Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
Assumption Hunters

Assumption Hunters

Ratings: (0)|Views: 6|Likes:
Published by Bryan Castañeda

More info:

Published by: Bryan Castañeda on Mar 17, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

03/17/2012

pdf

text

original

 
ASSUMPTION
CONVERGENCECULTURECONSORTIUM
COMPARATIVE MEDIA STUDIES AT MIT
;’
Grant McCrackenAuthor, Chief Culture Ocer:How to Create a Living,Breathing CorporationC3 Consulting PractitionerMarch 8, 2011A New Professionfor the Corporation in the Throes of Structural Change
   C   M   S
 
AssumptionHuntersConvergenceCultureConsortium
G.McCrackenPage
2
TABLEOFCONTENTS
AboutC3ResearchMemos.........................................................................................................................3TheFormatofthisMemo............................................................................................................................4Introduction.................................................................................................................................................5Implications.................................................................................................................................................71.Scanthehorizon.................................................................................................................................72.Excavatetheassumptionsofthecorporation....................................................................................72.1ExcavateManagementmodels.....................................................................................................72.2Excavatethelocalcultureofthecorporation...............................................................................72.3Excavatethecultureofthecomponentprofessions....................................................................82.4Excavatethecultureoftheindustry.............................................................................................82.5Excavatethecultureofbusiness..................................................................................................8Professionaldevelopment...........................................................................................................................9References(bypagenumber)...................................................................................................................11WorksCited...............................................................................................................................................16Acknowledgements...................................................................................................................................18AbouttheAuthor.......................................................................................................................................18
 
AssumptionHuntersConvergenceCultureConsortium
G.McCrackenPage
3
 AboutC3ResearchMemos
Introducedinthespringof2010,ConvergenceCultureConsortium(C3)researchmemosareshort(8to11pages)positionpapers-designedfromtheirinceptiontoprovidemoretactical,design-drivenrecommendationstotheC3membership.Ideally,theserecommendationswouldthenbeintroducedintotheearlyphase(i.e.ideationorbrainstorming)ofthestrategicdesignprocessfornewmediaproducts,deliveryservicesandcontentprogramming.Thesuggestionhereisthatanevangelist(or“champion”)oftheseinnovativeinsightsandrecommendationswouldthenbeableto:a.
 
Assembleaworkinggroupwithinoracrossorganizationaldivisions,departments,professionsoracademicdisciplines;andb.
 
UseC3researchmemosasa“commonlanguage”fortheseworkinggroupsessions-framingproductdevelopment,strategicmarketing,contentprogrammingormarketresearchchallengesandsubsequentdiscussionswithintheframeworkof“C3Thinking.”
WeencouragethecreationofsuchworkinggroupswithinC3Sponsorcompanyorganizations.
Bytakingthisapproach,thehopeisthatnewproducts,servicesandprogrammingwouldbetterreflecttheemergentculturalandmediaengagementpatternsunearthedbythecurrentcropofC3research.Theverycontemporaneouswantsandneedsoftheaudience(reflectedbythesometimescounterintuitiveandprovocativemarketinsightsandrecommendationsgeneratedbyC3)wouldthenbeembeddedintonewproducts,marketingandprogrammingassoonasthey‘golive’orareasynchronouslydistributedovermultipleplatforms.
2010–2011C3ResearchMemoSeries(todate)
 
OnlineAdvertising:TheNewMagic
byRaviInukondawithDanielPereira
 
PiracyistheFutureofTelevision
byAbigailDeKosnik
 
EmbracingtheFlow 
byNancyBaym
 
YouandOurSpace
byShenjavanderGraaf
 
 AgingandtheFutureofMediaFandom
byC.LeeHarrington
 
 AssumptionHunters:ANewProfessionfortheCorporationintheThroesofStructuralChange
byGrantMcCracken
2010-2011C3WhitePapers
Incontrasttoourresearchmemoseries,C3whitepapersarelonger,higherleveldiscussions(morestrategicinnature-i.e.
SpreadableMedia
(2008)ortheupcoming
HowtoRideaLion
byGeoffLong).2010-2011C3WhitePapersinclude:
 
LearningtoShare:TheRelationalLogicsofMediaFranchising
byDerekJohnson
 
TurnOn,TuneIn,CashOut:MaximizingtheValueofTelevisionAudiences
bySheilaSeles
 
HowtoRideaLion:ACallforaHigherTransmediaCriticism
byGeoffLong(
 forthcoming
)

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->