Will newspapers all die? Maybe not. I am sure that, in some form, some Newspapers will live on. But for most of us – the Newspaper as a “Paper” for the masses is already dead. Will Paper Books die? Maybe not – I treasure my new Picture Book of my son’s wedding. There are few text filled books I will always treasure. But as a mass market object, books are already dead for many people as the sales of eBooks and Readers show.

The mass market distribution systems that supported newspapers and books will die soon as a result. For traditional papers and books only have to shrink by 15 – 25% to make the economic burden of running the presses and the system too much. Once these systems have gone they will be gone for ever. New systems are emerging.

I can already design and set my new book and have it printed and sent back to me – a market of one!

This is a new system quite separate from the old book distribution and publishing system. New “newspapers” such as Politico and Huffington are here. Some old ones such as the Guardian are moving to the new space. Twitter and Facebook fill in more news for me. My new “news paper” will be edited largely by me for me!

The same process is now going to affect TV. Most of the old infrastructure will die. New structure will emerge quickly. Some old structure will hybridize. The power will shift from them to me!

I have just enjoyed an Apple TV for a week with Netflix.  Now watching content via the web is easy. But the big attraction is not just that getting content online is easy. What I had not known about was how powerful the impact would be of how my habits of watching affects how Netflix adjusts its offering to me. In only a week, it has used its algorithm to begin to offer me content that I might never have noticed that I will almost certainly enjoy. What it is doing is “meaning making” of the almost infinite pool of content that is out there. This has put me in charge – I am now my own programmer. I am my own network CEO. I choose the time and I choose the content knowing that I will enjoy it. I also lose all the rubbish and all the ads.

I am constructing my own TV Network! This is the revolution that extends way beyond the web access issues. The web enables this personal customization for TV as wit will for books and news.

I am happy to pay a subscription for this. I don’t demand that this be free because it is great value for me. I will never go back to appointment TV – no matter who puts it on – a network, a cable company or public TV.

My bet is that within a year, the death of Appointment TV will be sure and a new system will be visible. Look at how TechCrunch see this right now!

• Google unveiled its Google TV platform less than 3 weeks ago. You can’t ignore Google. Hey, they just built a car that drives itself. But Thursday, in a battle that will likely become more frequent between old media and new, ABC, CBS and NBC blocked their programs fromGoogle TV. MTV, Fox and HBO are still available, but that could change. Still, one TechCrunch post declared “I’ve seen the future and it begins on my sofa with Google TV.”
• Steve Jobs bragged this week that Apple has already sold 250,000 new Apple TVs. The first Apple TV shipped in 2007. It had its fans but didn’t take off like the iPod or iPhone. The second generation of Apple TV’s launched just last month. MG Siegler really likes the device, but admitted it’s not yet the killer device in the living room. To get there, he said, would require tv network subscription packages.
• “Watch Instantly” is booming at Netflix. A shocking statistic came out this week. 20% of Internet traffic during peak times in the U.S. is coming from Netflix.
  For more on Netflix’s plans, see Sarah Lacy’s interview with CEO Reed Hastings.
• Hulu Plus will be coming to the Roku box in the fall.
  For some, the Roku box may be the first step towards eliminating cable.
• Boxee announced the new Boxee Box will ship next month, both if you pre-ordered fromAmazon or want to buy one in stores.
• Flurry reported Apple’s iOS Apps are responsible for the recent downward trend in TV ratings. The actual cause may be a bit broader.
• A TechCrunch post Friday suggested the future of TV is HTML5.

At the moment much power remains with the old powers. Netflix and Google are enduring tough negotiations with the producers of content. But why wouldn’t they take up this mantle of being the producer? Why can’t they do an HBO? Certainly today if I was a maker of documentary who cannot get space on conventional TV, I would approach Netflix and Google. Just as cable supplanted the networks, so those who provide access via the web will supplant cable and networks.

So what then for Public TV and the local Public TV stations?

If you are a producer it seems straightforward to me – you too have to approach those who shape access to the web – or add a service to the web yourself!

But that leaves the local TV stations on the beach! It does but like a local book shop, the audience is going somewhere else for the mass content.

So what to do?

Here is Doc Searls’ advice in a recent interview with me at KETC:

I think that an answer is to build the “Local Cloud” – Host the new Forum or Agora or Market. Be the host of the new/old marketplace for sharing through video.

There is not yet a really well functioning local cloud yet for video. This is a huge hole, waiting to be filled. Look at all those who are learning to use video. They are driving to HQ video. Look at the new screens that offer up a much better experience.

Take a look at your new 1080p HD TV screen. You know what the best-looking source is for that? Your new 1080p camcorder. That’s because all the TV stations, and all the cable and satellite services, compress their video, often to the point where grass fields look plaid and detail is just wiggly lines. Camcorders compress video too, but not as much.

