Growing Wisely (Communication Strategy and Strategic Communication perspective)

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Zigurds Zakis

Keynote presentation at Riga Business School Annual Networking Dinner, April 6, 2017 @ Latvian National Library

Growing Wisely
Zigurds Zaķis
@zz_zigurds
Rīga, 6/04/2017
Keynote presentation at Riga Business School (RBS/RBI) annual Networking Dinner, 2017

@zz_zigurds
Culture,  
Media,  
Creativity
Strategy
Strategic Planner / Account Planner / Strategist
Customer and Society
Economy  
and  
Business
Technology, tools, opportunities
Directing, Inspiring and Evolving 
Creative Work

@zz_zigurds
A B
The role of communication
What do they 
DO today? Why?
How do we  
change their behavior?
Changing behavior  
of person, group, society
What do we 
want them to DO?

@zz_zigurds
● Our own ● Our craft ● Our company ● Our industry ● Clients ● Latvia ● Europe ● World ●
Changing with the time?
Predicting future?
Building the future

@zz_zigurds
You change the story  
people tell themselves about the future  
they will live in!”
Brian David Johnson,  
INTEL, futurist
How do you change the future?

@zz_zigurds
“Designer (Business Leader, Marketer)  
is master storyteller whose skill is measured  
by his or her ability to craft a compelling,  
consistent and believable story (narrative)”
“Change by Design”  
Tim Brown, IDEO
!

@zz_zigurds
Compelling,  
consistent  
and believable 
strategic story (narrative)
!

@zz_zigurds
Communication Strategy
Strategic Communication
not just
but

@zz_zigurds
Articulate aspirations and expectations
Provide direction
Make us feel safer
Motivate / mobilize / recruit
Are key to changing collective action
Stories:
Essentially, a story expresses how and why life changes

@zz_zigurds
Where strategic stories come form?

Rethinking  
the Past
Reimagining  
Future Possibilities
Reconsidering  
Present Concerns
Creating Strategic Narratives

@zz_zigurds
Focusing on people and society,
rather than us.
Insights. New perspectives.
Designing value.
Doing things.
Sources 
of strategic 
stories:

@zz_zigurds
The role of strategist (leader) 
is to design conditions that creates 
better opportunities (conversations) 
to re-imagine our future
better 
conversations
Better  
future
starts with

@zz_zigurds
Systemic 
view
Having bigger picture.
Digging deeper.
Having systemic view.
Focusing on WHY?
Creating change.

@zz_zigurds
What is the key to wise growth?

@zz_zigurds
1. People
2. Society
3. Culture
4. Politics
5. Ethics
6. Economics & Logistics
7. Organization
8. Administration
9. Information and Intelligence
10. Strategic Theory and Doctrines
11. Technology
12. Operations
13. Command
14. Geography
15. Friction, Chance, Uncertainty
16. Adwersary
17. Time
17competences
of strategist
via Lawrence Friedman "Strategy. The History"

@zz_zigurds
Knowledge & Models
Case studies  
and history Practice
Tools
Theory, Mental Models, Applications
Trial and error, learning, 
experience
Digital, Analogue, Physical, Mental

@zz_zigurds
Personal professional growth  
is a non-negotiable  
minimum standard  
and the key to growth
=David Maister=
"True Professionalism"
Professional Services Firms (PSF)

@zz_zigurds
There are NO shortcuts. There never will be.

@zz_zigurds
"Reading is for  
awesome people"
! Imagination ! Empathy ! Insights ! Mental Models ! Theory !
=Faris Yakob=
YOU (!) 
have to do  
the homework

@zz_zigurds
based on 
= Hegarty on Advertising =
Creativity (business) is expression of self.
Be interesting  
and your work will be interesting
+ [zz] Dig deep and your work will be meaningful
+ [zz] Have your own beliefs, theories and stands

@zz_zigurds
Stratēģija ● Komunikācija ● Zīmolvedība ● Dizains
Dzeltenā Zemūdene
STUDIJA
tw: @zz_zigurds
blogs: www.ZigurdsZakis.lv

This was a two hour lecture to students of the famed NEXT MBA program worldwide, delivered alongside marketing industry legend Philip Kotler. Excellent feedback received and follow on dialogue with the student participants, whom remain in contact. NEXT MBA is world leading with teachesr including Seth Godin, Philip Kotler and more. NEXT MBA makes world-class education affordable all around the Globe. NEXT MBA provides practical and professional knowledge in Leadership, Digital Marketing, and Technology-related fields by highly qualified experts via live lessons online. https://nextmba.com/

