Leading Change in a Web 2.1 World How ChangeCasting Builds Trust, Creates Understanding, and Accelerates Organizational Change

by Nickerson, Jackson

• ISBN13: 9780815704843
• ISBN10: 0815704844
• Format: Hardcover
• Copyright: 2010-09-27
• Publisher: Brookings Institution Press

Summary

Recent advances in Web 2.0 technology enable new leadership processes and techniques to create great value for organizations. In this important new book, management expert Jackson Nickerson proposes a combination of processes and techniques utilizing Web 2.0 technology, which he refers to as Web 2.1, that will not only lead and direct changein an organization but actually accelerate it. He calls these processes andtechniques "ChangeCasting."Leading Change in a Web 2.1 Worldprovides new insights into why people and organizations are so difficult to engage in change. It explains how web-based video communications, when used in accordance with ChangeCasting's specific process and techniques, is a keyway to building trust and creating understanding in an organization, thereby unlocking and accelerating organizational change.Nickerson tells the stories of two Fortune 1000 firms facing dire economic and competitive circumstances. The CEOs of these two firms attempted extensive organizational change using web-based video communications. One CEO used ChangeCasting while the other CEO disregarded it. Nickerson traces the economic consequences of their two approaches to leading change. He also discusses how ChangeCasting was used so successfully in 2008 by President Obama's campaign. His insights will be invaluable to businessexecutives, public officials, students of management and organizations, and anyone who needs to take organizational change in the 21st century from the drawing board to successful implementation and replication.Contents1. Introduction2. Managing Change --The Test of Leadership3. Why Is Leading Change so Difficult?4. Enabling Organizational Change5. Accelerating Change in a Web 2.0 World6. ChangeCasting Techniques --The Message7. The Delivery8. The Video9. Technology for Managing ChangeCasting10. Does ChangeCasting Improve Performance?Epilogue: Should You Adopt ChangeCasting?

Table of Contents

Preface	p. vii
Introduction: A New Tool for Leaders	p. 1
Managing Change: The Fundamental Test of Leadership	p. 19
Why Leading Change Is So Difficult	p. 29
Enabling Organizational Change	p. 39
Accelerating Change in a Web 2.1 World	p. 59
ChangeCasting Guidelines: The Message	p. 69
ChangeCasting Guidelines: The Delivery	p. 81
ChangeCasting Guidelines: The Video	p. 91
Technology for Managing ChangeCasting	p. 99
Did ChangeCasting Improve Performance?	p. 111
Should You Adopt ChangeCasting?	p. 125
Next Steps for Becoming a ChangeCasting Leader	p. 135
Notes	p. 137
Index	p. 143
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