My point here is that more and more individuals and small groups are going to be in better and better positions to produce their own video, and won’t be satisfied seeing it compressed to ugliness on YouTube. They’ll want to produce their own movies, their own documentaries, their own creative work, outside the  industrial system that YouTube comprises.

If they want to mash this video up, edit it, do CGI, do the kind of rendering that serious video requires, they won’t have the means at home. And it’s often too hard to do it out in some remote cloud provided by the likes of Amazon (which doesn’t even provide that yet — at least not exactly). They’ll need low-latency fat connections to back-end servers and rendering farms.

Thus we have a big opportunity for KETC and other public TV institutions, to ally with local telco and cable companies, which in most cases have the space, the conditioned power, and the direct connections to the Net’s backbone.

How much time before the Tipping Point? My feeling is 2-3 years tops. In 2-3 years time all your best audience will have made the shift to the web. This may be 30- 40% of the total. There will still be a conventional audience but it cannot pay the bills. Just as when a newspaper or a book publisher loses its best readers, it cannot pay its bills either.

The pace is change is accelerating as each new phase builds on the previous one and adds new platform power to the web. Coming right on the heels of all of this – a new web based system of education and then right after that a new web based health system. All based on the same idea – of putting you in the driver’s seat!

After many years of thinking and talking, here Sir Ken I think nails the problem and gets the direction for the right new path correct. Helped a lot by the guys at RSA.

So what can we do with this insight?

My experience in public radio and TV – which also is at a crossroads from one culture to another – is that we must not underestimate the power of the entrenched culture. Most people inside pub radio/TV and in education are so invested in the old that they can only fight an alternative.  This is not because they are bad or stupid – it is because they are human and their identity is the system as it is. So to change it means that they have no place. So they cannot go to the new.

If you long for a better education system – you are also worried about how to breakthrough all these barriers. You don’t know how to change the system. I think that we can look at what is happening in media and find a way.

So where is the change happening in media that we might use to help us in education. As I write them I can see how these factors apply to education - can’t you?

• The long term effects of the poor economy is pressing the system
  • The school system is under huge funding pressure too
  • In higher ed – the degree also costs too much now and drives loans that canot be repaid
  • Kids will seek out new ways – they have to
  • In the next 10 years the pressure to find a new way for the money will become unbearable – thus creating the same kind of context for change that we see in media

• There are organizations like Craigslist that are killing the economics of the old and forcing economic pressure – the old way leads to economic starvation and sets a context for change
  • There are new online schools such as the Khan Academy that offer kids a wonderful alternative to school
  • Great Schools like MIT have put a lot of superlative content online
  • Kids are voting with their feet - better content will be available online for next to free as with Craigslist and personals that will ad to the economic pressure

• The web has a bunch of new tools such as Twitter, YouTube, Netflix, iTunes, Apple TV etc that are empowering new sources and new ways of finding, producing and using content
  • Same for Ed - iTunes, YouTube are already there
  • Why take Math with Miss Jones when you can get the world’s best math teachers on your time at your pace?
  • Parents will buy into this too

• There are entirely new organizations – Huffington Post, Daily Beast, Politico – Greenfield that go through no transition but start with the new model – they are forcing competitive pressure
• There are a few old leaders who get it and have enough critical mass inside to go for it now – The Guardian in the UK and NPR – they are forcing change on their system
  • Athabaska and Phoenix come to mind in higher ed – they are moving to the mainstream
  • Soon there will be Grade Schools that have the same features

• There are  few local small organizations that have the leadership to go for it too and are making enough progress to show the rest - KETC is the one I know the best.

So what to do?

Don’t think about changing the whole system!!!!! It’s too big and powerful.

Instead take advantage of these powerful forces.

If you are a learner – Explore the new world of resources – do not feel trapped in school as it is or feel that you have to wait – enough change is here for you to take full advantage now

If you are a parent – see the whole picture for you child – help line them up into that is now available that is more fitted to them and at a cost you can all afford. Vote with your feet.

If you are a school board - Learn how to make the shift from the old to the new – Do a KETC – pick a school with the right leadership and try the new in ONE place – learn from this – use this test bed to expose others to the new from their peers.

If you are a teacher – Learn how to be the new – participate in the new world – be a citizen teacher – offer content or coaching – learn how to be an entrepreneurial teacher who can hang up their shingle on the web or locally. Be the math coach or the history coach in your place or globally!

If you are a social entrepreneur - Build the new a place together so that you are the convener of the a place where kids can be together and yet be part of the a larger universe of resources that fits them!

It’s coming folks – the forces in play are too great to stop it. BUT you have to be a player now if you want to benefit.

One of the Holy Grails of the Public Radio system when I worked there back in 2005/6 was to attract a younger audience. At the time – even though the context of my involvement was the web – the CW on the solution was to add more younger programming – Hence Bryant Park. Of course this failed as what station manager was going to give up the BlockBuster Morning Edition to have an alternative that the mainstream would not like. The CBC has gone full on to find a younger audience by changing the POV of its programs. I wonder how they are doing? They have largely driven me away.

