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Jonathan Kahn: Using content strategy to save your organization (Webdagene 2013)

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  • 1. JonathanKahn @lucidplot Webdagene 10September2013,Oslo CHANGE YOUR ORGANISATION USING CONTENT STRATEGY TO JONATHANKAHN
  • 2. 1.THE CS STORY HAS BROUGHT US SO FAR THAT WE CAN SEE PAST IT. 2.LET’S TELL STORIES ABOUT DIGITAL TRANSFORMATION. 3.DARE TO BE VULNERABLE, TO LISTEN, AND TO LEAD CULTURAL CHANGE. TODAY I’M GIVING YOU A NEW STORY
  • 3. 1.THE CS STORY HAS BROUGHT US SO FAR THAT WE CAN SEE PAST IT. 2.LET’S TELL STORIES ABOUT DIGITAL TRANSFORMATION. 3.DARE TO BE VULNERABLE, TO LISTEN, AND TO LEAD CULTURAL CHANGE. TODAY I’M GIVING YOU A NEW STORY
  • 4. PhotobyTheU.S.Army http://www.!lickr.com/photos/soldiersmediacenter/6096395420/
  • 5. “Whoamongusisasking thescary,important questionsaboutcontent, suchas‘What’sthepoint?’ or‘Whocares?’” KristinaHalvorson “TheDisciplineofContentStrategy” AListApartMagazine December2008
  • 6. “Cross-functionalteamsare madeupofthevarious disciplinesinvolvedincreating yourproduct.So!tware engineering,product management,interactiondesign, visualdesign,contentstrategy, marketing,andqualityassurance shouldallbeincludedinaLean UXteam.”—Je!fGothelf,2013 THE CS INTERVENTION WORKED
  • 7. “Tooo!ten,contentiscreatedbyauthors workinginisolationfromotherswithinthe organization...Noonehasacomplete pictureofthecustomer’scontent requirementsandnoonehasthe responsibilitytomanagethecustomer experience.” “Thegoalofcollaborativeauthoringisto breakdownthesilowallssoauthorscan createcontentconsistently.”[myemphasis] —ManagingEnterpriseContent,2nd edition,2012 “THE CONTENT SILO TRAP” ANN ROCKLEY & CHARLES COOPER
  • 8. “Evenifyoucan’tcreateanentirelynew businessunitforcontentstrategy,youcan designatepeopletohavecontentstrategy aspartoftheirjobdescriptions.Andgive thosepeoplelatitudetobeenvoystoother businessunits.Contentstrategy ambassadors,ifyouwill.Thatwillhelp youensureallofthebusinessunits understandeachotherand collaborate.Really,itcanhappen.” —ContentStrategyfortheWeb,2nd edition,2012 “A HOME BASE THAT FACILITATES CROSS-TEAM COLLABORATION [ABOUT] CONTENT” KRISTINA HALVORSON & MELISSA RACH
  • 9. CREATE ONCE, PUBLISH EVERYWHERE
  • 10. 1.THE CS STORY HAS BROUGHT US SO FAR THAT WE CAN SEE PAST IT. 2.LET’S TELL STORIES ABOUT DIGITAL TRANSFORMATION. 3.DARE TO BE VULNERABLE, TO LISTEN, AND TO LEAD CULTURAL CHANGE. TODAY I’M GIVING YOU A NEW STORY
  • 11. 1.THE CS STORY HAS BROUGHT US SO FAR THAT WE CAN SEE PAST IT. 2.LET’S TELL STORIES ABOUT DIGITAL TRANSFORMATION. 3.DARE TO BE VULNERABLE, TO LISTEN, AND TO LEAD CULTURAL CHANGE. TODAY I’M GIVING YOU A NEW STORY
  • 12. Photoby WisconsinHistoricalImages http://www.!lickr.com/photos/whsimages/954443940
  • 13. ImagebyDaveGray(Creative Commonslicensed) http://www.!lickr.com/photos/ davegray/6865784537/
  • 14. “Manybusinesssystemsaretightlycoupled,like trainsonatrack,tomaximizecontrolande!!iciency. Butwhatthebusinessenvironmentrequires todayisnote!!iciencybut!lexibility.Sowe havethesetightlycoupledsystemsandtherailsare notpointingintherightdirection.Andchangingthe rails,althoughwefeelitisnecessary,iscomplexand expensivetodo.Sowesitinthesebusiness meetings,settinggoalsandmakingourstrategic plans,arguingaboutwhichwaytherailsshouldbe pointing,whenwhatwereallyneedistogeto!fthe trainaltogetherandembraceacompletelydi!ferent systemandapproach.”[myemphasis] —DaveGray,2012 http://bit.ly/10PPiui
  • 15. “Somethingsbene!itfromshocks;they thriveandgrowwhenexposedto volatility,randomness,disorder,and stressorsandloveadventure,risk,and uncertainty...thereisnowordforthe exactoppositeoffragile… Antifragilityisbeyondresilienceor robustness.Theresilientresistsshocks andstaysthesame;theantifragilegets better.” —Antifragile,2012 WEB/STARTUP CULTURE IS ANTIFRAGILE NASSIM TALEB
  • 16. “[wesu!ferfrom]theillusionthatyou knowexactlywhereyouaregoing,you knewexactlywhereyouweregoinginthe past,andothershavesucceededinthe pastbyknowingwheretheyaregoing… LikeBritainintheIndustrialRevolution, America’sassetisrisktakingandtheuse ofoptionality,thisremarkableabilityto engageinrationalformsoftrialanderror, withnocomparativeshameinfailing, startingagain,andrepeatingfailure.” —Antifragile,2012 WEB/STARTUP CULTURE IS ANTIFRAGILE NASSIM TALEB
  • 17. RESEARCH, TESCO-STYLE TERRY LEAHY “[Wetriedto]turnaweaknesswehad—thatwe hadnopresenceinAmerica—intoanadvantage: Wecanresearchanddesigntheperfectstorefor theAmericanconsumerinthe21stcentury. OurteamwentovertoliveintheU.S.Westayedin people'shomes.Wewentthroughtheirfridges.We didallourresearch,andwe’regoodatresearch.” —interviewin WSJ,2007
  • 18. RESEARCH, TESCO-STYLE TERRY LEAHY “Wecanresearchanddesign theperfectstorefor theAmericanconsumerinthe 21stcentury. …Wedidallourresearch,and we’regoodatresearch.”
