Strategic Change through Creativity and Innovation

7051CRB Leading Strategic Change through Creativity and Innovation
Task 2
In this podcast, we are going to consider Task 2, and how you as a student
can best develop materials to support your change programme.
Task 2 states: Promotional Launch Materials: comprising 30% of the
marks available.
Task 2 is defined as:
Having proposed a strategic change management plan in Task 1, complete
ONE task from the three options listed below based on your findings from
Task 1 to communicate the change.
The key here is that you have a plan in Task 1, that your plan in Task 1
involves changes. The changes that you will have brought forward to this
task relate to Drivers of Change, a change in Strategy, and a Change in
Leadership perhaps. These changes are crystallised in your Change
Management plan.
Clearly this is a lot of change and a lot of information , but it informs your
thought-process and outcomes in Task 2.
Clearly also, we have moved away from the written report, the application
of evidence to academic models, and are now considering your creative
ability – the ability to design, to create, to produce, and to implement.
The focus of the Task is to demonstrate how well you have taken forward
the learning from Short Course 1 and 2 and are able to embed that learning
into whatever option you choose. Task 2 is where you use Creativity and
Innovation to Lead Strategic Change.
You also need to consider the 500 word Supporting Notes that are an
essential aspect of Task 2.
Each of the three options available to you has a requirement for
“supporting notes.” The Supporting notes (approx. 500 words, no more) are
your opportunity to reflect on the process through which you arrived at the
finished items which made up your Task 2 submission. The process should
be based on your use of the materials available to you in Short Course 2
and is both academic and reflective in nature.

Reflective, because you are looking back on the process by which you
came up with the ideas for the promotional materials you have presented.
Academic, because you are considering this process from a model-based
approach to the topics of Creativity and Innovation. The assumption is that
you developed that logo design, that leaflet, that tag line, that podcast etc.
based upon your understanding of the needs of your case study company,
the changes required, and the impact of those changes coupled with an
understanding of your own abilities within this context.
It is in these supporting notes that you can write about what creativity
techniques you used from Short Course 2, how you came up with the name
of the project, the logo design, the style of writing, the tag line and
so forth. Think of the Supporting Notes as a 500 word academic essay,
with definitions and models related to Creativity and Innovation. It is
expected that where appropriate, relevant CMI and module-related
materials, academic sources and good practice theory will be applied and
be academically rigorous to support your work. The use of such materials
must be reflected in these ‘supporting notes’.
The Supporting Notes should also include a short consideration as to how
the work could be improved. This work will then lead into your Task
3 Reflection.
It is important that you recognise that Task 2 is not related to how well you
can draw or speak or produce a high quality webinar, although some
degree of quality is important. It is also important to note that there is a
wealth of materials available to you online to help you understand what
could be possible in the context of the task.
You could for instance search YouTube, and use the following search
terms – or use your own:
“How to design a logo”
There are plenty of sites where you can follow a free process to design
your logo, and then have the logo implanted into a web site, digital cards,
business cards, merchandise and so on.
Don’t worry about using such external resources. Remember, most
students on this module are not only NOT business students but they are
also NOT design students.

The important aspect here is the process through which you created or
selected the name, the design option, the wording for the tag line, the
design style, the font, the colours.
You could do the same on YouTube for:
“How to design a leaflet”;
“How to launch a product”;
“How to create a webinar”;
“How to make a lesson plan”;
Or whatever you need.
If you are going to design a leaflet, you could also use WORD and use one
of the standard templates or search online for standard
templates. Similarly, POWERPOINT has a number of standard templates for
Flyers or posters or leaflets.
Let us now think about the three options available to you in Task 2 – of
course, you will choose only one option.
First however, and this applies to each of the three options, it is important
to note that we are not being as prescriptive as we were in Task 1 about the
contents of the task. This is more up to you, and your decision making
process could form part of the Supporting Notes. It is for this reason that
we note “Promotional Launch Materials – or similar intervention” or
“including, for instance”, because we don’t want to completely tie you down
to one form of output. The length of the webinar is however set.
Let’s look at Option A: Create Promotional Launch Materials – or similar
intervention – to brief your “colleagues” about the Change Programme –
including, for instance, as a minimum, a) the project name, b) the project
logo, c) the tag line, d) an information leaflet and e) a Powerpoint template
and your Supporting Notes.
The production of the Launch Materials has to be informed by the Change
Programme you developed in Task 1 and the academic thought process
that underpinned this. Don’t lose sight of the fact that Kubler-Ross, Kotter,
Ansoff or other models that you have applied previously still apply here.

Why the positive tone of the project name, the logo design, the
tagline? Because the first reaction to the change will be shock – that’s
Kubler-Ross, and Kotter step 1, so you will want to present a very positive
and forward-looking set of materials, and justify these in your Supporting
Notes.
Why some photos of what could look like new products or new
markets? That’s looking ahead to Step 6 of Kotter – “short term wins.”
Why the headline “Get Involved!” That’s Kotter Step 2, the “Guiding
Coalition” as well as “Blockers and Champions”.
Obviously, there is an upper limit to the detail which you can provide about
what happens in this project, but we will expect you to present a multi-page
leaflet including headlines, standout- phrases, stock photos and detailed
text.
Remember, this option is likely to take almost as much effort to research
and create as your Task 1 and as much effort to research and create as
your Task 2 – after all, they are both the same amount of marks, and are
the same in scale.
The same thoughts apply to
Option B: Imagine you are announcing the launch programme for this new
strategy or change to your colleagues. Your task is to submit a recorded 5
minute Launch Webinar – or similar intervention – for the Change
Programme. You will also include relevant materials, such as but not
limited to, the project name, the project logo, the project tag line, related
PPT slides if applicable, and your audio narration, as well as your
Supporting Notes
And to Option C: Imagine the new strategy or change has been in progress
for a number of months. What are the outcomes of the change? Based
upon your analysis in Task 1, design and present one new innovative
product, service and/or process for your case study company. You will
include promotional visual materials related to the product / service /
process including as a minimum a) the product name, b) the product logo,
c) the product tag line, d) an product information leaflet and your
Supporting Notes.
Obviously in Option C, as with Option A) there is an upper limit to the detail
which you can provide about what happens in this project, but we will

expect you to present a multi-page leaflet including headlines, standoutphrases, stock photos and detailed text.
Task 2 is a new direction for us to be taking in this module and those like
it. We hope that it will be very liberating, and we look forward to seeing your
thoughts.
This brings me to the end of this Podcast. Thank you for listening.