But the guys at NPR are smart and they learn. They went full on into the use of Social Media. New data out shows that their drive into social media – Twitter in particular – has given them what they wanted a new and younger and larger “audience” that have been attracted to NPR’s programming – not because of a content shift but because they made it easier for a younger audience to connect to content on their terms! The secret was in the flexibility of the new connection NOT the content.

In a survey of more than 10,000 respondents, NPR found that its Twitter followers are younger, more connected to the social web, and more likely to access content through digital platforms such as NPR’s website, podcasts, mobile apps and more.

NPR has more than one Twitter account; its survey found that most respondents followed between two and five NPR accounts, including topical account, show-specific accounts and on-air staff accounts.

The data on age is hardly surprising. The median age of an NPR Twitter follower is 35 — around 15 years younger than the average NPR radio listener. This lines up with data we recently found about other traditional news media; the average Facebook user reading and “liking” content on a news website is two decades younger than the average print newspaper subscriber.

Not to put too fine a point on it, the future of news media lies in successful integration of social media to get the attention (and click-throughs) of a younger generation — a generation whose news needs are vastly different than those of the generations that preceded it. (My emphasis)

Of NPR’s Twitter followers, the majority (67%) still do listen to NPR on the radio. But the other ways they access NPR’s content are indicative of a growing trend:

Of survey respondents, 59% said they use NPR.org, 39% listen to NPR’s podcasts, around half use an NPR mobile app and 28% say they access NPR via Facebook. All told, 77% of NPR’s Twitter followers said they get all or most of their news online.

And Twitter followers are more likely to expect breaking news, too, likely because of the real-time nature of the medium.

At KETC we found the same thing when we ran out project to help people find a safer more trustworthy route to help in the Mortgage Crisis. KETC helped many people who never watch our programming and who never will. They got connected to KETC because they found what they needed on the web. It was how we connected that was the key.

When NPR hosted the New Realities Project back in 2006/6 – the intent was to imagine our value in 2009 and beyond. We did this. Most saw that one of the things we had to do was to do a Burger King and offer our content up “Your Way”

The guys even wrote a song – but while some – mainly at NPR really got this – of course as we know today about adoption – most did not and have not and still hope that all of this will go away.

Want a larger and more committed “audience” – let them find you “Their Way” – Integrate the web into what you do fully.

Few people are as passionate about Education than BG. Here he is talking about what he has learned by a lot of experiments.

• That K-12 is best as an immersive system with long days – best 6 days a week and in the summer as well. The best charter schools know this and practice it.  Having had all my school like this myself – my sample of 1 agrees with this.
• This means that for K-12 Place is key – like going to Boot Camp. But there is a real role here for online in that it expands the scope of the place
• BG feels (2.50) however that shifting the formal system to either of these ideas – more immersive and more online – can never happen – the cultural barriers are too high
• On the College and university front, he points out that here the issue is access. The main barrier to access is “Place” that drives direct cost and prohibits the student from having any flexibility.
• Here he anticipates big movement driven by the economics. Place drives costs of up to $250,000 for a BA. He thinks that the target is to reduce this not to $20,000 but to $2,000

I think this is entirely possible. But what established university will have the guts to do this? Will they all end up like the newspapers? Hanging on for dear life?

I think that most will rather die than change. As many of us are finding in the front lines of change – it is impossible to underestimate the power of the establishment.

But I think that maybe a few established universities might go the whole way. I think that those who do will win the most. There is something very important about having an establishment organization or person as part of a revolution. Martin Luther had his Prince who defended him from both the Pope and the Emperor. In newspapers it may be the Guardian. In public TV it may be KETC. (Here is KETC Immigration page where they are putting the Public Into Public TV).

I think of my university here on PEI – What if UPEI had another 25,000 online students? here is a snip of a larger idea like this that I wrote 5 years ago:

Come to PEI for the summer and meet the other students and then go onto take an online Master’s degree in the Natural Economy. The Master in the Natural Economy (MINE) is a master’s degree course that engages the learner as many of the ideas and practices of the new ways of organizing and acting as possible. It embodies the ideas of our new time. It draws on hundreds of “Gurus” that live all over the world that bring their own story and experience to bear. Students, who nearly all are employed, develop their own path of study within the context of the course intention.

The school initially emerged out of one course, Marketing as a Conversation inspired by Cluetrain and by the ongoing thinking and blogging of by people like Seth Godin, Hugh McLeod, Johnnie Moore and Jennifer Rice. Their marketing revolution was the first breach of the old system that took hold.

There are a number of paths that students can take but all the work is founded in the ideas of how real relationships and real networks work. Paul Hawken is Dean Emeritus and the current Dean of the School in Natural Economy is George Dafermos who’s early writing on the use of Open Source, as an organizational model, has been so influential. Robert Scoble is the Visiting Guru this year and will be on PEI this summer offering workshops in Voice and Culture. He replaces Dave Pollard who will be sorely missed.