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Growing Wisely (Communication Strategy and Strategic Communication perspective)

1. Growing Wisely Zigurds Zaķis @zz_zigurds Rīga, 6/04/2017 Keynote presentation at Riga Business School (RBS/RBI) annual Networking Dinner, 2017

2. @zz_zigurds 56.25%RBI/RBS zz

3. @zz_zigurds Culture,   Media,   Creativity Strategy Strategic Planner / Account Planner / Strategist Customer and Society Economy   and   Business Technology, tools, opportunities Directing, Inspiring and Evolving  Creative Work

4. @zz_zigurds Strategist CEO, CFO, COO, CIO Marketing Director Brand Manager Head of Coroporate   Communication =

5. @zz_zigurds A B The role of communication What do they  DO today? Why? How do we   change their behavior? Changing behavior   of person, group, society What do we  want them to DO?

6. @zz_zigurds Growth = Change

7. @zz_zigurds How do we grow?

8. @zz_zigurds ● Our own ● Our craft ● Our company ● Our industry ● Clients ● Latvia ● Europe ● World ● Changing with the time? Predicting future? Building the future

9. @zz_zigurds You change the story   people tell themselves about the future   they will live in!” Brian David Johnson,   INTEL, futurist How do you change the future?

10. @zz_zigurds

11. @zz_zigurds Estonia  ("Brand Estonia")Countries 2007-2017 Significant, most successful change of   positioning (strategic story): e-stonia

12. @zz_zigurds

13. @zz_zigurds “Designer (Business Leader, Marketer)   is master storyteller whose skill is measured   by his or her ability to craft a compelling,   consistent and believable story (narrative)” “Change by Design”   Tim Brown, IDEO !

14. @zz_zigurds Compelling,   consistent   and believable  strategic story (narrative) !

15. @zz_zigurds Communication Strategy Strategic Communication not just but

16. @zz_zigurds Why stories?

17. @zz_zigurds Articulate aspirations and expectations Provide direction Make us feel safer Motivate / mobilize / recruit Are key to changing collective action Stories: Essentially, a story expresses how and why life changes

18. @zz_zigurds Where strategic stories come form?

19. Rethinking   the Past Reimagining   Future Possibilities Reconsidering   Present Concerns Creating Strategic Narratives

20. @zz_zigurds Focusing on people and society, rather than us. Insights. New perspectives. Designing value. Doing things. Sources  of strategic  stories:

21. @zz_zigurds The role of strategist (leader)  is to design conditions that creates  better opportunities (conversations)  to re-imagine our future better  conversations Better   future starts with

22. @zz_zigurds How do we grow wisely?

23. @zz_zigurds Systemic  view Having bigger picture. Digging deeper. Having systemic view. Focusing on WHY? Creating change.

24. @zz_zigurds What is the key to wise growth?

25. @zz_zigurds You!

26. @zz_zigurds 1. People 2. Society 3. Culture 4. Politics 5. Ethics 6. Economics & Logistics 7. Organization 8. Administration 9. Information and Intelligence 10. Strategic Theory and Doctrines 11. Technology 12. Operations 13. Command 14. Geography 15. Friction, Chance, Uncertainty 16. Adwersary 17. Time 17competences of strategist via Lawrence Friedman "Strategy. The History"

27. @zz_zigurds Knowledge & Models Case studies   and history Practice Tools Theory, Mental Models, Applications Trial and error, learning,  experience Digital, Analogue, Physical, Mental

28. @zz_zigurds

29. @zz_zigurds Personal professional growth   is a non-negotiable   minimum standard   and the key to growth =David Maister= "True Professionalism" Professional Services Firms (PSF)

30. @zz_zigurds There are NO shortcuts. There never will be.

31. @zz_zigurds "Reading is for   awesome people" ! Imagination ! Empathy ! Insights ! Mental Models ! Theory ! =Faris Yakob= YOU (!)  have to do   the homework

32. @zz_zigurds based on  = Hegarty on Advertising = Creativity (business) is expression of self. Be interesting   and your work will be interesting + [zz] Dig deep and your work will be meaningful + [zz] Have your own beliefs, theories and stands

33. @zz_zigurds Stratēģija ● Komunikācija ● Zīmolvedība ● Dizains Dzeltenā Zemūdene STUDIJA tw: @zz_zigurds blogs: www.ZigurdsZakis.lv

Growing Wisely (Communication Strategy and Strategic Communication perspective)

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