luddites@communication_industry

Master’s Thesis

Master of Business Administration Creative Leadership

Class of 2008-2009

1. Supervising Tutor: Doug Guthrie 2. Supervising Tutor: Dr. David Slocum

Luddites@communicationindustry

Successful leaders can transform

technological resistors into adopters.

Sergio Mugnaini

Researchʼs subject02

Berlin School of Creative Leadership, 2009

AgendaBerlin School of Creative Leadership, 2009

01

AGENDA

Background03


http://www.gartner.com

Hype Circle Curve04

THE SPEED OF CHANGE.


http://www.gartner.com/technology/home.jsp



Hype Circle Curve05






Hype Circle Curve05



TECHNOLOGY TRIGGER




Hype Circle Curve06






Hype Circle Curve06



PEAK OF INFLATEDEXPECTATIONS




Hype Circle Curve07






Hype Circle Curve07



TROUGH OF DISILLUSIONMENT




Hype Circle Curve08






Hype Circle Curve08



SLOPE OF ENLIGHTENMENT




Hype Circle Curve09






Hype Circle Curve09



PLATEAU OF PRODUCTIVITY



"”THE WORLD IS GOING THROUGH THE INFORMATION ERA, WHICH BEGUN IN 1971 WHEN COMPUTER CHIPS STARTED BEING PRODUCED IN SERIES AND ITS ALMOST UNIVERSALIZATION IN THE THREE SUBSEQUENT DECADES IN THE “INSTALLATION PHASE”. DURING THE FOLLOWING PHASE, WHICH THE WORLD HAS JUST ENTERED, AND THAT MIGHT LAST THIRTY YEARS, NEW TECHNOLOGIES WILL PROMOTE AN INCREASINGLY BETTER QUALITY OF LIFE FOR THE MAJORITY OF THE WORLD’S POPULATION IN THIS NEW PERIOD “UNFOLDING PHASE”.””CARLOTA PEREZ, 70, VENEZUELAN ECONOMIST. TEACHER IN CAMBRIDGE UNNIVERSITY, ENGLAND.

Carlota Perez, “O melhor está por vir,” Veja magazine, Ed. 2114, 27 May 2009, 8-14.

Information Era, Installation Phase & Unfolding Phase10


Problem11


Statement12

Luddites13


Luddites do Slide14


Luddites16


Luddites15


Luddites17


England Strategic Plans18


“"WHEN SPEAKING OF THE INDUSTRIAL REVOLUTION OF THE END OF THE SEVENTEENTH CENTURY IN ENGLAND, ALWAYS THINK ABOUT INTRODUCTION OF TEXTILE MACHINERY AND HUGE JUMP IN PRODUCTIVITY ENTAILING, BUT RARELY ARE GIVEN THE CREDIT TO THE NETWORK CHANNELS THAT LOADED COTTON , COAL AND PRODUCTS THROUGHOUT THE COUNTRY, MOVING FROM A RIVER TO ANOTHER, TO THE SEA. THIS WAS THE INTERNET THAT PERIOD.“ " ” CARLOTA PEREZ

Carlota Perez, “O melhor está por vir,” Veja magazine, Ed. 2114, 27 May 2009, 8-14.

Network Channels19


Network Channels20


Statement Question21


MADPROJECT720 PEOPLE ANSWERED.18 AND 56 yYEARS OLD.35 DIFFERENT COUNTRIES.REAL TIME RESULTS.USING GOOGLE ANALYTICS.

MadProject22


http://madproject.orgfree.com/.

Questionnaire23

MADPROJECT


http://madproject.orgfree.com

http://madproject.orgfree.com

QUESTIONNAIRE ANSWERS

MadProject24


A SUCCESSFUL LEADER MUST UNDERSTAND ALL STAGES OF THE HYPE CIRCLE TO ALIGN DIFFERENT PROFESSIONALS AT DIFFERENT STAGESOF TECHNOLOGyY DEVELOPMENT.

MadProject: Conclusions25


54% OF USERS BELIEVE THE BEST SOLUTION IS DIGITAL STRATEGY

26


MadProject: Conclusions

27

57% OF USERS BELIEVE THE BEST SOLUTION IS TO MIX BABY BOOMERS AND MEMBERS OF THE GENERATION NEXTIN THE SAME TEAM TO CREATE FRESH IDEAS

MadProject: ConclusionsBerlin School of Creative Leadership, 2009

CONCLUSIONS AND FINAL RECOMMENDATIONS.

28

73%% OF USERS BELIEVE THAT AN OUTSTANDING IDEA COMES FIRST, AND THEN, IF IT PROVES TO BE THE CASE, ADD TECHNOLOGY TO IT.



29

64%% OF USERS BELIEVE THAT CREATIVE WORK SHOULD BE ENSEMBLE, AN OPEN SOURCE OF IDEAS BROUGHT TOGETHER BY THE CONCEPT AND NOT BY EXECUTION.




Final Considerations30

STATEMENT OF THE RESEARCH:

SUCCESSFUL LEADERS CAN TRANSFORM RESISTORS INTO ADOPTERS?




FINAL CONSIDERATIONS

Final Considerations31

IN CASE THERE ARE LUDDITES IN THE COMMUNICATION INDUSTRY, THEY RISK TWO THINGS:

A. NOT ENJOYING ALL THE RICHNESS TECHNOLOGY HAS TO OFFER AT ANY GIVEN TIME.

B. BECOMING OUTDATED AND BEING SURPASSED BY THOSE WHO DO NOT IGNORE THE TECHNOLOGICAL TOOLS THAT MIGHT BE AVAILABLE.


luddites@communication_industry

Technology