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PMI Government Community of Practice 
Uncertainty as Competitive AdvantageListen to the Lecture athttp://www.lse.ac.uk/newsAndMedia/videoAndAudio/channels/publicLecturesAndEvents/player.aspx?id=2750London School of Economics1 December 2014by Mark Phillips 
© 2014 Mark Phillips | ReinventingCommunication.com
2 
Source: http://arcweb.archives.gov/by Technical Sergeant John L. Houghton, Jr., United States Air Force
3 
Source: US Army http://www.army.mil/-images/2009/07/09/44434/index.html)
4 
Source: US government DOD and/or DOE photograph
5 
Source: http://world.guns.ru/assault/rus/ak-akm-e.html
6 
Source: phonearena.com
7 
Source: http://www.theinquirer.net/IMG/955/225955/original-apple-iphone.jpg
8 
Source:https://developer.android.com/distribute/tools/promote/brand.html
9 
Source:http://rt.com/usa/164964-chinese-military-hacking-aerospace-industry | 
http://www.stripes.com/news/should-cyber-warfare-be-elevated-to-highest-command-structure-1.218776
10 
Source: ReinventingCommunication.com
11
12 
OODA
13
14
15 
Source: ReinventingCommunication.com
16 
ELECTRONIC COMMUNICATIONand REVEALED PREFERENCES 
Source: ReinventingCommunication.com
17 
CommunicationObjects 
Communication Objects are the artifacts generated by the process of communication. A communication object is more than the information it is meant to contain; it is made up of numerous elements, including descriptors of the container itself. This is much like how an in-person conversation between two people is made up of non-verbal elements as well as the words in the conversation. Communication Objects encompass the “non- verbal” elements of communication and are a reflection of the design of the communication environment. 
Source: Mark Phillips “Reinventing Communication” Gower 2014 & ReinventingCommunication.com/glossary
18 
CommunicationObject Elements 
CommunicationObjectelementsarethefullrangeofmeasurableaspects of a communication object and are descriptors of a communication object. 
Theyplayanimportantroleinhowcommunicationobjectareused, telling us about the communication environment and the people in the environment. They are generated by applying an analytic tool or method to communication objects. 
Source: Mark Phillips “Reinventing Communication” Gower 2014 & ReinventingCommunication.com/glossary
19 
Source: Mark Phillips “Reinventing Communication” Gower 2014, Image used with kind permission of Seth Godin..
20 
Source: Mark Phillips “Reinventing Communication” Gower 2014, Image used with kind permission of Seth Godin..
21 
Slide on amount broadcast to audience. 
Source: Mark Phillips “Reinventing Communication” Gower 2014, Image used with kind permission of Seth Godin.
22 
CommunicationEnvironment 
The Communication Environment is the structure of an environment as it relates to communication. It determines the communication generated in an environment. 
Source: Mark Phillips “Reinventing Communication” Gower 2014 & ReinventingCommunication.com/glossary
23 
Design Elements of the 
CommunicationEnvironment 
Elements of Communication Design are observable manifestations of communication design. They reflect the design of the communication environment and include intentional and unintentional actions and decisions. 
Source: Mark Phillips “Reinventing Communication: How to Design, Lead and Manage High Performing Projects” Gower 2014
24 
Source: Mark Phillips “Reinventing Communication” Gower 2014
25 
TAMEMESSYWICKED 
Source: ReinventingCommunication.com
26 
ObservableManifestations 
Observable Manifestations are visible expressions of an underlying structure or process. For example, the structure of a project environment may not be readily apparent. However, the observable phenomena of schedule lateness can be observed. Another example is that the way someone thinks about uncertainty may not be readily apparent. However, the observable phenomena of limiting who a manager can use on a project team can be observed. 
