Proving Collaboration Works At 3M


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This is the slide deck from a presentation I made at an IBM event. It narrates an unusual approach to encourage early adopters to use internal collaboration tools inside a global company.

Here's a link to the video mentioned in this presentation

Session CUST106 at the 2011 Lotusphere in February.

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Proving Collaboration Works At 3M

  1. 1. CUST106Proving Collaboration Works – toEveryoneJohn Woodworth | IT Lab Collaboration | 3M © 2011 IBM Corporation
  2. 2. Agenda● About● Opportunity● Serendipity● Challenge● GO!● Curtain Call © 2011 IBM Corporation 2
  3. 3. © 2011 IBM Corporation 3
  4. 4. About 3M Health Care Business Industrial and Consumer and Transportation Office Business Business Electro and Communications Business Display and Safety, Security Graphics Business and Protection Services Business © 2011 IBM Corporation 4
  5. 5. Solving Problems Everywhere ● Operate companies in more than 65 countries ─ 35 international companies with manufacturing operations, 35 with laboratories ─ In the United States, operations in 28 states ● R&D and related expenditures total $6.861 billion for the last five years ● More than 75,000 employees worldwide ● “Innovation through collaboration” © 2011 IBM Corporation 5
  6. 6. High-Performance CultureWe respect the dignity and worth of allindividuals, encourage the initiative of eachemployee, challenge individual capabilities andprovide equal opportunity for development. -- 3M Human Resource Principles © 2011 IBM Corporation 6
  7. 7. Opportunity © 2011 IBM Corporation 7
  8. 8. December, 2009● 3M Connections launched earlier that year● Some awareness, strongest at US HQ● Skepticism around enterprise collaboration Checking it out Roger’s ‘Diffusion of Innovation’ © 2011 IBM Corporation 8
  9. 9. December, 2009● Gloomy news, everywhere ─ Economy ─ Government ─ Personal life … © 2011 IBM Corporation 9
  10. 10. How to … prove business collaboration can work … globally, ... ramp up our ‘engagement’ game and … bring JOY to 3M employees? © 2011 IBM Corporation 10
  11. 11. Serendipity © 2011 IBM Corporation 11
  12. 12. Shorewood High School Shows How It’s Done © 2011 IBM Corporation 12
  13. 13. Motivation and Creativity Complex tasks require different motivation Daniel Pink proved people will rise to a challenge if given: Autonomy Purpose A chance to Master technique © 2011 IBM Corporation 13
  14. 14. Bravery, Choices And Locked Doors Alice had to make choices with very little information She made mistakes, but she figured it out People are intrigued by mysterious things © 2011 IBM Corporation 14
  15. 15. Challenge © 2011 IBM Corporation 15
  16. 16. Yikes! Do A Video? Really? Can we really pull in global participation? People are busy. Who are the global ‘connectors?’ Who has video expertise? ‘Permission?’ Was this a career risk? I needed help! © 2011 IBM Corporation 16
  17. 17. Getting Started Found some conspirators Brainstorming: what did we want? Gave ourselves ‘permission’ After-hours SECRECY © 2011 IBM Corporation 17
  18. 18. ”In The Margins?” What does that mean? Leonardo da Vincis Codex on the Flight of Birds This became our project name © 2011 IBM Corporation 18
  19. 19. Project Goals Surprise the company “Bottoms - up" Raise the spirit of each person who watches it Show 3M executives how cool the employees are Prove collaboration can happen with the new 3M social tools. Teach innovative people how to use them. © 2011 IBM Corporation 19
  20. 20. Some Simple Rules Only 3M employees. All video had to internally developed. No sponsors. McKnight had to be in each video segment, somewhere. Theme: “Show McKnight how far weve come.” Encouraged: subtlety, things off to the side, mystery, exuberance. © 2011 IBM Corporation 20
  21. 21. Some Simple Rules Each team to develop a 15-second clip A common sound track Protect 3M – no infringement, no confidential information Each team had a captain Everyone has a vote Core team to assemble and render final video © 2011 IBM Corporation 21
  22. 22. How we would do this? Use Connections Discussions Wiki (plans, voting, ‘team pages,’ storyboards) Blog for weekly newsletter Files Bookmarks for video clips Very little e-mail! Use 3M Video Library (new) Clips, playlists, drafts Sametime for global chat © 2011 IBM Corporation 22
  23. 23. Getting Ready Project charter and plan Samples of storyboards Pre-seeded discussions Topics ready to go Initial invites © 2011 IBM Corporation 23
  24. 24. Go! © 2011 IBM Corporation 24
  25. 25. Who to Invite? Creative, connected people… Who will accept a challenge, and … Be comfortable joining a stealth project. © 2011 IBM Corporation 25
  26. 26. The Power of Connectors and Salesmen The Power Of Little Things Robust Social Networks Most effective if the ‘Right People’ are in the network © 2011 IBM Corporation 26
  27. 27. We Sent an Obscure Invitation Sent via e-mail from me. Clicking the button launched a video invite I did not know most of the invitees © 2011 IBM Corporation 27
  28. 28. It Worked! “Hell yes, I’m in!” “Count me, in!” “Tell me more.” 28 accepted, 24 no response The first wave recommended other people. They sent ‘the button.’ Invitees formed their own teams. Total of 75 people, worldwide © 2011 IBM Corporation 28
  29. 29. But This Approach Wasn’t Effective Everywhere China and Japan did not reply. Can you guess why? © 2011 IBM Corporation 29
  30. 30. Keeping the Energy Going Encouraged competition – cooperation Wiki-based storyboards with comments and stars Team photos, team pages Teams uploaded files and templates for others to use Discussions – debates on approach Allowed rules to adapt Weekly video messages © 2011 IBM Corporation 30
  31. 31. Roadblocks, Cliffs and Potholes Perfectionists vs. impatient Musical score Critical path Chirping crickets Summer slowdown Had the project stalled? © 2011 IBM Corporation 31
  32. 32. How To Reignite the Project? What were the teams doing? Lost two months Needed a spark Made a clip and invited comments © 2011 IBM Corporation 32
  33. 33. What happened? Many comments on the clip Suddenly, new clips arrived Made the music track into a voting contest Creativity sparks creativity! © 2011 IBM Corporation 33
  34. 34. Complete! Burst of activity in final four weeks Launched internally Oct 25. Viral – each team member could disperse as they chose Blog post “What is this? Where did it come from?” Requests for copies Attention of top executives Permission to take it to YouTube © 2011 IBM Corporation 34
  35. 35. Curtain Call © 2011 IBM Corporation 35
  36. 36. What Did We Learn? ‘Bottoms – up’ projects work, but require flexibility Community management is essential Stealth is fun Viral works; it leads to the right people Collaboration is a clear path towards creativity © 2011 IBM Corporation 36
  37. 37. Daniel Pink Is Right Team members taught themselves how to make videos. They spent their own money and personal time (Mastery) They aligned strongly on the ‘gift’ theme (Purpose) The team members adjusted the scope (Autonomy) © 2011 IBM Corporation 37
  38. 38. Who were they? 75 people 17 teams Most have never met… … and most never will The team chooses to remain anonymous © 2011 IBM Corporation 38
  39. 39. Reference: Videos The Team Video (YouTube) “Yes, IT Does Continue” The Shorewood ‘LipDub’ video Daniel Pinks “The surprising truth about what motivates us” © 2011 IBM Corporation 39