How do you move a traditional media organization to a real network? This slide deck is the context that I used with the leadership at KETC Channel 9 in St Louis - Now the Nine Network. This is what we aimed to do and this is what they did. This was back in 2006 - still valid

1. Culture
The New Competitive Landscape
Tuesday, 19 February, 13

2. The Cultural Revolution
Organizations like Ford are struggling and cannot seem to cope with the complexity of life today
Organizations such as eBay, Google, Southwest are going from strength to strength
What is behind this?
There is a bifurcation in cultural development
From an Extrinsic to an Intrinsic perspective
This short presentation will show you what this means
Tuesday, 19 February, 13

3. Your Market?
The web has opened
this new world up
This is where The mass media cannot
the mass media go here
focus
Chris Anderson - Wired Magazine
CNN, Discovery Channel - all who seek the mass market - seem to be in race to the bottom located
on the left hand side of the power curve. They are opening up a vacuum in the Long Tail.
This vacuum is a New World and it is your market. It is made up of the people who are not the mass.
It has been revealed by the infinite capacity of the web
The new segmentation is driven by values. The new competitive barrier is driven by values.
What do I mean by these two statements?
Tuesday, 19 February, 13

4. Culture Map
Dr Brian Hall - Values Technology
This is a map of a major trend in how culture is evolving - there is a revolution underway. The web is enabling a major shift from
a culture of belonging, of fitting in and of seeking external signs of success to a culture of self expression, of participation and of seeking
internal signs of worth.
This is the context for Public Media in the next 25 years.
Tuesday, 19 February, 13

5. Dr Brian Hall - Values Technology
Tuesday, 19 February, 13

6. Phase 1 - Surviving - Safety & Security
Phase 1 (The world is a mystery over which I have no control) is called
Surviving and has two sequential parts Safety and Security.
We live in this world as a small child. Safety and Security are provided
externally. We have no power of our own here. But here also we find wonder and
awe. To move on we need to have these basic needs met.
If you don't, then the chances are that you may be stuck here. You look like an
adult but your needs are here. You will always feel that you are not loved enough
or safe enough. You do not trust others or yourself.
The test? When someone you know is all about ME! When it is all someone
else’s fault. When people are helpless and angry.
People stuck in Phase I are not people that you want on your team, in your
department and certainly not as your leader unless you are in extreme crisis and
need a tyrant. Many traditional organizations that are under siege are moving
here.
There are two types of leadership style here. Tyrants (Stalin) are defined here as
Who is here now? having "oppressed followers who are totally dependent" Paternalist
Babies leaders(Putin) have followers who are "Dependent and obedient".
New Orleans
Russians The mass media has moved here - Bread and Circuses. Lotteries
People whose companies are being downsized
Mass Media - Anna Nicole Smith In survival mode - cooperation is all but impossible. If you need to cooperate with
Fundamentalists a person or a group here - you have to deal with their fear first.
The Middle East
Blue States A phase 4 leader such as Gandhi or Mandela can reach those in survival mode
President Bush
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7. Phase II - Belonging - Family &
Institution
Phase II (The world is a problem with which I must cope) is called
Belonging and has 2 sequential parts - Family and Institution. This is where
most of us live today.
In its proper form, it is the world of a “teenager”. You profess to be an individual
but fitting in is the most important thing. Most adults who have not found their
own identity get stuck here.
Tribes and Nationalism grew from this. Corporate life is its most highly
developed form.
Social affirmation, management, competence, duty obligation are all key values.
Without a core here, any organization would not be competent.
But if the leadership is all here in this values set, then the purpose of the
organization becomes control itself as an end. This is the essence of
bureaucracy. This is where most organizations trend to as they mature.
Efficiency and especially loyalty trump everything. “Brownie - you are doing a
Who is here now? hecka of a job!”
Teenagers
Traditional Corporate Life Marketers love this group. This is all about using things to identify as myself. I
Universities have a BMW so I am good. Looking successful is being successful
Traditional Medicine
Schools The quality newspapers and some aspect of NPR today feed the higher end of
Elite Marketing this group who seek to know more so that they can be more competent. These
Top Down Software Development (Vista) listeners trust the authority of the New York Times or NPR.
New York Times
Traditional Religion
Red States - Canada
Many Current PBS Viewers & NPR
Listeners
President Reagan
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8. B. Phase III -Self Initiating - Vocation &
New Order
Leadership in Phase III
Real Adulthood - Here we begin the great shift that helps us to become fully human - here
we become our true self and in the end - here we connect with all and to everything.
The challenge is that we have to cross a divide from phase II to get to phase III. Many fear
the loss of identity involved from going from extrinsic to intrinsic. Many just cannot make
this shift. This cultural barrier then is the new competitive arena today.
Leadership in Phase III is all about setting up the ideal environment for the growth of the
people. It is creating Trusted Space. It is in creating the conditions where the full energy of
the individual and the network is unleashed.
This leadership style is quiet and even humble. The leader knows the why and seeks the
how.
One of the tests of such a person is that they at least acknowledge their own limits and
then celebrate them. A phase II person hides these and talks only of their successes.
Who is here now?
Developed Adults Southwest is a phase III organization - all the other airlines are phase II at best - most
Many Teenagers who are using social media phase I. Southwest competes by culture. eBay represents a phase III market place.
Bloggers of all ages (60 million now) Google is a phase III working environment. Microsoft is phase II. Open Source is Phase III.
Free Agents (Self Employed Micro-Entrepreneurs)
Social Entrepreneurs Phase III is where your new members and your support will come from.
Open Source Software Development
Seekers Only a Trusted Space can help Phase II get to Phase III
Many Artists
Denmark & Sweden
The environment is very important
More spiritual than religious
President Clinton
Tuesday, 19 February, 13

