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The Intelligence Collaborative 
http://IntelCollab.com #IntelCollab 
How to Engage Senior 
Executives in 12 Visible, 
Inte...
The Intelligence Collaborative 
http://IntelCollab.com #IntelCollab 
Powered by 
Kevin Mann 
Kevin Mann is IBM’s Principal...
Questions, Commentary & Content 
The Intelligence Collaborative 
http://IntelCollab.com #IntelCollab 
α Use the Questions ...
The Intelligence Collaborative 
http://IntelCollab.com #IntelCollab 
Powered by 
Agenda 
► Introduction 
► Visible 
► Inte...
The Intelligence Collaborative 
http://IntelCollab.com #IntelCollab 
Powered by 
Top three take-aways 
To Connect with Exe...
Your clients have to prioritize, select, delete, 
unsubscribe, ignore, and filter constantly 
The Intelligence Collaborati...
Today we have to apply filtering rules that would 
make sense even if information was infinite 
The Intelligence Collabora...
Only a small part of the information that we look at 
really gives us significant new insights 
Information Landscape – Va...
Only a small part of the information that we look at 
really gives us significant new insights 
Information Landscape – Va...
Only a small part of the information that we look at 
really gives us significant new insights 
Information Landscape – Va...
How can we engage executives at the level of 
gaining new insights? 
Information Landscape – Value Hierarchy Applying the ...
The Intelligence Collaborative 
http://IntelCollab.com #IntelCollab 
Powered by 
POLL 
Typically, how often do you need to...
I’ll share questions I’m asking myself about how to 
be more VIP – Visible, Interactive, and Provocative 
The Intelligence...
To be visible and “pass the filter,” what am I doing 
to create a brand, intrigue stakeholders, package 
for consumption, ...
Do you brand deliverables to strengthen identity, 
and become the “brand they reach for first”? 
The Intelligence Collabor...
Are you naming reports to intrigue clients so they 
“click through” to the content itself? 
IBM Market Development and Ins...
Is content easy to consume – using videos and 
podcasts in addition to written reports? 
The Intelligence Collaborative 
h...
For example, could an infographic get your 
audience to stop and focus? 
The Intelligence Collaborative 
http://IntelColla...
Are you using a checklist to consistently promote 
major deliverables? 
Checklist to be sure we reach our audience and dri...
To interact, how can you collaborate with 
stakeholders, empower them with tools and data, 
create engaging visuals, and c...
The Intelligence Collaborative 
http://IntelCollab.com #IntelCollab 
Powered by 
POLL 
In your view, in a presentation to ...
Do stakeholders collaborate with you, and share 
ownership for your work? 
The Intelligence Collaborative 
http://IntelCol...
Do your questions create collaboration by 
drawing stakeholders into a discussion? 
The Intelligence Collaborative 
http:/...
Do your questions create collaboration by 
drawing stakeholders into a discussion? 
The Intelligence Collaborative 
http:/...
Do your questions create collaboration by 
drawing stakeholders into a discussion? 
The Intelligence Collaborative 
http:/...
Are you empowering clients to easily “play” with 
data so they can reach their own conclusions? 
The Intelligence Collabor...
Does your approach to visualization draw 
executives into a discussion? 
San Francisco 
Bay Area 
for New 
Yorkers 
This g...
Stories are more memorable than any other 
form of content – are you using them enough? 
This is a Glass Slipper – Can you...
The Intelligence Collaborative 
http://IntelCollab.com #IntelCollab 
Powered by 
POLL 
During the last six months, how hav...
Is there a “character” with a problem that will be 
resolved by the actions you are recommending? 
Story – basic narrative...
Can you use examples with a compelling narrative 
to bring key points to life? 
The Intelligence Collaborative 
http://Int...
A market leader, can fail if it delays reacting to a 
market shift 
Chemical Digital 
The Intelligence Collaborative 
http...
To be provocative, how can you activate 
stakeholders, challenge, misconceptions, advocate 
a POV, and lead on a topic of ...
