growing wisely (communication strategy and strategic communication perspective)
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Growing Wisely
Zigurds Zaķis @zz_zigurds Rīga, 6/04/2017
Keynote presentation at Riga Business School (RBS/RBI) annual Networking Dinner, 2017
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56.25%RBI/RBS
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Culture, Media, Creativity
Strategy
Strategic Planner / Account Planner / Strategist
Customer and Society
Economy and
Business
Technology, tools, opportunitiesDirecting, Inspiring and Evolving
Creative Work
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Strategist
CEO, CFO, COO, CIO
Marketing Director
Brand Manager
Head of Coroporate Communication
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A B
The role of communication
What do theyDO today? Why?
How do we change their behavior?
Changing behavior of person, group, society
What do wewant them to DO?
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Growth = Change
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How do we grow?
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● Our own ● Our craft ● Our company ● Our industry ● Clients ● Latvia ● Europe ● World ●
Changing with the time?
Predicting future?
Building the future
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You change the story people tell themselves about the future they will live in!”
Brian David Johnson, INTEL, futurist
How do you change the future?
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Estonia ("Brand Estonia")Countries 2007-2017
Significant, most successful change of positioning (strategic story):
e-stonia
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“Designer (Business Leader, Marketer) is master storyteller whose skill is measured by his or her ability to craft a compelling, consistent and believable story (narrative)”
“Change by Design” Tim Brown, IDEO
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Compelling, consistent and believablestrategic story (narrative)!
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Communication Strategy
Strategic Communication
not just
but
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Why stories?
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Articulate aspirations and expectations Provide direction Make us feel safer Motivate / mobilize / recruit Are key to changing collective action
Stories:
Essentially, a story expresses how and why life changes
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Where strategic stories come form?
Rethinking the Past
Reimagining Future Possibilities
Reconsidering Present Concerns
Creating Strategic Narratives
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Focusing on people and society, rather than us.
Insights. New perspectives. Designing value. Doing things.
Sourcesof strategicstories:
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The role of strategist (leader) is to design conditions that creates
better opportunities (conversations) to re-imagine our future
betterconversations
Better future starts with
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How do we grow wisely?
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Systemic view
Having bigger picture. Digging deeper. Having systemic view. Focusing on WHY? Creating change.
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What is the key to wise growth?
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You!
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1. People 2. Society 3. Culture 4. Politics 5. Ethics 6. Economics & Logistics 7. Organization 8. Administration 9. Information and Intelligence 10. Strategic Theory and Doctrines 11. Technology 12. Operations 13. Command 14. Geography 15. Friction, Chance, Uncertainty 16. Adwersary 17. Time
17competences of strategist
via Lawrence Friedman "Strategy. The History"
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Knowledge & Models
Case studies and history Practice
Tools
Theory, Mental Models, Applications
Trial and error, learning,experience
Digital, Analogue, Physical, Mental
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Personal professional growth is a non-negotiable minimum standard and the key to growth
=David Maister= "True Professionalism"
Professional Services Firms (PSF)
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There are NO shortcuts. There never will be.
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"Reading is for awesome people"
! Imagination ! Empathy ! Insights ! Mental Models ! Theory !
=Faris Yakob=
YOU (!)have to do the homework
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based on= Hegarty on Advertising =
Creativity (business) is expression of self.
Be interesting and your work will be interesting
+ [zz] Dig deep and your work will be meaningful
+ [zz] Have your own beliefs, theories and stands
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Stratēģija ● Komunikācija ● Zīmolvedība ● Dizains
Dzeltenā Zemūdene STUDIJA
tw: @zz_zigurds blogs: www.ZigurdsZakis.lv
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