9. A. Phase III -Is a “New World”
Phase III (The world is a creative project in which I want to participate) is called
Self Initiating. It has two parts as well. Vocation and New Order.
You can see that phases I and II are on a linear progression. Phase III is a bifurcation in
development. Here the world is turned upside down. In phases I and II everything is
extrinsic. In phase III everything becomes intrinsic.
Here participation is central to being me. This applies to learning, to my health, to my
work and to my leisure.
In the past there were very few people in this group. Now, higher living standards, have
pushed an early group into this sector. This is where the back to the landers came from.
This is where many of the geek community is. But now a trickle is becoming a tidal wave.
What is driving this? It is the social web. The social web is the key to the Self Initiating
world. It is a “New World’ - just as America was a New World for Europeans in the 19th
century. It is being born of the web.
It is a new world that gives the individual their voice back. This is the essence of
Who is here now? wikipedia and open source.. Where eBay now have 1 million self employed people in
Developed Adults their system and growing. This is where blogging is awakening people. The social web is
Many Teenagers who are using social media unlocking this deep need and people are flocking to be free. For until the social web,
Bloggers of all ages (60 million now) there was no structure to allow this - the pressures of the Phase II world were too great.
Free Agents (Self Employed Micro-Entrepreneurs)
Social Entrepreneurs In marketing this is where peer reviews count the most. In education this is where
Open Source Software Development dialogue counts the most. In health this is where taking back my power counts. In teams
Seekers this is where I take responsibility for my bit. In life this is where my word and my
Many Artists reputation mean the most. In competence this is where being acknowledged as being
Denmark & Sweden good counts for more than a credential. It is a personal world of adults who take
The environment is very important legitimate responsibility.
More spiritual than religious
President Clinton In media this is the "many to many" idea made flesh.
Tuesday, 19 February, 13

10. Phase IV - The world is a mystery for
which we care for on a global scale -
Wisdom & World Order
Phase IV (The world is a mystery for which we care on a global scale) Has two parts
- Wisdom and World Order.
This is the age of wisdom - The True Elder. This is the supreme leadership pinnacle. It is is
seen today only in the lives of a few. In tribal society, it may have been the norm for the
Elders.
Their children are all people. Their land - all land. They transcend differences. They
include all. Few people ever reach reach this but when they do, they create an energy that
pulls us from the future - this is the most aspirational power that we know. The life of Christ
versus the Church. Buddha versus Buddhism. Jeffersonian Democracy versus our current
reality. Havel versus the Soviet Union. These people take on the most powerful forces and
win by moral authority. Only moral authority has the power to take on the the Corporate
State.
Here the leader is the Servant - interdependent administrator with collegial participation
and Visionary - Liberator with a global network of visionaries.
They create a deeper kind of Mission such as the Sermon on the Mount, The Declaration
Who is here now? of Independence, the Gettysberg Address and my favorite, Lincoln’s 2nd Inaugural
True Elders
Address
Nelson Mandela
Vaclev Havel
“With malice toward none, with charity for all, with firmness in the right as God gives us to
Gandhi
see the right, let us strive on to finish the work we are in, to bind up the nation's wounds, to
Dalai Lama
care for him who shall have borne the battle and for his widow and his orphan, to do all
Muhammed Yunis (Grameen Bank)
which may achieve and cherish a just and lasting peace among ourselves and with all
Al Gore - On his way
nations.” - How different from “Mission accomplished”
Jeff Skoll - On his way
State of Kerala in India
This is the kind of “Mission” that we need to find - a powerful call to the best of the human
spirit
Tuesday, 19 February, 13

