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Culture Mapping in Digital Transformation

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Culture Mapping in Digital Transformation

Our understanding of the concept of Culture at work is expanding beyond simpler notions like organizationals values and culture. We have long seen culture as the creator of new value, purpose and meaning to why we work in firms altogether. This delivers beyond what we gain from transactional processes. So if you are seeking ROI out of reengineering your processes and transactions to incorporate enterprise social network interactions, then what you are looking for is dedication, loyalty, drive. This is what can make Digital transformation more than the sum of its parts. This sociographic look at digital transformation shares some of the old and the new ways how we can examine and even measure culture to discover and drive new business value.

Our understanding of the concept of Culture at work is expanding beyond simpler notions like organizationals values and culture. We have long seen culture as the creator of new value, purpose and meaning to why we work in firms altogether. This delivers beyond what we gain from transactional processes. So if you are seeking ROI out of reengineering your processes and transactions to incorporate enterprise social network interactions, then what you are looking for is dedication, loyalty, drive. This is what can make Digital transformation more than the sum of its parts. This sociographic look at digital transformation shares some of the old and the new ways how we can examine and even measure culture to discover and drive new business value.

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Culture Mapping in Digital Transformation

  1. 1. @rawn #workculture Feb 3-5th 2015, Paris Culture Mapping Digital Transformation Rawn Shah | Social Business Architect | Rising Edge
  2. 2. © Rawn Shah. Some rights reserved 2@rawn #cultureclash Art Engineering 2
  3. 3. © Rawn Shah. Some rights reserved @rawn #workculture 3@rawn #workculture
  4. 4. 4© Rawn Shah. Some rights reserved @rawn #cultureclash 4@rawn #workculture
  5. 5. 5© Rawn Shah. Some rights reserved @rawn #workculture 5@rawn #workculture
  6. 6. 6© Rawn Shah. Some rights reserved @rawn #cultureclash 6@rawn #workculture
  7. 7. 7© Rawn Shah. Some rights reserved Execution Developmental Transformational Knowledge & Expertise Location Digital Support Triage Social Recruiting & On-boarding Content Marketing Online Town halls Group travel planning Peer Mentoring Employee Advocacy Employee Collaborative Insights & Jams Social Task management Maturing Goals Pilots Email Twitter Blogs Forums Wikis Multistakeholder Support ecosystem Peer-to-Peer appraisals & reviews Multistakeholder Advocacy Ecosystem Cooperative business strategy development Reponsive Organization structures Maximizing Power of Processes Predictable Maximizing Power of People Agile @rawn #workculture
  8. 8. 8© Rawn Shah. Some rights reserved @rawn #cultureclash “Quand tu veux construire un bateau, ne commence pas par rassembler du bois, couper des planches et distribuer du travail, …mais reveille au sein des hommes le desir de la mer grande et large. “If you want to build a ship, don't drum up people together to collect wood, and assign them work, … but rather teach them to long for the endless immensity of the sea. -- Antoine de Saint-Exupéry @rawn #workculture 8
  9. 9. © Rawn Shah. Some rights reserved 9@rawn #workculture Trust in Processes Trust in People From To
  10. 10. © Rawn Shah. Some rights reserved 10@rawn #cultureclash Passion GenerationalOrganizational Regional Think Diversely Networked 10
  11. 11. © Rawn Shah. Some rights reserved 11@rawn #workculture “Many little steps… …practiced perfectly as one …becomes artistry” - Rawn Shah Develop Expertise Flows 11
  12. 12. Be Customer Responsive © Rawn Shah. Some rights reserved 12@rawn #workcultureSource: FAVI, The story of FAVI: The company that believes man is good http://bit.ly/1KeGhAP; Matthew E. May, In Pursuit of elegance, Crown Business (2009), http://amzn.to/1CjYvBS
  13. 13. 13© Rawn Shah. Some rights reserved @rawn #cultureclash Advocate Employees @rawn #workculture 13
  14. 14. Mapping Artistry & Engineering 14© Rawn Shah. Some rights reserved Image: Rawn Shah @rawn #workculture
  15. 15. © Rawn Shah. Some rights reserved 15@rawn #cultureclash Behavior - How do you Work? © Rawn Shah. Some rights reserved 15@rawn #workculture Quality Quantity BehaviorAttitudes 1
  16. 16. Cognition - How do you Think? Source: Erin Meyer, The Culture Map, PublicAffairs (2014) http://onforb.es/10FVP0Z © Rawn Shah. Some rights reserved 16@rawn #workculture 2
  17. 17. © Rawn Shah. Some rights reserved 17@rawn #workculture Purpose - What moves you?3
  18. 18. 18 Image:©AdelaAntoinette,“HistoricArtistSelf-portraitFacepainting”,2014 https://www.facebook.com/adela.antoinette Rawn Shah • Social Business Architect, Rising Edge • Connected Business Forbes blog http://Blogs.Forbes.com/rawnshah/ • Twitter: @rawn • rawnshah@gmail.com • Linkedin.com/in/rawnshah • Slideshare.net/rawnshah

Hinweis der Redaktion

  • I am a cartographer for ideas
    This session has my curent investigations around how we map culture

    We have issues about culture just like we did before for community.

    Judith Will from BNP Paribas Cardif just said something yestrday and I had to clap. – community – What do you mean?
    I’m glad more people are discovering this

    In 2006 I was Community program manager for all IBM’s external developer communities. A membership of around 6 Million back then.
    We had tens of thousands of forums, blogs and more.

    But the central problem I kept running into was that everyone said they had or needed a community, when they actually meant many different things.

    So I wrote a book to explain the concepts and a modeling approach to conceptualize it beyond the tools.

    The book wasn’t hugely successful because too focused on structure, and not enough on storytelling.
  • The same problem is arriving now. What is culture in this new situation
    We are focusing on structure.
    But as any community manager knows, aside from the engineering, it is more an art.
    But let’s start with the engineering because that is where the most attention is right now.

  • After CM role, I joined the worldwide team for social adoption. We built lesson paths, collected stories, tried just about everything you have here.
    Most people would take the path, and move towards the ‘certification’.
    But one person stands out. This was a conference call. Explained the whole thing, they smiled and said, ‘You know what I’m going to do?” I will write Hell on this piece of paper and stick it on the inside of my do. Now go to it.”
    Too big a change
  • So here is a quick overview of Change Management. This is only an overview in one slide because this is a whole other talk than this one.
  • Passion

  • This is a book yet to be written. Maybe I’ll write one. It is covered in pieces in many places. Ed Schein, Shift Report, GenZ Effect, Clay Shirky, Erin Meyer



  • I just read that the word “creativity” was only added to the official French language dictionary as recently as 1971.
    Does anyone know who suggested it?
    Louis Armand.

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