good afternoon because it is humans robots and business so in any order you
robots and business so in any order you
robots and business so in any order you particularly one first I’m going to talk
particularly one first I’m going to talk
particularly one first I’m going to talk about some signs of the times
about some signs of the times
about some signs of the times first productivity it’s an issue it’s a
first productivity it’s an issue it’s a
first productivity it’s an issue it’s a worry for government because it’s
worry for government because it’s
worry for government because it’s remained stuck at 2008 levels not
remained stuck at 2008 levels not
remained stuck at 2008 levels not showing any signs of moving that’s not
showing any signs of moving that’s not
showing any signs of moving that’s not true in other countries so we’re
true in other countries so we’re
true in other countries so we’re actually falling behind then link to
actually falling behind then link to
actually falling behind then link to that is possibly is employee engagement
that is possibly is employee engagement
that is possibly is employee engagement businesses naturally want their
businesses naturally want their
businesses naturally want their employees to feel committed to the
employees to feel committed to the
employees to feel committed to the things that they’re trying to do in the
things that they’re trying to do in the
things that they’re trying to do in the belief that they will work more
belief that they will work more
belief that they will work more effectively the trouble is the
effectively the trouble is the
effectively the trouble is the statistics there aren’t particularly
statistics there aren’t particularly
statistics there aren’t particularly encouraging either Gallup which reviews
encouraging either Gallup which reviews
encouraging either Gallup which reviews this globally in its most recent survey
this globally in its most recent survey
this globally in its most recent survey suggested that some 68 percent of US
suggested that some 68 percent of US
suggested that some 68 percent of US workers do not feel engaged in their
workers do not feel engaged in their
workers do not feel engaged in their work well the figure globally is even
work well the figure globally is even
work well the figure globally is even worse it’s 87 percent feel disengaged in
worse it’s 87 percent feel disengaged in
worse it’s 87 percent feel disengaged in their work and then linked all of this
their work and then linked all of this
their work and then linked all of this to is the notion of trust the bigger
to is the notion of trust the bigger
to is the notion of trust the bigger issue of trust in business now we used
issue of trust in business now we used
issue of trust in business now we used to trust business much more readily than
to trust business much more readily than
to trust business much more readily than we did government or media but again in
we did government or media but again in
we did government or media but again in recent years that figure has been
recent years that figure has been
recent years that figure has been plummeting so that if you look at the
plummeting so that if you look at the
plummeting so that if you look at the Adelman barometer which has been
Adelman barometer which has been
Adelman barometer which has been measuring this thing in recent years
measuring this thing in recent years
measuring this thing in recent years Trust has plummeted in business in this
Trust has plummeted in business in this
Trust has plummeted in business in this country and it’s now a negative
country and it’s now a negative
country and it’s now a negative territory that’s clearly a problem for
territory that’s clearly a problem for
territory that’s clearly a problem for business but I want to argue that it’s a
business but I want to argue that it’s a
business but I want to argue that it’s a problem for all of us too because it
problem for all of us too because it
problem for all of us too because it suggests the weakening of the
suggests the weakening of the
suggests the weakening of the relationship between business and the
relationship between business and the
relationship between business and the communities it needs to link to there
communities it needs to link to there
communities it needs to link to there are many reasons for this I’m sure you
are many reasons for this I’m sure you
are many reasons for this I’m sure you can think of reasons why you might no
can think of reasons why you might no
can think of reasons why you might no longer trust business I want to look at
longer trust business I want to look at
longer trust business I want to look at something which is perhaps less obvious
something which is perhaps less obvious
something which is perhaps less obvious but it’s a problem which is in the way
but it’s a problem which is in the way
but it’s a problem which is in the way that businesses think about identity
that businesses think about identity
that businesses think about identity about their identities and because
about their identities and because
about their identities and because there’s a muddle in their heads about
there’s a muddle in their heads about
there’s a muddle in their heads about identity that’s affecting the way that
identity that’s affecting the way that
identity that’s affecting the way that they can relate to other people and it’s
they can relate to other people and it’s
they can relate to other people and it’s being expressed
being expressed
being expressed test in the language that they use I’m
test in the language that they use I’m
test in the language that they use I’m not talking about jargon the kind of
not talking about jargon the kind of
not talking about jargon the kind of specialized or technical vocabulary that
