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CO-LEARNING LAB
(BUSINESS BOOK CLUB)
@ THE FOUNDRY
Ed Curley
1
Objectives
Build a sustainable social learning environment
and culture
Support the creation of a strong collaborative
culture
To learn! to grow! to share!
2
Business
as a
learning
community
3
Share & Learn
5
If you want to teach people a new way
of thinking, don’t bother trying to teach
them. Instead give them a tool the use
of which will lead to new ways of
thinking – Buckminster Fuller
6
We need to be able to hold spaces for honest, authentic and
positive conversations …… This got me thinking about how to
create and hold ‘spaces’ or ‘opportunities’, where people feel free
to share ideas, opinions and knowledge in a spirit of collective
learning and development…… That they can contribute to
whatever the topic and that their contribution will be listened to and
respected….. and that we all come away having learned
something, and a little bit more enriched from having participated in
the process…..
7
How does it Work
& does it =
Value?
8
Themes
identified by
participants
9
Books identified
that best fit
learning themes
10
Source book/s,
through library or
purchase
11
We meet to discuss
key learning points
and how we will
apply them
12
Agree and commit to Key
Actions Plan –
Keep a learning log
Agee (where appropriate) to
feed back to the group on
progress against key actions
13
Meetings
schedule
agreed –
usually monthly
14
Consider
What are the key learning points from this book?
 What have I learned that is Important for me?
 What’s working?
 What’s not working?
 What do I need to know more about?
How would I apply the key learning points to my
business and or job?
How would I measure successful implementation of
the key learning points?
What questions have I that others might be able to
help me with?
15
“What will you
we do with
what you we
have
learned?”
16
“in front of the new complexity of business, the only
solution is the interplay, how the parts work together.
The connections, the interactions, the
synapses. It is not the skeleton of boxes, it is the
nervous system of adaptiveness and
intelligence. you could call it cooperation.
Whenever people cooperate, they use less
resources”
Yves Morieux
17
18
Knowledge emerges
in response to
compelling questions
Powerful questions help attract
collective energy, insight and action
as they move throughout a system
World Cafe
19
Generative
Capacity
Capacity to challenge
guiding assumptions …, to raise
fundamental questions regarding
that which is
'taken for granted' and thereby
furnish new alternatives for action
20
Dialogue
Comes from the Greek words dia
and logos. Dia means 'through';
logos translates to 'word' or
'meaning'. In essence,
a dialogue is a flow of
Meaning…
21
Create a Learning Log
22
Jonah Berger
Assistant Professor of Marketing
at the Wharton School at the
University of Pennsylvania
His work has been featured in The New
York Times, The Wall Street Journal, The
Washington Post, Science, Harvard
Business Review, Wired, BusinessWeek,
and Fast Company
23
word-of-mouth generates more than
twice the sales of paid advertising
and is
the primary factor behind
20-50% of all purchasing
decisions… 24
“Harnessing the power of word of
mouth online or offline, requires
understanding why people talk and
why some things get talked about
and shared more than others. The
psychology of sharing. The science
of social transmission…
25
What % of word
of mouth
happens on line?
26
Only 7% of word
of mouth
happens on line…
Research from Keller Fay Group
27
We tend to overestimate online word of
mouth because it’s easier to see……
But we don’t think as much about all the
offline conversations we had over that
same time period because we can’t
easily see them…
28
Virality is made:
Virality isn’t born, it’s made.
Regardless of how plain or boring a
product or idea may seem,
there are ways to make it
contagious…
29
Word of mouth is not
random or luck,
it becomes a science
when you understand
the ‘Why’
30
Impact marketing is
about advocacy –
when your customers
become the conduit for
your message,
you’re having impact
31
Leverage word of mouth
advocacy by following
these 6 STEPPS:
1. Social Currency
2. Triggers
3. Emotions
4. Public
5. Practical Value
6. Stories 32
be
remarkable
We like to talk about
things that
enhance our self-esteem
33
Remarkable things provide
social currency because
they make the people who
talk about them seem,
well,… more remarkable!
34
a ball of glass will
bounce higher
than a ball of
rubber
35
A strong Trigger can be
much more effective than
a catchy slogan –
what does your brand
trigger?
36
Top of mind
means
tip of tongue
37
A professional business environment
8 minutes from the Airport
e.g.
38
We tend to share content
that provokes more positive
emotion –
when we care,
we share
39
For something to be
shareable,
it has to be relevant –
to have a
practical value
40
Value Proposition
“A believable collection of the most persuasive
reasons people should take the action you’re asking
for. It is a promise of the value you will deliver.
what problems do you solve, what situations do you
improve (relevancy), what specific benefits do you
deliver (quantified value)? tells people why they
should buy from you and not from the competition
(unique differentiation)”…
41
42
Stories
43
Wrap it in a story –
Stories Stick
Stories carry things
Make sense of the world
Easy to remember
44
Stories are trustworthy –
make it more
believable by
making it personal
45
46
It’s the
message,
not the messenger that makes your
brand shareable
47
Where might
this book
take you?
