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BABIES, BATHWATER AND TARGETS
Tony QuinlanChief Storyteller
Narrate
Thursday, 30 September
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CRISES, CRISES ALL AROUND
•Crises are indications that current thinking needs to move forward
•Recessions always produce new leaps forward (1990s: Business Process Engineering, etc)– Evolutions in business thinking - what’s the next stage?
Thursday, 30 September
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TARGETS
Thursday, 30 September
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Thursday, 30 September
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Thursday, 30 September
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TARGETS CAN MAKE LIFE MORE DIFFICULT
•What actions do you take as a result of your targets?– Can you trust them? Have they been “gamed”?– What does 10% lower mean? Just do more or do something
different?– Was it as a result of a particular context or situation?
Thursday, 30 September
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TARGETS ARE NOT THE DISEASE
•Targets are only a symptom of a “complicated” approach to all problems
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
simpleSense
CategoriseRespond
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
simpleSense
CategoriseRespond
complicatedSense
AnalyseRespond
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
simpleSense
CategoriseRespond
complicatedSense
AnalyseRespond
chaosAct
SenseRespond
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
simpleSense
CategoriseRespond
complicatedSense
AnalyseRespond
complexProbeSense
Respond
chaosAct
SenseRespond
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
simpleSense
CategoriseRespond
complicatedSense
AnalyseRespond
complexProbeSense
Respond
chaosAct
SenseRespond
?
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin framework
Thursday, 30 September
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IN THE COMPLEX SPACE:
•Cause and effect are apparent in retrospect– But do not repeat– Are not predictable
•Perspective filters•Complex Adaptive Systems
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IN THE COMPLEX SPACE:
•Probe - Sense - Respond– Safe-fail experiments, not fail-safe projects
•Stimulate networks and environments•Pattern Management
– Boundaries– Attractors– Disrupt negative behaviour– Reinforce positive patterns
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
The implications of complexity
• Small differences at the start create big differences by the end ... so different organisational cultures require different processes
• In retrospect, we can see how, where, when and why things happened ... but predic+on is impossible
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Complexity vs complicated
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Complexity vs complicated
• Can you predict with certainty the end result of the process?
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Complexity vs complicated
• Can you predict with certainty the end result of the process?
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Complexity vs complicated
• Can you predict with certainty the end result of the process?
• NB “Hope” does not count...
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
complicated tools for soft issues
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
complicated tools for soft issues
• Why do we do it?
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
complicated tools for soft issues
• Why do we do it? – Numbers - to justify ourselves
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
complicated tools for soft issues
• Why do we do it? – Numbers - to justify ourselves– Measure our success
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
complicated tools for soft issues
• Why do we do it? – Numbers - to justify ourselves– Measure our success
• Answers are averages
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
complicated tools for soft issues
• Why do we do it? – Numbers - to justify ourselves– Measure our success
• Answers are averages – Out of context
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
complicated tools for soft issues
• Why do we do it? – Numbers - to justify ourselves– Measure our success
• Answers are averages – Out of context
• Questions can be leading
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
complicated tools for soft issues
• Why do we do it? – Numbers - to justify ourselves– Measure our success
• Answers are averages – Out of context
• Questions can be leading– Gaming the survey
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
complicated tools for soft issues
• Why do we do it? – Numbers - to justify ourselves– Measure our success
• Answers are averages – Out of context
• Questions can be leading– Gaming the survey– “Free” comments aren’t
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
A complex problem
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
A complex problem
“We’re about to re-focus on an existing product. We’ve been given clear guidance by friendly customers that they
would have more faith in the product - and buy more - if our sales force had more faith in the product.”
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
The projectAdditional challenges
• Multiple languages– None of them English...
• Need it quickly• No idea what to expect
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
The project StoryWhat we did
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
The project StoryWhat we did
• Collected examples of good/bad experiences
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
The project StoryWhat we did
• Collected examples of good/bad experiences• “Signify” the examples
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Signification?
• Tell us how you see the story...– Adds meaning– Allows us to analyse– Stops “experts” mis-interpreting
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
SignifiersIn this story the rep’s main focus was on...
[Company] Customer
N/ADefending the
product Making the sale
N/A
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How common is this sort of story Never before/since
Very rare
Happens sometimes
Quite common
All the time
Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
SignifiersIn this story the rep’s main focus was on...
