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Master’s Thesis




Luddites@communicationindustry
Successful leaders can transform
technological resistors into adopters....
02   Researchʼs subject
                          Berlin School of Creative Leadership, 2009
AGENDA




  01   Agenda
                Berlin School of Creative Leadership, 2009
03   Background
                  Berlin School of Creative Leadership, 2009
THE SPEED OF CHANGE.




               04   Hype Circle Curve
http://www.gartner.com                  Berlin School of Cr...
THE SPEED OF CHANGE.




               05   Hype Circle Curve
http://www.gartner.com                  Berlin School of Cr...
THE SPEED OF CHANGE.

                                        TECHNOLOGY TRIGGER




               05   Hype Circle Curve...
THE SPEED OF CHANGE.




               06   Hype Circle Curve
http://www.gartner.com                  Berlin School of Cr...
THE SPEED OF CHANGE.

                                        PEAK OF INFLATED
                                           ...
THE SPEED OF CHANGE.




               07   Hype Circle Curve
http://www.gartner.com                  Berlin School of Cr...
THE SPEED OF CHANGE.

                                        TROUGH OF DISILLUSIONMENT




               07   Hype Circl...
THE SPEED OF CHANGE.




               08   Hype Circle Curve
http://www.gartner.com                  Berlin School of Cr...
THE SPEED OF CHANGE.

                                        SLOPE OF ENLIGHTENMENT




               08   Hype Circle C...
THE SPEED OF CHANGE.




               09   Hype Circle Curve
http://www.gartner.com                  Berlin School of Cr...
THE SPEED OF CHANGE.

                                        PLATEAU OF PRODUCTIVITY




               09   Hype Circle ...
"”THE WORLD IS GOING THROUGH THE
INFORMATION ERA, WHICH BEGUN IN 1971
WHEN COMPUTER CHIPS STARTED BEING
PRODUCED IN SERIES...
11   Problem
               Berlin School of Creative Leadership, 2009
12   Statement
13   Luddites
                Berlin School of Creative Leadership, 2009
14   Luddites do Slide
                         Berlin School of Creative Leadership, 2009
16   Luddites
                Berlin School of Creative Leadership, 2009
15   Luddites
                Berlin School of Creative Leadership, 2009
17   Luddites
                Berlin School of Creative Leadership, 2009
18   England Strategic Plans
             Berlin School of Creative Leadership, 2009
“"WHEN SPEAKING OF THE INDUSTRIAL
REVOLUTION OF THE END OF THE SEVENTEENTH
CENTURY IN ENGLAND, ALWAYS THINK ABOUT
INTRODUC...
20   Network Channels
                        Berlin School of Creative Leadership, 2009
21   Statement Question
                          Berlin School of Creative Leadership, 2009
MADPROJECT
720 PEOPLE ANSWERED.
18 AND 56 yYEARS OLD.
35 DIFFERENT COUNTRIES.
REAL TIME RESULTS.
USING GOOGLE ANALYTICS.

...
MADPROJECT




                23   Questionnaire
http://madproject.orgfree.com/.      Berlin School of Creative Leadershi...
QUESTIONNAIRE ANSWERS




   24   MadProject
                        Berlin School of Creative Leadership, 2009
A SUCCESSFUL LEADER
MUST UNDERSTAND ALL
STAGES OF THE HYPE
CIRCLE TO ALIGN
DIFFERENT
PROFESSIONALS AT
DIFFERENT STAGES
OF ...
54% OF USERS BELIEVE THE BEST SOLUTION IS DIGITAL STRATEGY




26   MadProject: Conclusions
                              ...
57% OF USERS BELIEVE THE BEST SOLUTION IS TO MIX BABY BOOMERS AND MEMBERS OF THE GENERATION NEXT
                         ...
CONCLUSIONS AND FINAL              73%% OF USERS BELIEVE THAT AN OUTSTANDING IDEA COMES FIRST, AND THEN, IF IT
           ...
64%% OF USERS BELIEVE THAT CREATIVE WORK SHOULD BE ENSEMBLE, AN OPEN
                               SOURCE OF IDEAS BROUGH...
STATEMENT OF THE RESEARCH:

SUCCESSFUL LEADERS CAN TRANSFORM RESISTORS INTO
ADOPTERS?




               30   Final Consid...
STATEMENT OF THE RESEARCH:

SUCCESSFUL LEADERS CAN TRANSFORM RESISTORS INTO
ADOPTERS?




