Global Strategic Business Consultancy

Susan asks…

what is cultural imprints?


AustinBusinessConsulting answers:

Cultural imprints

Who we are
We are an international organisation, with offices in the UK, USA and Australia and representative offices in Sweden and Brazil. We have been operating in the United Kingdom since 1988.

What we do
We offer a specialised service that provides key knowledge for: brand building, new product development, identifying new segments, tailoring messages to consumers and organisational change and integration.
Our process fulfils two roles; one is to provide key knowledge for companies’ strategic planing process. The other is to develop client teams who will implement this strategic knowledge on an ongoing basis.

How we do it
We have developed a systematic process that translates the contradictions of human behaviour into something concrete, identifying people’s emerging needs with remarkable accuracy. During a project the members of the client team become experts in using this strategic knowledge. The ‘core competence’ remains within the client’s organisation.

Scientific Background
We draw on the latest discoveries in the neural sciences, linguistics, psychology and anthropology and apply them in the world of business.
Recent discoveries in the field of the neural sciences teach us that:

• Emotion is the trigger to action
• The rational system follows the emotional system
• Present actions are driven by past experiences
• Present experiences dictate our emerging needs

The Imprint analysis incorporates this knowledge of the human mind to determine people’s emerging needs and ‘entry-points’ for effective communication.

What makes Cultural Imprint unique

• We have a systematic process to identify people’s emerging needs and ‘entry points’ for effective communication
• ‘People say one thing and do another.’ We find out what they really want!
• The process serves as a ‘truth detector’ to reveal how consumers feel about brands
• Client participation allows companies to reconnect with their audiences
• Development of a client team enables the results to be implemented on an ongoing basis


Cristina Afors – President and Founder
Cristina is a graduate in economics from Fundacao Getulio Vargas, Brazil. She studied social psychology at the London School of Economics and psychoanalysis at the Tavistock Institute, London. Cristina founded Cultural Imprint in 1988 and has extensive experience working with large multinational companies across a wide range of industries and services

John Evans – Vice President
John obtained a PhD in psychology from the University of Western Australia. He has taught in psychology departments at several Australian universities, and has also lectured in personnel management, business and human resource, micro computing, management science and business related courses at the David Syme Business School. He began consulting in 1981, where he worked with a number of corporations, providing an array of consultancy services. John joined Cultural Imprint in 1993

Marilyn Zuckerman Michaels – Vice President
Prior to joining Cultural Imprint in 1999, Marilyn led AT&T Solutions’ Management practice, where she provided consulting services for Global 2000 companies. She specialised in building and managing worldwide change management initiatives, enabling successful business transformation. Marilyn has also held management positions in AT&T Bell Labs, American Hoescht, ITT and RCA, and is the author of the successful book ‘Incredibly American’

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Sandra asks…

Why System Design, UML ?

Hi friends,

I have a project in .NET ( VB.NET & ASP.NET ) for which I am supposed prepare an effort estimate, convince why .NET is the best option to the client (because I know only Microsoft technology! :) , design the system into HLD & LLD, prepare the schedule & assign it to the team. All these days I was more into programming and now I have accepted this new responsibilty. Though there are few colleagues who can help me, I would first like to know the following in lay man’s language:

a) What is UML ? Why should I use it ?
b) How to prepare an estimate for a project based on the requirement specifications ?
c) What tool should I use for HLD & LLD ? How should I design the database ?
d) First of all, why design is required ? Cant we code directly from the requirement specification ?

Please help me. Advance thanks to all ..

AustinBusinessConsulting answers:

Whats UML?
The Unified Modeling Language (UML) is a standard language for specifying, visualizing, constructing, and documenting the artifacts of software systems, as well as for business modeling and other non-software systems.

Why Use UML?
As the strategic value of software increases for many companies, the industry looks for techniques to automate the production of software and to improve quality and reduce cost and time-to-market. These techniques include component technology, visual programming, patterns and frameworks. Businesses also seek techniques to manage the complexity of systems as they increase in scope and scale. In particular, they recognize the need to solve recurring architectural problems, such as physical distribution, concurrency, replication, security, load balancing and fault tolerance. Additionally, the development for the World Wide Web, while making some things simpler, has exacerbated these architectural problems. The Unified Modeling Language (UML) was designed to respond to these needs.

How to prepare an estimate for a project based on the requirement specifications ?
The estimate should made from manpower used, time taken, consultancy charges, hardwares required and etc…


HLD may content ‘use cases’ up to ‘structural’ classes may be with operations but without ‘true’ details (unavailable to generate code) available to define sequence diagrams. A (part of the) deployment may also be given at this level.

LLD give the design and may be used to produce source code, to give the deployment etc …

Depending on the HLT level the classes defined at the HLD may exist or not in the LLD.

In the design phase the architecture is established. This phase starts with the requirement document delivered by the requirement phase and maps the requirements into an architecture. The architecture defines the components, their interfaces and behaviors. The deliverable design document is the architecture. The design document describes a plan to implement the requirements. This phase represents the “how” phase. Details on computer programming languages and environments, machines, packages, application architecture, distributed architecture layering, memory size, platform, algorithms, data structures, global type definitions, interfaces, and many other engineering details are established. The design may include the usage of existing components.

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