knowledge mobilization lecture
TRANSCRIPT
Knowledge MobilizationThom Kearney
@thomkearney www.strategyguy.com
Agenda:Introductions
KnowledgeCommunication
ChallengesWrap up
Introductions @thomkearney
OtisSaul
My Journey
1980’s Advertising, Teaching & Learning1990’s Clue train manifesto, Web 1.02000’s Change consulting, PS EX22010’s Gov 2.0, Everything is miscellaneous
Professional Network
March 2014
Interactive Moment
What do you hope to do with this degree?
What Shape are You?
KMb - What is it?
?
Informed Choices
Why is it so hard?
Health Jurisdictions in Canada
NWTYukonNunavut PEILess than 1% pop
Quebec
Ontario23-40% popSaskatchewan Newfoundland
and Labrador
ManitobaNova Scotia
New Brunswick
1-5 % pop
British Columbia Alberta
10-15 % pop
Federal Healthcare Partnership
Less than 1% pop
Health Canada
PHAC
CanadianForces CIC
RCMP
Corrections
VAC
Federal Influence
Infoway
CIHI
CIHR
HC
PHAC
The System is Complex
It is about people
Communication 101
Communication Model
feedback
receiversender
encodeDecide what to say and how to say it.
transmitSelect and use a particular vehicle or vehicles for the message.
Perceptual barrier
Model - Sending
The effectiveness of the message (encode), depends on how well it relates to receiver's interests.
Some people say that communication is 10% words, 30%
sound and 60% body
Some people say that communication is 10% words, 30%
sound and 60% body
sender
encode
transmit
The effectiveness of the vehicle used, (transmit) depends upon its ability to reach the receiver.
Model - Receiving
• We must first be physically exposed to the message
• If it relates to what we care about, we may perceive it
• If its important to us we may remember it and act on it
Ethos - Credibility
Pathos - Emotion
Logos - Logic
Hear
Interpret
Evaluate
Perceptual barrier
receiverMessage
What do you see? 19
Communication Summary
• Think about the message from the receiver's point of view.
• Deliver it in a way that will get through the barriers.
• Listen to feedback and respond.
21Creating Change
Change within individuals
Unaware
Awareness
Interest
Desire
ActionAdoption
There’s nothing wrong with the way I do it now.
Others say this is a good thing.
I’m interested in learning more about it.
Something is going on.
Should I bother?
I should probably do this thing.
Ok let’s try it out.
How do I do this?
This is a good thing, the benefits are real and I am rewarded for my new behaviour.
Communication Goal: To help your audience move along the adoption process
Most individuals will go through these steps on the way to adopting a change.
Strategic Implications
Different approaches for different steps
Unaware
Awareness
Interest
Desire
ActionAdoption
Actual instructions or
guidelines on how to make the
change.Access to detailed information and
policies. Feedback.
More detailed information
and examples.Personal contact may be required.
Broad based, lots of benefits
and directional pointers for
more information.
Change within a group
Diffusion of Innovation Model:The reference pattern of how a group adopts change. Innovation includes any thought, behaviour, or thing that is new because it is qualitatively different from existing forms.
0
5
10
15
20
25
30
35
40
Innovators 3%
Early Adopters14%
Early Majority34%
Late Majority34%
Laggards15%
Time
Most people will resist change
Communication
A Model of Behaviour
ThinkFeelDo
04/18/2023 Collaboration Clinic
You talk now
Tell us about your project to develop a KMb Strategy
272023-04-18Last Words
Things to know
Your audience
Their context
The change goal
Put the user at the centre
Stay curious
References
• https://nusum.wordpress.com/about/articles-and-stuff/
• http://www.slideshare.net/thomkearney/knowledge-translation-and-social-technologies
Golden Circle of Why
“People buy the why, not the how.”
Simon Sinek
5 min cliphttp://www.youtube.com/watch?v=l5Tw0PGcyN0
18 min cliphttps://www.youtube.com/watch?v=mqZyg2XAmDk
Motivation
“Autonomy, Mastery & Purpose” Daniel Pink
5 min RSA Animate: http://www.youtube.com/watch?v=wdzHgN7_Hs8
11 min RSA Animate: http://www.youtube.com/watch?v=u6XAPnuFjJc
Improving knowledge translation by embracing complexity
Design for the six components of a complex adaptive system: Self organization Emergence Relationships
Feedback Adaptability Non-Linearity
http://nusum.wordpress.com/about/articles-and-stuff/
Optional Story