leading and supporting change for school and district leaders

Alaska School Leadership Institute 2012Rural Alaska Principal Preparation ProjectMay 31, 2012 – Communicating a VisionCaptain Cook HotelAnchorage, Alaska

Facilitated ByAl Bertani, Senior Design ConsultantRAPPS ProgramAlaska Staff Development Network

CREATING A VISION ROADMAP

Creating a vision that serves as the glue to hold things together and makes sense to the mind and the heart.

CLARIFYINGWhat is the problem youare trying to solve?

IMAGININGWhat’s the vision or goalthat describes the newdesired state in a compellingway?

VISIONINGHow can the vision becommunicated simply, motivate people, andcoordinate actions?

STRATEGIZINGHow do you build shortand long-term strategiesto help catalyze the vision?

COLLABORATINGWhere do good ideas come from – How do you involve others in creating the vision?

Communicating A VisionMay 31, 2012Al Bertani, Session Leader

Having a strong vision or goal does not ensure that people will intentionally buy-in to make the change/improvement/transformation that is required. Leaders have to examine their communication styles, communication patterns, and how to make the vision “sticky” for people across the organization. Actions speak louder than words so building buy-in requires multiple methods and a commitment to stay on message consistently.

COMMUNICATING THE VISION ROADMAP

Building buy-in requires multiple communication methods and a commitment to stay on message..

SIMPLIFYINGWhat makes for a simple yet compellingvision?

PRACTICINGHow can you turn your vision or goal into a laser speech?

MOTIVATINGHow do great leaders inspire action?

DIAGNOSINGHow do you meet people individually in the change/improvement/transformation?

INFLUENCINGHow can you engage “other influencers” in communicating the vision or goal?

HOW LEADERS INSPIRE ACTIONHOW LEADERS INSPIRE ACTIONTED Talk - Simon SinekTED Talk - Simon Sinek

The Golden Circle – Working from the Inside-Out

➨ Why

➨ How

➨ What

Biology of the brain – Neo-Cortex and Limbic Systems

MAKING IT STICK: MAKING IT STICK: COMMUNICATING THE VISIONCOMMUNICATING THE VISION

Pitching a New Product

➨ Brainstorm a pitch for the CFL – Light Bulb

➨ CFL bulbs last longer than standard bulbs (7 vs. 1 years)

➨ CFL bulbs consume 75% less energy when operating

➨ CFL bulbs cost more than standard bulbs ($6 vs. $3 – 4 pack)

Drawn From Made to Stick; Heath and Heath; Random House; 2007


Step 1 Rejoin your partner from yesterday

Step 2 Find another duo to become a quartet

Step 3 Take 6 minutes to prepare your pitch

Step 4 Use 2 minutes each to deliver your pitch

Step 5 Nominate the best pitch from your quartet


➔ Simple

➔ Unexpected

➔ Concrete

➔ Credible

➔ Emotional

➔ Stories


MAKING IT STICK:MAKING IT STICK:COMMUNICATING THE VISIONCOMMUNICATING THE VISION

SIMPLESimplicity is about finding your core message and sharing it in a compact way.

Army Battle Plans – Commander’s Intent

Southwest Airlines – THE Low-Fare Airline

Hollywood Pitches – Speed is Die Hard on a Bus

What is the simple message of your vision/goal?



UNEXPECTEDUnexpectedness is about grabbing people’s attention.

Surprise them by breaking the pattern

Surprise them by violating their expectations

Surprise gets their attention – Curiosity keeps it

How will you capture the attention of everyone to engage them in the improvement agenda?



CONCRETESticky ideas are usually concrete – they are expressed in sensory language.

You can picture them in your head

Velcro theory of memory – Placing hooks

Concreteness creates common language

How can you make the ideas of your improvement efforts more concrete?



CREDIBLECredibility makes people believe in your ideas.

Don’t use data only – Use Convincing Ideas

Use the human-scale principle when using data

Testable credential - Are you better off?

How can you make your improvement efforts more credible?



EMOTIONALFor an idea to stick, it needs to tap into something people care about.

Talk about the consequences of ideas

Appeal to Self Interest – WIIFY principle

Consequence Models – Identity Models

How could you strengthen the emotional appeal of your improvement efforts?



STORYStories prompt people to act via simulation – showing people how to act – a via inspiration – providing the energy and motivation to act. Swapping stories is mental training - Visualization Stories inspire and motivate Stories help people springboard – see differently

What stories can be developed about your improvement efforts?



1. Work with Your Partner from Yesterday

2. Take 5 minutes to Write Down Your Thoughts

3. Use the Making It Stick Criteria to Shape Your Ideas

4. Deliver Your Laser Speech to Your Partner (3 minutes)

5. Have Your Partner Provide You with Feedback



Evaluate The Laser Speech Using the MIS Criteria


CRITERIA COMMENTS

Simple

Unexpected

Concrete

Credible

Emotional

Story


How can the vision be communicated simply, motivate people, and coordinate actions?

➨ What makes for a simple yet compelling vision?

➨ How can you turn your vision or goal into a laser speech?

➨ How can you engage “other influencers” in communicating the vision or goal?


Our Learning Session… … In

Review How do leaders inspire action?

What makes an idea stick when its communicated?

How could you use your laser speech in your work?

leading and supporting change for school and district leaders

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