When feasible, do you tie facts to specific 
choices to recommend and provoke action? 
The Intelligence Collaborative 
htt...
Do you know the working assumptions that your 
management team uses … and are they accurate? 
The Intelligence Collaborati...
Do you have a clear point-of-view on what would 
really make your company better? 
The Intelligence Collaborative 
http://...
Do you have an area of strong expertise from 
which you can lead important discussions? 
The Intelligence Collaborative 
h...
We need to be more VIP – Visible, Interactive, and 
Provocative – with twelve ways that can help 
The Intelligence Collabo...
By focusing on being more VIP, we can improve 
our relevance and impact on the business. 
Information Landscape – Value Hi...
The Intelligence Collaborative 
http://IntelCollab.com #IntelCollab 
Powered by 
Thank you! Now how about a little Q&A? 
K...
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How to Engage Senior Executives in 12 Visible, Interactive and Provocative Ways

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How to Engage Senior Executives in 12 Visible, Interactive and
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How to Engage Senior Executives in 12 Visible, Interactive and Provocative Ways

  1. 1. The Intelligence Collaborative http://IntelCollab.com #IntelCollab How to Engage Senior Executives in 12 Visible, Interactive and Provocative Ways Powered by A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 12 November 2014 ~ featuring ~ Kevin Mann Dr. Craig Fleisher
  2. 2. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Kevin Mann Kevin Mann is IBM’s Principal Analyst, Strategic Insights, Competitive Intelligence. His focus is on making competitive intelligence information more impactful within IBM. During his career, Mr. Mann has worked in the sales, services, software, and research divisions at IBM, working with customers in over 25 countries. Email: jkmann@us.ibm.com The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!
  3. 3. Questions, Commentary & Content The Intelligence Collaborative http://IntelCollab.com #IntelCollab α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab α Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com. Powered by
  4. 4. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Agenda ► Introduction ► Visible ► Interactive ► Provocative ► Summary, Q&A and Discussion
  5. 5. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Top three take-aways To Connect with Executives: • Four ways to be more VISIBLE: Brand, Intrigue, Package, Promote • Four ways to be more INTERACTIVE: Collaborate, Empower, Visualize, Chronicle • Four ways to be more PROVOCATIVE: Activate, Challenge, Advocate, Lead
  6. 6. Your clients have to prioritize, select, delete, unsubscribe, ignore, and filter constantly The Intelligence Collaborative http://IntelCollab.com #IntelCollab … or this book Powered by 63,000 words of new information every day. That’s about the length of a novel. Business Week, June 19, 2012 Source: http://www.businessweek.com/articles/2012-06-19/is-cue-the-cure-for-information-overload
  7. 7. Today we have to apply filtering rules that would make sense even if information was infinite The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
  8. 8. Only a small part of the information that we look at really gives us significant new insights Information Landscape – Value Hierarchy The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by New insights – learn, discuss, apply, resolve Sense and respond – read and act Awareness – read and possibly forward on Monitoring – scan quickly Filtered out – ignored …
  9. 9. Only a small part of the information that we look at really gives us significant new insights Information Landscape – Value Hierarchy The Intelligence Collaborative http://IntelCollab.com #IntelCollab Applying the 80/20 Rule Powered by New insights – learn, discuss, apply, resolve Sense and respond – read and act Awareness – read and possibly forward on Monitoring – scan quickly Filtered out – ignored … 20% 80% 100%
  10. 10. Only a small part of the information that we look at really gives us significant new insights Information Landscape – Value Hierarchy The Intelligence Collaborative http://IntelCollab.com #IntelCollab Applying the 80/20 Rule Powered by New insights – learn, discuss, apply, resolve Sense and respond – read and act Awareness – read and possibly forward on Monitoring – scan quickly Filtered out – ignored … 20% 80% 100% 20% 80% 20% 80% 4% 16% 16% 64% 100%
