Code: 04727250

Leading Change in a Web 2.1 World

by Jackson Nickerson

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Language: English
Binding: Hardback
Number of pages: 160
Publisher: Brookings Institution, 2010
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Book synopsis

Recent advances in Web 2.0 technology enable new leadership processes and techniques to create great value for organizations. In this important new book, management expert Jackson Nickerson proposes a combination of processes and techniques utilizing Web 2.0 technology, which he refers to as Web 2.1, that will not only lead and direct change in an organization but actually accelerate it. He calls these processes and techniques ChangeCasting.A" Leading Change in a Web 2.1 World provides new insights into why people and organizations are so difficult to engage in change. It explains how web-based video communications, when used in accordance with ChangeCasting's specific process and techniques, is a keyway to building trust and creating understanding in an organization, thereby unlocking and accelerating organizational change. Nickerson tells the stories of two Fortune 1000 firms facing dire economic and competitive circumstances. The CEOs of these two firms attempted extensive organizational change using web-based video communications. One CEO used ChangeCasting while the other CEO disregarded it. Nickerson traces the economic consequences of their two approaches to leading change. He also discusses how ChangeCasting was used so successfully in 2008 by President Obama's campaign. His insights will be invaluable to business executives, public officials, students of management and organizations, and anyone who needs to take organizational change in the 21st century from the drawing board to successful implementation and replication.