Source: Mark Phillips “Reinventing Communication: How to Design, Lead and Manage High Performing Projects” Gower 2014
27 
Orientation toward Uncertainty 
Orientation toward Uncertainty describes how a project environment is designed to react to uncertainty. It is based on project environment participants’ perception of how great a role uncertainty plays in a project environment, as well as individual factors which motivate an orientation toward control or predictability. An environment’s orientation toward uncertainty impacts the solutions delivered y that project environment. Environments oriented to work with a high degree of uncertainty produce different outcomes than environments oriented to work with certainty. Orientation toward uncertainty is a design element of a project environment. It can be understood, measured and managed to increase the probability of delivering desired solutions. 
Source: Mark Phillips “Reinventing Communication: How to Design, Lead and Manage High Performing Projects” Gower 2014
28 
Source: Mark Phillips “Reinventing Communication” Gower 2014
29 
Measurable 
CommunicationActions (MCA) 
A Measurable Communication Action (MCA) is a single unit of measurement of communication in an environment. It provides a means to measure and integrate multiple communication methods, communication elements and design decisions into a single unit of measurement. It can be made up of a singlemethodofcommunicationormultiplemethodsofcommunication. The methods can be added together, giving all methods equal weight, or different methods can be weighted when combining them into an MCA. The weighting can reflect variables such as the relative value management places on each form of communication or the strictness with which communication design decisions are enforced for each method of communication. It can reflect the phase of the project or the expected activities for that period of time. It can be tweaked to increase sensitivity towards one method of communication over another to facilitate management awareness of unpredicted behavior. 
Source: Mark Phillips “Reinventing Communication” Gower 2014 & ReinventingCommunication.com/glossary
30 
10 
14 
18 
22 
1 
2 
3 
4 
Amount of Communication 
(Number of Emails) 
Planned 
Actual 
Weeks 
AtWeek 4, Actual isless than Planned Communication by 5 emails 
Source: Mark Phillips “Reinventing Communication” Gower 2014
31 
Source: Mark Phillips “Reinventing Communication” Gower 2014
32 
Source: http://en.wikipedia.org/wiki/File:Netscape-logo.png
33 
Source: http://blogs.msdn.com/b/robmar/archive/2011/02/10/a-history-of-internet-explorer-highlights-form-first-15-years.aspx
34 
Source: Strategypage.com
35 
Source: US Army/www.army.mil
PMI Government Community of Practice 
reinventingcommunication.com 
Questions? 
Let’s Connect 
@markphillipspm 
https://www.linkedin.com/in/markphillipspm

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Uncertainty as Competitive Advantage- LSE Public Lecture by Mark Phillips

  • 1. PMI Government Community of Practice Uncertainty as Competitive AdvantageListen to the Lecture athttp://www.lse.ac.uk/newsAndMedia/videoAndAudio/channels/publicLecturesAndEvents/player.aspx?id=2750London School of Economics1 December 2014by Mark Phillips © 2014 Mark Phillips | ReinventingCommunication.com
  • 2. 2 Source: http://arcweb.archives.gov/by Technical Sergeant John L. Houghton, Jr., United States Air Force
  • 3. 3 Source: US Army http://www.army.mil/-images/2009/07/09/44434/index.html)
  • 4. 4 Source: US government DOD and/or DOE photograph
  • 9. 9 Source:http://rt.com/usa/164964-chinese-military-hacking-aerospace-industry | http://www.stripes.com/news/should-cyber-warfare-be-elevated-to-highest-command-structure-1.218776
  • 11. 11
  • 13. 13
  • 14. 14
  • 16. 16 ELECTRONIC COMMUNICATIONand REVEALED PREFERENCES Source: ReinventingCommunication.com
  • 17. 17 CommunicationObjects Communication Objects are the artifacts generated by the process of communication. A communication object is more than the information it is meant to contain; it is made up of numerous elements, including descriptors of the container itself. This is much like how an in-person conversation between two people is made up of non-verbal elements as well as the words in the conversation. Communication Objects encompass the “non- verbal” elements of communication and are a reflection of the design of the communication environment. Source: Mark Phillips “Reinventing Communication” Gower 2014 & ReinventingCommunication.com/glossary
  • 18. 18 CommunicationObject Elements CommunicationObjectelementsarethefullrangeofmeasurableaspects of a communication object and are descriptors of a communication object. Theyplayanimportantroleinhowcommunicationobjectareused, telling us about the communication environment and the people in the environment. They are generated by applying an analytic tool or method to communication objects. Source: Mark Phillips “Reinventing Communication” Gower 2014 & ReinventingCommunication.com/glossary
  • 19. 19 Source: Mark Phillips “Reinventing Communication” Gower 2014, Image used with kind permission of Seth Godin..
