. We then lay out the building blocks of narrative so the reader can think about their own narrative. Finally, we provide simple worksheets to guide the narrative-building process for organizations of any size. Our hope is that by walking readers through the narrative-building process, they will be more empowered to connect with their audiences and create authentic, lasting relationships.

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Tags: Business Strategy, Design Thinking, Marketing

1 Corporate Partner
Corporate Partner, Narrative Strategy
GrowthX
June 01, 2019
GrowthX helps startups, corporations and countries commercialize innovation through capital, talent and know-how.

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Tags: Innovation, Startups

2 Founders
Spatial Shift
Spatial Shift
July 01, 2017
Spatial Shift, LLC is a Narrative Design & Ideation firm that solves market fit for companies or organizations that are rethinking, reframing and or repurposing who they are and why they exist.

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Tags: Innovation, Startups, Leadership, Entrepreneurship, Sales

Drive Time Metrics, Inc.
Drive Time Metrics, Inc.
May 01, 2014
Drive Time Metrics is focused on developing innovative new revenue streams from "connected car" data, and helping automotive OEMs monetize their connected vehicle platforms.

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Tags: Analytics, Big Data, Entrepreneurship

1 Keynote
2017 Executive Insight Speaker Event
Western Publishing Association
April 28, 2017
This year’s Executive Insight Speaker Event will be held the afternoon of the MAGGIE Banquet, Friday, April 28. Starting promptly at 4:00PM with cocktail reception to follow at 5:00PM, the Speaker Event and Banquet will be at the Sheraton Gateway at LAX.

We are excited about this year’s speaker, Tobin Trevarthen, Chief Narrative Officer at Sparkpr. Toby co-created the agency’s innovative offering, Agile Narrative, currently being used by Sparkpr’s global clients seeking to reframe or define their business.

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Tags: Customer Experience, Design Thinking, Marketing

1 Media Interview
The Importance of Narrative with Toby Trevarthen
The Innovation Engine
December 01, 2016
On this episode, we look at the importance of narrative in helping companies and organizations crystalize their message and their identity. Among the topics we discuss are why narrative will only continue to become a more valuable commodity in the world of social media and 24/7 news cycles, why it's imperative to understand the importance between narrative and story, and what some of the component parts of a Narrative Design Session Series should be. Toby Trevarthen, co-author of Narrative Generation and Chief Narrative Officer at Sparkpr, joins us to talk about those topics and more. Along with Ann Badillo and Tim Donovan, Toby wrote the recently-released book Narrative Generation: Why narrative will become your most valuable asset in the next 5 years. Toby is a visionary executive with a track record for innovating new concepts into living outcomes. His ideology is shaped by a "probable, plausible and possible" lens, and his core career skill delivers monetization in a cross-channel, cross-device world.

Buy Narrative Generation on Amazon.com
Visit the Narrative Generation website at www.narrativegeneration.com
Read about the creative process behind the book at www.narrativeproject.net Follow Toby Trevarthen on Twitter: www.twitter.com/tobinw
Follow Narrative Generation on Twitter: www.twitter.com/narrativegeneration

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Tags: Design Thinking, Social, Marketing

3 Speaking Engagements
In Car Commerce - A New Medium Requires a New Lens
Slideshare.net
September 16, 2014
Presented by Tobin Trevarthen at Autotech Council September 2014

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Tags: Customer Experience, Mobility, Marketing

Everloop Executive Presents ‘The Connecting Platform for the iGeneration’ at iKids 2012
PYMNTS.com
February 06, 2012
Everloop, the safe, online headquarters for kids to connect, create, share and discover, today announced that Tobin Trevarthen, COO at Everloop, will present to leading kids brand owners, app and web developers and tech innovators on adopting digital media at iKids 2012 on February 6, 2012 at the Hilton Hotel.
Trevarthen’s presentation will reveal the importance of embracing digital media platforms that aggregate the iGeneration’s digital world. He will leverage key findings, use real world scenarios and discuss how some companies are leading the charge for engaging kids.