Students spend a month in the summer here on PEI where their task is to get to know each other and to decide on their focus for study. They then return home and form groups that are facilitated by the gurus. The full Masters degree costs only $7,000 and has of course no other costs. There are now 17,000 students in the system that is 4 times the size of UPEI, conventional undergraduate school.

MINE Graduates are in extreme demand as organizations struggle to understand the shift that they have to undergo. The traditional business schools have had great difficulty in moving this fast because they have such an investment in the old. Similarly, the major consulting firms have all but collapsed, as they too could not reframe their costs and their competence.

In their place have emerged networks of “Gurus” like the Hughtrain Alliance that are recognized as the key talent that shook the marketing world. These networks have a very different model and become partners of the host organization. They are not report writing organizations with expensive offices and extreme hierarchies but are much more like coaches of a team. Most of the students of the Natural Economy work and most of their study is in the context of solving their real challenges.

In effect, consulting has become an extension of the education process.

As with Luther – the big change will happen on the edge where the “field” is weakest. A small undergraduate university, like UPEI or back in the day Wittenberg, is less gripped by the power of the prevailing culture and can see the gains that might accrue to them.

We all know that we should cooperate and collaborate more. We all know that the world is moving to a more open and 2.0 culture.

But if you work of the Department of Defense – you not only know this but you have Directive 501 in front of you that demands this.

B. PURPOSE:
1.    This Intelligence Community Directive (ICD) establishes in part the Director of National Intelligence (DNI) guidelines called for in Section 1.3(b)(9)(B) of EO 12333, as amended, addresses mandates in the Intelligence Reform and Terrorism Prevention Act of 2004 to strengthen the sharing, integration, and management of information within the Intelligence Community (IC), and establishes policies for: (1) discovery; and (2) dissemination or retrieval of intelligence and intelligence-related information collected or analysis produced by the IC.
2.    The overall objectives of this policy are to:
a.    Foster an enduring culture of responsible sharing and collaboration within an integrated IC;
b.    Provide an improved capacity to warn of and disrupt threats to the United States (U.S.) homeland, and U.S. persons and interests; and
c.    Provide more accurate, timely, and insightful analysis to inform decision making by the President, senior military commanders, national security advisers, and other executive branch officials.

But it’s one thing to know that you have to change the habits of a life time. It’s one thing to be told that you have to do this or else. It is another to make the change.

So how do you do this? For it is not as if the people involved don’t want to do this. We all know that we should not smoke and that smoking is bad for us. Or to lose weight etc. But we also all know that changing the habits of a lifetime is the hardest work of all.

The Research and Development Branch of DOD hired Level 5, a consultant to help them start. (I have no involvement other than interest in this assignment or Level 5). Kurt Lane from Level 5 and I have been chatting about the work.

Here are the results of their work – in essence that that system is now talking to itself and there is agreement to move ahead. No small thing really

That’s not much you might think. But there are over 200,000 people in the branch. Without a broad conversation, nothing will have a chance.

How would I know? Ask yourself, what media organization is making the most progress in moving to a 2.0 world? Few indeed but one stands out, NPR. NPR spent nearly 9 months in a massive system wide conversation with itself back in 2005/6. More than 200 of the 800 NPR staff were involved and nearly 1,000 people in the system. The “New Realities” project was all about having a family conversation. A new terminology was developed and whether acted upon or not – some people really got it. After a 2 year germination, NPR has burst out.

So in the world of media, only one organization took the trouble to set up the cultural ground work. Only one has moved so far. Not really science but still worth thinking about.

For in the DOD as in all organizations, the issues that really confront us are cultural. Many start out by thinking that this is all about technology. But it is culture that drives the technology.

Now DOD do have a unique IT environment. You have a firewall right but not like the top level DOD Firewall. Nothing gets through that!!!!

But even to think about how to cross that road, the culture has to be moved. For even top down directives like 501 don’t work against a fully embodied culture. I am not being critical – it’s just how it is.

My advice to Kurt and the gang at Level 5 is to look at what has happened in Public radio and now TV.

The Conversation – opens up the possibility of a shift. But then it is all about leadership in the old fashioned way.

The most progress that we made in New Realities was with the NPR Board. Many of them played an active and a major role in the assignment – leading meetings and groups. They were part of the process not just the readers of the report. This was their work.

They chose a new President who had all the attributes of a change agent and she has driven change with their support. They are so close now.

In TV, the process has been a bit different but stemmed from the same process. One of the leaders of the system who had also played a big role, was appointed the CEO of one of the largest public TV stations, KETC.

In 4 years, Jack Galmiche has taken KETC to the brink of proving out a sustainable 2.0 culture and operational model.

If this is a model – then it is to start broad as broad as you can with the conversation – then find the champion/leaders and help them take a more narrow and harder driving approach.

