futureproofing your school: strategy &...
TRANSCRIPT
Futureproofing your
school:
strategy & innovation
Michael Carrier
Highdale Consulting
QLS, Feb 2017
Why?
Innovation distinguishes
between
a leader and a follower
Steve Jobs
Futureproofing:
what, why, how?
Outline
• Futureproofing: what/why/how?
• Trends in language education markets
• Building competitive advantage
• Innovation: theories and models
• Building innovation skills - activities
• Innovating in your offer
• Summary
Trends
Language policy
change
• Ministry of Education
(MOE) decision space
• Reform ambitions
• CLIL
• MTB-MLE
• EMI
Rise of instrumental
English
• Decline of general
English: ENPP
• Rise of EMI & other ESPs
English acquired to
open doors to:
• Education
• Employment
• Mobility
Trends
The Atlantic wars
• Growth in market share
for US inbound
• Growth of CELTA in USA
• Strength of US variant
market
• Impact of Trump & Brexit
Digital disruption –
adaptivity
• Personalisation
• Individualisation
• Adaptive testing &
profiling
• Adaptive learning
• Auto-grading research
Commodification
School Teachers C/book Accred. Exam
prep
USP??
School
1
CELTA Headway EAQUALS Camb/
Trinity
20% cheaper/avg.
School
2
CELTA Headway British
Council
Camb/
Trinity
Large gardens
School
3
CELTA Headway BC /
EAQUALS
Camb/
Trinity
Central location
School
4
CELTA Headway IH / BC
Camb/
Trinity
Elearning subscn.
School
5
CELTA Headway ISI Camb/
Trinity
Tablet class-set
School
6
CELTA Headway ISI/
EAQUALS
Camb/
Trinity
Indiv. service agent
Strategy &
Competitive
Advantage
SWOT
2 x 2 matrix: student vs teacher satisfaction
Teacher Satisfaction
Happy students,
unhappy teachers
Stu
den
t S
ati
sfa
cti
on
Unhappy students,
Happy teachers
Strategic models
Boston Matrix
Competitive advantage:
Porter’s 5 forces in ELT context
Competitive advantage
Quality
Innovation
Technology
Teacher
development
Innovation in Value Proposition
• In teaching
• In learning
• In service levels
• In customer
experience
• In particular course
types
Reflection Describe the best
ELT/language
education innovation
you have seen
Innovation is….
• A new product…
• A new market segment…
• A new course type…
• A new way of supporting learning…
• A new service quality for students…
• A new experience for students…
• A new attitude…
• A competitive advantage…
“Innovation is about
adding value to
the product or
service”
Innovation components
Five keys to innovation Researchers say they have identified five key skills that drive innovation:
• Associating: The ability to connect seemingly unrelated questions,
problems or ideas from different fields.
• Questioning: Innovators ask questions that challenge common
wisdom. They ask "why?", "why not?" and "what if?"
• Observing: Discovery-driven executives scrutinize the market,
particularly the behaviour of potential customers.
• Experimenting: Innovative entrepreneurs actively try out new ideas by
creating prototypes and launching pilots.
• Networking: innovators go out of their way to meet people with
different ideas and perspectives.
Innovation strategy
The Innovation hopper process
Reflection • What is innovative in
your school?
• What areas need
more innovation?
Ekvall’s innovation climate
dimensions • Challenge
• Freedom
• Idea time
• Dynamism
• Idea support
• Trust and openness
• Playfulness and
humour
• Conflicts
• Debates
• Risk-taking
Task
Innovation
Climate
Describe the Innovation
Culture in your institution:
Innovation culture
Leaders 1 to 5
(5 = high)
Energize Our leaders inspire us with a vision for the future and articulation of
opportunities for the organization.
Our leaders frequently challenge us to think and act entrepreneurially.
Our leaders model the right innovation behaviours for others to follow.
Engage Our leaders devote time to coach and provide feedback about innovation in a
timely manner.
In our organization, people at all levels proactively take initiative to innovate.
Our leaders provide support to project team members during both successes
and failures.
Enable Our leaders use appropriate influence strategies to help us navigate around
organizational obstacles.
Our leaders are able to modify and change course of action when needed.
Our leaders persist in following opportunities even in the face of adversity.
Task
Innovation
Audit
Complete this questionnaire about your own
institution, and then discuss the implications
with your partner(s)
Training people to be innovative
• Creative thinking and creative
process
• Innovation methods, techniques
and tools
• Idea-generation facilitation skills
• Mastering relationships for
innovation (the EQ or Emotional
Intelligence of innovation teams)
• Leadership behaviours for
innovation
• Organizational structure, process
and governance for innovation
Reflection How innovative are
your staff?
