The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton

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"The New Publishing Skillset: Change Management in a Creative Industry" - Robert Wheaton (Penguin Random House Canada) at BookNet Canada's Tech Forum - March 6, 2014.

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The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton

  1. 1. The New Publishing Skillset Change Management in a Creative Industry Robert Wheaton SVP, Digital @rjwheaton ! Penguin Random House Canada
  2. 2. publishing: we’re doing it wrong (apparently)
  3. 3. The New Publishing Skillset Change Management in a Creative Industry
  4. 4. – approaches to change –
  5. 5. – two strategic problems –
  6. 6. (3 pretty* charts) * mostly
  7. 7. – resume design –
  8. 8. !One Toronto Street, #300, Toronto ON M5C 2V6! (416) 957 1504! rwheaton@randomhouse.com! ! ! EDUCATION! !University of London! ! ! 2000-2001! ! ! ! !University of Oxford! ! ! 1999-2000! ! ! ! ! EXPERIENCE! ! ! ! Random House! ! of Canada! ! 2011-Present! ! ! ! ! ! ! ! ! ! ! ! ! Indigo Books! ! & Music! ! ! 2004-2011! ! ! ! ! ! ! ! ! ! SKILLS! ! ! ! ! REFERENCES! Name of degree! ❖ Specialization! ❖ Key areas, courses, or awards! ❖ GPA! ! Name of degree! ❖ Specialization! ❖ Key areas, courses, or awards! ❖ GPA! ! ! ! ! VP, Director Strategic Digital Business Development! ❖ e-Book sales (including responsibility for achieving e-book sales targets; retailer account management; pricing strategy; and merchandising and positioning plans)! ❖ Digital product development (including app development; digital tools and services; and coordination with international Random House companies for product launch support in Canada)! ❖ Digital publishing initiatives (including facilitating cross-departmental projects; as well as flagship online/digital publishing initiatives including Hazlitt and Hazlitt Originals)! ❖ Digital business development (including contract negotiation with e- book retailers and establishing strategic partnerships)! ! Director, Inventory Management! ❖ Managed core replenishment buying and returns processes in book product group to maximize product availability to customers, maintain inventory within budget, reduce operational costs, and maximize margin against vendor discount structures.
 * With direct reports (team managers and process improvers) managed a team collectively responsible for inventory requirements against 75% of business revenue, across 160,000 unique SKUs at over 5 million active article/sites. !❖ Some skills. Probably technical skills.! ❖ More skills. Excel, Word, Powerpoint.! ❖ Even more. HTML, CSS, whatever! ! ! Upon request Robert Wheaton
  9. 9. !One Toronto Street, #300, Toronto ON M5C 2V6! (416) 957 1504! rwheaton@randomhouse.com! ! “Robert was a great colleague! He always made sure that all of his colleagues knew what work he was doing and comforted people who left meetings in tears!” - Alan Smithee ! ! ! ! Random House of Canada, Limited! 2011-Present! VP, Director Strategic Digital Business Development! ! e-Book sales (including responsibility for achieving e-book sales targets; retailer account management; pricing strategy; and merchandising and positioning plans)! Digital product development (including app development; digital tools and services; and coordination with international Random House companies for product launch support in Canada)! Digital publishing initiatives (including facilitating cross-departmental projects; as well as flagship online/digital publishing initiatives including Hazlitt and Hazlitt Originals)! Digital business development (including contract negotiation with e-book retailers and establishing strategic partnerships)! ! ! ! Robert Wheaton Objective! Have an interview with you which will lead to you being impressed by my dynamic change management skill set that can be used by your business to drive KPI business metrics and consumer engagement by a dynamic best-in-class customer relationship manager whose skills have been endorsed as an independent self-starter and creative change management evangelist! by many professional business colleagues and at the end of the interview you will offer me a job in the role of THE JOB at THE COMPANY. Creativity Excellenc DIGITAL ONLINE SOCIAL NETWORK & MEDIA MARKETING SPECIALIST
  10. 10. self-starter! analytics workplace safety! strategy :)
  11. 11. ePub ePub3 iBA KF8 epub.js HTML CSS javascript jquery Objective C Java ONIX UX design API design CRM SQL data visualization analytics
  12. 12. ePub ePub3 iBA KF8 epub.js HTML CSS javascript jquery Objective C Java ONIX UX design API design CRM SQL data visualization analytics
  13. 13. hire train integrate
  14. 14. strategy ! tactics ! work ! skills ! people
  15. 15. strategy ! time ! impasse ! tasks ! people
  16. 16. Underlying Assumptions
  17. 17. Espoused values Underlying Assumptions
  18. 18. Artifacts Espoused values Underlying Assumptions
  19. 19. Artifacts Espoused values Underlying Assumptions
  20. 20. – first problem –
  21. 21. big data!
