UnConferencing: Un for All and All for Un

While I’ve spoken at dozens of conventional conferences, I’ve always felt that the format – rows of chairs in old-fashioned classroom-style, with “teacher” or a panel of “experts” up front – is quite inadequate, rarely releasing the potential in the room.

So much more can be achieved by radical transformation. I first started experimenting with all this some twenty years ago. Since that time I’ve tried all sorts of different processes and formats, and have evolved a flexible approach that deals with many of the main issues involved in the trad format. Most recently I ran two UnConferences in Manila.

The first was a meeting of the top 350 managers at Nestlé Philippines (one of the largest and most successful companies in the country) and the second at a Brand Renovation masterclass for some 60 senior managers from diverse backgrounds (blogpost 14 November 2011).

A while ago, I wrote another post (31 August 2011) about the first Big City Brainstorm we ran at City University London to launch the Centre for Creativity.

And in January I’ll be running an UnConferencing session within the Association of British Orchestra’s annual conference.

There are a number of important principles involved:

• Communication ceases to be top-down and token Q and A.

• There’s a minimum of presentation and a maximum of dialogue.

• The dialogue (whether brainstorming, problem-solving, debating issues, visioning, planning or whatever) moves from the podium to the body of the room.

• The whole thing needs continuous and skilful facilitation.

• The room can be set up in various ways. I have come to prefer either small circles of chairs or round tables.

• Each circle needs a flip chart, so that ideas/thoughts can be captured immediately.

• It’s important to set up some groundrules for working together. These include the usual stuff – no judgements, anything goes, headline first, speak for yourself and so on.

• I like to work with the maximum of human contact and the minimum of technology, but with groups of 50 or more, the facilitator will need a throat-mike.

• Often, when getting reports back from the floor, I like to have the headlines come up on a big screen at the front – so a skilled “technographer” is needed for this.

Is your organisation still stuck with the teacher/class model? What’s your experience of UnConferencing?

Can Manila do a Barcelona?

Last week I gave a masterclass on Brand Renovation for a group of senior managers from diverse backgrounds in Manila. And at the heart of it was a case study on the transformation of Barcelona in the years running up to the 1992 Olympic Games.

I was lucky enough to be consulting for the International Olympic Committee through several Games and later I was able to research the impact and heritage of Olympic cities for this masterclass. I interviewed a range of personalities who had been involved in various capacities, with Barcelona emerging clearly with the “Gold Medal”.

Historically, in the first three-quarters of the twentieth century, that city had been substantially passed by – a sleepy, scruffy, post-industrial conurbation, full of traffic jams.

Under the leadership of its mayor, Pasqual Maragall, a comprehensive new strategy was developed which involved:

the cleaning up of the historic parts of the city, including the wonderful and unique boulevard, Las Ramblas;
the redevelopment of the port area;
the upgrading of the airport and the transformation of the city's main road system;
the building of new sports stadia of various sizes, with the main one earmarked as a major venue for gigs, and home for the city’s second football team, Deportiva Español;
the positioning of Barcelona as a centre for creativity and the arts, with the great architect, Gaudi as the figurehead, plus the artists Picasso and Miró;
a hub for design, fashion and the advertising industry.

At the heart of the strategy, the city competed for and won a whole series of major international events – sporting, entertainment, business, expo and so on. The cherry on the top of the cake was winning the Olympics and the city used that as the lever to get all the urban renewal done.

The consequence of this exciting project has been that Barcelona is no longer a place to be avoided. In fact, for many years now it has become the number one city in Europe for “quality of life”, in the Top 5 for “doing business”, and a Mecca for tourists and (especially) honeymooners.

In post-Olympics research, visitors have described the city as “enchanting”, “exciting”, “cosmopolitan”, “my favourite”, “vibrant” and “oozing style and culture”.

At the masterclass in Manila, we used the Barcelona story as stimulus for thinking creatively together about how their own capital might be similarly transformed – in its own particular way.

So fifty fine minds brainstormed a wide range of possibilities, from which they selected eight ideas as being of particular promise, developing each of them into draft parts of a new strategy for the city.

