What does HUME.works do? 
We align human emotions: simple as that.

Hume decodes human story—interviews, podcasts, long form media, YouTube videos, Twitter and Reddit threads, Slack and Zoom conversations—transforming the hidden emotions, conflict and context into a clear understanding of what’s being said—and what’s not being said.

With Hume you and your team and your audience—customers/clients/stakeholders connect—profoundly, confidently and feeling ‘seen and heard.’

Hume gives you the tools and language to turn meetings into memorable accomplishments, not wasted time or fruitless ‘brainstorms.’ Projects suddenly become powerful means of leading by example, innovation shared and scaled—and a deep sense this thing we’re working on really, truly matters—to all of us.

At scale, in near realtime: continuous performance improvement because ‘everyone’s on the same page’—co-creating value, confident of both their personal ROI and their project ROI.

Continuous, sustainable buy-in: pure and simple.
What do you mean by a story?
A story is an account of an event or incident that resolves a conflict: as Brené Brown memorably said, a story is ‘data—with soul.’
Hume processes human story to unearth the emotional and cultural values driving that story—the story’s DNA—revealing how and why sharing that story’s values with others brings value to everyone involved.

How does story drive business value?
The US Bureau of Statistics reckons some 80% of any business’s true value is hidden in that business’s unshared stories.
That’s even more true of any business’s understanding of why it’s succeeding or failing with its customers, clients, stakeholders or donors.

Story is literally untapped capital: understand your story, as Bernadette Jiwa observed, and you won’t have any competition.
That’s business value, just waiting to be released. 

Hume goes further: we give you the storytelling tools to share your story with your audience or target market or donor base and track what’s working and adapt your story, on the fly. And when your story is shared by your audience or target market or donor base, your story scales, because you designed it with your audience.

That's great, but what about the bottom line?
The greatest brands on the planet know that they’re selling ‘fulfillment of expectations’—their bottom lines are all about living the revealed intelligence unearthed when they share their story: Southwest Airlines, Apple, Amazon, Greenpeace, Patagonia.

If you want to drive profitability or fundraising success, the best way is to scale your story in the networks that matter most—that’s direct impact on the bottom line because there’s no better driver of sales impact and ROI than word of mouth that just won’t stop.

What kind of business values can I expect Hume to impact?
From talent retention to increased sales to better marketing communications to improved critical and strategic thinking to far better word of mouth, Hume impacts business value by changing the way people see themselves, the problems they’re trying to solve and the common ground they experience—the essence of ‘innovation’: a sustained appetite to see things differently… together.

What problems does Hume solve?
We’re drowning in both data and ‘messaging,’ all of us, every day. First and foremost, Hume tells you what really matters in your communications, your customer/client/donor networks and, critically, how to get people to actually do something. 

Secondly, Hume inspires real critical thinking and individual contribution—if your team is emotionally aligned, magic happens: passion and creativity surge and everyone feels they can contribute and make a difference. 

Third, Hume tracks the changes in attitude and emotional alignment as your project or initiative proceeds. You can see why things are succeeding and why; moreover, you can see why one person is better at initial phases of a project and another at its finale—all from Hume’s story analysis.

What do you mean by critical thinking?
If there’s a rare skill in 2021, with all its chaos and uncertainties, it’s the ability to identify and analyze what’s actually driving an event: critical thinking, not punditry or ‘expert opinion’—your own ability to sift and sort what matters most.

News cycles and business analysis are now so time-compressed, that most valuable of decision-influencing factors—context—is the ‘new oil’. 

Not data:
Critical thinking not only offers up strategic options grounded actual human realities but looks ahead, for the patterns that might well, properly understood, govern future successes or failures. 

Is Hume scalable?
Yes. We’ll let you in on a secret: Hume doesn’t require massive datasets to establish anchor data—our system is emergent. Hume not only scales but iterates against the emotional and contextual changes our system detects and represents:
it’s doubly powerful.

Who can use Hume?
Anyone who can read or listen. Hume is barrier-free for the blind and hearing impaired.

I'm drowning in retrospective data. Why is Hume different?
Hume is an iterative, emergent process: not retrospective.
You’re never left with the feeling you’ve missed something—you can’t: there’s fresh data at your fingertips, fresh emotional and contextual insights for you and your team to collaborate around. Hume’s data is a story in and of itself, not mere numbers.
With Hume, what you experience is immediately actionable…because it’s you, your data, your story, speaking to you.

Why is it so important that people be seen and heard?
Businesses are all too often top-down hierarchies which miss that 80% of business value buried in unshared stories: that’s a massive loss of human and business intelligence. If people aren’t seen and heard, they’ll never share their stories. Hume provides the ‘safe space’ to share those stories, make them reciprocal and then scale them (and their value) in the networks that matter most to your business.

How do you actually align people on a continuous basis with Hume?
Hume identifies, secures and scales those emotional values that shape alignment—or congruence, as we prefer to call it.Hume incites harmony, makes calm contagious, and opens up unspoken commonalities that reveal us not just to ourselves but to others—and vice versa. With Hume, you see and feel ‘the other’ as you do yourself, because Hume aligns how we feel about how we feel about something: the basis of all human connection—meta-emotions.

What's a meta-emotion? 
Simple: it’s how we feel about how we feel about something. When we express meta-emotions, we’re revealing what’s most us. That’s why Hume targets those clues and contexts that reveal meta-emotion: our process establishes, tracks and scales emotional congruence, the necessary and sufficient condition for human collaboration and co-creation.

How do you measure meta-emotions?
Hume measures meta-emotions two ways: first, our process determines the dimensions of trust you feel about your initiative or project (why you feel you’re choosing to participate) and, second, then analyzes how you’ll actually participate, derived from the emotional and contextual values in the stories you and your team have shared with Hume. The result? An ongoing 360º insights process that empowers quick adaptation to change, deep understanding of what’s in play, and how best to build media and strategies to capitalize on what you’re discovering: all from a clear understanding of meta-emotions underlying the trajectory of story.

How do I understand my data better by using Hume?
Hume is data-as-an-experience, data as story and story as data: Hume’s radically simple dashboard gives you all you need to act, now or when appropriate, to understand how a project or product is really progressing, what media is growing your sales and marketing networks and why.

Hume generates the reference narrative—the ‘source of truth’—that grounds every successful project—and then tracks how that reference narrative is shared by the people and networks who matter most to you… and how that narrative changes as it interacts with those people. It’s literally human intelligence, in story form.

How often does Hume report?
As often as you like.

How can I arrange for a demo?
Easy! Ping us right here: