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Communicating the New

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Table of Contents

Introduction: The Mission and the Mess 1 Challenges of communicating The New 3 What s in our way? Three communication myths 4 Reconceiving the role of communication 7 Five ways communication methods accelerate innovation 11 1 Finding the Conceptual Center 16 Models and frameworks: Thinking with our eyes 19 How to make models work 28 Build-to-think prototypes: Thinking with our hands 42 Lists and open-ended writing: Thinking with words 50 The Takeaway: Five big ideas when seeking the conceptual center 62 2 Framing the Work 64 Metaphors 69 Mantras and catchphrases 84 Contrast 92 Stories 98 Artifacts and images 108 How (and why) to use multiple frames to greater effect 112 The Takeaway: Five big ideas when framing the work 114 3 Targeting Your Constituents 118 The communication plan 126 Mental model and orthodoxy analysis 129 Quad A diagnostic 135 The Organization as Culture framework 137 Segmenting and targeting constituents 141 The Takeaway: Four big ideas when targeting constituents 144 4 Introduce New Thinking 146 Exploratory experiences 155 Immersion experiences 160 Interaction experiences 165 Application experiences 172 Extension experiences 176 The Takeaway: Five big ideas when introducing new thinking 180 5 Expand the Conversation 184 Communication systems: Give them something rich and relevant 188 Performative presentations: Give them something to talk about 198 Demonstration artifacts: Give them something to show and share 208 The Takeaway: Five big ideas when expanding the conversation 228 Conclusion 230 Five big shifts in thinking (and doing) 231 Advancing the methods base 234 Under the hood: Theories, writers and references 236 Index 253

About the Author

KIM ERWIN is an Assistant Professor at the IIT Institute of Design. She comes to academia after fifteen years in the design planning field. In her professional practice, Kim specializes in the information-intensive areas of the planning process, focusing on the communication of user research and strategy for innovation, and has done so for such companies as Motorola, Texas Instruments, Alamo Rent A Car, and other innovation-curious firms.

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