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Leading digital from where you are

Leading digital from where you are

Talk for #HEWEBIMA15 in Milwaukee

Ron Bronson

October 04, 2015
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  1. DIGITAL LEADERSHIP
    DIGITAL LEADERSHIP
    WHERE YOU ARE
    WHERE YOU ARE
    #HEWEB15
    #HEWEB15
    INTEGRATED MARKETING
    INTEGRATED MARKETING
    ACADEMY
    ACADEMY
    (@RONBRONSON)
    (@RONBRONSON)

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  2. WHO AM I?
    WHO AM I?
    10+ YEARS OF HIGHER ED
    10+ YEARS OF HIGHER ED
    EXPERIENCE AS DIGITAL
    EXPERIENCE AS DIGITAL
    STRATEGIST, WEB DEVELOPER,
    STRATEGIST, WEB DEVELOPER,
    CONSULTANT & DIRECTOR
    CONSULTANT & DIRECTOR
    LAUNCHED AGGREGATE
    LAUNCHED AGGREGATE
    CONFERENCE
    CONFERENCE

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  3. WHO ARE YOU?
    WHO ARE YOU?

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  4. TODAY'S BOOKLIST
    TODAY'S BOOKLIST
    How to make sense of any mess (Abby Covert)
    Managing Chaos (Lisa Welchman)
    Good Strategy/Bad Strategy (Richard Rumelt)
    Website Product Management (David Hobbs)
    Act Like A Leader, Think Like A Leader (Herminia Ibarra)

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  5. TODAY'S AGENDA
    TODAY'S AGENDA
    THE WEBSITE AS A PRODUCT
    THE WEBSITE AS A PRODUCT
    (DIGITAL) LEADERSHIP IN PRACTICE
    (DIGITAL) LEADERSHIP IN PRACTICE
    GOOD STRATEGY V. BAD STRATEGY
    GOOD STRATEGY V. BAD STRATEGY
    CONTENT ARCHITECTURE (OR WHAT
    CONTENT ARCHITECTURE (OR WHAT
    HAPPENS WHEN GOVERNANCE GOES TO
    HAPPENS WHEN GOVERNANCE GOES TO
    WORK)
    WORK)

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  6. GOOD STRATEGY IS
    GOOD STRATEGY IS
    UNEXPECTED
    UNEXPECTED
    Many organizations...have multiple goals and initiatives that
    symbolize progress, but no coherent approach to accomplishing that
    progress other than "spend more and try harder."
    -Richard Rumelt, "Good Strategy/Bad Strategy"

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  7. THE WEBSITE IS A PRODUCT
    THE WEBSITE IS A PRODUCT

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  8. CONTENT ARCHITECTURE
    CONTENT ARCHITECTURE
    WHERE STRATEGY & PRACTICE INTERSECT
    WHERE STRATEGY & PRACTICE INTERSECT

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  9. BAD STRATEGY
    BAD STRATEGY
    1. Fluff (Gibberish masquerading as strategic concepts.)
    2. Failure to face the challenge (If you can't define the challenge,
    you can't evaluate a strategy or improve it.)
    3. Mistaking goals for strategy (Statements of desires rather than
    plans for overcoming obstacles.)
    4. Bad strategic objectives (Fail to address critical issues or are
    impracticable.)

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  10. STAKEHOLDER HIERARCHY
    STAKEHOLDER HIERARCHY

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  14. "FALL IN LOVE WITH THE PROBLEM, NOT A SPECIFIC
    "FALL IN LOVE WITH THE PROBLEM, NOT A SPECIFIC
    SOLUTION."
    SOLUTION." - LAURA JAVIER (PRODUCT DESIGNER AT
    - LAURA JAVIER (PRODUCT DESIGNER AT
    FACEBOOK)
    FACEBOOK)

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