As learning responsibility shifts to the audience in the Learning Democracy, providing an environment for them to learn and share knowledge becomes a central focus of the organization. Trust between audience and the organization grows, eliminating the need for the same level of management, control, and tracking that the Training Monarchy’s secret police, otherwise known as an LMS, was most often used. It allows the organization to use the LMS as a support tool and not a control tool. The Training Monarchy style of deciding what the audience needs to learn, building it in the castle, and then pushing it out to the villages is being overthrown.
The constitution of the Learning Democracy establishes that the focus of learning in an organization should shift from content to audience. Its tenets include:
- The audience has control of the learning process.
- Learning is personalized to ensure that the right content is available.
- The audience determines how, where and when they receive content, as well as in what style and form they will receive the content.
- Content is presented in a learning style that fits each individual, and in a content style that each audience member finds most comfortable.
- The new learning framework is nimble, less content heavy, and more context focused.
- The learning framework allows the audience to dig deeper by choice and is driven by community and collaboration.
- The audience helps determine what content they need and can create and add to it.
- The end result is a living learning experience that gets better as more collective knowledge is added.
The Learning Democracy focuses less on full blown “courses” and embraces the real-time, short bursts of in-context learning that Conceptual Age workforce needs in a workplace that is fast-paced and requires quick decision-making at the edge of the organization.
Unlike the “pushy” Monarchy, in the Democracy, the audience pulls these small bits of learning. This transition from pushing training to the audience to having the audience pull a majority of the learning to them is highlighted in the comparison below by author Jay Cross.
The audience accesses these small bits or individual “learning elements” where they find it most convenient, when it’s needed, in a medium they find most appealing, on the device of their choice, and in context. It’s the Audience Comfort Zone.
Technology has made customization and personalization of information increasingly common. Each person has different preferences for how they access, receive content and consume information/content. We all process, learn, retain, and share information differently. Google found that while sales people liked learning websites, engineers liked wikis. So they built their learning experiences around those elements for each specific audience.
Amy Jo Kim, an internationally recognized expert in online social architecture, author of Community Building on the Web, says we can learn from game designers, “change the user experience over time. There are three key stages of a player’s life cycle: novice, regular, and enthusiast. They won’t experience a web site, game or other experience in a static way. They need different content to be satisfied.”
Then why do most companies build one course for hundreds or thousands of people? Because the Monarchy develops and delivers content the way that it thinks the audience should receive it. It’s the Monarchy’s Comfort Zone. The Audience’s Comfort Zone is not important in the Monarchy, but it is the bedrock of the Learning Democracy. In the Audience Comfort Zone, the audience makes the learning choices. The organization helps ensure that choices are there for them.
Conceptual Age learners want more context …the Monarchy gives them more content . The Democracy gives more context . . . and more control. The Monarchy likes to dump everything into a course, but with facts, information, and data all easily accessed via the Internet and intranets, Dan Pink says, "What begins to matter more [than mere data] is the ability to place these facts in context and to deliver them with emotional impact." Emotional impact is where the power of storytelling comes in, but that’s a story for another time.
The right learning style. Myers-Briggs personality typing tells us that we all fall into 16 personality types that can be categorized into 4 temperaments. There are different ways to communicate with each. In the Learning Democracy, content is developed in a way that ensures each audience member, regardless of their personality type or temperament receives the information he or she needs in the style that is most comfortable for them, so they can process it easily, maximizing retention and engagement. For example, Intuitive personality types will not retain the details if they don’t see the big picture first and have the “hook” to hang the details on. The Sensors need the specifics and facts. For those with the Thinking personality type, logical analysis of the facts is critical, and for Feelers values and interpersonal harmony impacts the learning experience. Different personality types, different styles of accessing, processing, and sharing information.
The right device. Consumers are connecting to the internet more than ever through multiple platforms, and accessing information in a variety of mediums. In the entertainment world, "Transmedia is a fancy word for a simple concept: telling stories across multiple platforms . . . I would venture to say that we're almost never offline," says Tim Kring, creator of the TV show Heroes, a pioneer in using a variety of media to tell the show’s stories.
