Growing Wisely (Communication Strategy and Strategic Communication perspective)
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Keynote presentation at Riga Business School Annual Networking Dinner, April 6, 2017 @ Latvian National Library
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Growing Wisely (Communication Strategy and Strategic Communication perspective)
- 1. Growing Wisely Zigurds Zaķis @zz_zigurds Rīga, 6/04/2017 Keynote presentation at Riga Business School (RBS/RBI) annual Networking Dinner, 2017
- 3. @zz_zigurds Culture, Media, Creativity Strategy Strategic Planner / Account Planner / Strategist Customer and Society Economy and Business Technology, tools, opportunities Directing, Inspiring and Evolving Creative Work
- 4. @zz_zigurds Strategist CEO, CFO, COO, CIO Marketing Director Brand Manager Head of Coroporate Communication =
- 5. @zz_zigurds A B The role of communication What do they DO today? Why? How do we change their behavior? Changing behavior of person, group, society What do we want them to DO?
- 7. @zz_zigurds How do we grow?
- 8. @zz_zigurds ● Our own ● Our craft ● Our company ● Our industry ● Clients ● Latvia ● Europe ● World ● Changing with the time? Predicting future? Building the future
- 9. @zz_zigurds You change the story people tell themselves about the future they will live in!” Brian David Johnson, INTEL, futurist How do you change the future?
- 10. @zz_zigurds
- 11. @zz_zigurds Estonia ("Brand Estonia")Countries 2007-2017 Significant, most successful change of positioning (strategic story): e-stonia
- 12. @zz_zigurds
- 13. @zz_zigurds “Designer (Business Leader, Marketer) is master storyteller whose skill is measured by his or her ability to craft a compelling, consistent and believable story (narrative)” “Change by Design” Tim Brown, IDEO !
- 14. @zz_zigurds Compelling, consistent and believable strategic story (narrative) !
- 17. @zz_zigurds Articulate aspirations and expectations Provide direction Make us feel safer Motivate / mobilize / recruit Are key to changing collective action Stories: Essentially, a story expresses how and why life changes
- 18. @zz_zigurds Where strategic stories come form?
- 19. Rethinking the Past Reimagining Future Possibilities Reconsidering Present Concerns Creating Strategic Narratives
- 20. @zz_zigurds Focusing on people and society, rather than us. Insights. New perspectives. Designing value. Doing things. Sources of strategic stories:
- 21. @zz_zigurds The role of strategist (leader) is to design conditions that creates better opportunities (conversations) to re-imagine our future better conversations Better future starts with
- 22. @zz_zigurds How do we grow wisely?
- 23. @zz_zigurds Systemic view Having bigger picture. Digging deeper. Having systemic view. Focusing on WHY? Creating change.
- 24. @zz_zigurds What is the key to wise growth?
- 25. @zz_zigurds You!
- 26. @zz_zigurds 1. People 2. Society 3. Culture 4. Politics 5. Ethics 6. Economics & Logistics 7. Organization 8. Administration 9. Information and Intelligence 10. Strategic Theory and Doctrines 11. Technology 12. Operations 13. Command 14. Geography 15. Friction, Chance, Uncertainty 16. Adwersary 17. Time 17competences of strategist via Lawrence Friedman "Strategy. The History"
- 27. @zz_zigurds Knowledge & Models Case studies and history Practice Tools Theory, Mental Models, Applications Trial and error, learning, experience Digital, Analogue, Physical, Mental
- 28. @zz_zigurds
- 29. @zz_zigurds Personal professional growth is a non-negotiable minimum standard and the key to growth =David Maister= "True Professionalism" Professional Services Firms (PSF)
- 30. @zz_zigurds There are NO shortcuts. There never will be.
- 31. @zz_zigurds "Reading is for awesome people" ! Imagination ! Empathy ! Insights ! Mental Models ! Theory ! =Faris Yakob= YOU (!) have to do the homework
- 32. @zz_zigurds based on = Hegarty on Advertising = Creativity (business) is expression of self. Be interesting and your work will be interesting + [zz] Dig deep and your work will be meaningful + [zz] Have your own beliefs, theories and stands
- 33. @zz_zigurds Stratēģija ● Komunikācija ● Zīmolvedība ● Dizains Dzeltenā Zemūdene STUDIJA tw: @zz_zigurds blogs: www.ZigurdsZakis.lv