Hopefully, these will be presented some time soon to the newly-appointed Secretary for Tourism in the Philippines, Ramon Jimenez Jr. There are high hopes for this visionary appointment – unusually Mr Jimenez is regarded as something of a guru in creativity and marketing communications. He was with Saatchi and Saatchi before founding his own creative businesses.

Manila has such enormous potential – if it can be tapped!

Steve Jobs. Saint?

Working this week in Manila with a wonderful group of young Filipino leader/managers, I’ve been asked several times why I have not written about Steve Jobs since his death one month ago.

I think the truth is that I have been wrestling internally with a couple of issues.

On the one hand, there’s no doubt that, particularly since his return second time around to the company he founded, Apple’s story has been one of continuous and spectacular success. And he has written and spoken inspiringly.

So what’s the problem?

Well, for one thing it’s clear that the great successes of the company were all built on the innovations of others – from the laptop to the iPad. And all the other blockbusters in between. Picking up other people’s inventions and improving them for the customer is good, but really doesn’t make Jobs comparable with, say, Thomas Edison, who was the founding father of so many of the world-changing innovations of the late nineteenth and early twentieth centuries.

And then there’s the man who has been described as “Jobs the Tyrant”. Years ago I was told that it was not a good idea for an Apple staffer to get into an elevator with Steve. Apparently there was a good chance that you might emerge unemployed. I guess that story is more emblematic than literally true.

And yet, since then I have continuously heard and read about the tantrums and tirades, the disrespectful ways that colleagues could be treated.

No doubt the upside to all this was a sense within the organisation of what people call “creative tension” - tension which can drive performance. At least in the short run.

Jobs’s biographer, Walter Isaacson, said recently: “In the end, you have to judge him on the outcome.” Right now, the Apple juggernaut rolls on, apparently unstoppable.

Only time will tell what the outcome will be now that he is gone. Will enhancing the innovations of others be sufficient? And how will the climate change in Apple now that he no longer visits the building?

Maybe in future I should include Apple in Brand Renovation masterclasses that I give. For, in my mind, the company is a superb “renovator”, rather than being a real innovator.

By the way, are you coming along on Tuesday in Manila?

Manila Masterclass with Roger Neill, 8 November 2011

Best language for brainstorming?

I have found over the years that brainstorming is best done in local language.

Quite simply, the freshest ideas seem to come into our heads most readily in whatever vernacular we learn in childhood. And they are most easily expressed verbally in that language too.

This is not so easy when, as is usually the case in workshops with multinational companies, the common tongue is second-language English.

My Lintas colleague, Eleanor Modesto, discovered this vividly when she went from Manila to be managing director of the agency in Indonesia. She quickly discovered that the language of business in Jakarta is Bahasa Indonesia, so she got down to learning it, becoming expert enough in the language to pass as a local.

Yet it remained clear to her that being able to speak a language is one thing, whereas thinking in it, having ideas in it, is another thing altogether.

“Sometimes, it’s better to think conceptually in Tagalog [the major Filipino language],” Eleanor has said. “I would ask them ‘Do you have an idiom like this?’” And instead of generating ideas from “Man of Steel,” she would throw Filipino idioms like “tibay ng loob” [loosely translated as strength of character] into the mix, enriching the whole process.

Of course, I’ve discovered over the years that the facilitation of workshops in local language(s) brings greater complexity and requires special skills…

To explore this and much more, come to my Brand Renovation Masterclass in Manila, 8 November:

http://www.yeheydigitalgroup.com/repo/adobomasterclass/masterclass_edm.html

Thrilla in Manila

November 8 I’ll be doing a Masterclass focused on Brand Renovation in the Philippines.

Come along! http://www.yeheydigitalgroup.com/repo/adobomasterclass/masterclass_edm.html

A case study I’ll be covering there will be on Olympic Cities – the ways in which they brought about improved image, tourism and urban renewal. Or not.

After all cities are, amongst other things, brands. In Manila we’ll be awarding gold, silver and bronze medals. And a wooden spoon.

I was lucky enough to have the International Olympic Committee as a client for several years, so I was able to observe all this at close quarters. And more recently I set about researching the whole business in some depth.

