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10 (7) Secrets to Success inContent Initiatives
Joe Gollner
@joegollner

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Seven (7) Secretsgrounded in theFundamentals of Lean ManufacturingIs it Ten or Seven Secrets? Why not both?
Three (3) Secretsgrounded in theBasics of Management & Leadership

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Seven Secrets derived from Lean Manufacturing

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1. Get Together

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1. Get Together –Concurrent Engineering
Project Success will always start with getting the right people in the room from the outset
Inter-disciplinary Collaboration
Cross-functionalCoordination
Integrated Product Teams
Silo busting
Challengingbut essential

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2. Try Before You Buy

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Technology is not neutral
The tools you select will alter your world & thus requirements
These impacts must be explored before commitments are made2. Try Before You Buy –Prototyping & Piloting

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2. Try Before You Buy –Buyer Beware
How you acquire your toolswill have more to do with your success (or failure) than what you buy

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3. There’s an App for That

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Automation can be leveraged to accelerate your progress
Expedite content acquisition, delivery, management, and use
It is not about finding Silver Bullets
It is about deploying automation effectively & sustainably3. There’s an App for That –Leveraging Automation

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4. Throw Yourself into the Numbers

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4. Throw Yourself into the Numbers –Essential Tools
Content Practiceshave historically avoided quantification
Measurement & Analysis are both necessary & expected
It is how progress is expressed & understood
It is how progress is tracked & adjusted

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5. Think Small

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5. Think Small –Focus on Content Components
Exploit the possibilities that come when your contentis modularized for efficient management & reuse

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Maxim: Use simple things to do complex taskseven if the reverse is the more common practice5. Think Small –Also Applies to Tools and Techniques

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6. Walk the Talk

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6. Walk the Talk –Articulated Processes
Business RequirementsUser NeedsPolitical FactorsBudget RealitiesDemonstration CapabilityReference ImplementationProduction DeploymentContinuous ImprovementAppliedContentTechnologiesContent StandardsBest PracticesOpen SourceCommercialContentStrategyLeanMethodologyDiscoverDesignDevelopDemonstrateDeployLean Content SolutionProcessStepProcessStepContentAssetsValidation & AnalysisContent SpecificationsProcessInformation

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7. Build to Last

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Has been working since 1410 (600+ years)
Very complex operationsBuild to Last –Prague Astronomical Clock (Orloj)
Documented operations
Accessible & Maintainablemechanisms
Good Materials

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Three Secrets from Basics in Management & Leadership

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8. Speak Management

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8. Speak Management –Show Me the Money!

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Supplier Appreciation Gala
Standing in the drink lineMe:Hi there! Who are you with? Well-Dressed Man:I am the President of Boeing. What do you do for us? Me:… 8. Speak Management –Emergency Elevator Pitch

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9. Lead the Way

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In its essence, Leadership is abouttaking responsibility
This is why it is actually a rather rare commodity
By taking responsibility, a Leader provides space for others to try new things
And get away with it
It can involve demonstrating what mistakes look like9. Lead the Way –Means Leading from the Front

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10. Follow the Content

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10. Follow the Content – the Full Content Life Cycle
The Content Life Cycle channels information products into the “world”
where they are used to do things and from this emerges feedback.
Content
Acquisition
Content
Management
Content
Engagement
Content
Delivery
Content
Strategy
Information
Product
User
Task
Guidance
Feedback
A Content Strategy will define what content is needed and why, and
then guide the Content Life Cycle to achieve and advance these goals

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10. Follow the Content –Connecting Intelligences
It is vitally important work
It is how organizations function…
The business of Communication is about connecting the work of different specialists
And connecting that work to the work that someone has to perform elsewhere

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1.Get TogetherLeverage Concurrent Engineering
2.Try before you buyPrototype and Pilot before buying
3.There’s an App for thatLeverage automation relentlessly
4.Throw yourself into the numbersMeasure & analyze everything
5.Think SmallBreak everything into smallest viable units
6.Walk the TalkImplement & improve articulated processes
7.Build to LastLeverage standards, openness & experienceReview: Seven Secrets from Lean Manufacturing

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1.Speak ManagementBecome part of the Management Team & bring benefits to the party
2.Lead the WayBecome the Leader that will be needed to make the necessary changes
3.Follow the ContentStay focused on the nature, origins & uses of your Organization’s ContentReview: Three Secrets for Management & Leadership

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In a Nutshell –It’s Your Content. Own it!

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ArsContenta
Joe GollnerManaging DirectorGnostyxResearch Inc. 1 Rideau Street, Suite 700www.gnostyx.comjag@gnostyx.comTwitter: @joegollnerBlog: The Content Philosopher
www.gollner.ca
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