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Why a brave new world needs brave new words By Mebs Loghdey 2014 What got us here won’t get us there

"What got us here, wont get us there!" Pirelli july 2014

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I have developed and delivered two fresh and interesting sessions for Hyper Island, Unilever, Mercer and Pirelli. These sessions were developed as a response the Innovation and Sustainability imperatives faced by most managers. Entitled "What got us here won't get us there!", this sessions teach managers about 1. Language, metaphor and reframing 2. Q-storming - designing powerful questions 3. Systems thinking Managers leave these sessions better equipped to engage a future that is at once digital, mobile, social, green and data rich.

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Page 1: "What got us here, wont get us there!" Pirelli july 2014

Why a brave new world needs brave new words

By Mebs Loghdey 2014

What got us here won’t get us there

Page 2: "What got us here, wont get us there!" Pirelli july 2014

In the UK TESCO can pick up on the content of your TWEETS to friends, your individual style from PINTEREST, the food you like from YELP, your level of fitness from RUNKEEPER, your social life from EVITE, and tie it in with local weather to send YOU a customised recipe idea you might actually appreciate!

Page 3: "What got us here, wont get us there!" Pirelli july 2014

…meanwhile

Page 4: "What got us here, wont get us there!" Pirelli july 2014

9 Planetary Boundaries

Page 5: "What got us here, wont get us there!" Pirelli july 2014

ender

Faultlines

eography enerations

nstitutions ndividuals

nter-national

(Source: WEF, Davos 2014)

G

I

Page 6: "What got us here, wont get us there!" Pirelli july 2014

50k years hunter gatherers

Anthroposcene

3,8bn years ago life emerges

2,8bn years multicellular life emerges

475m years plant life emerges

4,6bn years planet earth formed

400m years vertebrates emerge

65m years first primates emerge

Page 7: "What got us here, wont get us there!" Pirelli july 2014

Futures Approaching 5x Faster

Page 8: "What got us here, wont get us there!" Pirelli july 2014

1500 yrs ago

2250 yrs ago

3000 yrs ago

Now

Transport • 3mins ago – internal combustion engine • 2 mins ago – motorcar • 1 min ago – rocket propulsion • 50 secs ago – space travel • 10 secs ago – re-usable space shuttle

Communications • 11 mins ago – printing press • 3 mins ago – morse code • 2 mins ago – telephone • 90 secs ago – radio • 85 secs ago – TV • 1 min ago – fax • 25 sec ago – PC • 12 secs ago – internet • 10 secs ago – mobile phone • Now – google, facebook, twitter etc

3 mins

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Page 10: "What got us here, wont get us there!" Pirelli july 2014

Time

Population growth

2050 – 9,5 bn people on earth 70% will live in cities 2000 – 6 bn people on earth 50 % lived in cities 1900 – 2 bn people on earth 15% lived in cities 1800– 1 bn people on earth 97% didn’t live in cities

Page 11: "What got us here, wont get us there!" Pirelli july 2014
Page 12: "What got us here, wont get us there!" Pirelli july 2014

Exponential technologies

meets

Exponential population growth

2 63

= 60,000,000,000,000,000 miles

Page 13: "What got us here, wont get us there!" Pirelli july 2014

has always changed our relationships to •  each other •  non-humans •  environment •  time •  space •  values •  culture •  knowledge •  markets

Technology •  Language •  Printing press •  Telescope •  Clock •  Space travel •  Mobile •  Search •  Social •  Cloud

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We shape our tools and then our tools shape us.

Marshall McLuhan

Page 15: "What got us here, wont get us there!" Pirelli july 2014

Who is Eugene Goostman?

Page 16: "What got us here, wont get us there!" Pirelli july 2014

The smartest person in the room is the room.

Page 17: "What got us here, wont get us there!" Pirelli july 2014

Warning A

SOCIO-TECHNO-ECO

System is

emerging!