How do you try to
make your staff more
creative and
innovative?
Elevator Pitch & Product Vision
• Each participant makes a 1 minute (180 words) ‘Elevator pitch’ about their idea
for a new project/new course/new product and why it will be attractive to
customers
• The group decides which is the best pitch
• The selected presenters from each group repeat their pitch to the plenary
audience and take questions to re-shape the idea
Product Pitch template:
The Sailboat
Drivers:
• Tradewinds
• Sails
Obstacles:
• Storms
• Anchor
Sailboat themes:
• The school’s growth
• A product
• The team
• Better learner outcomes
• Higher sales
Cover story – vision activity
Cover Story vision - template
Cover Headlines
Sidebars Quotes
Imagine a Sunday Times
feature on your school:
• What would the
Cover photo show?
• What would the
Headline be?
• What would the
Quotes from
students say?
• What would the
Sidebars explain?
BBC ‘Making it Happen’
• Inspiring Creativity Everywhere
• Connecting with all Audiences
• Valuing People - aiming to create an environment in which people felt
respected and valued and could give their best
• WE are the BBC - defining a shared set of values that everyone in the
organization understands, believes in and adheres to
• Just Do It - waging war on internal bureaucracy and overcoming the barriers
to getting things done quickly and efficiently
• Lead More, Manage Less - helping leaders to inspire their teams and
managers to grow in effectiveness through new leadership training
• Make Great Spaces - bringing all the BBC workplaces up to a common
standard and improving the working environment and use of space
Appreciative Inquiry
The appreciative inquiry model consists of:
• Discovery
• Dreaming
• Designing
• Delivery
‘Just Imagine’ activity:
BBC project - 10,000 people created 98,000
ideas
- Which were reduced to 15,000 suggestions
- Resulting in 35 concrete initiatives
‘’Appreciative inquiry is
another innovative
approach that uses
structured dialogue to
create a collective image
of a new and better future
for an organisation. Rather
than asking people ‘What’s
wrong?’, you ask people
what’s good about their
organisation and it could
be made even better.
Asking people what’s
wrong tends to create
problems rather than
resolving them.
‘Appreciative Inquiry’
focuses people on what’s
possible, unlocks
experience and
knowledge and releases
employees’ creativity.’’
Reflection
Ask your partner the ‘Just Imagine’
questions
1. What has been the most creative, most
valued experience in your time at your
school?
2. What were the conditions that made
that experience possible?
3. If those experiences were to become
the norm, how would your school have
to change?
Generating
innovative
ideas
Brainstorm - The Learning Matrix
Brainstorm - Innovation Generator
Brainstorm – How-Now-Wow
Originality Axis
Feasi
bilit
y
Axis
Evaluating brainstormed ideas Write ideas on Post-Its, then assign to Affinity Group on chart How (yellow): original, difficult to implement – ideas that are innovative, but not feasible. Good for setting future goals. Now (blue): unoriginal, easy to implement – This is for used ideas that are familiar and known to work well Wow (green): original, easy to implement –for creative ideas that can be executed. Aim for as many ideas as you can.
Disruptive Innovation: cases
• Kodak’s film business died
• The DVD rental business died
• Travel agents dying
• Insurance brokers dying
• The CD business is dying
• The newspaper revenue model is dying
• Terrestrial TV is under threat
• The textbook business looks like the next to collapse
Disruptive innovation model
Disruption concepts
• Disrupt from the bottom of the
market
(Intel Celeron)
• Disintermediate
(Expedia, PayPal, Spotify)
• Move from Commodity to
Experience
(Starbucks, Netflix)
• Emotional branding
(Apple, Prius, Whole Foods,
Dyson, Gucci)
“Some brands have moved
from the commodity
category into experience
and emotion.
Emotional branding is
about appealing to
customers’ needs,
aspirations & ego to create
an emotional bond.
Brands can create growth
and relevance with
consumers by moving from
Marketshare to
Mindshare.”
Disrupt yourself How?
• Establish as management priority
• Set up innovation teams
• Evaluate & learn from new competition
Who?
• Identify fundamental customer needs
• Put yourself in customers’ shoes- what benefits do they want?
• Construct a list of adjacent possibilities
What?