specialized or technical vocabulary that
specialized or technical vocabulary that businesses sometimes use when they’re
businesses sometimes use when they’re
businesses sometimes use when they’re not thinking properly about who they’re
not thinking properly about who they’re
not thinking properly about who they’re talking or to about what they know I’m
talking or to about what they know I’m
talking or to about what they know I’m talking about something altogether
talking about something altogether
talking about something altogether stranger which once noticed you will see
stranger which once noticed you will see
stranger which once noticed you will see everywhere it might look like a detail
everywhere it might look like a detail
everywhere it might look like a detail but I think it’s the tip of a much
but I think it’s the tip of a much
but I think it’s the tip of a much bigger iceberg to illustrate what I’m
bigger iceberg to illustrate what I’m
bigger iceberg to illustrate what I’m talking about here’s a recent apology
talking about here’s a recent apology
talking about here’s a recent apology from Nivea after a gaffe we are deeply
from Nivea after a gaffe we are deeply
from Nivea after a gaffe we are deeply sorry to anyone who may take offense to
sorry to anyone who may take offense to
sorry to anyone who may take offense to this specific post diversity and equal
this specific post diversity and equal
this specific post diversity and equal opportunity are crucial values of Nivea
opportunity are crucial values of Nivea
opportunity are crucial values of Nivea now if you’re beginning to fill them
now if you’re beginning to fill them
now if you’re beginning to fill them maybe there’s something a little bit
maybe there’s something a little bit
maybe there’s something a little bit awkward about that I think you’re right
awkward about that I think you’re right
awkward about that I think you’re right and the awkwardness lies well it starts
and the awkwardness lies well it starts
and the awkwardness lies well it starts off promising ly enough we are deeply
off promising ly enough we are deeply
off promising ly enough we are deeply sorry that’s straightforward is what
sorry that’s straightforward is what
sorry that’s straightforward is what you’d expect but why does it then move
you’d expect but why does it then move
you’d expect but why does it then move on to talking about diversity and equal
on to talking about diversity and equal
on to talking about diversity and equal opportunity what’s this value stuff got
opportunity what’s this value stuff got
opportunity what’s this value stuff got to do with Nivea and what’s that got to
to do with Nivea and what’s that got to
to do with Nivea and what’s that got to do with my apology we’re losing a sense
do with my apology we’re losing a sense
do with my apology we’re losing a sense of what responsibility is being taken
of what responsibility is being taken
of what responsibility is being taken here in any case it’s a very strange way
here in any case it’s a very strange way
here in any case it’s a very strange way of talking about values it would have
of talking about values it would have
of talking about values it would have been much more natural to say diversity
been much more natural to say diversity
been much more natural to say diversity and equal opportunity are really
and equal opportunity are really
and equal opportunity are really important to us because then you’re in
important to us because then you’re in
important to us because then you’re in the same kind of space we and us
the same kind of space we and us
the same kind of space we and us responsibilities being taken but instead
responsibilities being taken but instead
responsibilities being taken but instead we have this depersonalization this
we have this depersonalization this
we have this depersonalization this shift to a kind of abstraction it’s
shift to a kind of abstraction it’s
shift to a kind of abstraction it’s worth saying that values are always
worth saying that values are always
worth saying that values are always difficult things to talk about
difficult things to talk about
difficult things to talk about because values stand in need of
because values stand in need of
because values stand in need of embodiment they are a behavioural
embodiment they are a behavioural
embodiment they are a behavioural feature so that if there’s something
feature so that if there’s something
feature so that if there’s something which you need to show rather than to
which you need to show rather than to
which you need to show rather than to tell so that is someone start speaking
tell so that is someone start speaking
tell so that is someone start speaking of values it leaves room for incredulity
of values it leaves room for incredulity
of values it leaves room for incredulity for doubt because you think well I’d
for doubt because you think well I’d
for doubt because you think well I’d rather see it than hear you talk about
rather see it than hear you talk about
rather see it than hear you talk about this to illustrate that a little bit
this to illustrate that a little bit
this to illustrate that a little bit further
further
further think about the difference between these
think about the difference between these
think about the difference between these three statements which on the face of it
three statements which on the face of it
three statements which on the face of it seem to be dealing with the same thing I
seem to be dealing with the same thing I
seem to be dealing with the same thing I try to be honest
try to be honest
try to be honest then I value honesty and an even worse
then I value honesty and an even worse
then I value honesty and an even worse honesty is one of my key values now I