               30   Final Consid...
FINAL CONSIDERATIONS
IN CASE THERE ARE LUDDITES IN THE
COMMUNICATION INDUSTRY, THEY RISK TWO
THINGS:

A. NOT ENJOYING ALL ...
Luddites@communication_industry
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Luddites@communication_industry

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MBA Master Thesis made at Berlin School of Creative Leadership,Steinbeis University, Berlin, Germany, 2009.

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Luddites@communication_industry

  1. 1. Master’s Thesis Luddites@communicationindustry Successful leaders can transform technological resistors into adopters. Sergio Mugnaini Master of Business Administration Creative Leadership Class of 2008-2009 1. Supervising Tutor: Doug Guthrie 2. Supervising Tutor: Dr. David Slocum
  2. 2. 02 Researchʼs subject Berlin School of Creative Leadership, 2009
  3. 3. AGENDA 01 Agenda Berlin School of Creative Leadership, 2009
  4. 4. 03 Background Berlin School of Creative Leadership, 2009
  5. 5. THE SPEED OF CHANGE. 04 Hype Circle Curve http://www.gartner.com Berlin School of Creative Leadership, 2009
  6. 6. THE SPEED OF CHANGE. 05 Hype Circle Curve http://www.gartner.com Berlin School of Creative Leadership, 2009
  7. 7. THE SPEED OF CHANGE. TECHNOLOGY TRIGGER 05 Hype Circle Curve http://www.gartner.com Berlin School of Creative Leadership, 2009
  8. 8. THE SPEED OF CHANGE. 06 Hype Circle Curve http://www.gartner.com Berlin School of Creative Leadership, 2009
  9. 9. THE SPEED OF CHANGE. PEAK OF INFLATED EXPECTATIONS 06 Hype Circle Curve http://www.gartner.com Berlin School of Creative Leadership, 2009
  10. 10. THE SPEED OF CHANGE. 07 Hype Circle Curve http://www.gartner.com Berlin School of Creative Leadership, 2009
  11. 11. THE SPEED OF CHANGE. TROUGH OF DISILLUSIONMENT 07 Hype Circle Curve http://www.gartner.com Berlin School of Creative Leadership, 2009
  12. 12. THE SPEED OF CHANGE. 08 Hype Circle Curve http://www.gartner.com Berlin School of Creative Leadership, 2009
  13. 13. THE SPEED OF CHANGE. SLOPE OF ENLIGHTENMENT 08 Hype Circle Curve http://www.gartner.com Berlin School of Creative Leadership, 2009
  14. 14. THE SPEED OF CHANGE. 09 Hype Circle Curve http://www.gartner.com Berlin School of Creative Leadership, 2009
  15. 15. THE SPEED OF CHANGE. PLATEAU OF PRODUCTIVITY 09 Hype Circle Curve http://www.gartner.com Berlin School of Creative Leadership, 2009
  16. 16. "”THE WORLD IS GOING THROUGH THE INFORMATION ERA, WHICH BEGUN IN 1971 WHEN COMPUTER CHIPS STARTED BEING PRODUCED IN SERIES AND ITS ALMOST UNIVERSALIZATION IN THE THREE SUBSEQUENT DECADES IN THE “INSTALLATION PHASE”. DURING THE FOLLOWING PHASE, WHICH THE WORLD HAS JUST ENTERED, AND THAT MIGHT LAST THIRTY YEARS, NEW TECHNOLOGIES WILL PROMOTE AN INCREASINGLY BETTER QUALITY OF LIFE FOR THE MAJORITY OF THE WORLD’S POPULATION IN THIS NEW PERIOD “UNFOLDING PHASE”.”” CARLOTA PEREZ, 70, VENEZUELAN ECONOMIST. TEACHER IN CAMBRIDGE UNNIVERSITY, ENGLAND. 10 Information Era, Installation Phase & Unfolding Phase Carlota Perez, “O melhor está por vir,” Veja magazine, Ed. 2114, 27 May 2009, 8-14. Berlin School of Creative Leadership, 2009
  17. 17. 11 Problem Berlin School of Creative Leadership, 2009
  18. 18. 12 Statement
  19. 19. 13 Luddites Berlin School of Creative Leadership, 2009