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AMBIGUITY

COMPLEXITY

VOLATILITY

•  new competitive phenomena •  break-up of old structures & categories •  break-up of old connections & causality

•  connections between new variables •  patterns of interaction •  limits of classic “prediction” techniques

•  the new economics of credibility & trust •  asymmetrical reaction to “weak signals” •  network & reputational effects

+

+

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Inter-connectedness

Inter-dependence

New questions!

+

=

Page 20: "What got us here, wont get us there!" Pirelli july 2014

1. How can we reduce per capita demands on the biosphere by over 50%, within 50 years, while simultaneously increasing the standard of living of the world’s poor?

2. How can organisational systems deal with the interconnectedness of all things?

3. How do we draw people into a creative and collaborative process in the face of such complex challenges?

Macro question

Mezzo question

Micro question

Page 21: "What got us here, wont get us there!" Pirelli july 2014

•  Event-driven •  Left brain •  Rational •  Reductionist •  Sequential •  Analytical •  Symptomatic

Organisational thinking

•  Process over time •  Holistic •  Systemic •  Non-measurable forces •  Unexpected outcomes •  Silent evidence

Ecological thinking

Page 22: "What got us here, wont get us there!" Pirelli july 2014

VALUES

COMMITTMENTS PROCESSES

FRAMES

HERE

STABILITY

DOGMAS

MILLSTONES ROUTINES

CLICHÉS

INERTIA

THERE CHANGE

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Page 24: "What got us here, wont get us there!" Pirelli july 2014
Page 25: "What got us here, wont get us there!" Pirelli july 2014

• Democracy • Market-based solutions • Consumption-based economics • 1st world and 3rd world • Fixed pie • Zero sum • Growth is good • Whole is the sum of the parts • Income vs capital • Intrinsic vs extrinsic value • Quantity vs quality • Marriage • Gay Marriage

Our fixed frames

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US political frames

Conservatives

•  Strong Defense •  Free Markets •  Lower Taxes •  Smaller Government •  Family Values

Progessives

•  Stronger America •  Broad Prosperity •  Better Future •  Effective Government •  Mutual Responsibility

Page 27: "What got us here, wont get us there!" Pirelli july 2014

Arm-wrestle for 30 seconds. The winner will be the one that m a n a g e s t o p u s h t h e i r opponent’s hand down most times in the 30 seconds.

Page 28: "What got us here, wont get us there!" Pirelli july 2014

Web of Words

New frames

Web of Everything Information flows

Web of life

Matter and emergy flows

Inter-connectedness and Inter-dependence

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• New Business Logic? • New Organisational Logic? • New Issue focus? • New Skills/Knowledge? • New Actions?

• New Standards? • New Principles? • New Measures/Rewards? • New Disciplines/Protocols?

INTELLECTUAL FRAMES

BEHAVIOURAL FRAMES

EMOTIONAL FRAMES

• New Atmosphere? • New Passions? • New Focus? • New Energy?

Page 30: "What got us here, wont get us there!" Pirelli july 2014

Part 2:

Page 31: "What got us here, wont get us there!" Pirelli july 2014
Page 32: "What got us here, wont get us there!" Pirelli july 2014

Pirelli leaders as •  Language designers

•  Aware of their own frames •  Frames of others •  Able to activate new frames •  Remove existing frames from play

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•  We construct problems via the stories we tell.

•  Stories are built on deep metaphors, frames, facts and values.

•  Complex problems are usually dilemmas.

•  Dilemmas are deep metaphor conflicts.

The stories we tell.