  11. 11. How can we engage executives at the level of gaining new insights? Information Landscape – Value Hierarchy Applying the 80/20 Rule The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by New insights – learn, discuss, apply, resolve Sense and respond – read and act Awareness – read and possibly forward on Monitoring – scan quickly Filtered out – ignored … 20% 80% 20% 80% 20% 80% 4% 16% 16% 64% 100% 100%
  12. 12. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by POLL Typically, how often do you need to share insights that are of significant importance to your company 1. Weekly or more often 2. About once a month 3. About once every 2 months 4. About once every 3 months or longer
  13. 13. I’ll share questions I’m asking myself about how to be more VIP – Visible, Interactive, and Provocative The Intelligence Collaborative http://IntelCollab.com #IntelCollab … actively engage Provocative Powered by Interactive Visible … surprise or challenge … pass the filter
  14. 14. To be visible and “pass the filter,” what am I doing to create a brand, intrigue stakeholders, package for consumption, and promote content? Visible … pass the filter Brand – create an identity, branding, and look & feel Intrigue – name key deliverables to demand attention Package – simplify content to make it easy to consume Promote – distribute, cheer, be social, and make it popular The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
  15. 15. Do you brand deliverables to strengthen identity, and become the “brand they reach for first”? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Single, consistent look and feel – enforced seriously A “landing page” with easy access to all our content Powered by IBM Market Development and Insights Branding
  16. 16. Are you naming reports to intrigue clients so they “click through” to the content itself? IBM Market Development and Insights Titling and Naming Example The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
  17. 17. Is content easy to consume – using videos and podcasts in addition to written reports? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by IBM Center for Applied Insights – Video Example Source: http://www.youtube.com/watch?v=RJK8ftkyhaQ
  18. 18. For example, could an infographic get your audience to stop and focus? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
  19. 19. Are you using a checklist to consistently promote major deliverables? Checklist to be sure we reach our audience and drive business impact (2010) The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Strategy Action Partner with project sponsors and stakeholders Ask the project sponsor to communicate outward using vehicles that they “own,” such as a newsletter, monthly call, sales portal, or email list. Crystallize your content into a single “money chart” Intentionally create a chart that can be “pulled out” and reused in other presentations – make it stand alone as much as possible and credit MI. Search optimize your Bluemine abstract Write a rich and detailed abstract with specifics that might be searched for, including names of competitors, products, and keywords. Use keywords and tags Use the keyword function in Bluemine and enterprise link tagging to help people find your content more easily. Go social and share with communities Find appropriate communities on IBM Connections, post your report as a bookmark, and mail to the community if highly relevant and appropriate. Cross-link to related reports and portals Include links in the document text and also in the Bluemine listing to other relevant reports and portals. Personally send to colleagues Are there a few key colleagues that would find your latest report useful and might share with others? A personal touch can be the right approach. Promote as a “featured report” If your report has broad interest, approach the MI editors to see if your report can become a “featured report.”
  20. 20. To interact, how can you collaborate with stakeholders, empower them with tools and data, create engaging visuals, and chronicle with stories? Interactive … actively engage Collaborate – involve stakeholders, ask questions Empower – provide tools and data … not just answers Visualize – show graphics complex enough to engage Chronicle – add perspective with stories and examples The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
  21. 21. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by POLL In your view, in a presentation to 5 executives, how much time should You be talking vs. the Executives talking? 1. 90% (presentation with a few questions) 2. 75% (some discussion) 3. 50% (a lot of discussion) 4. 25% (basically a facilitated discussion)
  22. 22. Do stakeholders collaborate with you, and share ownership for your work? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Any questions?
