Growing Wisely (Communication Strategy and Strategic Communication perspective)

Growing Wisely

Zigurds Zaķis @zz_zigurds Rīga, 6/04/2017

Keynote presentation at Riga Business School (RBS/RBI) annual Networking Dinner, 2017

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56.25%RBI/RBS

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Culture, Media, Creativity

Strategy

Strategic Planner / Account Planner / Strategist

Customer and Society

Economy and

Business

Technology, tools, opportunitiesDirecting, Inspiring and Evolving

Creative Work

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Strategist

CEO, CFO, COO, CIO

Marketing Director

Brand Manager

Head of Coroporate Communication

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A B

The role of communication

What do theyDO today? Why?

How do we change their behavior?

Changing behavior of person, group, society

What do wewant them to DO?

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Growth = Change

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How do we grow?

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● Our own ● Our craft ● Our company ● Our industry ● Clients ● Latvia ● Europe ● World ●

Changing with the time?

Predicting future?

Building the future

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You change the story people tell themselves about the future they will live in!”

Brian David Johnson, INTEL, futurist

How do you change the future?

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Estonia ("Brand Estonia")Countries 2007-2017

Significant, most successful change of positioning (strategic story):

e-stonia

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“Designer (Business Leader, Marketer) is master storyteller whose skill is measured by his or her ability to craft a compelling, consistent and believable story (narrative)”

“Change by Design” Tim Brown, IDEO

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Compelling, consistent and believablestrategic story (narrative)!

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Communication Strategy

Strategic Communication

not just

but

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Why stories?

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Articulate aspirations and expectations Provide direction Make us feel safer Motivate / mobilize / recruit Are key to changing collective action

Stories:

Essentially, a story expresses how and why life changes

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Where strategic stories come form?

Rethinking the Past

Reimagining Future Possibilities

Reconsidering Present Concerns

Creating Strategic Narratives

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Focusing on people and society, rather than us.

Insights. New perspectives. Designing value. Doing things.

Sourcesof strategicstories:

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The role of strategist (leader) is to design conditions that creates

better opportunities (conversations) to re-imagine our future

betterconversations

Better future starts with

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How do we grow wisely?

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Systemic view

Having bigger picture. Digging deeper. Having systemic view. Focusing on WHY? Creating change.

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What is the key to wise growth?

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You!

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1. People 2. Society 3. Culture 4. Politics 5. Ethics 6. Economics & Logistics 7. Organization 8. Administration 9. Information and Intelligence 10. Strategic Theory and Doctrines 11. Technology 12. Operations 13. Command 14. Geography 15. Friction, Chance, Uncertainty 16. Adwersary 17. Time

17competences of strategist

via Lawrence Friedman "Strategy. The History"

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Knowledge & Models

Case studies and history Practice

Tools

Theory, Mental Models, Applications

Trial and error, learning,experience

Digital, Analogue, Physical, Mental

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Personal professional growth is a non-negotiable minimum standard and the key to growth

=David Maister= "True Professionalism"

Professional Services Firms (PSF)

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There are NO shortcuts. There never will be.

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"Reading is for awesome people"

! Imagination ! Empathy ! Insights ! Mental Models ! Theory !

=Faris Yakob=

YOU (!)have to do the homework

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based on= Hegarty on Advertising =

Creativity (business) is expression of self.

Be interesting and your work will be interesting

+ [zz] Dig deep and your work will be meaningful

+ [zz] Have your own beliefs, theories and stands

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tw: @zz_zigurds blogs: www.ZigurdsZakis.lv