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
@CelineSchill
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

Launch a Product, the Classical Way
BroadcastSegment 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 rea kDeng ue .o rg
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
Epidemiological data crowdsourcing projects
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

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

400Collaborators 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

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

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” Source: Jon Husband www.wirearchy.com

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.comSource: 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.comAyelet 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.comAyelet Baron - http://www.iris.xyz/ideas/are-you-21st-century-leader

The Trust Problem
Source: Jon Husband www.wirearchy.comThe Jungle Book, Walt Disney

Source: Jon Husband www.wirearchy.com@citizenrobert
Trust is an outcome,
not a message
– Robert Phillips

Can
Communications
Lead
Change?

Push
Determined endpoint
Explanatory
Passive audience
Control
Message
Areas & boundaries
 Pull
 open direction
 Inspirational
 Co-creators
 Freedom
 Action
 Everyone
 Networks

Push
Determined endpoint
Explanatory
Passive audience
Control
Message
Areas & boundaries
 Pull
 open direction
 Inspirational
 Co-creators
 Freedom
 Action
 Everyone
 Networks
?

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)

Let’s Do It!

Communicators' Evolving Leadership Role in the Age of Disruption

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Communicators' Evolving Leadership Role in the Age of Disruption