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 - 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.

"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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  • 1. The New Publishing Skillset Change Management in a Creative Industry Robert Wheaton SVP, Digital @rjwheaton ! Penguin Random House Canada
  • 2. publishing: we’re doing it wrong (apparently)
  • 3. The New Publishing Skillset Change Management in a Creative Industry
  • 4. – approaches to change –
  • 5. – two strategic problems –
  • 6. (3 pretty* charts) * mostly
  • 7. – resume design –
  • 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. !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. self-starter! analytics workplace safety! strategy :)
  • 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. ePub ePub3 iBA KF8 epub.js HTML CSS javascript jquery Objective C Java ONIX UX design API design CRM SQL data visualization analytics
  • 13. hire train integrate
  • 14. strategy ! tactics ! work ! skills ! people
  • 15. strategy ! time ! impasse ! tasks ! people
  • 16. Underlying Assumptions
  • 17. Espoused values Underlying Assumptions
  • 18. Artifacts Espoused values Underlying Assumptions
  • 19. Artifacts Espoused values Underlying Assumptions
  • 20. – first problem –
  • 21. big data!
  • 22. big data?
  • 23. vlookups pivot tables standard deviation
  • 24. R SQL Tableau Hadoop cluster analysis Fourier transform multivariate regression analysis
  • 25. http://www.asymco.com/2014/02/10/fortune-130/
  • 26. http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
  • 27. http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
  • 28. http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
  • 29. http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
  • 30. http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
  • 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. – first problem –
  • 33. the solution?
  • 34. Hire some nerds
  • 35. R SQL Tableau Hadoop cluster analysis Fourier transform multivariate regression analysis
  • 36. Yes
  • 37. Hire some nerds
  • 38. – Digression –
  • 39. boolean integer float BLOB null charaacter varchar datetime
  • 40. Data type casting
  • 41. DATA TYPE CASTING
  • 42. DATA TYPE CASTING when good data gets cast in bad roles
  • 43. The HOBO
  • 44. 3 > 4 MB < ON > QC
  • 45. The HOBO
  • 46. The FLIRT
  • 47. The FLIRTGiacomo, 25
  • 48. “e-book sales increased 364% last year”
  • 49. The PHANTOM
  • 50. everyone was to scared to check
  • 51. The SINGULARITY
  • 52. – Antagonists –
  • 53. DATA TYPE CASTING when good data gets cast in bad roles
  • 54. example
  • 55. http://www.booknetcanada.ca/blog/2013/3/25/future-proofing-publishing.html
  • 56. big number
  • 57. The HOBO
  • 58. big number
  • 59. context narrative unpacking discussion transparency
  • 60. “?”
  • 61. new skills?
  • 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. context narrative background comparison interpretation storytelling discussion transparency
  • 64. some suggestions
  • 65. 1. audit your reporting
  • 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. 2. introduce a handful of tools and terms
  • 68. 3. talk about opportunity costs
  • 69. context narrative background comparison interpretation storytelling discussion transparency
  • 70. – second problem –
  • 71. social
  • 72. (sigh)
  • 73. mobile
  • 74. (that’s worse)
  • 75. audiences authors
  • 76. physical retailers audiences broadcast & print media authors publishers
  • 77. physical retailers audiences broadcast & print media authors
  • 78. physical retailers audiences e-commerce broadcast, online & print media search authors
  • 79. search engines SEO AdWords internet retailers metadata assets conversion
  • 80. skills
  • 81. physical retailers audiences e-commerce broadcast, online & print media search social authors
  • 82. physical retailers audiences e-commerce broadcast, online & print media search social authors
  • 83. http://www.asymco.com/2014/01/07/when-will-smartphones-saturate/
  • 84. ?
  • 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. entertainment ! information ! participation ! aspiration
  • 87. Time Quality Incumbent Consumer needs Figure 5-1 The Innovator’s Solution, Christensen, Raynor
  • 88. Time Quality Incumbent Consumer needs New entrant
  • 89. narrative is good enough?
  • 90. entertainment ! information ! participation ! aspiration
  • 91. – second problem –
  • 92. the solution?
  • 93. an approach
  • 94. Time Quality Incumbent Consumer needs New entrant
  • 95. entertainment ! information ! participation ! aspiration
  • 96. a cultural passport
  • 97. entertainment ! information ! participation ! aspiration
  • 98. design ! events ! IP management
  • 99. design ! events ! IP management
  • 100. design ! events ! IP management
  • 101. opportunities?
  • 102. – not so fast! –
  • 103. image permissions authors’ calendars serial rights systems contracts events relationships
  • 104. the hard problems are the ones we’re supposed to solve
  • 105. image permissions authors’ calendars serial rights systems contracts events relationships
  • 106. Artifacts Espoused values Underlying Assumptions
  • 107. Artifacts Espoused values Underlying Assumptions
  • 108. “Complaining is not a strategy”
  • 109. Artifacts Espoused values Underlying Assumptions
  • 110. some suggestions
  • 111. 1. find the breakpoints
  • 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. we have to let knowledge walk out the door
  • 114. don’t let former employees train new employees
  • 115. 2. examine unexamined workflows
  • 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. 3. tell stories about adapting
  • 118. 4. show the designers how to use Tumblr
  • 119. 5. find allies by disagreement
  • 120. context narrative background comparison interpretation storytelling discussion transparency
  • 121. context narrative background comparison interpretation storytelling discussion transparency
  • 122. Shaul Schwarz/Cinedigm http://narcoculture.com/
  • 123. publishing
  • 124. a problem of change
  • 125. (3 charts)
  • 126. http://www.asymco.com/2014/02/10/fortune-130/
  • 127. http://www.asymco.com/2014/01/07/when-will-smartphones-saturate/
  • 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. context narrative background comparison interpretation storytelling discussion transparency
  • 130. process
  • 131. mission
  • 132. cultivating a public
  • 133. change
  • 134. thank you everybody read this book