honesty is one of my key values now I
honesty is one of my key values now I try to be honest this a reasonable
try to be honest this a reasonable
try to be honest this a reasonable statement to make by the time you’ve got
statement to make by the time you’ve got
statement to make by the time you’ve got to I value honesty you’re already
to I value honesty you’re already
to I value honesty you’re already leaving room for you to value that
leaving room for you to value that
leaving room for you to value that honesty in other people but not yourself
honesty in other people but not yourself
honesty in other people but not yourself there’s no commitment there
there’s no commitment there
there’s no commitment there and again I think you can see as it were
and again I think you can see as it were
and again I think you can see as it were an abstraction are pushing away which
an abstraction are pushing away which
an abstraction are pushing away which leaves room room for this thing to
leaves room room for this thing to
leaves room room for this thing to become less than real something more
become less than real something more
become less than real something more optional and if you put it in a kind of
optional and if you put it in a kind of
optional and if you put it in a kind of more obvious work context again the
more obvious work context again the
more obvious work context again the difference between someone who says I
difference between someone who says I
difference between someone who says I value team work and team work is one of
value team work and team work is one of
value team work and team work is one of our corporate values if a manager says
our corporate values if a manager says
our corporate values if a manager says to you I value team work you’ll
to you I value team work you’ll
to you I value team work you’ll understand pretty immediately that she
understand pretty immediately that she
understand pretty immediately that she means that she wants you to work in a
means that she wants you to work in a
means that she wants you to work in a cooperative way if she says team work is
cooperative way if she says team work is
cooperative way if she says team work is one of our corporate values I think
one of our corporate values I think
one of our corporate values I think you’d be forgiven for thinking well
you’d be forgiven for thinking well
you’d be forgiven for thinking well that’s very nice for you what am I
that’s very nice for you what am I
that’s very nice for you what am I supposed to do about it across all these
supposed to do about it across all these
supposed to do about it across all these examples as I say there’s a deep
examples as I say there’s a deep
examples as I say there’s a deep personalization going on a reliance upon
personalization going on a reliance upon
personalization going on a reliance upon the stated rather than the performed are
the stated rather than the performed are
the stated rather than the performed are speaking when you should be showing
speaking when you should be showing
speaking when you should be showing showing not telling why is it happening
showing not telling why is it happening
showing not telling why is it happening well it’s becoming pervasive in business
well it’s becoming pervasive in business
well it’s becoming pervasive in business it has become pervasive in business if
it has become pervasive in business if
it has become pervasive in business if any of you’ve got any anywhere ever near
any of you’ve got any anywhere ever near
any of you’ve got any anywhere ever near a corporate entity there’s a good chance
a corporate entity there’s a good chance
a corporate entity there’s a good chance you’ll have encountered the Holy Trinity
you’ll have encountered the Holy Trinity
you’ll have encountered the Holy Trinity of mission vision and values now this is
of mission vision and values now this is
of mission vision and values now this is a trilogy which has been constructed by
a trilogy which has been constructed by
a trilogy which has been constructed by brand consultants by brand thinkers to
brand consultants by brand thinkers to
brand consultants by brand thinkers to help businesses create a corporate
help businesses create a corporate
help businesses create a corporate personality and identity which is there
personality and identity which is there
personality and identity which is there to help define them now there’s a whole
to help define them now there’s a whole
to help define them now there’s a whole lot wrong with that but I’m not going to
lot wrong with that but I’m not going to
lot wrong with that but I’m not going to go into it now what I do want to talk
go into it now what I do want to talk
go into it now what I do want to talk about initially is a couple of reasons
about initially is a couple of reasons
about initially is a couple of reasons why it might seem like a good idea
why it might seem like a good idea
why it might seem like a good idea the first is that we actually relate
the first is that we actually relate
the first is that we actually relate better to people than we do to things
better to people than we do to things
better to people than we do to things that’s kind of understandable so there’s
that’s kind of understandable so there’s
that’s kind of understandable so there’s a logic in trying to create as it were a
a logic in trying to create as it were a
a logic in trying to create as it were a corporate personality which then in
corporate personality which then in
corporate personality which then in theory should strengthen the allegiance
theory should strengthen the allegiance
theory should strengthen the allegiance we might feel as customers or as
we might feel as customers or as
we might feel as customers or as employees to that corporate thing and it
