Introduction: The Mission and the Mess
Challenges of communicating The New
What's in our way? Three communication myths
Reconceiving the role of communication
Five ways communication methods accelerate innovation
1. Finding the Conceptual Center
-Models and frameworks: Thinking with our eyes
-How to make models work
-Build-to-think prototypes: Thinking with our hands
-Lists and open-ended writing: Thinking with words
-The Takeaway: Five big ideas when seeking the conceptual center
2. Framing the Work
-Metaphors
-Mantras and catchphrases
-Contrast
-Stories
-Artifacts and images
-How (and why) to use multiple frames to greater effect
-The Takeaway: Five big ideas when framing the work
3. Targeting Your Constituents
-The communication plan
-Mental model and orthodoxy analysis
-Quad A diagnostic
-The “Organization as Culture” framework
-Segmenting and targeting constituents
-The Takeaway: Four big ideas when targeting constituents
4. Introduce New Thinking
-Exploratory experiences
-Immersion experiences
-Interaction experiences
-Application experiences
-Extension experiences
-The Takeaway: Five big ideas when introducing new thinking
5. Expand the Conversation
-Communication systems: Give them something rich and relevant
-Performative presentations: Give them something to talk about
-Demonstration artifacts: Give them something to show and share
-The Takeaway: Five big ideas when expanding the conversation
-Conclusion
-Five big shifts in thinking (and doing)
-Advancing the methods base
-Under the hood: Theories, writers and references
Index