NPR and KETC show us that it is easier to prove it and to show it than to persuade all to move broadly. Once the new is embodied, than the debate goes away. The rest are left with a clear choice. Adopt what works or die.

Then you can do what the new BBC Director of Global News told his staff:

Peter Horrocks assumed the position of director of BBC Global News last week, and he’s not wasting time with niceties. The self-proclaimed technology enthusiast is telling journalists to get with the social media program or get out.

The new director told the Guardian, “This isn’t just a kind of fad… I’m afraid you’re not doing your job if you can’t do those things. It’s not discretionary.”

But the ground work has to be done first.

I think that when we look back, we will see that this kind of intervention is the hardest work of all. For change will not come from making the rational case – the typical consulting approach. It will not come from supporting the Big Guy – the other approach. Change will come from “infecting” the organization with the ideas and in getting behind the new virus. All very subtle and not how things are done in consulting 1.0.

I look forward to hearing what Level 5 and DOD do. After all, how do they do affects us all.

What do I mean by the “Dreadnought Moment”?

In the 19th century, navies all over the world experimented to find the new model for the capital ship.

Like most organizations today who are trying to find the new model for the enterprise in the pub media context, so steel, steam and big guns meant that the wooden capital ship had to go.

So over the century, designers added these new features in a piecemeal fashion – wooden hulls were replaced by iron and then steel. Sails were reduced and then fully replaced by steam – reciprocating engines by turbines. Gun size increased. Turrets were introduced.

The ship on the left in the image above was the great capital ship of its time – about 1876 – it was called the Inflexible – no pun intended. It’s captain was Jackie Fisher who went on the be the First Sea Lord who commission Dreadnought – the ship on the right in about 1906.

Inflexible looked modern. It had all the new bits in some form – like many Pub Media stations or organizations. It had a Facebook account, Twitter, a blog etc.

But in reality Inflexible was not modern at all.

Here is HMS Victory in 1805 at the Battles of Trafalgar. Why Inflexible was not modern was that while she had all the new stuff – she was a prisoner of the culture of the Nelsonic tradition.

The core of her mindset set was that war was an heroic activity where the main point was to get as close as possible - many times touching the enemy and to use training and discipline to pour it on. Part of this culture demanded that the officer corps were men of character – read class was the key.

What Fisher saw that made Dreadnought so much a disrupter is that it had at the core of its design an entirely new mindset.

Battle was to be done at a distance – miles apart. All the smaller guns of Inflexible meant for close engagement could be disposed of. The key relationship was different. Dreadnought could sink the entire German fleet at the time on its own!

Secondly, engineering and technical ability was more important than class. Fisher set in motion events in officer recruitment and training that would open up the service to people who could offer this.

I fear that most organizations are doing an Inflexible. They pride themselves that they have all the bells and whistles but they have not put it all together AND they have not made the organizational changes to make the new WHOLE work as en entity.

But KETC in St Louis is building its Dreadnought now – building a new organization based on the values and the technology that changes the core relationship with the people outside and the people inside.

The Nine Network is the Dreadnought – a physical realization of all the new relationships and tools of the new.

More than a plan – the Nine Network will be ready in March 2010.

So what is in this room and why?

• Community News Pro - KETC is one of a handful of any Pub TV stations with a “News” function. The Beacon is a group of professional journalists – many from the Post Dispatch – who have come together into a network and who share premises with KETC. The Beacon have been recognized by the Knight Foundation as a key pioneer. They are also the only Pub TV partner who are using Public Insight Journalism. The Beacon represent the future of post newspaper local news.
• The Community itself – You see here the Community Room – KETC has pioneered convening the community to come together and to thus get stronger in dealing with pressing issues. The Facing the Mortgage Crisis Project not only helped bring together a wide range of St Louis Community organizations such as the United way and Beyond Housing but also helped nearly 70 other stations in 30 plus of the worst hit cities do the same in their cities. Meeting face to face with community organizations has become commonplace. Our Community Room is more than just a meeting room – it is a fully equipped media room. KETC has given the communities of St Louis a voice and a place to come together. Intractable issues such as diabetes, education, jobs etc can all be worked at here at the ground level.
• The Nine Network – A working “school” that helps the community get the skills to broaden their voice and power. The space just up from the Beacon is the Nine Network space. Here KETC will train interns and young St Louisans how use the new media to tell stories – for it is not just knowing how to use the tools but how to use them to effect that is the key. The focus of the Nine Network is not to teach the skills on their own but to use projects such as stories on St Louis, News items for the Beacon. The “students” will be like Midshipmen of the RN back in the time of Trafalgar – treated like grow ups with real jobs to do that help the whole “ship”. All the online world of KETC and the sweet spot where the online world AND TV come together will come from this full integration of the On Air and the On Line world.
• New Values of Community First - The Nine has TV, Web Video, Community and Journalism all in one space all feeding off and supporting each other. Most importantly the POV is to listen first to the community and to bring the community into everything that we do. This more than any other part of the Nine is the most important. Just as for Dreadnought – distance and technical skill were the values shift. The Nine, like the Dreadnought, brings it all together in one human space.