  20. 20. 14 Luddites do Slide Berlin School of Creative Leadership, 2009
  21. 21. 16 Luddites Berlin School of Creative Leadership, 2009
  22. 22. 15 Luddites Berlin School of Creative Leadership, 2009
  23. 23. 17 Luddites Berlin School of Creative Leadership, 2009
  24. 24. 18 England Strategic Plans Berlin School of Creative Leadership, 2009
  25. 25. “"WHEN SPEAKING OF THE INDUSTRIAL REVOLUTION OF THE END OF THE SEVENTEENTH CENTURY IN ENGLAND, ALWAYS THINK ABOUT INTRODUCTION OF TEXTILE MACHINERY AND HUGE JUMP IN PRODUCTIVITY ENTAILING, BUT RARELY ARE GIVEN THE CREDIT TO THE NETWORK CHANNELS THAT LOADED COTTON , COAL AND PRODUCTS THROUGHOUT THE COUNTRY, MOVING FROM A RIVER TO ANOTHER, TO THE SEA. THIS WAS THE INTERNET THAT PERIOD.“ " ” CARLOTA PEREZ 19 Network Channels Carlota Perez, “O melhor está por vir,” Veja magazine, Ed. 2114, 27 May 2009, 8-14. Berlin School of Creative Leadership, 2009
  26. 26. 20 Network Channels Berlin School of Creative Leadership, 2009
  27. 27. 21 Statement Question Berlin School of Creative Leadership, 2009
  28. 28. MADPROJECT 720 PEOPLE ANSWERED. 18 AND 56 yYEARS OLD. 35 DIFFERENT COUNTRIES. REAL TIME RESULTS. USING GOOGLE ANALYTICS. 22 MadProject Berlin School of Creative Leadership, 2009
  29. 29. MADPROJECT 23 Questionnaire http://madproject.orgfree.com/. Berlin School of Creative Leadership, 2009
  30. 30. QUESTIONNAIRE ANSWERS 24 MadProject Berlin School of Creative Leadership, 2009
  31. 31. A SUCCESSFUL LEADER MUST UNDERSTAND ALL STAGES OF THE HYPE CIRCLE TO ALIGN DIFFERENT PROFESSIONALS AT DIFFERENT STAGES OF TECHNOLOGyY DEVELOPMENT. 25 MadProject: Conclusions Berlin School of Creative Leadership, 2009
  32. 32. 54% OF USERS BELIEVE THE BEST SOLUTION IS DIGITAL STRATEGY 26 MadProject: Conclusions Berlin School of Creative Leadership, 2009
  33. 33. 57% OF USERS BELIEVE THE BEST SOLUTION IS TO MIX BABY BOOMERS AND MEMBERS OF THE GENERATION NEXT IN THE SAME TEAM TO CREATE FRESH IDEAS 27 MadProject: Conclusions Berlin School of Creative Leadership, 2009
  34. 34. CONCLUSIONS AND FINAL 73%% OF USERS BELIEVE THAT AN OUTSTANDING IDEA COMES FIRST, AND THEN, IF IT PROVES TO BE THE CASE, ADD TECHNOLOGY TO IT. RECOMMENDATIONS. 28 MadProject: Conclusions Berlin School of Creative Leadership, 2009
  35. 35. 64%% OF USERS BELIEVE THAT CREATIVE WORK SHOULD BE ENSEMBLE, AN OPEN SOURCE OF IDEAS BROUGHT TOGETHER BY THE CONCEPT AND NOT BY EXECUTION. 29 MadProject: Conclusions Berlin School of Creative Leadership, 2009
  36. 36. STATEMENT OF THE RESEARCH: SUCCESSFUL LEADERS CAN TRANSFORM RESISTORS INTO ADOPTERS? 30 Final Considerations http://www.gartner.com Berlin School of Creative Leadership, 2009
  37. 37. STATEMENT OF THE RESEARCH: SUCCESSFUL LEADERS CAN TRANSFORM RESISTORS INTO ADOPTERS? 30 Final Considerations http://www.gartner.com Berlin School of Creative Leadership, 2009
  38. 38. FINAL CONSIDERATIONS IN CASE THERE ARE LUDDITES IN THE COMMUNICATION INDUSTRY, THEY RISK TWO THINGS: A. NOT ENJOYING ALL THE RICHNESS TECHNOLOGY HAS TO OFFER AT ANY GIVEN TIME. B. BECOMING OUTDATED AND BEING SURPASSED BY THOSE WHO DO NOT IGNORE THE TECHNOLOGICAL TOOLS THAT MIGHT BE AVAILABLE. 31 Final Considerations Berlin School of Creative Leadership, 2009

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