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Brave New World of Technical Communication

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Keynote address at the 2017 Spectrum conference delivered at the Rochester Institute of Technology for the STC Rochester Chapter. Looks at how the work of technical communication must change in the light of Digital Transformation.

Veröffentlicht in: Internet
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Brave New World of Technical Communication

  1. 1. The Brave New World of Technical Communication Joe Gollner | @joegollner Managing Director Gnostyx Research Inc. info@gnostyx.com
  2. 2. Sign Posts on the Journey A Digital Revolution Technical Communication in a Digital Age A Brave New World @joegollner 2
  3. 3. A Digital Revolution Times are a-changin’ @joegollner 3
  4. 4. @joegollner 4 Digital Technology Digital Strategy Digital Disruption Digital Economy Digital Society Digital Natives Digital Competitors Digital Skills Digital Entrants Digital Agility Digital Talent Digital Traction Digital Metrics Digital Operations Digital Product Lifecycle Digital Workforce Digital Process Digital Design Digital Literacy Digital Maturity Digital Impact Digital Transformation Digital OfferingsDigital Channels Digital Information Digital Platform Digital Services Digital Unicorns Digital Organizations Digital Innovation Digital Lifecycle Digital Monetization Digital Capabilities Digital World Digital Awareness Digital Consumption Digital Leaders Digital Business Digital Culture Digital Capital Digital Differentiation Digital Flexibility Digital Governance Digital Partners Digital Customers Digital Industry Digital Future Digital Ecosystems Digital Jobs Digital Manufacturing Digital Value Digital Supply Chain Digital Mind Digital Laggards Digital Content Digital Competence Digital Era Digital Framework Digital Revolution Digital Media Digital Networks Digital Communities Digital Tribes Digital Ventures Digital Experiment Digital Enterprise Digital Nomads Digital Crowd
  5. 5. Perspectives on the Revolution Digital Technology Digital Disruption Digital Enterprise Digital Workforce Digital Transformation Digital Agility Digital Information @joegollner 5
  6. 6. Digital Technology Digital Representations of Everything Products Processes Customers Working with Digital Representations Interpretation Integration Coordination Control @joegollner 6
  7. 7. The Evolution of Technology @joegollner 7
  8. 8. Digital Disruption Digital Technology Changes things Everything is digitally • Analyzed • Monitored • Redesigned • Recreated • Controlled Disruption is the Effect Legacy practices threatened Legacy interests endangered Sounds scary because it is… @joegollner 8
  9. 9. Disruption & Barnaclization Barnaclization The accrual of individually beneficial innovations that progressively degrade overall performance Universal fate of all systems • Organizations • Processes • Technologies • Ideas @joegollner 9 Disruption becomes a necessary corrective
  10. 10. Digital Disruption Full Disclosure 10 The Content Philosopher www.gollner.ca Digital Disruptor @joegollner
  11. 11. Digital Enterprise End-to-End Digitization Cyber- Human- Physical Systems Completely Virtualized @joegollner 11
  12. 12. Digital Workforce @joegollner 12 Distributed & Mobile Diverse & multi- generational Bring-Your- Own-Device (BYOD)
  13. 13. Digital Transformation (DX) @joegollner 13 Everything is rethought – starting with the customer
  14. 14. Digital Transformation Absolute Focus on the Customer Who do they need to do? Has always been true When reintroduced Shakes up assumptions Scatters sacred cows Awakens the elephant in the room Shatters barnacles Ignites resistance @joegollner 14 The Rise of Customer Experience
  15. 15. Digital Agility @joegollner 15 Outcome of Digital Transformation is the pursuit of Digital Agility The ability to change on a dime to address a new customer need To exploit an new opportunity To respond to a new threat
  16. 16. The Dawn of Digital Information @joegollner 16 Information becomes fully digital Information processes become fully digital Calls for fully digital content
  17. 17. X @joegollner 17 Embracing Change
  18. 18. Technical Communication in a Digital Age @joegollner 18
  19. 19. The Ask of Technical Communicators Help us to really understand what users are trying to do Help users to meet these goals using what we provide them @joegollner 19
  20. 20. A Two-way Street Facilitating a dialogue between User Tasks and Product Design In one direction, it is about communicating information about the product or service to customers & users In the other, it is communicating details about user tasks back to product design @joegollner 20
  21. 21. Leveraging User Task Insight @joegollner 21 Design Development Delivery Customer Use Historical Model Digital ModelProduct Lifecycle The Relative Investment in Communication Activities & Deliverables Significant increase in investment from Historical to Digital Models [e.g., 270%]
  22. 22. Expanding the Spectrum of Impact In the Digital Enterprise, communication is everything Connecting the enterprise to its customers & users Connecting partner enterprises Connecting specialties within the enterprise Connecting communication specialties Connecting communication channels & technologies @joegollner 22
  23. 23. Diversify or Dubai Not that Dubai is a bad place But one organization was going to relocate all Technical Communication functions to Dubai for tax reasons Emergency Response: diversify communication activities into business analysis, sales, internal procedures… @joegollner 23
  24. 24. @joegollner 24 Learning the Hard Way
  25. 25. A Brave New World When you come to a fork in the road, take it! Yogi Berra @joegollner 25
  26. 26. A Positive Outlook The Digital Revolution is upon us It will hit you if it has not already There is more work for communicators in this Brave New World – not less The changes required really play to core strengths of communicators The basics of making connections @joegollner 26
  27. 27. Comments | Questions | Rebuttals @joegollner 27 Making Connections: Joe Gollner Managing Director Gnostyx Research Inc. jag@gnostyx.com @gnostyx @joegollner Content Philosopher Blog: www.gollner.ca