employees to that corporate thing and it
employees to that corporate thing and it then follows from that
then follows from that
then follows from that that’s the having created this
that’s the having created this
that’s the having created this constructed identity this thing that
constructed identity this thing that
constructed identity this thing that you’d want to embed it in the other in
you’d want to embed it in the other in
you’d want to embed it in the other in the organization that you’d want it to
the organization that you’d want it to
the organization that you’d want it to become Express through the behaviors so
become Express through the behaviors so
become Express through the behaviors so you need to make that real that’s
you need to make that real that’s
you need to make that real that’s understandable so the mission and the
understandable so the mission and the
understandable so the mission and the vision are there to set the door
vision are there to set the door
vision are there to set the door action of the company what it’s all
action of the company what it’s all
action of the company what it’s all about the values are developed in order
about the values are developed in order
about the values are developed in order to characterize the kind of qualities
to characterize the kind of qualities
to characterize the kind of qualities that the business should have in pursuit
that the business should have in pursuit
that the business should have in pursuit of those goals the first thing that
of those goals the first thing that
of those goals the first thing that happens if you have actually if you’ve
happens if you have actually if you’ve
happens if you have actually if you’ve looked at any sets of corporate values
looked at any sets of corporate values
looked at any sets of corporate values is that they are relentlessly anodyne
is that they are relentlessly anodyne
is that they are relentlessly anodyne they are no more than hiding factors
they are no more than hiding factors
they are no more than hiding factors things like respect for others integrity
things like respect for others integrity
things like respect for others integrity diversity nothing wrong with any of
diversity nothing wrong with any of
diversity nothing wrong with any of those things in themselves but they are
those things in themselves but they are
those things in themselves but they are the kind of basic elements of human
the kind of basic elements of human
the kind of basic elements of human decency the kinds of things that anybody
decency the kinds of things that anybody
decency the kinds of things that anybody would want to achieve and they won’t get
would want to achieve and they won’t get
would want to achieve and they won’t get you very far if actually your ambition
you very far if actually your ambition
you very far if actually your ambition in this is to create a distinctive
in this is to create a distinctive
in this is to create a distinctive identity but I want to argue that it’s
identity but I want to argue that it’s
identity but I want to argue that it’s actually worse than this because in the
actually worse than this because in the
actually worse than this because in the ways that business is set about trying
ways that business is set about trying
ways that business is set about trying to make these things real to embed them
to make these things real to embed them
to make these things real to embed them in their organizations they actually do
in their organizations they actually do
in their organizations they actually do the opposite of what they’re trying to
the opposite of what they’re trying to
the opposite of what they’re trying to do which is to draw people closer to
do which is to draw people closer to
do which is to draw people closer to make firmer connections but they
make firmer connections but they
make firmer connections but they actually end up alienating now the
actually end up alienating now the
actually end up alienating now the reason for that is the way that business
reason for that is the way that business
reason for that is the way that business communication is handled there’s a kind
communication is handled there’s a kind
communication is handled there’s a kind of received opinion in business
of received opinion in business
of received opinion in business communication received wisdom that the
communication received wisdom that the
communication received wisdom that the way you take something like a value a
way you take something like a value a
way you take something like a value a concept and embed it in the organization
concept and embed it in the organization
concept and embed it in the organization is to repeat it ad nauseam wherever you
is to repeat it ad nauseam wherever you
is to repeat it ad nauseam wherever you possibly can then somehow by a
possibly can then somehow by a
possibly can then somehow by a mysterious process of osmosis as
mysterious process of osmosis as
mysterious process of osmosis as employees we’re going to take that thing
employees we’re going to take that thing
employees we’re going to take that thing into ourselves so will suddenly become
into ourselves so will suddenly become
into ourselves so will suddenly become more empathetic people because the
more empathetic people because the
more empathetic people because the company said it’s an empathetic
company said it’s an empathetic
company said it’s an empathetic organization or as customers because the
organization or as customers because the
organization or as customers because the company is always speaking about it so
company is always speaking about it so
company is always speaking about it so yeah that’s the business if she does but
yeah that’s the business if she does but
yeah that’s the business if she does but about that thing and again you’ll
