Mobilisation? Check our new Primed brochure

1. Why do most
strategies fail
to deliver their
full potential?
SUITE 805, MILSONS LANDING 6A GLEN STREET MILSONS POINT NSW AUSTRALIA 2061 T: +61 2 9922 8888 E: CONSULT@PRIMED.NET.AU

2. Mobilisation
The lament of many CEOs and
senior management is that great
strategies rarely deliver to the
level of their expectations. Why?
At Primed we specialise in engaging We like to think of it as creating social What is mobilisation?
people in meaningful change, movements that engage, align and
“People are just not supporting them to adapt to motivate people.
We like to think of
getting on–board.” shifting conditions. We work with We do this by utilising the arts as a it as creating social
“We give them the organisations to mobilise their powerful method of involving people in the movements that
plan but they keep workforce through interweaving
the creative arts with the social
development process. Instead of feeling
as though a strategy is being imposed
engage, align and
ignoring it!” motivate people.
sciences to create a unique on them, participants feel that they are
“How do we bring our learning experience. a part of the response. Individually and All our work is backed up by expertise in
people with us?” Strategies are always future collectively we see people making sense the social sciences including psychology,
orientated, so inevitably there is a of their current reality, exploring options sociology, organisational development,
period when the organisation’s thinking, together and determining a way forward. business management and adult learning.
capability and practices need to catch Sometimes confronting, often insightful, We begin from this strong theoretical and
up with its strategic intent. Primed can always entertaining; we find that our practical foundation and then complement
help bridge this gap by accelerating the process lowers barriers and encourages it with our fantastic writers, actors, artists,
organisational development process. positive adaptation. designers, directors and filmmakers.

3. Case study
NSW Health – Nursing & Midwifery
In 2007 the Nursing and Midwifery pressures and practices in hospitals. “Linda and her fantastic team at Primed have provided
Office of NSW Health initiated a project Working closely with the Chief Nursing and a series of more than 50 workshops to nursing and
called ‘take the lead’. The project came Midwifery Officer and Project Manager,
midwifery managers. Their approach is creative and
about as a result of recognition of the we visited hospitals, talked to Nursing/
key role that Nursing and Midwifery Unit Midwifery Unit Managers and Directors
dynamic, inspiring participants to action. Primed
Managers (N/MUMs) play in care delivery of Nursing. We discovered that Nursing/ is highly professional and demonstrates incredible
at the ward or unit level. It had become Midwifery Unit Managers were at the insight into what needs to be achieved to maximise
increasingly evident that these roles centre of communication with patients, outcomes. It has been an absolute pleasure and
were critical to patient flow and care- carers, doctors, hospital administration privilege to work with the Primed team.”
coordination. The role had grown and and, of course, their own staff. Each Sue Hawes, Project Manager Nursing and Midwifery Office, NSW Health
changed over time, and expectations piece of communication was critical and
had also increased to the extent that potentially impacted everyone else in the
Nursing Unit Managers were reporting a communication chain. The ‘Facilitating (from us and from each other) and decide ways. By 2010 the Facilitating Critical
range of challenges in fulfilling their roles. Critical Communications’ program was on a positive response. At the heart of the Communications program had been
In 2008 NSW Health approached Primed born as part of an integrated NSW Health program was the “RealPlay”, a scripted attended by over 1500 N/MUMs and had
to assist them to address some of these Leadership initiative, ‘take the lead’. drama that brings the current situation expanded to include Directors of Nursing
challenges. The N/MUMs were seen Based on a range of communication and to life and enables the group, through and allied health professionals. The social
as pivotal to the success of any culture constructive negotiation techniques, the discussion and coaching the characters in movement has well and truly begun. An
change initiative. program brought together N/MUMs from role, to begin to envision a new reality. analysis of the full impact of the program
Primed researchers sprung into action across NSW to develop insights into their From the first workshop behaviours is currently underway by NSW Health and
getting to understand the current culture, current situation, learn some new skills began to shift in small but significant the University of Technology Sydney.