• Build a digital bridge into standard products/service
• Use free digital tools
• Partner with other providers
• Measure differently: satisfaction, repeat, NPS, wow factor….
Digital disruption, James McQuivey
Reflection Where do you think
‘disruptive innovation’
will come from in your
market?
How can you protect
yourself?
How can you disrupt
yourself?
Digital Marketing Strategy
What Digital Marketing Can Do For Your Business
A well-crafted strategically implemented content and email
marketing strategy can help you to grow your business by:
• Increasing the number of leads in your sales funnel
• Building trust between you and current customers
• Maintaining a relationship with current customers and
up/cross selling
• Increasing your customer awareness
• Automating and customising marketing messages
depending on customer behaviour
http://socialmediatoday.com
Reflection
Quiz
Give yourself 1
point for each
term you can
explain:
• SEO
• NPS
• PPC
• UX
• UAT
• CPM
What social media
outreach are you
using?
• Snapchat
What should you be using
more?
Digital
Marketing
Strategy
SEO & m/l search
PPC
WOM
NPS
Conversion
ratio
Touchpoint
experience
Web offer
Social
media
Reflection
Your Digital
Score: give
yourself
1 point for
each ‘Yes’ answer
Digital marketing score Does your site have Responsive Design?
Are there links to Facebook, Twitter, Instagram, YouTube on the
site?
Does your Facebook page have more than 10k fans?
Do you have more than 5k Twitter followers?
Is your Facebook or Twitter feed visible on the landing page?
Do you have a Google+ network?
Do you have Google Analytics installed and regularly checked?
Is there a Blog on your site?
Do you have videos of the school on the landing page?
Do you have videos of student testimonials on the site?
Do you have videos of accommodation on the site?
Do you calculate Net Promoter Score for alumni?
Digital Marketing – 10 point Plan
Design a Digital
Marketing Strategy
Know your customer
segments and their needs &
interests
Design your messages and
interactive content to
engage customers
1
2
3
Invest in SEO and build
Referral cycle
Build Facebook & Twitter
networks & rich content
Create a Digital School -
Integrate digital into everything
6
7
1
0
Build staff & external expertise
in Digital Marketing 4
Re-build website to be
Responsive and sticky 5
Build Visual social content –
YouTube, Instagram 8
Subscribe to metrics - track,
map data against enrolments &
look for success patterns
9
Innovation in Value Proposition
• In teaching
• In learning
• In service levels
• In customer experience
• In particular course types
Zones of Innovation
• Course product – getting them enthused
• Course types – providing what learners want
• Customer service – delighting customers
• Pre-experience & Post-experience
• Learning experience – building measurable
success
• Classroom design & Technology use
• Teacher training – skills
• Learning outcome – what they can do afterwards
• Learning reward – certification, exam, prize-giving
video
• Maintenance – making a customer for life
New value propositions…
• New learning models:
– CLIL
– Personalisation
– Learner autonomy
– Out-of-class offer
• English for work and mobility:
– Business English
– EAP & ESP
– EMI
• English Plus...
– Golf
– Cooking
– Mandarin
• Lateral Diversification:
– TVET - vocational English
– professional qualifications
– business content
– inter-cultural training
– ESOL (if Anglophone location)
• Geo-diversification: Teaching
at a distance
– Distance blended learning &
elearning: Plan Ceibal
– VOIP
– Mobile
– Telepresence
Reflection In what area of the
VALUE PROPOSITION
(the Offer) would you like
to innovate in your
institution?
• Product
• Service
• Market
• Process
Innovation in customer
experience
• Before booking
• After booking Before
• On commencement
• During the course During
• At the end of the course
• After the course After
Delighting your customers
Before they arrive:
• 3D immersion of
school & classroom
• Video of school &
teachers
• ‘MySchool’ online
space
• Demonstrate Value
Proposition
During the course:
• Personalised
learning plans
• IWB, handheld,
BYOD, Kindle effect
• Teachers video bank
(Khan academy)
• Social nexus – eg
events app partnered
with local partners
Vox Pop Cashless service
Missed a lesson….?
Digitally enhanced experience
Touchpoints
After the course
• Language Maintenance
• Alumni newsletter
• Alumni community
• Alumni discounts
• Alumni get-togethers
• Alumni = WOM x NPS
• Rigorous measurement of
progress
• International certification of
level
• Graduation ceremony
• Video & photos of graduation
• Live stream on
Skype/WebEx/ Periscope for
parents to watch
• Graduation certificate
At the end
of the course
Reflection
How can you improve the
customer experience?