11. What does your new
market look like?
Tuesday, 19 February, 13

12. The Bridge
Trusted Space
Phase II Phase III
Your role - To bridge phase II to phase III
To offer Phase III a home and ask them to help make the bridge work for those in phase II
Why do this? To Create a better Society
How? By Creating more Social Capital
Tuesday, 19 February, 13

13. Your current viewers are in
Phase II
You will set up a bridge from
Phase II to Phase III
You will ask Phase III people to
help build the bridge and to
create a place for Phase III as a
destination
The Bridge will be Trusted Space
They are all inspired by phase IV
They seek this because only in
Phase III can they get their power
back to solve their local
problems
You will have to become a Phase
III organization to do this. KETC
will become a Trusted Space
Dr Brian Hall - Values Technology
Tuesday, 19 February, 13

14. Places with High Social Capital Do Well
Dr Robert Putnam
Putnam shows that more than any other factor, social capital
drives outcomes
If St Louis is to excel in the 21st century - it has to improve its social capital
The same is true for Public Media and for KETC
Tuesday, 19 February, 13

15. Health & Hierarchy
Dr Michael Marmot - Whitehall Study - CIAR
People at the bottom of a traditional hierarchy who feel
that they have no say are 4 times more likely to die than
those at the top
Tuesday, 19 February, 13

16. Family
Dr Doug Wilms UNB
By the age of 2 most human development is set.
Children who have had a safe place and yet also room to have a say go on
to develop naturally very well.
Children who have not had either get stuck
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17. National Health
Dr Fraser Mustard CIAR
The same issues work for nations
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18. Complex Problems
• Family
• Education
More money invested no longer helps
• Crime Only better social capital will solve the
• Health intractable problems in these key parts of
our lives
• Innovation
• The Economy
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19. What does this imply
for your leadership?
Tuesday, 19 February, 13

20. I see your leadership in the red
box
You are already in the zone
that can lead from this new
value set - an essential part for
your eventual success.
The effective partnership
leader has to be here today.
Otherwise the organization
has to stay in the functional
world
This is where you are going
Dr Brian Hall - Values Technology
Tuesday, 19 February, 13

21. What would you do
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22. Hosting Trusted Space
Google
Network AOL eBay
TV Public TV
David Reed
No other process adds more value or can scale more than this
Tuesday, 19 February, 13

23. Trusted Space
In the new model, it’s all about the value and the trust found inside the ‘container’ or in the ‘trusted
space’ in which the ‘member’ now lives.
The member is both a provider and a supplier. Your job is to act as Host. You create the safe ecology
in which the member can become more human.
The business imperative is to attract and hold the ‘Member’ for as long as possible inside the
container. The more time they spend there the better.
They are attracted and they stay inside the container because of the value or the experience that they
have inside.
Members provide most of the human and the intellectual capital for the enterprise.
Trust is therefore the critical factor. The new model is not about product. eBay had a poor website,
Skype did not win by having a good tool. No one part of Google is the only attractor.
Your success will not be about the tool but about the experience that draws the customer inside your
container.
Tuesday, 19 February, 13

24. God or Nature?
If you attempt to control everything you loose control, if you stand above the system amplifying good patterns
and disrupting bad ones, if you influence evolution rather than trying to design against idealistic outcomes;
then, and only then do you achieve what control is possible.
Its all about doing more with significantly less. Dave Snowden
It is essential for the mainstream media to understand that the larger information ecosystem is one that grows
wild on the Net and supports everybody who wants to inform anybody else. It no longer grows inside the
mainstream media's walled gardens. Those gardens will continue to thrive only to the degree that they do two
things: 1) open up; and 2) live symbiotically with individuals outside who want to work together for common
purposes.
As I've said before (and I said it again at the conference), we don't just "deliver information" like it's a Fedex
package. We inform each other. That is, we literally form what other people know. If you tell me something I
didn't know before, I'm changed by that. I am not merely in receipt of a box of facts. I am enlarged by knowing
more than I did before. Enlarging each other is the deepest calling of journalism, whether it's done by bloggers,
anchors or editors.
Doc Searls
Tuesday, 19 February, 13

25. St Louis Today
Local Botanical
Zoo
Community Gardens
Local
Community
Local Valdis Krebs
Washington
Community University
Valdis Krebs
Likely that the groups and communities in St Louis are Scattered - Just as are your viewers
There is no power in the system
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26. Stage 1 - Connecting
Valdis Krebs
In Stage 1, you start to connect some groups - could be communities - could be the art and science world in
St Louis
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27. Weaving
Valdis Krebs
Then you act as a host and weave the communities into each other
New connections form
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28. Emergence!
Valdis Krebs
With enough Weaving - the network takes off all on its own
The power of the network effect becomes available to KETC and to St Louis
Social Capital and Resilience Build and drive outcomes
Tuesday, 19 February, 13