2013 Littlefield Summit

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The complete deck from the 2013 Littlefield Summit: The Evolution of Your Brand. Speakers included: William Pierce on How To Be A Change Agency; Steve Roop on Content Is Still King; Kurt Schweitzer on Digital Evolution to Revolution; Phill Nosworthy on The Value of Brand Purpose.

Transcript

  • Follow @littlefieldinc #BrandEvolution

    Tuesday, September 17, 13

  • Product Distribution Experience

    Tuesday, September 17, 13

  • Tuesday, September 17, 13

  • Tuesday, September 17, 13

  • Tuesday, September 17, 13

  • Tuesday, September 17, 13

  • Tuesday, September 17, 13

  • Leading ChangeHow you grow & prosper

    @wdpearce

    Tuesday, September 17, 13

  • - Jack Welch

    Why We Have To Constantly Change

    @wdpearce

    When the rate of change outside exceeds the rate of change inside,

    the end is in sight.

    Tuesday, September 17, 13

  • ... are transforming the world of business

    Knowledge Economy Virtual Organizations Mergers & Acquisitions

    Electronic Commerce Digital Convergence Privatizations

    How Are You Going To Stay In Business When...

    @wdpearce

    Tuesday, September 17, 13

  • Technical Personal

    Every Change Has Two Parts

    @wdpearce

    Tuesday, September 17, 13

  • 1. Change is a process that can only be led, not managed. Are you ready to lead?

    2. The change process must be linked to intrinsic, personal motivations. What are they?

    3. Change is a strategic imperative for every business.

    4. Building capacity for change is an evolutionary process. It never stops. Ever.

    Principles Of Change

    @wdpearce

    Tuesday, September 17, 13

  • Adapt Or Die

    @wdpearce

    Tuesday, September 17, 13

  • - George Washington was born.

    - 25-year-old Benjamin Franklin first penned Poor Richards Almanac.

    - 44 years before the United States would gain its independence from British rule in 1776.

    - It was also the year Rowland Company was founded.

    1732 Was The Year

    @wdpearce

    Tuesday, September 17, 13

  • - Started as a manufacturer of shovels, spades, springs for wagon wheels and other implements of manual labor.

    - Rowland is now a specialty distributor/fabricator of industrial power transmission components for large machinery.

    279 Years Of Change

    @wdpearce

    Tuesday, September 17, 13

  • - It is going to be a challenge with the old-world way of manufacturing

    - CEO said, so we are segueing and getting more lines to deal with manufacturers who have more types of the emerging products.

    - Management sees the company undergoing even more changes to remain an integral problem solver for industry.

    In 2032, I Bet The Same Conversation

    @wdpearce

    Tuesday, September 17, 13

  • Creating Vision of Change

    Motivating Change

    Developing Support

    Managing the Transition

    Sustaining Momentum

    The Vital Five

    @wdpearce

    Tuesday, September 17, 13

  • Envision

    Enable

    Energize

    Leading Change

    @wdpearce

    Tuesday, September 17, 13

  • Current Situation

    Restraining Forces for Change

    External Driving Forces for Change

    Whos Got More Will?

    @wdpearce

    Tuesday, September 17, 13

  • Resistance to Change

    20% 40% 60% 80% 100%

    Source: Information Week

    Limitations of Structure

    Lack of Executive Commitment

    Lack of Executive Champion

    Unrealistic Expectations

    Lack of Cross-Functional Team

    Inadequate Team and User Skills

    Team Not Involved

    Change Too Narrow

    Barriers To Change Are Us

    @wdpearce

    Tuesday, September 17, 13

  • Habit

    Selective Processing

    Economic Factors

    Job Security

    What Did I Do Wrong?

    Individual Resistance

    @wdpearce

    Tuesday, September 17, 13

  • Threat to Power

    Threat to Resource

    Inertia

    Limited Focus of Change

    Organizational Resistance

    @wdpearce

    Tuesday, September 17, 13

  • Four Phases Of Death Transition

    @wdpearce

    Tuesday, September 17, 13

  • Four Phases Of Transition

    @wdpearce

    ResistanceDenial

    Tuesday, September 17, 13

  • Four Phases Of Transition

    Exploration Commitment

    @wdpearce

    Tuesday, September 17, 13

  • - The brain likes to maintain current state to guard the body from threats.

    - Change is a disruption to this state. The natural reaction to a disruption is theproverbialfight-or-flightresponse.

    - Change can also be thought of as emotional pain. Ironically, the body reacts to emotional pain the same as if it were physical pain.

    - When you introduce change, youremployees are fighting to avoid it as if their lives depended on it, which their brainsliterallythink is the case.