Classes will begin in January.

With the launch of the Nine Network’s physical space – KETC – will have a de facto new organization that does the Dreadnought – that embodies the new culture and that brings all the new and the old TOGETHER!

Watch this space as more is on its way.

At KETC, the public TV station in St Louis, we like all other media outlets have been struggling to find out how to bring the voice of the “citizen” into what we do. We need to find out how to use the huge potential of our citizens to deepen and make more meaningful our attempts to help St Louisans help each other cope with the financial crisis.

Our starting point is with the young. They are the digital natives and it is their future that is most at risk and they are the people least likely to watch Public TV. We lose them at 8 and they tend not to return until they are 50 plus!

The young are our great under-served group and so make our best target for trying to make a positive change.

Of course most young people are very experienced users of social media. Much more experienced that most of the folks at KETC. BUT what we know how to do very well is to

• Tell a story
• Edit video and sound
• Have a big megaphone – we have the official “air”

So we have been trying a few experiments with the Flip Camera – we have lent some Flips to groups of younger folks and given them an assignment – We asked them to comment on what was The American Dream today for them. You will see that this has become a very difficult question to answer now. What dream? Seems to be a common point of view.

We then worked with them to turn their material into the best 3 minute epics that is possible and then put them onto our “Air” – we have put the rest onto our YouTube Channel.

It’s early days. But our hope is that this might be the beginning of a “social media school” where we build a cadre of young people who can take their existing skills in social media and become better story tellers, expert editors and have a growing reputation in our community. Equipping them to make a difference.

Here is the launch program that will show you how we are going about this.

Here is the YouTube STL American Dream Channel

Watch this space as we expand our project to help people find help in the Mortgage and the Financial Crisis.

Back in May, we started to think about how a TV Station could help its city cope with the then emerging mortgage crisis. Thanks to CPB, we at KETC got our chance to test our ideas that we could.

The test is over and the results are in. A major part of the project was measurement. We knew that emotion and anecdote – powerful as it is – would not be enough.

How do we measure media? In most cases on air we can get a sense of who is watching. On the web we know exactly who is watching. As we started the experiment to see if a Public TV station could help a community help itself we had to know more – we had to know if what we did – on air, on the web, in person and by measuring itself (Remember in Quantum the act of measurement affects the measured) had an impact.

Would what we did activate action?

Would what we did change perceptions?

Would what we did have a result in improving the health of our community?

Might acting as a social catalyst be the higher goal and role for public media?

Well dear readers, the research is in – yes to all of the above.

A huge thank you to Professor Dhavan Shah and his wonderful team at the University of Wisconsin

One of the points that we measured was the number of calls that the United Way got from people seeking help timed against our on air pieces. Here you can see a massive bump directly related to what we did.

There is more – we found that the act of measuring/surveying had also a huge impact

What do these numbers mean? Are they good, OK or mediocre?

I have shared with you just the highlights – we have a lot more information that tells us that not only were we able to shift beliefs, motivate reaching out and action but also increase support for the station.

It is going to be fascinating to see what happens as this work spreads more broadly in the public TV and Radio world.

It’s one thing to bring good content and information to the public. It is another to be able to help activate the public to take back power and control into their lives.

I feel that we are on the edge of a breakthrough – the networked world is finding its place and its organization

What is the secret of a 2.0 organization? Is it merely the mastery of the tools?

If your organization is all about control and top down – it is unlikely that having a Wordpress site will take you to the new world of networks. To make a 2.0 world work for those you serve means that you have to have such a world working inside your organization.

So what do you do to get this? It is clear to me that we have made this shift at KETC in St Louis.

The context of this story is a project that KETC is working on to find ways of activating the community in St Louis to help reduce the pain of the mortgage crisis.

In so doing we are testing the big idea that Public Media can do more than bring Jane Austen to your TV screen. The CPB is testing this idea in St Louis and if we have enough progress – will expand the test to many other cities and stations.

So an important task that we have to fulfill will be to help the system replicate what we have done.

The easy part of this task will be the “Whats”. The Content we created, what we did on air, on the web, in meetings with the community etc. But I don’t think that only talking of the “what” will be very helpful. I think that it will be the “how” that is the real secret. The “how” will be about the new culture – the new set of work and social norms that are behind becoming a convener.

We surely have to become a Convener inside the station before we can have much a of a chance of being the Trusted Convener outside. That is the really hard work. I know that KETC has pulled this off. But how can I tell you about the how. How do you tell another about a new way of being?

This weekend while watching the Olympics I had an aha about the “How” that I would like to try here with you.

Here is a picture of the Canadian men’s 8 at the Olympics yesterday.

