Downloaded 32 times
![“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](https://image.slidesharecdn.com/jonathankahnusingcontentstrategytosaveyourorganization-130910062802-phpapp01/85/Jonathan-Kahn-Using-content-strategy-to-save-your-organization-Webdagene-2013-12-320.jpg)
![“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](https://image.slidesharecdn.com/jonathankahnusingcontentstrategytosaveyourorganization-130910062802-phpapp01/85/Jonathan-Kahn-Using-content-strategy-to-save-your-organization-Webdagene-2013-13-320.jpg)
![“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](https://image.slidesharecdn.com/jonathankahnusingcontentstrategytosaveyourorganization-130910062802-phpapp01/85/Jonathan-Kahn-Using-content-strategy-to-save-your-organization-Webdagene-2013-26-320.jpg)
![“[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](https://image.slidesharecdn.com/jonathankahnusingcontentstrategytosaveyourorganization-130910062802-phpapp01/85/Jonathan-Kahn-Using-content-strategy-to-save-your-organization-Webdagene-2013-28-320.jpg)
![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](https://image.slidesharecdn.com/jonathankahnusingcontentstrategytosaveyourorganization-130910062802-phpapp01/85/Jonathan-Kahn-Using-content-strategy-to-save-your-organization-Webdagene-2013-32-320.jpg)
![RESEARCH, TESCO-STYLE
TERRY LEAHY
“Webuilt[aprototype]storeinsideawarehouse.
Weclaimeditwasamoviesetsothatpeople
woulddeliverallthesegoodsandnotthinkit
wasus.Wehadtoborrowproductsfromother
retailersbecausewehadn'tatthatstage
developedanyproducts.Wetookordinary
peoplein,andtheyreally,reallylikedit.”
—interviewin
WSJ,2007](https://image.slidesharecdn.com/jonathankahnusingcontentstrategytosaveyourorganization-130910062802-phpapp01/85/Jonathan-Kahn-Using-content-strategy-to-save-your-organization-Webdagene-2013-34-320.jpg)
![“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](https://image.slidesharecdn.com/jonathankahnusingcontentstrategytosaveyourorganization-130910062802-phpapp01/85/Jonathan-Kahn-Using-content-strategy-to-save-your-organization-Webdagene-2013-36-320.jpg)
Uploaded bywebdagene
Jonathan Kahn: Using content strategy to save your organization (Webdagene 2013)
The document discusses content strategy and startup culture. It advocates moving past traditional content silos to cross-functional collaboration and an agile, learning-focused approach inspired by startups. Quotes provide examples of startup principles like rapid prototyping and customer-driven innovation. The presentation encourages organizations to adopt this mindset through vulnerable leadership, cross-team work, and an entrepreneurial willingness to learn from failures.
More Related Content
Similar to Jonathan Kahn: Using content strategy to save your organization (Webdagene 2013)
Jonathan Kahn: Using content strategy to save your organization (Webdagene 2013)
- 1.
- 3. 1.THE CS STORYHAS 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. 1.THE CS STORYHAS 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
- 6.
- 7.
- 9.
- 12.
- 13. “Evenifyoucan’tcreateanentirelynew businessunitforcontentstrategy,youcan designatepeopletohavecontentstrategy aspartoftheirjobdescriptions.Andgive thosepeoplelatitudetobeenvoystoother businessunits.Contentstrategy ambassadors,ifyouwill.Thatwillhelp youensureallofthebusinessunits understandeachotherand collaborate.Really,itcanhappen.” —ContentStrategyfortheWeb,2nd edition,2012 “A HOME BASETHAT FACILITATES CROSS-TEAM COLLABORATION [ABOUT] CONTENT” KRISTINA HALVORSON & MELISSA RACH
- 15. CREATE ONCE, PUBLISHEVERYWHERE
- 21. 1.THE CS STORYHAS 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
- 22. 1.THE CS STORYHAS 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.
- 25.
- 26.
- 27.
- 28.
- 32.
- 33.
- 34.
- 36.
- 37. WHAT DOES STARTUPCULTURE LOOK LIKE?
- 39. 1.THE CS STORYHAS 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
- 40. 1.THE CS STORYHAS 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
- 41.
- 42. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THELEAN STARTUP PhotobyJonathanKahn
- 43. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THELEAN STARTUP PhotobyJonathanKahn
- 44.
- 45. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THELEAN STARTUP PhotobyJonathanKahn
- 46. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THELEAN STARTUP PhotobyJonathanKahn
- 48. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THELEAN STARTUP PhotobyJonathanKahn
- 49. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THELEAN STARTUP PhotobyJonathanKahn
- 51. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THELEAN STARTUP PhotobyJonathanKahn
- 52. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THELEAN STARTUP PhotobyJonathanKahn
- 53.
- 54. 1.ENTREPRENEURS ARE EVERYWHERE 2.ENTREPRENEURSHIPIS MANAGEMENT 3.VALIDATED LEARNING 4.INNOVATION ACCOUNTING 5.BUILD-MEASURE-LEARN ERIC RIES LEAN STARTUP PRINCIPLES
- 55. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THELEAN STARTUP PhotobyJonathanKahn
- 56. 1.SERVICE DESIGN 2.AGILE 3.CROSS-FUNCTIONAL TEAMS 4.THELEAN STARTUP PhotobyJonathanKahn
- 59.
- 60.
- 63.