Content Analysis: Where is the
Story? © 2011 Valeria Maltoni, Conversation Agent www.conversationagent.com @ConversationAge

ON AL P ERS IT’S
WHY

“ Large companies are somewhat
like me — once they get used to a certain behavior, they develop a certain culture and a set of procedures, processes and a work environment “ that defines them and their future.

Similarity
DNA

“ These instructions are often
so ingrained in a corporate psyche, that they start to impede progress — mostly because they encourage a type of repeated behavior, “ which becomes a pattern that is hard to break. http://www.flickr.com/photos/mrdubyah/5311898687/

example* Core DNA = organizing
information + helping people find it

“ To be a product
manger at Google “ they love you to have a CS degree, but people who start social products are not necessarily engineers. http://www.sapergalleries.com/Gonsalves.html

Lesson: Social needs sociability by
Effinity Photography • Surrey, BC, Canada

story transition “ And the
truly perplexing aspect is that we’re not even fighting with the right weapons. We are still too often trying to approach each price range on a device-to-device basis. The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and many other things. Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem.This “ means we’re going to have to decide how we either build, catalyse or join an ecosystem. This is one of the decisions we need to make. In the meantime, we’ve lost market share, we’ve lost mind share and we’ve lost time. (Elop’s Memo to Nokia Team)

can’t comprehend software-driven
changes

Change & Culture
http://www.flickr.com/photos/brizzlebornandbred/5130733677/

“ Almost dying doesn’t change
anything. “ Dying changes everything.

Lesson: Successful change = getting
rid of bad behaviors

how we make decisions

reasoning habits rationalizations fight memories
flight emotions freeze imagined vs. reality known-how + experience know why can’t tell + can do can know 95% 5%

makes decisions
http://www.flickr.com/photos/mischiru/348551209/

rationalizes
http://www.flickr.com/photos/instantvantage/5082024009/

Lesson: Companies that fail are
not self aware

http://www.flickr.com/photos/lauren-dautel/5394439420/

Joy

corporate DNA takes time to
form

early on
http://www.flickr.com/photos/johnath/4179884405/

how internal systems are built

almost never works

example*

a company must accept its
true nature http://www.flickr.com/photos/polvero/3405752889/

adapt to new combined reality
http://www.flickr.com/photos/lorenzocuppini/2265235956/

what it can change behavior
logic emotions, memories, habits what it cannot change DNA

39th DAY
behavior
change
http://www.flickr.com/photos/thomashawk/219950975/

© 2011 Valeria Maltoni, Conversation
Agent www.conversationagent.com @ConversationAge What content behaviors are you going to change? http://www.flickr.com/photos/brandoncwarren/4172990687/