about that thing and again you’ll
about that thing and again you’ll recognize it for being that doesn’t
recognize it for being that doesn’t
recognize it for being that doesn’t sound so unreasonable in theory but if
sound so unreasonable in theory but if
sound so unreasonable in theory but if you look at what actually happens in
you look at what actually happens in
you look at what actually happens in practice um a while ago I received an
practice um a while ago I received an
practice um a while ago I received an email from Kevin Turner who’s a chief
email from Kevin Turner who’s a chief
email from Kevin Turner who’s a chief operating officer it’s Microsoft me and
operating officer it’s Microsoft me and
operating officer it’s Microsoft me and a few million others no doubt and this
a few million others no doubt and this
a few million others no doubt and this is what Kevin had to say listening to
is what Kevin had to say listening to
is what Kevin had to say listening to customers and partners is a top priority
customers and partners is a top priority
customers and partners is a top priority in every activity we do by taking this
in every activity we do by taking this
in every activity we do by taking this 5-minute personalized survey you help us
5-minute personalized survey you help us
5-minute personalized survey you help us to better understand the needs of our
to better understand the needs of our
to better understand the needs of our customers
customers
customers and partners in our ongoing efforts to
and partners in our ongoing efforts to
and partners in our ongoing efforts to improve experiences across all products
improve experiences across all products
improve experiences across all products and services I think we can all agree
and services I think we can all agree
and services I think we can all agree this a pretty terrible piece of writing
this a pretty terrible piece of writing
this a pretty terrible piece of writing but we so used to this kind of core for
but we so used to this kind of core for
but we so used to this kind of core for a garbage that we actually just file it
a garbage that we actually just file it
a garbage that we actually just file it under corporate garbage and think no
under corporate garbage and think no
under corporate garbage and think no more I think you should if you step back
more I think you should if you step back
more I think you should if you step back though and ask why it feels like garbage
though and ask why it feels like garbage
though and ask why it feels like garbage it becomes a little bit more interesting
it becomes a little bit more interesting
it becomes a little bit more interesting remember this is a piece of Direct Mail
remember this is a piece of Direct Mail
remember this is a piece of Direct Mail what it’s asking me to do is complete a
what it’s asking me to do is complete a
what it’s asking me to do is complete a questionnaire so why does it start off
questionnaire so why does it start off
questionnaire so why does it start off talking about Microsoft’s management
talking about Microsoft’s management
talking about Microsoft’s management priorities wine earth do I want to know
priorities wine earth do I want to know
priorities wine earth do I want to know about that well the reason is because
about that well the reason is because
about that well the reason is because our Kevin is towing a corporate line and
our Kevin is towing a corporate line and
our Kevin is towing a corporate line and he’s been told that what Microsoft wants
he’s been told that what Microsoft wants
he’s been told that what Microsoft wants to do is be known for listening so he’s
to do is be known for listening so he’s
to do is be known for listening so he’s going to talk about listening and how
going to talk about listening and how
going to talk about listening and how good Microsoft is adhered and how
good Microsoft is adhered and how
good Microsoft is adhered and how concerned it is to do it regardless of
concerned it is to do it regardless of
concerned it is to do it regardless of the fact was of whether I actually want
the fact was of whether I actually want
the fact was of whether I actually want to be listening to that at all at the
to be listening to that at all at the
to be listening to that at all at the moment then if you look at the second
moment then if you look at the second
moment then if you look at the second sentence and particularly the second
sentence and particularly the second
sentence and particularly the second half of the second sentence
half of the second sentence
half of the second sentence I think it’s self-evident why a company
I think it’s self-evident why a company
I think it’s self-evident why a company would want to understand my needs as a
would want to understand my needs as a
would want to understand my needs as a customer better you don’t need to say
customer better you don’t need to say
customer better you don’t need to say much more but Kevin wants to say a bit
much more but Kevin wants to say a bit
much more but Kevin wants to say a bit more he wants to talk about improving
more he wants to talk about improving
more he wants to talk about improving experiences or where’s that come from
experiences or where’s that come from
experiences or where’s that come from it’s quite a strange phrase and it’s
it’s quite a strange phrase and it’s
it’s quite a strange phrase and it’s come from the fact that at the time
come from the fact that at the time
come from the fact that at the time Microsoft wanted to be known for
Microsoft wanted to be known for
Microsoft wanted to be known for improving experiences it thought that
improving experiences it thought that
improving experiences it thought that that was what it was all about so again