48
49
50
The quality of your life is determined by the
quality of your relationships. The quality of
your business is no different…
Harvey Mackay, businessman and author
51

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Business book club @ The Foundry Contagious final ppt

  • 1. CO-LEARNING LAB (BUSINESS BOOK CLUB) @ THE FOUNDRY Ed Curley 1
  • 2. Objectives Build a sustainable social learning environment and culture Support the creation of a strong collaborative culture To learn! to grow! to share! 2
  • 5. If you want to teach people a new way of thinking, don’t bother trying to teach them. Instead give them a tool the use of which will lead to new ways of thinking – Buckminster Fuller 6
  • 6. We need to be able to hold spaces for honest, authentic and positive conversations …… This got me thinking about how to create and hold ‘spaces’ or ‘opportunities’, where people feel free to share ideas, opinions and knowledge in a spirit of collective learning and development…… That they can contribute to whatever the topic and that their contribution will be listened to and respected….. and that we all come away having learned something, and a little bit more enriched from having participated in the process….. 7
  • 7. How does it Work & does it = Value? 8
  • 9. Books identified that best fit learning themes 10
  • 11. We meet to discuss key learning points and how we will apply them 12
  • 12. Agree and commit to Key Actions Plan – Keep a learning log Agee (where appropriate) to feed back to the group on progress against key actions 13
  • 14. Consider What are the key learning points from this book?  What have I learned that is Important for me?  What’s working?  What’s not working?  What do I need to know more about? How would I apply the key learning points to my business and or job? How would I measure successful implementation of the key learning points? What questions have I that others might be able to help me with? 15
  • 15. “What will you we do with what you we have learned?” 16
  • 16. “in front of the new complexity of business, the only solution is the interplay, how the parts work together. The connections, the interactions, the synapses. It is not the skeleton of boxes, it is the nervous system of adaptiveness and intelligence. you could call it cooperation. Whenever people cooperate, they use less resources” Yves Morieux 17
  • 17. 18
  • 18. Knowledge emerges in response to compelling questions Powerful questions help attract collective energy, insight and action as they move throughout a system World Cafe 19
  • 19. Generative Capacity Capacity to challenge guiding assumptions …, to raise fundamental questions regarding that which is 'taken for granted' and thereby furnish new alternatives for action 20
  • 20. Dialogue Comes from the Greek words dia and logos. Dia means 'through'; logos translates to 'word' or 'meaning'. In essence, a dialogue is a flow of Meaning… 21
  • 22. Jonah Berger Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania His work has been featured in The New York Times, The Wall Street Journal, The Washington Post, Science, Harvard Business Review, Wired, BusinessWeek, and Fast Company 23
  • 23. word-of-mouth generates more than twice the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions… 24
  • 24. “Harnessing the power of word of mouth online or offline, requires understanding why people talk and why some things get talked about and shared more than others. The psychology of sharing. The science of social transmission… 25
  • 25. What % of word of mouth happens on line? 26
  • 26. Only 7% of word of mouth happens on line… Research from Keller Fay Group 27
  • 27. We tend to overestimate online word of mouth because it’s easier to see…… But we don’t think as much about all the offline conversations we had over that same time period because we can’t easily see them… 28
  • 28. Virality is made: Virality isn’t born, it’s made. Regardless of how plain or boring a product or idea may seem, there are ways to make it contagious… 29
  • 29. Word of mouth is not random or luck, it becomes a science when you understand the ‘Why’ 30
  • 30. Impact marketing is about advocacy – when your customers become the conduit for your message, you’re having impact 31
  • 31. Leverage word of mouth advocacy by following these 6 STEPPS: 1. Social Currency 2. Triggers 3. Emotions 4. Public 5. Practical Value 6. Stories 32
  • 32. be remarkable We like to talk about things that enhance our self-esteem 33
  • 33. Remarkable things provide social currency because they make the people who talk about them seem, well,… more remarkable! 34
  • 34. a ball of glass will bounce higher than a ball of rubber 35
  • 35. A strong Trigger can be much more effective than a catchy slogan – what does your brand trigger? 36
  • 36. Top of mind means tip of tongue 37
  • 37. A professional business environment 8 minutes from the Airport e.g. 38
  • 38. We tend to share content that provokes more positive emotion – when we care, we share 39
  • 39. For something to be shareable, it has to be relevant – to have a practical value 40
  • 40. Value Proposition “A believable collection of the most persuasive reasons people should take the action you’re asking for. It is a promise of the value you will deliver. what problems do you solve, what situations do you improve (relevancy), what specific benefits do you deliver (quantified value)? tells people why they should buy from you and not from the competition (unique differentiation)”… 41
  • 41. 42
  • 43. Wrap it in a story – Stories Stick Stories carry things Make sense of the world Easy to remember 44
  • 44. Stories are trustworthy – make it more believable by making it personal 45
  • 45. 46
  • 46. It’s the message, not the messenger that makes your brand shareable 47
  • 48. 49
  • 49. 50
  • 50. The quality of your life is determined by the quality of your relationships. The quality of your business is no different… Harvey Mackay, businessman and author 51