knowledge mobilization lecture

Knowledge MobilizationThom Kearney

@thomkearney www.strategyguy.com

Agenda:Introductions

KnowledgeCommunication

ChallengesWrap up

Introductions @thomkearney

OtisSaul

My Journey

1980’s Advertising, Teaching & Learning1990’s Clue train manifesto, Web 1.02000’s Change consulting, PS EX22010’s Gov 2.0, Everything is miscellaneous

Professional Network

March 2014

Interactive Moment

What do you hope to do with this degree?

What Shape are You?

KMb - What is it?

?

Informed Choices

Why is it so hard?

Health Jurisdictions in Canada

NWTYukonNunavut PEILess than 1% pop

Quebec

Ontario23-40% popSaskatchewan Newfoundland

and Labrador

ManitobaNova Scotia

New Brunswick

1-5 % pop

British Columbia Alberta

10-15 % pop

Federal Healthcare Partnership

Less than 1% pop

Health Canada

PHAC

CanadianForces CIC

RCMP

Corrections

VAC

Federal Influence

Infoway

CIHI

CIHR

HC

PHAC

The System is Complex

It is about people

Communication 101

Communication Model

feedback

receiversender

encodeDecide what to say and how to say it.

transmitSelect and use a particular vehicle or vehicles for the message.

Perceptual barrier

Model - Sending

The effectiveness of the message (encode), depends on how well it relates to receiver's interests.

Some people say that communication is 10% words, 30%

sound and 60% body

Some people say that communication is 10% words, 30%

sound and 60% body

sender

encode

transmit

The effectiveness of the vehicle used, (transmit) depends upon its ability to reach the receiver.

Model - Receiving

• We must first be physically exposed to the message

• If it relates to what we care about, we may perceive it

• If its important to us we may remember it and act on it

Ethos - Credibility

Pathos - Emotion

Logos - Logic

Hear

Interpret

Evaluate

Perceptual barrier

receiverMessage

What do you see? 19

Communication Summary

• Think about the message from the receiver's point of view.

• Deliver it in a way that will get through the barriers.

• Listen to feedback and respond.

21Creating Change

Change within individuals

Unaware

Awareness

Interest

Desire

ActionAdoption

There’s nothing wrong with the way I do it now.

Others say this is a good thing.

I’m interested in learning more about it.

Something is going on.

Should I bother?

I should probably do this thing.

Ok let’s try it out.

How do I do this?

This is a good thing, the benefits are real and I am rewarded for my new behaviour.

Communication Goal: To help your audience move along the adoption process

Most individuals will go through these steps on the way to adopting a change.

Strategic Implications

Different approaches for different steps

Unaware

Awareness

Interest

Desire

ActionAdoption

Actual instructions or

guidelines on how to make the

change.Access to detailed information and

policies. Feedback.

More detailed information

and examples.Personal contact may be required.

Broad based, lots of benefits

and directional pointers for

more information.

Change within a group

Diffusion of Innovation Model:The reference pattern of how a group adopts change. Innovation includes any thought, behaviour, or thing that is new because it is qualitatively different from existing forms.

0

5

10

15

20

25

30

35

40

Innovators 3%

Early Adopters14%

Early Majority34%

Late Majority34%

Laggards15%

Time

Most people will resist change

Communication

A Model of Behaviour

ThinkFeelDo

04/18/2023 Collaboration Clinic

You talk now

Tell us about your project to develop a KMb Strategy

272023-04-18Last Words

Things to know

Your audience

Their context

The change goal

Put the user at the centre

Stay curious

04/18/2023 Collaboration Clinic

Thank youThom Kearney, thomk@rogers.com

31

References

• https://nusum.wordpress.com/about/articles-and-stuff/

• http://www.slideshare.net/thomkearney/knowledge-translation-and-social-technologies

Golden Circle of Why

“People buy the why, not the how.”

Simon Sinek

5 min cliphttp://www.youtube.com/watch?v=l5Tw0PGcyN0

18 min cliphttps://www.youtube.com/watch?v=mqZyg2XAmDk

Motivation

“Autonomy, Mastery & Purpose” Daniel Pink

5 min RSA Animate: http://www.youtube.com/watch?v=wdzHgN7_Hs8

11 min RSA Animate: http://www.youtube.com/watch?v=u6XAPnuFjJc

Improving knowledge translation by embracing complexity

Design for the six components of a complex adaptive system: Self organization Emergence Relationships

Feedback Adaptability Non-Linearity

http://nusum.wordpress.com/about/articles-and-stuff/

Optional Story