  • 20. 20 Source: Mark Phillips “Reinventing Communication” Gower 2014, Image used with kind permission of Seth Godin..
  • 21. 21 Slide on amount broadcast to audience. Source: Mark Phillips “Reinventing Communication” Gower 2014, Image used with kind permission of Seth Godin.
  • 22. 22 CommunicationEnvironment The Communication Environment is the structure of an environment as it relates to communication. It determines the communication generated in an environment. Source: Mark Phillips “Reinventing Communication” Gower 2014 & ReinventingCommunication.com/glossary
  • 23. 23 Design Elements of the CommunicationEnvironment Elements of Communication Design are observable manifestations of communication design. They reflect the design of the communication environment and include intentional and unintentional actions and decisions. Source: Mark Phillips “Reinventing Communication: How to Design, Lead and Manage High Performing Projects” Gower 2014
  • 24. 24 Source: Mark Phillips “Reinventing Communication” Gower 2014
  • 25. 25 TAMEMESSYWICKED Source: ReinventingCommunication.com
  • 26. 26 ObservableManifestations Observable Manifestations are visible expressions of an underlying structure or process. For example, the structure of a project environment may not be readily apparent. However, the observable phenomena of schedule lateness can be observed. Another example is that the way someone thinks about uncertainty may not be readily apparent. However, the observable phenomena of limiting who a manager can use on a project team can be observed. Source: Mark Phillips “Reinventing Communication: How to Design, Lead and Manage High Performing Projects” Gower 2014
  • 27. 27 Orientation toward Uncertainty Orientation toward Uncertainty describes how a project environment is designed to react to uncertainty. It is based on project environment participants’ perception of how great a role uncertainty plays in a project environment, as well as individual factors which motivate an orientation toward control or predictability. An environment’s orientation toward uncertainty impacts the solutions delivered y that project environment. Environments oriented to work with a high degree of uncertainty produce different outcomes than environments oriented to work with certainty. Orientation toward uncertainty is a design element of a project environment. It can be understood, measured and managed to increase the probability of delivering desired solutions. Source: Mark Phillips “Reinventing Communication: How to Design, Lead and Manage High Performing Projects” Gower 2014
  • 28. 28 Source: Mark Phillips “Reinventing Communication” Gower 2014
  • 29. 29 Measurable CommunicationActions (MCA) A Measurable Communication Action (MCA) is a single unit of measurement of communication in an environment. It provides a means to measure and integrate multiple communication methods, communication elements and design decisions into a single unit of measurement. It can be made up of a singlemethodofcommunicationormultiplemethodsofcommunication. The methods can be added together, giving all methods equal weight, or different methods can be weighted when combining them into an MCA. The weighting can reflect variables such as the relative value management places on each form of communication or the strictness with which communication design decisions are enforced for each method of communication. It can reflect the phase of the project or the expected activities for that period of time. It can be tweaked to increase sensitivity towards one method of communication over another to facilitate management awareness of unpredicted behavior. Source: Mark Phillips “Reinventing Communication” Gower 2014 & ReinventingCommunication.com/glossary
  • 30. 30 10 14 18 22 1 2 3 4 Amount of Communication (Number of Emails) Planned Actual Weeks AtWeek 4, Actual isless than Planned Communication by 5 emails Source: Mark Phillips “Reinventing Communication” Gower 2014
  • 31. 31 Source: Mark Phillips “Reinventing Communication” Gower 2014
  • 35. 35 Source: US Army/www.army.mil
  • 36. PMI Government Community of Practice reinventingcommunication.com Questions? Let’s Connect @markphillipspm https://www.linkedin.com/in/markphillipspm