It brought to mind the “Thrilla in Manila”, the legendary fight between Muhammad Ali and Smokin’ Joe Frazier in 1975. All the world tuned in. And it was an astonishing event.

Trouble is: it was held in Manila at the suggestion of President Marcos, who wanted to distract attention from the social upheaval that the Philippines was experiencing. And it left no tangible legacy for Manila whatsoever.

I hope that one of the conversations that we’ll have there will be: how to mount another major sporting event that might have a more enduring transformative effect on that city.

Got any ideas?

Skoda now No 1 best car-maker – no joke!

I’ve written a couple of times this year about the extraordinary re-invention and re-staging of Skoda since its acquisition by VW in 1991 (“Renovate or die” 01/01/2010 and “Renovating Skoda” 16/09/2010). And Skoda was a central case study in the recent Brand Renovation masterclass – “From death-trap to top of class. From joke to cult".

Well, now 30,000 readers of What Car magazine have voted them “Best Manufacturer 2010”, outshining both the mother company and Audi - and every other car-maker.

It’s an extraordinary turn-around – achieved by a whole cocktail of initiatives and changes, several of which were described in the earlier of the two blogposts.

Is there any more amazing brand renovation story, anywhere?

Searching for flaws

At last week’s Brand Renovation Masterclass at Cass Business School, our guest speaker David Walker talked about the need to use testing and research not as stop/go indicators, but rather as springboards to improving the innovation or renovation.

It put me in mind of the great philosopher of science, Karl Popper. Popper totally rejected the commonly-held notion of scientific method – that research leads to knowledge and that knowledge leads to ideas or hypotheses.

Popper held that the only reason for conducting research is because you have an idea in the first place (however sketchy it is) – and the purpose of research is to test the idea rigorously, so that it can be improved. In short, in research we are not looking for confirmation of the concept, rather trying to identify flaws, so that they can be problem-solved.

As he put it: “Science must begin with myths, and with the criticism of myths.”

So often, in the commercial world, managements want the warm and comforting feeling from the data that they are backing a winner – and end up going to market with an innovation that does not work in practice in some way or other because there are still issues that need to be addressed.

And in academia, I often seem to read papers that apparently have no idea behind them at all. Often the work is prefaced by a question to be answered, where no one has interrogated the idea behind the question. The result is usually just to add to the bottomless pit of never-to-be-seen-again “knowledge”.

A useful way of thinking about all this is to focus at each stage on the question, “What’s our BEST CURRENT THINKING?”, and go forward from there.

Views?

11/10

At the new Brand Renovation Masterclass at Cass Business School on 7 October http://bit.ly/cNPhQl , I’m being joined by the wonderful Dr David Walker, who leads the successful innovation consultancy, Happen.

We were colleagues for several years, and, thinking about the forthcoming event, it came back to me that David and I together achieved the rather remarkable result of scoring an average of 11.3 recurring out of 10 when we asked for feedback from the group we had just trained together in creativity and innovation at Unilever in the Netherlands.

I’d love to say that this kind of thing happens frequently, but no such luck. The team had clearly managed to escape from the constraints of logical thinking.

Happened to you?

Renovating Skoda

What do you call a Skoda with a sun roof?
A skip.
What do you call a classic Skoda?
A Lada.
How do you double the value of a Skoda?
Fill the tank.
Why do Skodas have heated rear windows?
To keep your hands warm when pushing.
What do you call a Skoda in winter?
A freezer.
What do you call a Skoda at the top of the hill?
A miracle.
“Do you have a windscreen wiper for my Skoda?”
"Sounds like a fair swap."
How do you overtake a Skoda?
Run.
What do you call a Skoda with twin exhausts?
A wheelbarrow.
How is a Skoda similar to a baby?
They never go anywhere without a rattle.

These familiar jokes are now totally from that foreign country, the past. In fact, Skoda turned around both the quality of the product, and the reputation of their brand, to become the car manufacturer with the highest level of repeat purchase in Britain.

Join us and learn more at the Brand Renovation Masterclass at Cass Business School on Thursday 7 October http://bit.ly/cNPhQl