In the Learning Democracy, transmedia is using stories, games, and tasks, delivered via a variety of mediums, while giving the audience control over how, when, and in what style they access content.
In the Audience Comfort Zone of the Learning Democracy, transmedia is akin to the various modes of transportation available to people in a city . . . walking, auto, bus, train, or subway. People select the mode that is most convenient, efficient, and comfortable for them.
In the Learning Democracy, the audience also bears responsibility: formal responsibility to help in the original creation of the content and informal responsibility to actively maintain it and ensure that it continues to evolve and improve. They also shoulder responsibility for sharing knowledge with other audience members.
Successful organizations can’t continue to bear the learning responsibility and still be nimble and successful in the dynamic, new Conceptual Age. As decision-making gets pushed to the edges of the organization, it’s critical that learning occurs on the edges, too. Organizations must tap into the collective knowledge and experience that each employee brings to the table. Smart companies are figuring out how they can easily extract quality knowledge from their employees and disseminate it to the organization. According to Clay Shirky an expert on the social and economic effects of Internet technologies and author of the book Cognitive Surplus: Creativity and Generosity in a Connected Age, “The classic clash of the last 25 years has been between Toyota and General Motors in terms of how much you learn from your shop floor. And the answer from Toyota was a little bit all the time, and the answer from GM was almost never by design. The continual improvement model from Toyota said yes this feedback loop assumes that employees know things that the management doesn’t, and that not only is that not a problem, that is an asset.”
With the focus on the audience, the Learning Democracy is structured so employees can learn from one another by actively participating in determining important content. They co-create it and extend it after launch. They share knowledge and experience from the shop floor, office, field, etc. This takes us back to the concept that if our trusted colleague or friend tells us information is important, we’ll pay attention.
So how can the monarchy transition to a democracy? Give up some control, shift the weight of responsibility, and zero in on the audience comfort zone.
But wait a minute. When is the Learning Democracy not the right fit?
New York Times columnist and author Thomas Friedman recently posed the following important question regarding the brewing revolutions in the Arab world, in his article Tribes With Flags: “Is the battle for Libya the clash of a brutal dictator against a democratic opposition, or is it fundamentally a tribal civil war?”
This is an important question for the Learning Democracy as well. According to Friedman, “there are two kinds of states in the Middle East: “real countries” with long histories in their territory and strong national identities (Egypt, Tunisia, Morocco, Iran); and those that might be called “tribes with flags,” or more artificial states with boundaries drawn in sharp straight lines by pens of colonial powers that have trapped inside their borders myriad tribes and sects who not only never volunteered to live together but have never fully melded into a unified family of citizens.”
Companies can be similarly categorized, and some simply aren’t ready for the Learning Democracy revolution. If a company is made up of a bunch of learning “tribes” that are all fighting for turf and control, the iron fist of a central learning dictator may be needed. As Friedman says in his article, “as these revolutions have spread to the more tribal/sectarian societies, it becomes difficult to discern where the quest for democracy stops and the desire that ‘my tribe take over from your tribe’ begins.”
Or perhaps a company is stuck in the Information Age, not yet open to or ready for the transition to the Conceptual Age. Maybe Asia, Abundance, and Automation have no impact on this company. Maybe the company has a death grip on central decision-making and has no intention of pushing decision-making to its edges. Maybe a workforce with R-Directed Thinking ability is not critical to the company’s success or the company has few or no GenY-ers (and doesn’t plan to hire anyone under the age of 30 . . . ever). Or maybe the Training Monarchy doesn’t feel that its workforce can handle the responsibility.
In any case, the Conceptual Age and its workforce is here. It may not impact the Training Monarchy that you know…yet, but it will. The revolution is growing. The Learning Democracy is no longer a hushed back-room conversation. It’s ready to take on the Monarchy. It’s ready to win.
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