When all the 8 in the boat and the cox are aligned – something magic happens. All the effort is applied to the work. When this happens, you feel it. It is almost a spiritual feeling. It’s a form of magic. The boat just flies. You dissolve into a field that is the boat, the 8 and the cox. You are ONE. All friction and resistance is gone.

With a big race and your reputation on the line – the pressure to get aligned is huge – you can feel if one person is not there with you.

This is what it feels like in our KETC project meetings now. It feels like the boat is flying – it feels so good to be with the other members of the boat.

The pressure is there. As the guinea pig for Public Media we feel the eyes of thousands upon us. Upping the pressure to perform seems to help with transformation. Like heat applied to water creates steam or heat applied to iron with other things creates steel.

So creating pressure about results, time and scale is a first step. You don’t go gradually into this – you have to go full tilt.

We had no time. the project is only 3 months long. So there was no time to be incompetent. In the early days we had to re-arrange the boat a bit to get the team that could do the work and do it with the others. We could not tolerate anyone in the boat who could not pull their weight. We acted immediately when it was clear that the mission was being threatened. This is not the pub media way but it is the real community way. Real communities see everything and expect a lot. Real communities are not soft.

But after this initial shift – we know we have the right team. With the right team we build energy and confidence over time. There is a trust and a confidence in each other that has been developed by publicly and transparently experiencing the abilities of the others.

To get this transparency – we have a process that is built around all involved making public commitments.

It has developed by a simple part of the Project Management process – the day starts with asking each other for help. Every day we meet for 30 minutes to talk about what is going on and all the cards are face up on the table. We have learned to be explicit. Not rude but very clear. A very different norm from the past or most organizations. Accountability is fully visible.

This does not seem like the typical meeting that many of us have. It is very operational – what has to get done today and this week. But it is also very social. As trust has built there is also a lot of laughter and banter. The walls of the silos are coming down. We are finding that people who we did not know or trust much can be very helpful and that they can work miracles. Especially when the chips are down.

We have set major milestones and we have surpassed them all. Everyone has been tested in public. By being open – by being demanding in public – we are closer. Nothing is not unsaid anymore. You don’t have to whinge in the washroom. This is more than transparency – this is “clarity”.

So how does this happen? Well we are set up as I now see like an 8. The engine room is of course the department heads – they do the rowing. But it is the project management structure and discipline that makes the 8 go so well. So let’s look at this because all can replicate this.

First of all we have “Cox”. Not the project sponsor, not the President but the Cox (The Project Manager). In an 8, it is the cox – usually a very small person (Our PM is new and is very young but is an old soul) – who not only steers but who encourages and who works with the crew to respond to threats and opportunities as they happen on the water in the race. He is always pulling us back to the task. He is always asking the awkward question – he is always asking for more clarity. He uses humor and self-deprecation to get his way. But behind him is the power of the coach and the President. He can always use disappointment as power – “Do we really have to go to Jack about this?” usually settles most issues without escalation.

So the PM/Cox not only sets the process tone but also shows us how to use power as a convener. He uses personal power and almost never has to escalate because all the conversations are in the open – bad behavior – is obvious to all – social pressure ensures good behavior.

There is no doubt in my mind that Project Management is a key skill in the operation of a high performing organization. What it does is it keeps focus – it forces accountability – it manages the white space between the silos – for this is where the cooperation is demanded. For a while it all feels forced for this is new. But after 9 weeks it is our new normal.

Of course what is really happening is that the PM is “Convening”. He is holding the kind of open and trusted space that enables groups to work well with each other. The central process at KETC has become Convening.

We are also seeing that the project never ends. There is always complex work that is measured by outcomes to do. That raises another issue. Outcomes and measurement: in the old norm, we were soft on both. Now everything that we do has to have an objective and hence has to have a measure. This again was awkward at first but now is a new normal.

Which brings us to the “Coach”. The Coach in an 8 is not the cox. The coach’s work is all about ensuring that the goals are set and the capability is ready. We have such a role being played at KETC – the project Sponsor.

There is a lot of discipline in the role. The coach is not one of the guys. The coach pushes all the time. the coach has expectations.The coach sees the needs of the whole race/project. She sees how this race/project connects to others. She sees the development needs and she has an eagle eye on personnel. If someone is not working out, she has to deal with this.

Part of her power comes from her appointment. She has been selected by the “Club President”. She can escalate and does over personnel and budget issues. But she settles organizational issues from her position. But not all her power is delegated from the President. She has her own power based on her own achievements. For the coach is also rooted in their own talent. She has deep skills in a key area – Community Engagement. She has a track record of her own in getting tough jobs done well.

Finally we have the club president. He is responsible for the financial envelope – which provides the boat etc. This is a separate role to that of the Coach or the Cox. But in most organizations this person does all of this.

This is what I mean by Top Down organizations being political. They tend to be like medieval courts, where factions compete for influence and power. All the work happens in the corridors or in secret. Little is really visible. All in the end is decided by the King.

