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The New Publishing Skillset
Change Management in a Creative Industry
Robert Wheaton
SVP, Digital
@rjwheaton
!
Penguin Random House Canada
publishing: we’re doing it wrong
(apparently)
The New Publishing Skillset
Change Management in a Creative Industry
– approaches to change –
– two strategic problems –
(3 pretty* charts)
* mostly
– resume design –
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
!One Toronto Street, #300, Toronto ON M5C 2V6!
(416) 957 1504!
rwheaton@randomhouse.com!
!
! EDUCATION!
!University of London! !
! 2000-2001!
!
!
!
!University of Oxford! !
! 1999-2000!
!
!
!
! EXPERIENCE!
! !
! Random House!
! of Canada!
! 2011-Present!
! !
!
!
!
!
!
!
!
!
!
! Indigo Books!
! & Music! !
! 2004-2011!
!
!
!
!
!
!
!
!
! SKILLS!
!
!
!
! REFERENCES!
Name of degree!
❖ Specialization!
❖ Key areas, courses, or awards!
❖ GPA!
!
Name of degree!
❖ Specialization!
❖ Key areas, courses, or awards!
❖ GPA!
!
!
!
!
VP, Director Strategic Digital Business Development!
❖ e-Book sales (including responsibility for achieving e-book sales
targets; retailer account management; pricing strategy; and
merchandising and positioning plans)!
❖ Digital product development (including app development; digital tools
and services; and coordination with international Random House
companies for product launch support in Canada)!
❖ Digital publishing initiatives (including facilitating cross-departmental
projects; as well as flagship online/digital publishing initiatives
including Hazlitt and Hazlitt Originals)!
❖ Digital business development (including contract negotiation with e-
book retailers and establishing strategic partnerships)!
!
Director, Inventory Management!
❖ Managed core replenishment buying and returns processes in book
product group to maximize product availability to customers, maintain
inventory within budget, reduce operational costs, and maximize
margin against vendor discount structures.

* With direct reports (team managers and process improvers)
managed a team collectively responsible for inventory requirements
against 75% of business revenue, across 160,000 unique SKUs at
over 5 million active article/sites.
!❖ Some skills. Probably technical skills.!
❖ More skills. Excel, Word, Powerpoint.!
❖ Even more. HTML, CSS, whatever!
!
!
Upon request
Robert Wheaton
!One Toronto Street, #300, Toronto ON M5C 2V6!
(416) 957 1504!
rwheaton@randomhouse.com!
!
“Robert was a great colleague! He always made sure
that all of his colleagues knew what work he was doing
and comforted people who left meetings in tears!”
- Alan Smithee
!
!
!
!
Random House of Canada, Limited!
2011-Present!
VP, Director Strategic Digital Business Development!
!
e-Book sales (including responsibility for achieving e-book sales targets; retailer account
management; pricing strategy; and merchandising and positioning plans)!
Digital product development (including app development; digital tools and services; and
coordination with international Random House companies for product launch support in Canada)!
Digital publishing initiatives (including facilitating cross-departmental projects; as well as flagship
online/digital publishing initiatives including Hazlitt and Hazlitt Originals)!
Digital business development (including contract negotiation with e-book retailers and establishing
strategic partnerships)!
!
!
!
Robert Wheaton
Objective!
Have an interview with you which will lead to you being impressed by my dynamic
change management skill set that can be used by your business to drive KPI
business metrics and consumer engagement by a dynamic best-in-class
customer relationship manager whose skills have been endorsed as an
independent self-starter and creative change management evangelist!
by many professional business colleagues and at the end of the interview you will
offer me a job in the role of THE JOB at THE COMPANY.
Creativity Excellenc
DIGITAL ONLINE SOCIAL NETWORK & MEDIA MARKETING SPECIALIST
self-starter!
analytics
workplace safety!
strategy :)
ePub
ePub3
iBA
KF8
epub.js
HTML
CSS
javascript
jquery
Objective C
Java
ONIX
UX design
API design
CRM
SQL
data visualization
analytics
ePub
ePub3
iBA
KF8
epub.js
HTML
CSS
javascript
jquery
Objective C
Java
ONIX
UX design
API design
CRM
SQL
data visualization
analytics
hire
train
integrate
strategy
!
tactics
!
work
!
skills
!
people
strategy
!
time
!
impasse
!
tasks
!
people
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
Underlying Assumptions
Espoused values
Underlying Assumptions
Artifacts
Espoused values
Underlying Assumptions
Artifacts
Espoused values
Underlying Assumptions
– first problem –
big data!
big data?
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
vlookups
pivot tables
standard deviation
R
SQL
Tableau
Hadoop
cluster analysis
Fourier transform
multivariate regression analysis
http://www.asymco.com/2014/02/10/fortune-130/
http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
http://www.asymco.com/2013/02/22/bits-v-bytes-follow-the-money/
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
Experimental Study of Inequality and Unpredictability
in an Artificial Cultural Market
Matthew J. Salganik, Peter Sheridan Dodds, Duncan J. Watts
!
!
!
!
10 FEBRUARY 2006 VOL 311 SCIENCE www.sciencemag.org
http://www.princeton.edu/~mjs3/salganik_dodds_watts06_full.pdf
!
!
!
More:
http://www.princeton.edu/~mjs3/musiclab.shtml
!