4. Case study
Mission Australia – Employment Solutions
“The cultural effects, if not done Mission Australia Employment Solutions that everyone was not only hearing the
is a not for profit organisation assisting same message, they were working towards
properly, can be a real issue. people into sustained employment through the same outcomes. The workshop and
The practical, Mission Australia the Australian Government’s Job Services the workplace came together as each
specific sales model, training and Australia contract. Each time this contract
is renewed it requires a new strategic
level of leadership participated in the
program level below them. That is where
support shifted people’s mindsets response. Failure to respond adequately the magic began. Instead of dictating new
at all levels and encouraged real could mean not having the contract behaviours, the context was set for new
collaboration. This set this program renewed in the next period, so the stakes
are high.
behaviours to emerge.
The Solutions Selling program was
apart from an off–the–shelf sales In 2010 Primed assisted Employment custom designed to meet the needs of
training package. We can now Solutions to implement a vertically a Job Services provider, the culture of
integrated sales strategy across Mission Australia and the sales strategy it
model, measure and manage Australia. We worked at three levels of wanted to implement. Our actors provided
effective sales behaviours from the organisation; confirming and refining a means to practise and experiment with
top to bottom!” the strategy with General and Regional some new techniques as well as a way for
Managers at a national and state level; participants to interact with characters and
Phil Schultz, GM Mission Australia Employment Solutions QLD/NT
engaging, supporting and reinforcing the situations that were very familiar to their
strategy at a business manager level and environment. Overwhelmingly the response
building skills and sales capability at the from participants was “Now I get it and
sales representative level. This ensured now I know what I need to do.”

5. Mobilising across sectors
We work with government, corporate,
higher education and social sector
organisations. Our clients would be
happy to talk with you about our work.
CSIRO Blake Dawson
AGL University of Newcastle
Mission Australia RailCorp
NSW Health EDS
NRMA Macquarie University
The Benevolent Society SBS
NSW Department of Human Services APA Group
Deloitte University of Technology, Sydney
Social Ventures Australia Department of Housing Victoria
State Services Authority (Vic) PWC

6. Our Organisation
Primed is configured as
a consultants’ agency
supporting adaptive change.
It works as an open
network, structured
on a project basis. 1. EXTRACT. 2. ABSTRACT. 3. ENACT. 4. IMPACT.
We get to the heart of We help people make sense We imagine something We assist and support
the matter. We capture of their circumstances different. We analyse capability transfer, to
quantitative data and and see opportunities workshop findings and feed embed changes into
conduct in–depth through interactive back the results. The group structures and businesses.
qualitative research by drama, visual, audio and agrees on what has to We support long–term
gathering stories and kinesthetic techniques. change, why and by when. personal and organisational
experiences from a range This approach generates We engage our clients change through coaching
of stakeholders. From a depth of understanding personally in the process. and on–going development.
these stories we assist and empowers people to
groups to distil themes and make choices to effect
generate priorities. their future.

7. Design–led thinking
Since every organisation is unique,
we start with a blank canvas every time.
Primed comes from a design–led thinking approach.
This means starting with the outcome in mind
and reverse engineering a change initiative that is
specifically designed to mobilise your organisation
towards achieving specific goals.
With generic training programs it is often asked,
“How does this program apply to our business?”
Instead of trying to get your business to fit the
program, we create the program to fit your business.

8. Talent Scouts & Services
Primed is privileged to be able to access top talent
from the arts and organisational sciences.
We configure each project team to reflect the unique
needs of our clients and create customised solutions.
Talent scouts Services available For more information
organisational coaching contact Primed at
Our consultants include
people with experience in: psychology consulting Suite 805, Milsons Landing
6A Glen Street
(executive through
Milsons Point
to front line) development NSW Australia 2061
T: +61 2 9922 8888
development
E: consult@primed.net.au
solutions
strategies
coaching