Communicators' Evolving Leadership Role in the Age of Disruption

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Communicators’ Evolving Leadership Role in the Age of Disruption June 8th, 2016

@CelineSchil l Celine Schillinger

@CelineSchill #IABC16 June 2016 2


AFP – Historic Dengue Vaccine Program Launched in Philippines https://www.youtube.com/watch?v=PITjn9EYkj8

April 4th, 2016

https://www.youtube.com/watch?v=PITjn9EYkj8

Launch a Product, the Classical Way


Broadcast Segment Target



A global

social

movement against

Dengue


aiming at

impacting

the disease by

connecting

all Dengue

fighters


aiming at

impacting

the disease by

connecting

all Dengue

fighters

• Issue-centric • Cross-social media • Cross-stakeholder • An alliance • Independent • Constructive


A Community Success Story

The largest

share of voice globally on Dengue

Stakeholders’ enthusiasm @BreakDengue Alliance LatAm & AsiaPac Chapters India Prize Travel Blogger

w w w. B r e a k D e n g u e . o r g I n d e p e n d e n t E d i t o r i a l B o a r d

I n f o g r a p h i c s F l i p b o a r d P i n t e r e s t

Dengue barometer Real-time disease map Epi demi o l og i ca l data c rowdsourc ing pro ject s

C o l l a b o r a t i v e k n o w l e d g e s h a r i n g

Facebook: 250,000 Bayer LinkedIn Group Shaping a global network of the k e y a c t o r s o n d e n g u e

Global Awards: Best Use of Social M e d i a f o r H e a l t h c a r e Most Impactful emerging Initiative


June 1st, 2014

Improve Quality, the Classical Way


Project Procedures Information


QUALITY


Source: https://www.lowesforpros.com/articles/Let-There-Be-LED-Light-Improve-Energy-Efficiency-with-LED-and-CFL-Light-Bulbs_a1932.html


Corporate Activism

Leverage the tools and techniques of social movements

for business performance


Performance Powered by a Movement for Change In the Workplace


A Dual Organization Mgmt Functions + Volunteer Networks


4,139 Volunteers Across 3 Continents

| 18

14 Sites Running

Together

19

A Volunteer Initiative on 4 sites

Newcomers Welcomed

by 250 Volunteer Buddies

| 20

0

Operator Error

Since August 2015

In a critical area, thanks to operator ownership

of manufacturing

key pillars

| 21 @CelineSchill #IABC16 June 2016

400 Collaborators engaged In the simplification of a critical process

Change Control, April 2016 | 22

| 23

1,000 Work Hours saved per year

On one site, lab operators

decided to revisit

the sample labelling procedure

$160,000

saved per year

An Operator Had an Idea Volunteers Made it Happen

Val de Reuil,

gel pad usage procedure revisited | 24

180˚ Turn

in corporate culture, behaviors

– the FDA says 2016 major inspections feedback | 25

@CelineSchill #IABC16 June 2016 | 26

EMPLOYEE ENGAGEMENT

Underlying Forces


Source http://c-est-pas-lui.over-blog.com/article-sur-l-eau-97263497.html

http://c-est-pas-lui.over-blog.com/article-sur-l-eau-97263497.html

Push Determined endpoint

Explanatory Passive audience

Control Message

Experts / Executives Areas & boundaries


Pull open direction Inspirational Co-creators Freedom Action Everyone Networks

Transformation


Source: http://prophesyagain.org/tag/bridge-to-nowhere/ Source: http://www.reelgood.com.au/high-tech-and-low-life-the-best-of-cyberpunk/


Source http://c-est-pas-lui.over-blog.com/article-sur-l-eau-97263497.html

Social Transformation

Business Transformation

Org Transformation

Leadership Transformation

Shift in Value Creation

Customers’ expectations

Stakeholders’ expectations

Technology Pace of change

Knowledge Work

Employees’ expectations

Demographics & Data Values

Service Economy Flexibility

Innovation Imperative

http://c-est-pas-lui.over-blog.com/article-sur-l-eau-97263497.html

The Inversion of Influence


Source: 2016 Edelman Trust Barometer

Influence & Authority Influence

Authority

Old Model • Elites have

access to more / better information

• Elite’s interests interconnected with those of mass

• Becoming an “elite” open to all

New Reality • Peer-to-Peer

influence more powerful than Top-Down

• Increasing distrust among mass population

• Mass movements based on dissatisfaction and urgency

The Divide • Democratization of

information and more information

• High-profile revelations of greed or misbehavior

• Income inequality


Source: John Hagel, Deloitte Center for The Edge

Patterns of Disruption


Source: John Hagel, Deloitte Center for The Edge


Source: http://www.businessinsider.com/sc/mobile-marketing-improves-customer-experience-2015-7?IR=T


Source: Brian Solis

The End of (Traditional) Hierarchy


Source: Jon Husband www.wirearchy.com

Traditional Hierarchy

• Discrete events

• Time to adjust & absorb

• Relatively predictable outcomes

• Sense of the future as a continuation of the present (orderly)

Emergent Wirearchy

• Continuous process

• Adjust “on the fly”

• Almost impossible to predict outcomes

• The future as highly complex and uncertain (chaotic)



Wirearchy: “A dynamic two-way flow of power and authority, based on knowledge, trust, credibility and a focus on results, enabled by interconnected people and technology”


Talent Management: New Skills

• Trend Forecasting and Change Leadership


• Talent Sourcing and Community Building

• Organizational Performance Architecture

• Culture and Community Activism

• Operational Excellence

Challenging For Some


Source: Jon Husband www.wirearchy.com Source: CHREATE Consortium

21st Century Leaders

“...have a way of building community and bringing people together to co-create solutions.”

“They don’t talk about how their organization is structured,

they focus on bringing their shared purpose to the world through their communities”


Source: Jon Husband www.wirearchy.com Ayelet Baron - http://www.iris.xyz/ideas/are-you-21st-century-leader

21st Century Leaders

• Get their hands dirty • Know that trust and relationships are the new

currency in business today

• Don’t have all the answers. They go into situations letting people know that they don’t know. They create the space for the conversation and the solutions to emerge

• Know that change management = antiquated business practice that no longer serves their org


Source: Jon Husband www.wirearchy.com Ayelet Baron - http://www.iris.xyz/ideas/are-you-21st-century-leader

The Trust Problem


Source: Jon Husband www.wirearchy.com The Jungle Book, Walt Disney


Source: Jon Husband www.wirearchy.com @citizenrobert

Trust is an outcome, not a message

– Robert Phillips



Can Communications

Lead Change?



Control Message






Control Message




?



Control Message




?



New Roles

New Skills

New Behaviors

Enable


Source: http://pics-about-space.com/space-rockets-taking-off?p=4

Coach


Source: http://www.performcoat.com/support/training/

Connect


Source: istiockphoto.com


Florence, Engaged Communicator & Volunteer

Start Where The Energy Is


Source: http://www.espritsciencemetaphysiques.com/ces-25-choses-tres-etranges.html


Source: http://www.espritsciencemetaphysiques.com/ces-25-choses-tres-etranges.html

Master social tools

Continuously involve users /

customers

Create conditions

for diversity of thoughts

Think shared

purpose

Live the new values at work too

Enable all constituents

to grow

(incl. you)

Push for transparency

Challenge leadership

to act (differently)

@CelineSchill #IABC16 June 2016 55 @CelineSchill #IABC16 June 2016 55

Let’s Do It!

Communicators' Evolving Leadership Role in the Age of Disruption

Leadership & Management