Luddites@communication_industry

Master’s Thesis

Luddites@communicationindustry
Successful leaders can transform
technological resistors into adopters.
Sergio Mugnaini

Master of Business Administration
Creative Leadership
Class of 2008-2009

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

02 Researchʼs subject
Berlin School of Creative Leadership, 2009

AGENDA

01 Agenda

03 Background

THE SPEED OF CHANGE.

04 Hype Circle Curve
http://www.gartner.com Berlin School of Creative Leadership, 2009


TECHNOLOGY TRIGGER



PEAK OF INFLATED
EXPECTATIONS



TROUGH OF DISILLUSIONMENT



SLOPE OF ENLIGHTENMENT



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.

10 Information Era, Installation Phase & Unfolding Phase
Carlota Perez, “O melhor está por vir,” Veja magazine, Ed. 2114, 27 May 2009, 8-14. Berlin School of Creative Leadership, 2009

11 Problem

13 Luddites

14 Luddites do Slide

16 Luddites

15 Luddites

17 Luddites

18 England Strategic Plans

“"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

19 Network Channels
Carlota Perez, “O melhor está por vir,” Veja magazine, Ed. 2114, 27 May 2009, 8-14. Berlin School of Creative Leadership, 2009

20 Network Channels

21 Statement Question

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

22 MadProject

MADPROJECT

23 Questionnaire
http://madproject.orgfree.com/. Berlin School of Creative Leadership, 2009

QUESTIONNAIRE ANSWERS

24 MadProject

A SUCCESSFUL LEADER
MUST UNDERSTAND ALL
STAGES OF THE HYPE
CIRCLE TO ALIGN
DIFFERENT
PROFESSIONALS AT
DIFFERENT STAGES
OF TECHNOLOGyY
DEVELOPMENT.
25 MadProject: Conclusions

54% OF USERS BELIEVE THE BEST SOLUTION IS DIGITAL STRATEGY


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


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

RECOMMENDATIONS.


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


STATEMENT OF THE RESEARCH:

SUCCESSFUL LEADERS CAN TRANSFORM RESISTORS INTO
ADOPTERS?

30 Final Considerations

FINAL CONSIDERATIONS
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.

31 Final Considerations

Luddites@communication_industry

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