    Hardwiring In The Brain

    @wdpearce

    Tuesday, September 17, 13

  • - Change in the brain is representedbynew wiring.

    - New wiring is created frominsights,which happen when we make a brand new connection in the brain.

    - The brain loves insights. Insights release various brain chemicals associated with pleasurestates.

    What Is Change To A Brain?

    @wdpearce

    Tuesday, September 17, 13

  • - Reduce Status

    - Create Certainty

    - Introduce Autonomy

    - Communicate Relatedness

    - Ensure Fairness

    Make It Easy Easier

    @wdpearce

    Tuesday, September 17, 13

  • - Nothing changes until something changes.

    - The Change Agent uses the catalyst to motivate others of the need for change.

    Change Needs A Catalyst

    @wdpearce

    Tuesday, September 17, 13

  • Change Sponsor

    Change Agents

    Change Target

    These are individuals or groups with the power to determine that a change will occur.

    These are individuals or groups responsible for seeing that a previously determined change occurs.

    These are individuals or groups who are asked to change something (knowledge, skills, or

    behavior) as a result of the change.

    Whos On The Bus?

    @wdpearce

    Tuesday, September 17, 13

  • What would make them supportive?

    - Information / understanding? - Involvement and ownership? - Changes in planned actions? - Direction from more senior managers? - Evidence of the success of the change?

    What would make them resist?

    - Personal threat? - Non-involvement in decisions? - Personal rivalries? - Insufficient evidence in trial period (defined by them)?

    Influencing The Target

    @wdpearce

    Tuesday, September 17, 13

  • Understands Change Appreciates Others Manages Resistance

    Critical Skills Of Change Agents

    @wdpearce

    Tuesday, September 17, 13

  • Culture Capacity

    Leadership CapacityIndividual

    & Team Capacity

    FutureState

    CurrentState

    Leading

    Desig

    ning

    Reinforcing

    EndingEx

    plorin

    g

    Beg

    inni

    ng

    Leadership

    Communication

    Org

    aniz

    atio

    nal T

    rans

    ition

    Pers

    onal

    Tra

    nsiti

    on

    Elements Of Change Enablement

    @wdpearce

    Tuesday, September 17, 13

  • Providing Resource for Change

    Building a Support System for Change AgentsDeveloping New

    Competencies and SkillsReinforcing New Behaviors

    Staying the Course

    Sustaining Momentum

    @wdpearce

    Tuesday, September 17, 13

  • Tuesday, September 17, 13

  • The King & The QueenRuling In The Digital Age

    Tuesday, September 17, 13

  • Is all content created equal?Are we all kings of our own content creation?Is posting a message to our friends the same as posting one to 20,000 people?Storytelling matters.

    Content Is King

    Tuesday, September 17, 13

  • Homegrown

    Tuesday, September 17, 13

  • Polished and Slick

    Tuesday, September 17, 13

  • The Grand Slam

    Tuesday, September 17, 13

  • Same Old Song & Dance

    Tuesday, September 17, 13

  • Who are they?What do they have in common?Why are they interested in us?What do they want or expect from us?Knowing will help develop your voice.

    Know Your Audience

    Tuesday, September 17, 13

  • Develop Your Voice

    How you talk to your audience.Similar to casting an actor for a movie role. Casual? Formal?Always be conversational.Listen.Think about what they want to hear.Say something worth hearing.

    Tuesday, September 17, 13

  • Great content in a vacuum isnt so great.Grow your own channelssocial media.Tailor your content for each channel.Same message, different deliveries.Photos, memes, video, text, polls.Know your channels.

    Distribution Is Queen

    Tuesday, September 17, 13

  • Know your audience.Develop your voice.Create content theyll engage with.Leverage your channels.Be The King, Know Your Queen,Rule The Digital Age.

    Rule The Digital Age

    Tuesday, September 17, 13

  • Tuesday, September 17, 13

  • Digital Evolution to Revolution

    Tuesday, September 17, 13

  • Tuesday, September 17, 13

  • - 18 Years Old- Had Lots of Hair- Wore Glasses

    - 38 Years Old- Slightly Less Hair- Lasik Surgery

    20 Years Ago Today

    Tuesday, September 17, 13

  • TV & Radio20 Years AgoBroadcast TVRadioCable TV

    TodayBroadcast TVRadioCable TVDigital Satellite TVSatellite RadioConnected TVsApple TV, RokuStreaming video & audioNetflix, Hulu, Xbox, Amazon, YouTube, Pandora, iHeartRadio, Spotify, iTunes Radio, Podcasts

    Tuesday, September 17, 13

  • Print20 Years AgoNewspaperMagazine

    TodayNewspaperMagazineTabletsKindleNookOther E-readersDigital NewslettersRSS FeedsSoc