Recent advances in Web 2.0 technology enable new leadership processes and guidelines that can create great value for organizations. In this important new book—the first title in the new Brookings series on Innovations in Leadership—management expert Jackson Nickerson proposes a combination of processes and guidelines 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 this set of processes and guidelines ChangeCasting, and it should be an important part of any organization s leadership toolkit.
Leading Change in a Web 2.1 World provides fresh 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 principles, can be a keyway to building trust and creating understanding in an organization, thereby unlocking and accelerating organizational change.
Nickerson introduces us to two Fortune 1000 firms facing dire economic and competitive circumstances. Both CEOs attempted extensive organizational change using web-based video communications, but one used ChangeCasting while the other did not—Nickerson details how ChangeCasting produced positive financial results for the former. He also discusses how ChangeCasting principles were used so successfully by the Barack Obama presidential campaign in 2008.
The insights presented here will be invaluable to business executives, public officials, students of management and organizations, and anyone who needs to take organizational change from the drawing board to successful implementation and replication.
Review
"Video communications will be at the center of tomorrow s collaboration technologies. In Leading Change in a Web 2.1 World, Jackson Nickerson describes a set of conventions that will enable people to use video more effectively. Democratizing video communication in the enterprise creates a new leadership opportunity for CEOs. This book is a handbook for managers who want to know how to use that tool." --Josh Silverman, CEO, Skype
"A brilliant, original and timely book that stunningly reframes leadership for our Internet Age." --Warren Bennis, Distinguished Professor Business, University of Southern California, and author of Still Surprised: A Memoir of a Life in Leadership
"Driving organizational change is the mantra of businesses and government leaders alike as many of them struggle to reinvent their organizations. Leading Change in a Web 2.1 World provides an innovative way to think about this important topic. The ChangeCasting process can help elevate a leader's ability to change almost any organization. It is both accessible and profound in the message it communicates: a must-read for 21st-century leaders." --Ranjay Gulati, Jaime and Josefina Chua Tiampo Professor of Business Administration, Harvard Business School.