  22. 22. big data?
  23. 23. vlookups pivot tables standard deviation
  24. 24. R SQL Tableau Hadoop cluster analysis Fourier transform multivariate regression analysis
  25. 25. http://www.asymco.com/2014/02/10/fortune-130/
  26. 26. http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
  27. 27. http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
  28. 28. http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
  29. 29. http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
  30. 30. http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
  31. 31. Experimental Study of Inequality and Unpredictability in an Artificial Cultural Market Matthew J. Salganik, Peter Sheridan Dodds, Duncan J. Watts ! ! ! ! 10 FEBRUARY 2006 VOL 311 SCIENCE www.sciencemag.org http://www.princeton.edu/~mjs3/salganik_dodds_watts06_full.pdf ! ! ! More: http://www.princeton.edu/~mjs3/musiclab.shtml ! Layperson's version: http://kieranhealy.org/blog/archives/2014/02/15/social-aspects-of-success-and-failure-in-cultural-markets/
  32. 32. – first problem –
  33. 33. the solution?
  34. 34. Hire some nerds
  35. 35. R SQL Tableau Hadoop cluster analysis Fourier transform multivariate regression analysis
  36. 36. Yes
  37. 37. Hire some nerds
  38. 38. – Digression –
  39. 39. boolean integer float BLOB null charaacter varchar datetime
  40. 40. Data type casting
  41. 41. DATA TYPE CASTING
  42. 42. DATA TYPE CASTING when good data gets cast in bad roles
  43. 43. The HOBO
  44. 44. 3 > 4 MB < ON > QC
  45. 45. The HOBO
  46. 46. The FLIRT
  47. 47. The FLIRTGiacomo, 25
  48. 48. “e-book sales increased 364% last year”
  49. 49. The PHANTOM
  50. 50. everyone was to scared to check
  51. 51. The SINGULARITY
  52. 52. – Antagonists –
  53. 53. DATA TYPE CASTING when good data gets cast in bad roles
  54. 54. example
  55. 55. http://www.booknetcanada.ca/blog/2013/3/25/future-proofing-publishing.html
  56. 56. big number
  57. 57. The HOBO
  58. 58. big number
  59. 59. context narrative unpacking discussion transparency
  60. 60. “?”
  61. 61. new skills?
  62. 62. ePub ePub3 iBA KF8 epub.js HTML CSS javascript jquery Objective C Java ONIX UX design API design CRM SQL data visualization analytics
  63. 63. context narrative background comparison interpretation storytelling discussion transparency
  64. 64. some suggestions
  65. 65. 1. audit your reporting
  66. 66. do you read this report? beyond the first 10 lines? which columns do you look at? what do you do as a result?