  23. 23. Do your questions create collaboration by drawing stakeholders into a discussion? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Low High What Makes Questions Engaging? Engaging Questions Low High Compel Interaction Personal Focus
  24. 24. Do your questions create collaboration by drawing stakeholders into a discussion? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by What Makes Questions Engaging?  Please stop me if you have questions.  I’ll take silence to indicate agreement.  Any questions? Low High Engaging Questions Low High Compel Interaction Personal Focus
  25. 25. Do your questions create collaboration by drawing stakeholders into a discussion? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by What Makes Questions Engaging?  Jayden, can you see how Product A is growing much faster than product B?  Hayley, can you see which country has the highest profit margin? Engaging Questions  Nicki, are you surprised that product A is ahead?  Aaron, do you have an idea why Spain has the highest profit margin?  Please stop me if you have questions.  I’ll take silence to indicate agreement.  Any questions?  Bridget, please feel free to add your thoughts at any point.  If you have any comments, please send me a note. Low High Low High Compel Interaction Personal Focus
  26. 26. Are you empowering clients to easily “play” with data so they can reach their own conclusions? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Source: www.tableausoftware.com/public/gallery/taleof100
  27. 27. Does your approach to visualization draw executives into a discussion? San Francisco Bay Area for New Yorkers This graphic invites a personal response The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Source: http://visual.ly/san-francisco-bay-new- yorkers
  28. 28. Stories are more memorable than any other form of content – are you using them enough? This is a Glass Slipper – Can you name a story it goes with? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
  29. 29. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by POLL During the last six months, how have you used stories? (pick the first answer that fits) 1. Build presentations around a character-based or problem/solution narrative with real examples. 2. Strongly feature an anecdote or story to illustrate the central theme of the presentation. 3. Bring in real-life examples throughout the presentation. 4. Seldom use anecdotes or stories.
  30. 30. Is there a “character” with a problem that will be resolved by the actions you are recommending? Story – basic narrative flow to drive action 1. [Character] has [Conflict or Problem] leading to [Pain Points] 2. [Complications] prevent us from using the most common approach 3. [Causality or Insight] provides a solution to overcome the problem 4. [Change or Actions] can implement the solution, leading to the The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by [Character] experiencing fewer [Pain Points]
  31. 31. Can you use examples with a compelling narrative to bring key points to life? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Key point: We need to respond quickly to shifts in customer demand. Kodak’s Steven J. Sasson with the first digital camera -- invented in 1975
  32. 32. A market leader, can fail if it delays reacting to a market shift Chemical Digital The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by vs.
  33. 33. To be provocative, how can you activate stakeholders, challenge, misconceptions, advocate a POV, and lead on a topic of importance? Provocative … surprise or challenge The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Activate – target actions not just insights Challenge – use facts to undo misconceptions Advocate – stand for something consistently, have a POV Lead – become the leading expert in a topic
  34. 34. When feasible, do you tie facts to specific choices to recommend and provoke action? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
  35. 35. Do you know the working assumptions that your management team uses … and are they accurate? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
  36. 36. Do you have a clear point-of-view on what would really make your company better? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Example of a Clear Point-of-View
  37. 37. Do you have an area of strong expertise from which you can lead important discussions? The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Source: http://www.slideshare.net/HorizonWatching
  38. 38. We need to be more VIP – Visible, Interactive, and Provocative – with twelve ways that can help The Intelligence Collaborative http://IntelCollab.com #IntelCollab Provocative … surprise or challenge Powered by Interactive … actively engage Visible … pass the filter Activate – target actions not just insights Challenge – use facts to undo misconceptions Advocate – stand for something consistently, have a point of view Lead – become the leading expert in a topic Collaborate – involve stakeholders, ask questions Empower – provide tools and data … not just answers Visualize – show graphics complex enough to engage Chronicle – add perspective with stories and examples Brand – create an identity, branding, and look & feel Intrigue – name key deliverables to demand attention Package – simplify content to make it easy to consume Promote – distribute, cheer, be social, and make it popular
  39. 39. By focusing on being more VIP, we can improve our relevance and impact on the business. Information Landscape – Value Hierarchy Applying the 80/20 Rule The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by New insights – learn, discuss, apply, resolve Sense and respond – read and act Awareness – read and possibly forward on Monitoring – scan quickly Filtered out – ignored … 20% 80% 20% 80% 20% 80% 4% 16% 16% 64% 100% 100%
  40. 40. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Thank you! Now how about a little Q&A? Kevin Mann Email: jkmann@us.ibm.com

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