that was what it was all about so again
that was what it was all about so again it’s going to tell us about it at every
it’s going to tell us about it at every
it’s going to tell us about it at every possible opportunity whether or not this
possible opportunity whether or not this
possible opportunity whether or not this is an appropriate moment to be talking
is an appropriate moment to be talking
is an appropriate moment to be talking about that and the net effect I would
about that and the net effect I would
about that and the net effect I would argue is that although this is being
argue is that although this is being
argue is that although this is being done in the name of creating an identity
done in the name of creating an identity
done in the name of creating an identity a personality which we can identify with
a personality which we can identify with
a personality which we can identify with the net effect is actually to push this
the net effect is actually to push this
the net effect is actually to push this or pushes away to end up sounding so
or pushes away to end up sounding so
or pushes away to end up sounding so strange and so alien that we just think
strange and so alien that we just think
strange and so alien that we just think it’s part of corporate business as usual
it’s part of corporate business as usual
it’s part of corporate business as usual and not much to do with me it is quite
and not much to do with me it is quite
and not much to do with me it is quite possible that Kevin Turner goes home and
possible that Kevin Turner goes home and
possible that Kevin Turner goes home and talks to his family in this kind of a
talks to his family in this kind of a
talks to his family in this kind of a way
way
way but I somehow doubt it and the sad thing
but I somehow doubt it and the sad thing
but I somehow doubt it and the sad thing is that the alternative the way to
is that the alternative the way to
is that the alternative the way to create a engaging human conversation is
create a engaging human conversation is
create a engaging human conversation is actually just to sound human and not
actually just to sound human and not
actually just to sound human and not robotic and those human voices are
robotic and those human voices are
robotic and those human voices are readily available in the company every
readily available in the company every
readily available in the company every type of company is full of human voices
type of company is full of human voices
type of company is full of human voices but they are suppressed because of a
but they are suppressed because of a
but they are suppressed because of a different management imperative which
different management imperative which
different management imperative which has decided to take on this notion of
has decided to take on this notion of
has decided to take on this notion of identity and the reason they are
identity and the reason they are
identity and the reason they are oppressed is because there’s also a
oppressed is because there’s also a
oppressed is because there’s also a confusion between consistency and
confusion between consistency and
confusion between consistency and uniformity consistency is value it is
uniformity consistency is value it is
uniformity consistency is value it is some valuable it’s something you want
some valuable it’s something you want
some valuable it’s something you want over time because it will promote
over time because it will promote
over time because it will promote recognition over time and you know
recognition over time and you know
recognition over time and you know consistent good behavior is a good thing
consistent good behavior is a good thing
consistent good behavior is a good thing uniformity isn’t the same thing at all
uniformity isn’t the same thing at all
uniformity isn’t the same thing at all if you think about our human identity
if you think about our human identity
if you think about our human identity that’s because identity actually isn’t a
that’s because identity actually isn’t a
that’s because identity actually isn’t a monolithic quality we are complex
monolithic quality we are complex
monolithic quality we are complex creatures we’re multifaceted creatures
creatures we’re multifaceted creatures
creatures we’re multifaceted creatures and it is quite possible that we can
and it is quite possible that we can
and it is quite possible that we can sustain a whole load of different
sustain a whole load of different
sustain a whole load of different characteristics and still be
characteristics and still be
characteristics and still be recognizable likewise a business can be
recognizable likewise a business can be
recognizable likewise a business can be recognizable for whole load of
recognizable for whole load of
recognizable for whole load of characteristics without needing to
characteristics without needing to
characteristics without needing to channel them down into a kind of verbal
channel them down into a kind of verbal
channel them down into a kind of verbal battering ram or series of battering
battering ram or series of battering
battering ram or series of battering rams which is launched against us
rams which is launched against us
rams which is launched against us whenever we might not be thinking we
whenever we might not be thinking we
whenever we might not be thinking we wanted to listen and the trouble with
wanted to listen and the trouble with
wanted to listen and the trouble with being battered is where we don’t really
being battered is where we don’t really
being battered is where we don’t really like that very much and the consequence
like that very much and the consequence
like that very much and the consequence is that it does sound alien now I want
is that it does sound alien now I want