• Before arrival
• During the course
• After leaving the school
Innovation in Learning & Teaching
Curriculum
Classroom design
Learning materials
Assessment
Pedagogy
Technology integration
Curriculum & course design
• Language content
• Thematic/cultural content
• Levels
• Sequence
• Mapping to online resources
• Coursebook agnostic
• Mapping to assessment
• Personalisation
• Adaptivity
59
New pedagogical models:
In-class vs. Out-of-class
Before Class In Class After Class
Activities: • Writing
• Comprehension
questions
• Online workbook
• Practise vocab with
Apps
• Formative
assessment
Activities: • Reading & Listening
activities
• Study text
• Learn vocab online
• Grammar in Use
activity with Apps
Activities: • Speaking activities
• Pairwork
• Concept questions
• Communication
activities, games
storytelling
• Mentoring
Innovation in......Teaching We need:
• the best pre-service teacher training
• The best teacher development opportunities
• a broad range of support systems for teachers
• teachers with a wide range of specialised skills
• new channels of delivery to teachers, eg Online Teacher Dev.
• Rewards for improvement
There are a lot of opportunities for improvement but…
• Very few DELTAs/Diplomas/MAs are taken
• Large step from Certificate to Diploma
• Lack of international structure
• Lack of international recognition
• Lack of reward for development
Digital Teacher competences
62
• Personal development: Technology awareness; curiosity; User training
• Lesson planning: how to integrate digital content
• Classroom management: how to coordinate formal & informal activities
• Classroom management online: how to manage a virtual classroom
• Digital tools & media awareness: how to create new content with students
TPACK
Cambridge CPD Framework
Reflection How can you improve the
teaching outcomes and the
teachers’ development?
• Innovation in teaching
methods
• Innovation in teacher
development
Innovate in Classroom setup
• State of the art digital
• Networked to out-of-class learning
• Transparent to parents/employers
• Augmented reality
• Gamification options
• Video-based:
Panopto; Periscope; Kinect
• Aligned with market expectations
Handheld & 1:1 learning OLPC/OTPC
Innovate with Augmented Reality
• Video inputs with AR text overlays
• Dialogues video of realistic
exchanges
(eg tourism situations)
• Channels: AR resources to make
language content more immediate
and exciting:
• Oculus Rift
• Microsoft Kinect
• Google Cardboard headsets
Innovate in assessment
Reflection How can you improve the
learning experience?
• Brainstorm Innovations you
would like to see in your
institution around:
• courses and academic resources
• customer service and experience
• technology use and resources
• empowering staff to innovate and
excel
• changing the Innovation climate
“What’s the one thing you have done
that most inspired Innovation?”
‘Make it the norm’ Proctor & Gamble
‘Put aside ego’ Stanford Univ.
‘Mix people up‘ DOD
‘Don’t fear failure’ Dell
‘Hire outsiders‘ Citizen Finance
‘Abandon the crowd’ Doblin
‘Let go of your ideas’ Nolan Bushnell/Atari
‘Fight negativity’ Blackberry/RIM
‘Ask what if…’ IBM
‘Merge patience and passion’ Microbia
‘Outsmart your customers’ Intel
‘Experiment like crazy’ Turner Broadcasting/CNN
‘Don’t innovate: solve problems’ Esther Dyson, EDventures
What’s your future?
71
Infrastructure
Changes in classroom design?
Customers
New student types?
New age groups?
Product New course types? Online products? Study Abroad?
New specialisations?
Technology
Digital class? BYOD?
Design own apps?
Teachers New training?
Different skillset?
Services Remote teaching?
Online courses & testing?
Radical ideas? ??
Innovation Action Plan
• Develop an Innovation culture & toolkit
• Embrace technology & Embed it
• Extend infrastructure & re-design classrooms
• Invest in teacher development
• Select innovative/interactive learning materials
• Embed adaptive learning & assessment
• Empower students to learn outside class
• Enhance the student ‘lived’ experience
Final Reflection: What are your ambitious & audacious
Innovation Goals for your institution?
Take Aways
Define your area of
competitive
advantage
Define your
enhanced Value
Proposition
Evaluate your
Innovation Culture
Empower your staff
to be innovative
Generate innovative
ideas
Implement and
iterate 6
1
2
3
4
5
Thank you! Contacts:
email:
PDF:
http://www.michaelcarrier.com
References:
http://www.icc-languages.eu
http://bit.ly/2jYYXPu
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