Layperson's version:
http://kieranhealy.org/blog/archives/2014/02/15/social-aspects-of-success-and-failure-in-cultural-markets/
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
– first problem –
the solution?
Hire some nerds
R
SQL
Tableau
Hadoop
cluster analysis
Fourier transform
multivariate regression analysis
Yes
Hire some nerds
– Digression –
boolean
integer
float
BLOB
null
charaacter
varchar
datetime
Data type casting
DATA TYPE CASTING
DATA TYPE CASTING
when good data gets cast in bad roles
The
HOBO
3 > 4
MB < ON > QC
The
HOBO
The
FLIRT
The
FLIRTGiacomo, 25
“e-book sales increased 364% last year”
The
PHANTOM
everyone was to scared to check
The
SINGULARITY
– Antagonists –
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
DATA TYPE CASTING
when good data gets cast in bad roles
example
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
http://www.booknetcanada.ca/blog/2013/3/25/future-proofing-publishing.html
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
big number
The
HOBO
big number
context
narrative
unpacking
discussion
transparency
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
“?”
new skills?
ePub
ePub3
iBA
KF8
epub.js
HTML
CSS
javascript
jquery
Objective C
Java
ONIX
UX design
API design
CRM
SQL
data visualization
analytics
context
narrative
background
comparison
interpretation
storytelling
discussion
transparency
some suggestions
1. audit your reporting
do you read this report?
beyond the first 10 lines?
which columns do you look at?
what do you do as a result?
2. introduce a handful of tools and terms
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
3. talk about opportunity costs
context
narrative
background
comparison
interpretation
storytelling
discussion
transparency
– second problem –
social
(sigh)
mobile
(that’s worse)
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
audiences
authors
physical
retailers
audiences
broadcast &
print media
authors
publishers
physical
retailers
audiences
broadcast &
print media
authors
physical
retailers
audiences
e-commerce
broadcast,
online &
print media
search
authors
search
engines
SEO
AdWords
internet
retailers
metadata
assets
conversion
skills
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
physical
retailers
audiences
e-commerce
broadcast,
online &
print media
search social
authors
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
physical
retailers
audiences
e-commerce
broadcast,
online &
print media
search social
authors
http://www.asymco.com/2014/01/07/when-will-smartphones-saturate/
?
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
Pleasure/relaxation
Information
To give as a gift
Self-help/improvement
Other
To take on vacation
School/class
Work/career
Commuting
Non-business-related travel
Book club/group I belong to
Do-it-yourself
Business-related travel
0% 15% 30% 45% 60%
entertainment
!
information
!
participation
!
aspiration
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
Time
Quality
Incumbent
Consumer needs
Figure 5-1 The Innovator’s Solution, Christensen, Raynor
Time
Quality
Incumbent
Consumer needs
New entrant
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
narrative is good enough?
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
entertainment
!
information
!
participation
!
aspiration
– second problem –
the solution?
an approach
Time
Quality
Incumbent
Consumer needs
New entrant
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
entertainment
!
information
!
participation
!
aspiration
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
a cultural passport
entertainment
!
information
!
participation
!
aspiration
design
!
events
!
IP management
design
!
events
!
IP management
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
design
!
events
!
IP management
opportunities?
– not so fast! –
image permissions
authors’ calendars
serial rights
systems
contracts
events relationships
the hard problems are the ones
we’re supposed to solve
image permissions
authors’ calendars
serial rights
systems
contracts
events relationships
Artifacts
Espoused values
Underlying Assumptions
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
Artifacts
Espoused values
Underlying Assumptions
“Complaining is not a strategy”
Artifacts
Espoused values
Underlying Assumptions
some suggestions
1. find the breakpoints
ePub
ePub3
iBA
KF8
epub.js
HTML
CSS
javascript
jquery
Objective C
Java
ONIX
UX design
API design
CRM
SQL
data visualization
analytics
we have to let knowledge walk out the door
don’t let former employees
train new employees
2. examine unexamined workflows
send out Monday reports to key
stakeholders
4 hours
complain about that thing that happened
last week
12 minutes
pick up the phone and negotiate with
retailer contact
16 hours
respond passive-aggressively to retailer
because of tone in automated emails
3 minutes
complain about person who complained
about that thing that happened last week
14 minutes
aggregate multiple data sources in single
database
6 hours
send csv report to accounting (do they still
need this?)
45 minutes
3. tell stories about adapting
4. show the designers
how to use Tumblr
5. find allies by disagreement
context
narrative
background
comparison
interpretation
storytelling
discussion
transparency
context
narrative
background
comparison
interpretation
storytelling
discussion
transparency
Shaul Schwarz/Cinedigm
http://narcoculture.com/
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
publishing
a problem of change
(3 charts)
http://www.asymco.com/2014/02/10/fortune-130/
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton
http://www.asymco.com/2014/01/07/when-will-smartphones-saturate/
ePub
ePub3
iBA
KF8
epub.js
HTML
CSS
javascript
jquery
Objective C
Java
ONIX
UX design
API design
CRM
SQL
data visualization
analytics
context
narrative
background
comparison
interpretation
storytelling
discussion
transparency
process
mission
cultivating a public
change
thank you
everybody read this book
The New Publishing Skillset: Change Management in a Creative Industry - Tech Forum 2014 - Robert Wheaton

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