is that it does sound alien now I want to name this way of talking this tone of
to name this way of talking this tone of
to name this way of talking this tone of voice management robotic that is the
voice management robotic that is the
voice management robotic that is the insistence on repeating a concept or
insistence on repeating a concept or
insistence on repeating a concept or idea regardless of whether it’s relevant
idea regardless of whether it’s relevant
idea regardless of whether it’s relevant at every possible opportunity whether
at every possible opportunity whether
at every possible opportunity whether it’s in line with what that expected
it’s in line with what that expected
it’s in line with what that expected audience should be expecting and it’s
audience should be expecting and it’s
audience should be expecting and it’s worth snap to it’s actually the
worth snap to it’s actually the
worth snap to it’s actually the insistence I’m talking about the company
insistence I’m talking about the company
insistence I’m talking about the company about itself when you should be talking
about itself when you should be talking
about itself when you should be talking about something else just bad
about something else just bad
about something else just bad communication practice and the saddest
communication practice and the saddest
communication practice and the saddest thing of all is that having pushed
thing of all is that having pushed
thing of all is that having pushed itself to management robotic well we’ve
itself to management robotic well we’ve
itself to management robotic well we’ve reached the stage where artificial
reached the stage where artificial
reached the stage where artificial intelligence where real robots have got
intelligence where real robots have got
intelligence where real robots have got to the level where they’re quite close
to the level where they’re quite close
to the level where they’re quite close to being able to pass what’s called the
to being able to pass what’s called the
to being able to pass what’s called the Turing test which is the point where
Turing test which is the point where
Turing test which is the point where they will be so capable of understanding
they will be so capable of understanding
they will be so capable of understanding human speech so capable of responding
human speech so capable of responding
human speech so capable of responding flexibly and intelligently that we won’t
flexibly and intelligently that we won’t
flexibly and intelligently that we won’t be able to tell them apart from human
be able to tell them apart from human
be able to tell them apart from human intelligence
intelligence
intelligence the irony is a business has been moving
the irony is a business has been moving
the irony is a business has been moving in the opposite direction businesses
in the opposite direction businesses
in the opposite direction businesses would not pass the Turing test now it’s
would not pass the Turing test now it’s
would not pass the Turing test now it’s not just a problem for business
not just a problem for business
not just a problem for business communication it’s a problem I would
communication it’s a problem I would
communication it’s a problem I would suggest for business behavior too
suggest for business behavior too
suggest for business behavior too because although the intention is to
because although the intention is to
because although the intention is to turn these ideas into behavior – as it
turn these ideas into behavior – as it
turn these ideas into behavior – as it will make it real because of the way
will make it real because of the way
will make it real because of the way it’s being done it’s actually just
it’s being done it’s actually just
it’s being done it’s actually just emphasizing how artificial this identity
emphasizing how artificial this identity
emphasizing how artificial this identity is how alien it is and if it is pushed
is how alien it is and if it is pushed
is how alien it is and if it is pushed into an artificial theoretical space
into an artificial theoretical space
into an artificial theoretical space that creates space for the business to
that creates space for the business to
that creates space for the business to say well that’s where the ethical stuff
say well that’s where the ethical stuff
say well that’s where the ethical stuff happens but we’ve got real stuff to be
happens but we’ve got real stuff to be
happens but we’ve got real stuff to be getting on with
getting on with
getting on with in a way it’s exempting business from
in a way it’s exempting business from
in a way it’s exempting business from the ordinary ethical concerns which
the ordinary ethical concerns which
the ordinary ethical concerns which drive our behavior outside business the
drive our behavior outside business the
drive our behavior outside business the unintended consequence of mission vision
unintended consequence of mission vision
unintended consequence of mission vision and values is to perpetuate the license
and values is to perpetuate the license
and values is to perpetuate the license business gives itself to be different it
business gives itself to be different it
business gives itself to be different it helps the people in the organization to
helps the people in the organization to
helps the people in the organization to say well I live by these things out here
say well I live by these things out here
say well I live by these things out here but here in work I’ve got different
but here in work I’ve got different
but here in work I’ve got different priorities I need to respect it allows
priorities I need to respect it allows
priorities I need to respect it allows the possibility of just saying well it’s
the possibility of just saying well it’s