Page 34: "What got us here, wont get us there!" Pirelli july 2014

The experts concluded that if the community were to be healthy, if it were not to revert again to a blighted or slum area, as though possessed of a congenital disease, the area must be planned as a whole. It was not enough they believed to remove existing buildings, that were unsanitary or unsightly. It was important to redesign the whole area so as to eliminate the conditions that caused slums – the overcrowding of dwellings, the lack of parks, the lack of adequate streets and alleys, the absence of recreational areas, the lack of light and air, the presence of outmoded street patterns. It was believed that the piecemeal approach, the removal of individual structures that were offensive, would only be palliative. The entire area needed redesigning so that a balanced, integrated plan could be developed for the region including not only new homes but also new schools, churches. Parks streets and shopping centres. In this way it was hoped that the cycle of decay of the area could be controlled and the birth of future slums prevented.

Story version 1

Page 35: "What got us here, wont get us there!" Pirelli july 2014

In summary, then we observe that a number of factors contribute to

the special importance that the west end seemed to bear for the large majority of its inhabitants. Residence in the west end was highly stable, with relatively little movement from one dwelling unit to another and with minimum transience into and out of the area. Although residential stability is a fact of importance in itself, it does not wholly account for commitment to the areas for the great majority of people, the local area was a focus for strongly positive sentiments and was perceived probably in its multiple leanings as home. The critical significance of belonging in or to an area has been one of he most consistent findings in working class communities in the US and in England. Patterns of social interaction were of great importance in the west end. Certainly for a great number of people, local space served as a focus for social relationships. In this respect the urban slum community has much in common with communities so frequently involved in folk cultures.

Story version: 2

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systems Time is Money

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Don’t waste my time It cost me an hour I have invested time Budget your time Living on borrowed time Use your time profitably I”ll spend my time with you

“Time is money”

Modern life

Page 38: "What got us here, wont get us there!" Pirelli july 2014

Work-life balance Ecological balance Balanced diet Balanced flavour Balanced car

“Balance”

Scientific research Lifestyles Winemaking Automotive engineering Sustainability

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Virgin territory Mother earth Sister company Mother nature Mother ship

“Womanhood”

Land use Ecology Environment Sustainability Agriculture

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Re-engineering Driving change Manufacturing consent Performance management

“Machine”

Management Organisational design Environment Sustainability

Page 41: "What got us here, wont get us there!" Pirelli july 2014

The environments of human thinking are artificial through and through. Humans create their powers by creating the frames within which they exercise their powers.

Edward Hutchins Talking differently rather than arguing well is the chief instrument of cultural change.

Richard Rorty The world we live in are the words we use.

Ludwig Wittgenstein

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Rinsing the Brain

Page 43: "What got us here, wont get us there!" Pirelli july 2014

Individual subjective Individual objective

Collective subjective Collective objective

Role, skills, knowledge, socio-demographics, relationship set

Limiting personal beliefs, values, frames and assumptions

Group culture and shared norms Mental models, Unwritten rules

Political, Economic, Social, Technological, Legal, Environmental

Barriers to change

Page 44: "What got us here, wont get us there!" Pirelli july 2014
Page 45: "What got us here, wont get us there!" Pirelli july 2014

New language is the key to transformation.

• New concepts and metaphor – new frames • New frames - new language • New language - new reality • New reality - new dimensions • New dimensions - new discourse • New discourse - new system design • New system design – new system behaviour

Page 46: "What got us here, wont get us there!" Pirelli july 2014

1.  Fold your arms the opposite way

2.  Sign your name with you other hand

3.  Draw your neighbour without looking at paper, without lifting your pen off paper and at the same time ask them a question about themselves

4.  Arm wrestle for 30 seconds…

Page 47: "What got us here, wont get us there!" Pirelli july 2014
Page 48: "What got us here, wont get us there!" Pirelli july 2014

Antony and Cleopatra are lying dead on the floor in an Egyptian villa. Nearby is a broken bowl. There are no marks on the bodies and they were not poisoned. No person was in the villa when they died. How did they die?

Page 49: "What got us here, wont get us there!" Pirelli july 2014

Meet….

Anthony…. and Cleopatra!

Page 50: "What got us here, wont get us there!" Pirelli july 2014

Can you think of a word?

