Join John Marshall Roberts as he discusses the urgency for businesses to rethink the way they create, generate and maintain their messages with the consumer public. Radical ideas, entertaining messaging and fundamentally new communications strategies are crucial for communicating sustainability!

1. Conversations That Change Reality
{for fun and for pro t}
John Marshall Roberts

2. [NEW TITLE-- AFTER EDITING]
Changing Reality
{with constructive conversations}
John Marshall Roberts

3. PROVOCATIVE PREMISE:
Conversations can change reality.

4. Radical new “proof of concept”

5. Radish, anyone?
Radish = Root = Essence

6. How practical can radical thinking be?
-Raised over $640 million dollars from more than 3 million donors
(avg. donation < $100 --90% of donations less than $50)
-Largest volunteer network in the history of presidential politics
-First candidate ever to deny public nancing for general election
and money from PAC's. Outspent opponent $6 to $1 in gen election.
-Background: fresh-faced, relatively unknown African American
“community organizer” with less than 1 full term in the senate

7. $640 Million Dollar Question:
How did he pull it o ?

8. $640 Trillion Dollar Question:
How can we each replicate it to transform
global business and (in so doing) save the
environment?

9. Obama is just the tip of an iceberg:

10. Other “crazy radicals” who sat upon icebergs:

11. Today's problems require a global
community of visionary radicals ...

12. An epic shift in thinking...
ABOUT (=content)
vs
FROM (=context)
{Ontology--it's not just for philosophy students any more!}

13. Radical subtext in action:
Reality as we de ne it is caused primarily by the
personal and collective conversations in which
we habitually participate.
(note: the environmental crisis is a twisted
tribute to mankind's creative power)

14. The TRUE challenge of our times:
Distinguish and remove limiting assumptions
of our current--mostly subconscious-- mental
models (or 'contexts') of conversation.
(good news: once this happens, new insight and
solutions occur naturally)

15. Old-school communication model:

16. Habitual assumptions of the old model:
1. Sender and receiver are fundamentally separate and
distinct entities
2. Purpose of communication is to transmit info
3. Communication ows between sender to receiver
in a linear, iterative fashion
IMPLICATION: social problems can be solved by
increased awareness through top-down education
STRATEGY: create slick, entertaining messages and
distribute widely for maximum brainwashing impact

17. A quick show of hands....
How many of you believe that our current
approach to communicating the urgency of
sustainability is working?

18. What if we changed these three
assumptions?
1. Sender and receiver are fundamentally uni ed
2. Fundamental purpose of communication is to
create shared context of meaning
3. Communication is a process of instant co-creation
IMPLICATION: Problems must solved through
dialogue and collective surrender to a larger vision
STRATEGY: maximize collective issue ownership
through listening, transparency, empathetic
messaging, and collaborative dialogue

19. Food for thought:
What would your company's marketing and
communications strategy look like if crafted
from this paradigm?

20. Would it look something like this?

21. Radical Conclusion:
Obama created breakthrough results by
thinking from this new paradigm and by
strategically designing every element of his
campaign around these unifying assumptions.
(And so can we)

22. Through this lens, everything clicks:
1. Branding/Messaging Strategy: cynicism vs. hope,
slogan: “yes we can”, empathy, authenticity, and anti-
torture stance (= assumption of unity as fundamental)
2. Activism and Social Media Strategy ( = emphasis
on shifting conversation through listening and active
co-creation of shared context)
3. Refusal to engage in old-school politics of
'personal destruction' ( = emphasis on creating shared
context rather than divisive 'us vs. them' contexts)

23. TAKE-HOME QUESTION:
How do I apply this info to solve everyday
problems in my own work-life sphere?

24. Simple Answer: READ MY BOOK!! :-)

25. Trans•for•ma•tion•al De•sign®
'tran(t)s-fer-'ma-shenel, di-'zin noun
1. An results-oriented, scienti cally grounded
communication paradigm for the conceptual age
2. A creative communication design framework
that helps cause-related communicators
systematically overcome cynicism and inspire
others to positive, real-world action.
Usage: “Didn’t Bob use Transformational Design to
write his new cult-member recruitment speech?”

26. A deceptively simple synthesis of:
-developmental psychology
-open systems theory
-phenomenology
-common sense

27. APPLICATIONS:
-Branding, messaging and marketing strategy
-Employee motivation and productivity
-Leadership and communications training
-Transformational media design
-Global negotiations and con ict resolution
[Insert Sustainable Cause Here]

28. Take home message?
“If you don't live it, it won't come
out your horn.”
~Charlie Parker
contact info:
john@jmarshallroberts.com
www.jmarshallroberts.com