CPA Australia wanted to obtain buy-in for the deployment of a new knowledge management system called Knowledge Exchange 2.0 from employees and members. Buy-in requires effective communication, engagement, relationship building, and educating people on new systems and roles. It is important to understand the different audiences and pitch the new system specifically based on their needs and level within the organization. Buy-in also requires respecting organizational channels of communication and is a continuous process rather than a single event. The key principles for obtaining buy-in are having clarity of purpose, facilitating open conversations, and showing care for how the changes will impact people.

1. obtaining
buy in for 2.0
deployment:
a CPA Australia
case study
Zaana Howard | Swinburne University
20 by Bright Tal
http://www.flickr.com/photos/bright/113694992/

2. overview
Lighting up the dock 2 by gnackgnackgnack
http://www.flickr.com/photos/gnackgnackgnack/3356837985/

3. case
CPA Australia
129 000+ members
450 employees
16 offices
11 countries Brooklyn by joe holmes
http://www.flickr.com/photos/joeholmes/107835324/

4. case
knowledge exchange team
CEO
Member
Knowledge
Knowledge
Sharing &
Publishing
Digital
Communications
& Publishing
Knowledge
Exchange

5. what is buy in?
a commitment to
achieving a shared goal
empty goal by keylosa
http://www.flickr.com/photos/keylosa/184606430/

6. buy in is about
communication, engagement
and relationship building
snail love | when you can’t say it show it by Adam Foster | Codefor
http://www.flickr.com/photos/paperpariah/3589690234/

7. …with 2.0 its also about
education and role modelling
Teaching the youngster to feed by foxypar4
http://www.flickr.com/photos/foxypar4/511910343/

8. buy in has two levels
to allow
to do
two by Amir K.
http://www.flickr.com/photos/childofwar/3874149070/

9. who do you
need buy in
from? why?
target them
Target by bitmask
http://www.flickr.com/photos/hvc/2682679414/

10. buy in
principles
Red five is alive! By zawtowers
http://www.flickr.com/photos/zawtowers/3423568989/

11. #1 know what you’re doing and why
Saint Patrick’s Day matches by Bob.Fornal
http://www.flickr.com/photos/fornal/424716302/

12. POST
framework
C. Li & J. Bernoff 2008

13. #2 evidence. where does it LIE?
(Literature | Industry | Experience)
Picture project by House of Sims
http://www.flickr.com/photos/houseofsims/4564845432/

14. #3 pitch to
each audience
Greenfinch singing – Carduelis chloris by Rob.Baldwin
http://www.flickr.com/photos/robbaldwin-photography/4206105020/

15. stratified systems theory
Levels of Vision Typical role Level of response
work
VI 10-20 yrs Mulitnational CEOs, regulators, Global
government ministers, futurists transformation
V 5-10 yrs CEO, CFO, Board, Heads of major Transformational
business units, Presidents
IV 2-5 yrs General Manager, COO, direct reports to Breakthrough
CEO, department managers
III 1-2 yrs Senior professionals, unit managers, Predictive and
project managers systematic
II 3-12 mths First line supervisors, team leaders Diagnostic and
situational
I up to 3 mths Front line employee, tradesperson, admin, Procedural
PA, data entry
Adapted from MVC Associates International, 2005 & Jaques 1996.

16. exercise
your pitch
Leo sings along with Justin Bieber at last night’s
Much Music Awards by DuckLover Bonnie
http://www.flickr.com/photos/bonniesducks/4719231324/

17. #4 respect the channels of your organisation
Skittles vodka by cabbit
http://www.flickr.com/photos/cabbit/4727168015/

18. #5 buy in is not
a one off event
OMG MACRO! [p52 w1] by Don Solo
http://www.flickr.com/photos/donsolo/2243154949/

19. summation
3c’s = clarity + conversation + care
27th April 2008 / Day 118 (483) by Mrs Magic
http://www.flickr.com/photos/mrsmagic/2446062461/

20. Who knows what you’ll find when you ask questions by [F]oxymoron
http://www.flickr.com/photos/f-oxymoron/5005146417/

21. contact
@zaana
zaanahoward@gmail.com
zaanahoward.com