[Company] Customer
N/ADefending the
product Making the sale
N/A
Thursday, 30 September
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How common is this sort of story Never before/since
Very rare
Happens sometimes
Quite common
All the time
Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
SignifiersIn this story the rep’s main focus was on...
[Company] Customer
N/ADefending the
product Making the sale
N/A
The attitude of the rep
Their sales skills Their product knowledge
What was most important in the success or failure? N/A
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Results
• Initial patterns and issues evident from data
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Client questions
• Does the most difficult part of the sales call change for pre-2005/post-2005 reps?– Does it change for last sales training course?
• Does the Competitive threat change for different customers?– Low data volumes, but there appears to be a shift away from generic for reps selling to specialists– Not specifically asked, but reps selling to specialists seemed to index stories with a more
pessimistic attitude and a more rational approach
• How do sales call and customer influence link? (Suspicion that objection handling is linked to [product risk 1])
– There is a correlation (r=0.233) between [product risk 1] and objection handling. There is a stronger correlation (r=0.259) between [product risk 2] and establishing the need
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
The bonus question
• How many positive stories about objection handling can we identify?
– There are 18 stories that are strongly indexed to objection handling and are either positive or strongly positive
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Benefits
• Sales force enthused by the process itself• Local product/brand managers deepen understanding of
local issues• Surprises identified - and checked through data• Communications plan adapted to address real issues• Key stories provide content for communications
Thursday, 30 September
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Staff are too child like &
pathetic
Staff patronise children
Too much to see and its
overwhelming
Not enough to keep me
interested
Rushed from place to place missed things
Too much time in one place
LIVERPOOL MUSEUMIMPACT MEASUREMENT
Thursday, 30 September
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Staff are too child like &
pathetic
Staff patronise children
Too much to see and its
overwhelming
Not enough to keep me
interested
Rushed from place to place missed things
Too much time in one place
LIVERPOOL MUSEUMIMPACT MEASUREMENT
Thursday, 30 September
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Staff are too child like &
pathetic
Staff patronise children
Too much to see and its
overwhelming
Not enough to keep me
interested
Rushed from place to place missed things
Too much time in one place
The museum stinksI was embarrassed to be thereWe never got to do anythingWhy can’t I have a go?We were treated like morons
LIVERPOOL MUSEUMIMPACT MEASUREMENT
Thursday, 30 September
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Staff are too child like &
pathetic
Staff patronise children
Too much to see and its
overwhelming
Not enough to keep me
interested
Rushed from place to place missed things
Too much time in one place
The museum stinksI was embarrassed to be thereWe never got to do anythingWhy can’t I have a go?We were treated like morons
LIVERPOOL MUSEUMIMPACT MEASUREMENT
Thursday, 30 September
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Staff are too child like &
pathetic
Staff patronise children
Too much to see and its
overwhelming
Not enough to keep me
interested
Rushed from place to place missed things
Too much time in one place
The museum stinksI was embarrassed to be thereWe never got to do anythingWhy can’t I have a go?We were treated like morons
When were in the insect house I wanted to use the models. Mr Smith kept telling us about them but didn’t let us touch them until the end and there wasn’t any time. He can play with them anytime and I missed my chance because of him, its not fair.
LIVERPOOL MUSEUMIMPACT MEASUREMENT
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
simpleSense
CategoriseRespond
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
simpleSense
CategoriseRespond
complicatedSense
AnalyseRespond
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
simpleSense
CategoriseRespond
complicatedSense
AnalyseRespond
chaosAct
SenseRespond
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
simpleSense
CategoriseRespond
complicatedSense
AnalyseRespond
complexProbeSense
Respond
chaosAct
SenseRespond
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Cynefin domains
© Dave Snowden
simpleSense
CategoriseRespond
complicatedSense
AnalyseRespond
complexProbeSense
Respond
chaosAct
SenseRespond
?
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
The short version
• New approaches to big problems– Often the “intractable” ones or the soft issues– Single project, multiple uses/results
• The next evolution of business thinking– Emphasis on client’s existing capabilities, emergence of issues
Thursday, 30 September
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Tony Quinlan, Narrate t: 07946 094 069 e: [email protected]
Tony Quinlane: [email protected]
Thursday, 30 September