  67. 67. 2. introduce a handful of tools and terms
  68. 68. 3. talk about opportunity costs
  69. 69. context narrative background comparison interpretation storytelling discussion transparency
  70. 70. – second problem –
  71. 71. social
  72. 72. (sigh)
  73. 73. mobile
  74. 74. (that’s worse)
  75. 75. audiences authors
  76. 76. physical retailers audiences broadcast & print media authors publishers
  77. 77. physical retailers audiences broadcast & print media authors
  78. 78. physical retailers audiences e-commerce broadcast, online & print media search authors
  79. 79. search engines SEO AdWords internet retailers metadata assets conversion
  80. 80. skills
  81. 81. physical retailers audiences e-commerce broadcast, online & print media search social authors
  82. 82. physical retailers audiences e-commerce broadcast, online & print media search social authors
  83. 83. http://www.asymco.com/2014/01/07/when-will-smartphones-saturate/
  84. 84. ?
  85. 85. Pleasure/relaxation Information To give as a gift Self-help/improvement Other To take on vacation School/class Work/career Commuting Non-business-related travel Book club/group I belong to Do-it-yourself Business-related travel 0% 15% 30% 45% 60%
  86. 86. entertainment ! information ! participation ! aspiration
  87. 87. Time Quality Incumbent Consumer needs Figure 5-1 The Innovator’s Solution, Christensen, Raynor
  88. 88. Time Quality Incumbent Consumer needs New entrant
  89. 89. narrative is good enough?
  90. 90. entertainment ! information ! participation ! aspiration
  91. 91. – second problem –
  92. 92. the solution?
  93. 93. an approach
  94. 94. Time Quality Incumbent Consumer needs New entrant
  95. 95. entertainment ! information ! participation ! aspiration
  96. 96. a cultural passport
  97. 97. entertainment ! information ! participation ! aspiration
  98. 98. design ! events ! IP management
  99. 99. design ! events ! IP management
  100. 100. design ! events ! IP management
  101. 101. opportunities?
  102. 102. – not so fast! –
  103. 103. image permissions authors’ calendars serial rights systems contracts events relationships
  104. 104. the hard problems are the ones we’re supposed to solve
  105. 105. image permissions authors’ calendars serial rights systems contracts events relationships
  106. 106. Artifacts Espoused values Underlying Assumptions
  107. 107. Artifacts Espoused values Underlying Assumptions
  108. 108. “Complaining is not a strategy”
  109. 109. Artifacts Espoused values Underlying Assumptions
  110. 110. some suggestions
  111. 111. 1. find the breakpoints
  112. 112. ePub ePub3 iBA KF8 epub.js HTML CSS javascript jquery Objective C Java ONIX UX design API design CRM SQL data visualization analytics
  113. 113. we have to let knowledge walk out the door
  114. 114. don’t let former employees train new employees
  115. 115. 2. examine unexamined workflows
  116. 116. send out Monday reports to key stakeholders 4 hours complain about that thing that happened last week 12 minutes pick up the phone and negotiate with retailer contact 16 hours respond passive-aggressively to retailer because of tone in automated emails 3 minutes complain about person who complained about that thing that happened last week 14 minutes aggregate multiple data sources in single database 6 hours send csv report to accounting (do they still need this?) 45 minutes
  117. 117. 3. tell stories about adapting
  118. 118. 4. show the designers how to use Tumblr
  119. 119. 5. find allies by disagreement
  120. 120. context narrative background comparison interpretation storytelling discussion transparency
  121. 121. context narrative background comparison interpretation storytelling discussion transparency
  122. 122. Shaul Schwarz/Cinedigm http://narcoculture.com/
  123. 123. publishing
  124. 124. a problem of change
  125. 125. (3 charts)
  126. 126. http://www.asymco.com/2014/02/10/fortune-130/
  127. 127. http://www.asymco.com/2014/01/07/when-will-smartphones-saturate/
  128. 128. ePub ePub3 iBA KF8 epub.js HTML CSS javascript jquery Objective C Java ONIX UX design API design CRM SQL data visualization analytics
  129. 129. context narrative background comparison interpretation storytelling discussion transparency
  130. 130. process
  131. 131. mission
  132. 132. cultivating a public
  133. 133. change
  134. 134. thank you everybody read this book

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