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Tags: Social, Marketing

Evolving the Digital Marketplace
Slideshare.net
October 21, 2009
A glimpse of the latest internet marketing tequniqes as seen from the frontline in Silicon Valley. Make best use of today's leading edge marketing tools for business.

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Tags: Customer Experience, Marketing, Business Strategy

Radar

1 Trend
Narrative Quotient Assessment™

Date : August 07, 2020

The Narrative Quotient (NQ) Assessment™ is a holistic approach designed to help you quantify your key authentic drivers and understand your sphere of influence. The NQ Assessment leads to the development of your NQ Score™ that benchmarks the strength of your authentic drivers and helps you understand your prevailing narrative over time. The NQ Score™ is than plots to the NQ Map™ and allows you to compare your responses to your peer's perception of you and existing global benchmarks, allowing you to instantly identify areas of opportunity.

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1 Risk Factor
Narrative Quotient (NQ)

Date : August 07, 2020

As the digital sphere of communication, information, identity and the counter forces of miscommunication, misinformation, and mis-identity continue to evolve an era of Algorithmic driven media and hiring platforms, we see tremendous risk in not being able to know the truth and authenticity of a person or organization over time.

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1 Industry Scenario
Narrative Quotient

Date : August 07, 2020

The NQ will develop into a defining identity for individuals and companies who want to better understand what their narrative is, how it works, and how others adopt or reject it over time. We see NQ becoming as powerful as IQ and EQ are in their respective descriptors and attributions.

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1 Prediction
Narrative Quotient (NQ)

Date : August 07, 2020

We believe that systems and platforms that enable individuals to realize their narrative identity equal to that of a corporation or an organization will thrive going forward. The democratization of individual narratives will fall in line with with reach and penetration of the largest social media platforms, the video, and the storytelling platform's capabilities to produce content that imbues authenticity. The influencer phenomenon was a first step, but there 8 billion people on the planet who have a narrative yet to be told.

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Blog

1 Article/Blog
Welcome to Now|New|Next
Thinkers360
August 27, 2021

Now | New | Next is a framework for how to think about you, your company, or your team. It is a temporal approach that looks at the world through the lens of narrative and its ability to shape actions and intentions across personal development, a roadmap go-to-market strategy, and or a way to optimize team dynamics for enhanced performance.  It is a way to frame how to speak to multiple stakeholders with the same, but nuanced story. 

The application is horizontal.  The implications can be either vertical or horizontal.  We like to think of Now | New | Next as a means to an end for achieving alignment throughout the organization and as a mechanism for identifying and building fit at an individual level.  We will talk more about the idea of how alignment + fit = harmony in a future post.

The definitions we provide for Now | New | Next are as follows:

Now: Represent a thematic element for the moment, with hints of the past.  This section will provide tips, tricks, and announcements to inspire turning your narrative into a habit.

New: Represent critical thinking, developments, and thought-provoking leadership that map to intentions. A forward-looking sentiment that will speak to your intended actions for the next six to 12 months.

Next: Represent bold moonshots, movements, trends, transformational insights, and stories to be told to stretch your thinking and inspire leaps in your imagination for what is possible.  Something we call Futurescaping.

The Payoff 

Every blog is an investment in time.  Time spent reading, absorbing, and hopefully incorporating into your life in some small way.  We believe that everyone has a prevailing narrative.  Some understand it.  Many do not.  

We also believe that everyone has narrative equity.  Like personal finance or R&D investments or marketing spends, your equity is built or borrowed over time - pending your life stage.  How you use your narrative equity comes down to its capital value.  Like a currency, you can spend it or share it.  

And, most importantly, when thinking about your narrative equity - we live in an era where understanding your capacity is critical.  Because, to quote Rishad Tobaccowala, “The Future Does Not Fit in the Containers of the Past.”

To put that in context, your resume is a container of your past.  That is your prevailing narrative. The question to ask yourself is - what are you investing today to build your future narrative?  And, that is where we will begin the journey for Now | New | Next. 

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Tags: Business Strategy, Culture, Future of Work

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