"Communicating radical innovation is very different fromdiscussing marginal change. Erwin's book provides a seriousanalysis of why, in this era of VUCA--Volatility, Uncertainty,Complexity and Ambiguity--we need to change our individual andorganizational modes of communication. Erwin then provides a seriesof concrete, practical communication methodologies that we so need.Communicating the New is a book that needs to be offered inall of our best business-school classes."--Bruce Nussbaum, author of Creative Intelligence,former assistant managing editor for BusinessWeek, andProfessor of Innovation & Design at Parsons The New School ofDesign"One of the main problems with executing innovation inorganizations is also one of the least obvious. CommunicatingThe New reminds us about an often neglected but crucial part inthe innovation process. Applying the principles contained in thisbook will increase your chances for innovation success, both insideyour company--overcoming organizational barriers, as well asoutside--convincing your customers. This is an essential readfor those who not only preach for improving the current state ofthings, but more important to those responsible for executingit."--Luis Arnal, Managing Partner, INSITUM"I was hooked instantly. The names of people that I should givethis book to keep building with each new chapter. Communicatingthe New is thorough as well as thoughtful in providing animpressive compendium of models, framework, methods, and tools fornavigating the 21st-century challenges of creating The New.Finally, a useful resource to navigate the complexity of creatingThe New."--Clement Mok, Designer, Entrepreneur, and Instigator"Anyone who has experienced the challenge of co-creating The Newand engaging enterprise audiences will find useful ways to produceinsight, influence, and impact."--Paul Siebert, Director of Research + Strategy,Steelcase

Introduction: The Mission and the Mess 1Challenges of communicating The New 3What's in our way? Three communication myths 4Reconceiving the role of communication 7Five ways communication methods accelerate innovation 111 Finding the Conceptual Center 16Models and frameworks: Thinking with our eyes 19How to make models work 28Build-to-think prototypes: Thinking with our hands 42Lists and open-ended writing: Thinking with words 50The Takeaway: Five big ideas when seeking the conceptual center 622 Framing the Work 64Metaphors 69Mantras and catchphrases 84Contrast 92Stories 98Artifacts and images 108How (and why) to use multiple frames to greater effect 112The Takeaway: Five big ideas when framing the work 1143 Targeting Your Constituents 118The communication plan 126Mental model and orthodoxy analysis 129Quad A diagnostic 135The "Organization as Culture" framework 137Segmenting and targeting constituents 141The Takeaway: Four big ideas when targeting constituents 1444 Introduce New Thinking 146Exploratory experiences 155Immersion experiences 160Interaction experiences 165Application experiences 172Extension experiences 176The Takeaway: Five big ideas when introducing new thinking 1805 Expand the Conversation 184Communication systems: Give them something rich and relevant 188Performative presentations: Give them something to talk about 198Demonstration artifacts: Give them something to show and share 208The Takeaway: Five big ideas when expanding the conversation 228Conclusion 230Five big shifts in thinking (and doing) 231Advancing the methods base 234Under the hood: Theories, writers and references 236Index 253