__ ANY

Page 51: "What got us here, wont get us there!" Pirelli july 2014

Can you think of a word?

MANY

Page 52: "What got us here, wont get us there!" Pirelli july 2014

Can you think of a word?

MANY __ENY

Page 53: "What got us here, wont get us there!" Pirelli july 2014

Mental models

•  We all have them

•  They develop over time and are shaped by our background and experience

•  They process information for us and determine what we DO and DON’T see and hear and what we DO

Mental Models

Page 54: "What got us here, wont get us there!" Pirelli july 2014

•  Paradigms

•  The way we think

•  Professional Lenses

•  Organisational Orthodoxies

•  Values, biases, assumptions, beliefs

Mental Models

Page 55: "What got us here, wont get us there!" Pirelli july 2014

They are strongest when…

•  They have worked well over time •  The environment has been stable •  Their use has been rewarding in practice •  Help us decide and act quickly

But •  They make us think passively •  They make us reject new information that does not fit

what we already believe in

Mental Models

Page 56: "What got us here, wont get us there!" Pirelli july 2014

what you do

How you frame

the situation

what you see, think and hear

who you “see” as

your stakeholders,

How you define your business

what you do

(your strategy)

Mental models Observed behaviour

Consequences Information about the environment

determines determines

determines determines

Page 57: "What got us here, wont get us there!" Pirelli july 2014

systems

Don’t think of an elephant

Page 58: "What got us here, wont get us there!" Pirelli july 2014
Page 59: "What got us here, wont get us there!" Pirelli july 2014

How to Escape your Mental Models

(1)  Introduce variety and diversity in people

(2)  Questioning

(3)  Re-framing

Page 60: "What got us here, wont get us there!" Pirelli july 2014

You have a cake and a knife. You can cut the cake 4 times in straight lines. What is the maximum number of pieces that you can cut the cake into?

Page 61: "What got us here, wont get us there!" Pirelli july 2014

A

Eight Times

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Eleven Times

1

2

3 4

5 6

8

7 9

10

11

Page 63: "What got us here, wont get us there!" Pirelli july 2014

Twelve Times

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2 1

3

4 5

6 7

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Sixteen Times

Cut the cake into two pieces. Put one piece on top of the other and cut in two again. Put all pieces on top of each other and cut in two again. Put all pieces on top of each other and cut in two again.

Page 66: "What got us here, wont get us there!" Pirelli july 2014

QUESTIONING: How did they frame this?

Page 67: "What got us here, wont get us there!" Pirelli july 2014
Page 68: "What got us here, wont get us there!" Pirelli july 2014

Question existing mental models through

RE-FRAMING

Re – framing creates a new language.

Page 69: "What got us here, wont get us there!" Pirelli july 2014

Core belief

1

3

2

4

1a 2a

3a 4a

Supporting beliefs

Opposite beliefs

Re-framing Tool

Page 70: "What got us here, wont get us there!" Pirelli july 2014

Core belief

FMCG

1

3

2

4

1a 2a

3a 4a

Supporting beliefs

Opposite beliefs

Re-framing Example

Page 71: "What got us here, wont get us there!" Pirelli july 2014

Taxes are a burden on

society

1

3

2

4

1a 2a

3a 4a

Supporting beliefs

Opposite beliefs

Page 72: "What got us here, wont get us there!" Pirelli july 2014

Tyres

as performance

1

3

2

4

1a 2a

3a 4a

Supporting beliefs

Opposite beliefs

Page 73: "What got us here, wont get us there!" Pirelli july 2014

Bounded exploration

Co-evolve

Exploit Re-framing

Ra

dic

al

Increasing complexity

Established frames New frames

Inc

rem

en

tal

Inn

ova

tion

Pathways to Innovation

Page 74: "What got us here, wont get us there!" Pirelli july 2014

Thank you! Mebs Loghdey +44 7806875794 [email protected]