the possibility of just saying well it’s just business as if that’s something
just business as if that’s something
just business as if that’s something different from responsibilities you have
different from responsibilities you have
different from responsibilities you have in the real world and if you think that
in the real world and if you think that
in the real world and if you think that and good luck with the hope that you’re
and good luck with the hope that you’re
and good luck with the hope that you’re going to become more engaging that
going to become more engaging that
going to become more engaging that you’re going to start building trust
you’re going to start building trust
you’re going to start building trust because people will see through it there
because people will see through it there
because people will see through it there is a pretty devastating consequence for
is a pretty devastating consequence for
is a pretty devastating consequence for business communicators people like me
business communicators people like me
business communicators people like me because it means that everything that
because it means that everything that
because it means that everything that we’ve been told and worked on for
we’ve been told and worked on for
we’ve been told and worked on for decades now about
decades now about
decades now about corporate identity and how it works is
corporate identity and how it works is
corporate identity and how it works is wrong it’s a waste of time a waste of
wrong it’s a waste of time a waste of
wrong it’s a waste of time a waste of effort and energy effort and energy and
effort and energy effort and energy and
effort and energy effort and energy and money which could be much better applied
money which could be much better applied
money which could be much better applied to changing the things which need to be
to changing the things which need to be
to changing the things which need to be changed in an organization and that’s
changed in an organization and that’s
changed in an organization and that’s much harder work but it’s not just a
much harder work but it’s not just a
much harder work but it’s not just a waste it’s actually as I say undermining
waste it’s actually as I say undermining
waste it’s actually as I say undermining the reasons the things why you actually
the reasons the things why you actually
the reasons the things why you actually took on identity in the first place it
took on identity in the first place it
took on identity in the first place it is stopping you forged the connections
is stopping you forged the connections
is stopping you forged the connections the closer links that made you want to
the closer links that made you want to
the closer links that made you want to construct this identity I’m not
construct this identity I’m not
construct this identity I’m not suggesting that there is no point in
suggesting that there is no point in
suggesting that there is no point in thinking about mission vision and values
thinking about mission vision and values
thinking about mission vision and values there’s a lot of point about it
there’s a lot of point about it
there’s a lot of point about it especially at senior levels of the
especially at senior levels of the
especially at senior levels of the organization it’s a very good idea I
organization it’s a very good idea I
organization it’s a very good idea I think to set out a series of clear
think to set out a series of clear
think to set out a series of clear values which you use as the yardstick to
values which you use as the yardstick to
values which you use as the yardstick to charge management decisions by
charge management decisions by
charge management decisions by especially if you actually stick to that
especially if you actually stick to that
especially if you actually stick to that but if you want to be engaging then you
but if you want to be engaging then you
but if you want to be engaging then you need to get away from management robotic
need to get away from management robotic
need to get away from management robotic you need to find a way a space for human
you need to find a way a space for human
you need to find a way a space for human voices to make themselves heard for
voices to make themselves heard for
voices to make themselves heard for people to be able to speak for
people to be able to speak for
people to be able to speak for themselves in the organization again
themselves in the organization again
themselves in the organization again that’s especially critical if you want
that’s especially critical if you want
that’s especially critical if you want to start working in social media or
to start working in social media or
to start working in social media or trying to do so already because social
trying to do so already because social
trying to do so already because social media is essentially a human
media is essentially a human
media is essentially a human conversation which is happening out
conversation which is happening out
conversation which is happening out there in the cloud but I want to say
there in the cloud but I want to say
there in the cloud but I want to say it’s true for every context broader
it’s true for every context broader
it’s true for every context broader business space because if you adopt
business space because if you adopt
business space because if you adopt management robotic you’re going to end
management robotic you’re going to end
management robotic you’re going to end up sounding weird and when did you last
up sounding weird and when did you last
up sounding weird and when did you last want to sound weird thank you very much
want to sound weird thank you very much
want to sound weird thank you very much [Applause]
”
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