  • 19. RESEARCH, TESCO-STYLE TERRY LEAHY “Webuilt[aprototype]storeinsideawarehouse. Weclaimeditwasamoviesetsothatpeople woulddeliverallthesegoodsandnotthinkit wasus.Wehadtoborrowproductsfromother retailersbecausewehadn'tatthatstage developedanyproducts.Wetookordinary peoplein,andtheyreally,reallylikedit.” —interviewin WSJ,2007
  • 20. “Foreventhoughthisstrategymayappear consumer-drivenintheory,unlesstheconsumeris accountedforatafoundational,organizational level—unlesstheconsumerisallowedtodriveand shapetheexperience—his/herimpactisnottruly beingfelt.Andthereinliesthedirtylittlesecretof mostsuccessfulretailbrands:theretail experienceofthemostsuccessfulbrands owesmuchmoretotheroutinerequestsand tweakssuggestedbyitsloyalcustomersthan thepowerfulvisionorinsightofitsexecutiveteam, muchlesssolelythatoftheCEO.”[myemphasis] —TheHartmanGroup http://bit.ly/YwEn78
  • 21. WHAT DOES STARTUP CULTURE LOOK LIKE?
  • 22. 1.THE CS STORY HAS BROUGHT US SO FAR THAT WE CAN SEE PAST IT. 2.LET’S TELL STORIES ABOUT DIGITAL TRANSFORMATION. 3.DARE TO BE VULNERABLE, TO LISTEN, AND TO LEAD CULTURAL CHANGE. TODAY I’M GIVING YOU A NEW STORY
  • 23. 1.THE CS STORY HAS BROUGHT US SO FAR THAT WE CAN SEE PAST IT. 2.LET’S TELL STORIES ABOUT DIGITAL TRANSFORMATION. 3.DARE TO BE VULNERABLE, TO LISTEN, AND TO LEAD CULTURAL CHANGE. TODAY I’M GIVING YOU A NEW STORY
  • 24. PhotobyClintKoehler http://www.!lickr.com/photos/amberandclint/3567034608/
  • 25. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THE LEAN STARTUP PhotobyJonathanKahn
  • 26. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THE LEAN STARTUP PhotobyJonathanKahn
  • 27. Photoby JasonWeinberger http://www.!lickr.com/photos/jasonweinberger/5143388224/
  • 28. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THE LEAN STARTUP PhotobyJonathanKahn
  • 29. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THE LEAN STARTUP PhotobyJonathanKahn
  • 30. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THE LEAN STARTUP PhotobyJonathanKahn
  • 31. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THE LEAN STARTUP PhotobyJonathanKahn
  • 32. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THE LEAN STARTUP PhotobyJonathanKahn
  • 33. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THE LEAN STARTUP PhotobyJonathanKahn
  • 34. ERIC RIES “Howdoweholdpeopleaccountablefor learningatanorganizationallevel? Traditionaldepartments…keeppeople focusedonexcellenceintheirspecialties: marketing,sales,productdevelopment. Butwhatifthecompany’sbestinterests areservedbycross-functional collaboration?” TheLeanStartup,2011
  • 35. 1.ENTREPRENEURS ARE EVERYWHERE 2.ENTREPRENEURSHIP IS MANAGEMENT 3.VALIDATED LEARNING 4.INNOVATION ACCOUNTING 5.BUILD-MEASURE-LEARN ERIC RIES LEAN STARTUP PRINCIPLES
  • 36. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THE LEAN STARTUP PhotobyJonathanKahn
  • 37. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THE LEAN STARTUP PhotobyJonathanKahn
  • 38. BRENÉ BROWN “Whenwespendourliveswaiting untilwe’reperfectorbulletproof beforewewalkintothearena,we sacri!icerelationshipsand opportunities,squandertime,and turnourbacksonourgi!ts…”
  • 39. BRENÉ BROWN “…Ratherthansittingonthesidelines andhurlingjudgmentandadvice,we mustdaretoshowupandletourselves beseen.Thisisvulnerability.Thisis daringgreatly.” DaringGreatly,2012
  • 40. JonathanKahn @lucidplot THANK YOU Webdagene 10September2013,Oslo