What is happening at KETC is that all the key work is now taking place in a process that is fully transparent. The President can look at the boat in the water and see all the workings. Accountability is clear.

• Each rower has his or her part and they have to be visibly working with the rest of the 8.
• The cox’s ability to get the boat running optimally in each race is clear to all – especially in the boat itself.
• The results of the boat belong to the coach – her role is clear.
• The resources for the club are the President’s role – and he is delivering and he also sets the tone.

The President in our case, asked the team for it all. He wants Gold in an Olympic setting and he asks for nothing less. In asking for all, he is getting it.

So that’s my metaphor. If you run your organization like a rowing team, if you set up the key roles as you find in a rowing team, you can make the shift inside from 1.0 to 2.0.

The irony is that the 2.0 world is more disciplined than the 1.0 world. But as you can see much of the discipline happens because of visibility and clarity. It’s like being in a small town. What you say and what you do can never be a secret. So your word and your actions define you. In a small town you also have to help each other.

In the 1.0 world of the huge city – there is little social pressure. All is anonimity. So there have to be rules and policemen and gaming the system.

Installing the kind of Project Management Process that we are using at KETC gives you a good shot at making this shift.

Social Media for what? As the shadows lengthen, I am seeing that the new role for public media is not simply to bring you Jane Austen on Sundays – though that is worthy – but to use the trust evoked in a generation public TV and radio to help us as citizens help each other face terrible times.

The mortgage crisis is now clearly not just about a few people who should have known better, as many like to see it, but is a crisis so deep and wide that it has the power to doom not only individuals but cities. As houses fall, so do streets, the blocks then neighborhoods and then entire cities. Loss of taxes will shutter schools, loss of taxes will neuter governments, loss of mobility and loss of value will shut down people. So the financial cancer spreads until maybe America comes to a halt.

So what to do? This is where social media will I think play it’s most important role – that of empowering people to come together and to help each other. This is I think where the history books will tell the story – not that Facebook or My Space were cool, not that business finally got it. No I think the story will be that Social Media enabled the rise of Community Power and that it was Community Power that helped America through these times. That it was Community Power that replaced machine Democracy and restored the Republic.

Big claim! So here are some early signs – you can see this great power stir before your eyes

KETC, a client of mine, the Public TV Channel in St Louis, has been chosen by CPB to test how well a public TV station can be in Convening the wider community of its city to come together and help each other cope with a giant crisis. Here is a link to the background.

I am writing today to offer up an early report. This week we held the first on air/web town hall meeting.

For the first time St Louisans could see that they were not alone. The room was full of all sorts of people. St Louisans could see the enormous amount of help that was there for them. They could hear stories of all the things that could happen for bad or good. They could feel hope.

The show (links part 1 - part 2 - part 3 – part 4) was masterful. First of all it set the context – it gave the whole story. Then the full range of risks and remedies were explored.

As I watched this show, I felt as I had after Robin’s cancer diagnosis when we met the wonderful team of people who saved her life. I felt that while the situation was dire, that I might lose not my home but my wife, that we had the benefit of a great team and of the best that medicine could offer – we knew what we were up against. We knew that we had a chance. We had hope whereas before we had only fear.

I thought that I knew it all before the show. But I didn’t. In an hour, Ruth had covered the full story. No sound bites here. The full story!

The last segment was for me the most gripping. Here the show is opened up to the audience, to callers and those on the web. Here the voice of the community spoke. The dignity of the people and the panel was something to behold. The barriers between the helpers and the helped were eliminated. Something important happened.

The full impact was also revealed.

This is much more than a person losing their home. This is about the ripple effect that kills blocks, kills communities and in the end can doom the city. The ripple effect affects us all.

Next week we have a second show. This time we will focus on the the ripple effect – how can St Louisans work together to protect their communities? How can the people save their city?

Of course what you see on TV is merely the surface. If you look at the video, you will see The Swan – You will see the show but behind the scenes the feet are paddling hard under the surface.

The guys at KETC are paddling like fury all over the city and the state connecting people to help and more important connecting the help to the help. Have a look at the credits at the end of part 4.

This is the hard graft – many organizations, I call them Nodes of Trust, are meeting each other for the first time and seeing how much they can do to help each other do a better job.

Many are also seeing that the mortgage crisis itself is only part of a much more dangerous threat, the Ripple, that has the power to take the entire city down.

This is why I make the claim I do. I can think of only one way to dig our way out of this mess – to connect the people so that they can take charge themselves. Social Media and stations like KETC are the way to make these connections.

Many are starting to see that many who got caught were not foolish but unfortunate or worse exploited.

St Louisan are starting to feel that they might have a chance of beating this – a chance not because of false hope or exhortation but hope drawn from meeting other good men and women and seeing that together they can make an impact. Seeing that they are not helpless.

I think that KETC is on its way to prove out the hopes of CPB – that Public Media can be seen as a powerful force for good in their community. For who else can do this work? Who else can act as the convenor in these tough times?