Deutschland macht vorwärts mit einer Flugticketabgabe, die keine Lenkungsabgabe wäre

Verkehrsminister spricht sich für Zweckbindung der Luftverkehrssteuer aus http://www.airliners.de/verkehrsminister-luftverkehrssteuer-branchenkurs/51488

Das entspricht weitgehend dem, was ich hier geschrieben habe:

https://petermetzinger.com/2019/06/07/wie-man-eine-flugticketabgabe-sinnvoll-verwenden-koennte-auch-wenn-sie-klein-ist

Blockchain Technologie – wie man sie erfolgreich einführt

Roger Bittel betreibt Upcrypto-Your Cryptocurrency News, einen News-Kanal und Community-Plattform rund um das Thema Blockchain.

Gestern hat er mich interviewt zur Frage, wie man Blockchain Technologie erfolgreich einführt. Basis des Interviews ist mein Modell mit den vier Dreiecken, den The Science of Change Triangles.

Hier geht’s zum Interview:
https://upcrypto.org/2019/05/28/blockchain-technologie-wie-man-sie-erfolgreich-einfuhrt-interview-mit-peter-metzinger/

Executive Coach Lisa Christen’s Business Podcast on Future of Marketing

Business leadership podcast by Executive Coach Lisa Christen with AI Marketing and business campaigning guru Peter Metzinger.
— Weiterlesen christenconsulting.ch/ep-13-the-future-of-marketing-is-ai-humans-with-peter-metzinger/

Master Your Time: 5 Daily Scheduling Methods to Bring More Focus to Your Day

More people are starting to feel as if their days are filled with tasks and projects that are left unfinished. While there may not be one proven method to help you complete it all, there are a few that can help you feel more accomplished. This article shows the different ways to analyze your work day. One choice is to
— Weiterlesen www.campaigning.swiss/post/master-your-time-5-daily-scheduling-methods-to-bring-more-focus-to-your-day

Lucero Oyarzun: „Junge Leute setzen auf Authentizität!“

Lucero Oyarzun, Koordinatorin für digitale Kampagnen der mit dem Nobelpreis ausgezeichneten internationalen Kampagne zur Abschaffung von Atomwaffen (ICAN) und Referentin am diesjährigen Campaigning Summit Switzerland 2019, erklärt im Gespräch mit Fundraiser Magazin, wie man die junge Generation wirklich erreicht. Wir haben die wichtigsten Punkte des exklusiven Interviews für Sie zusammengefasst. #CSCH19 #Campaigning

Twitter vs. Facebook: Which Platform Should Your Business Be On?

If you are faced with the task of choosing between Facebook and Twitter to implement your social media strategy, you should consider a side-by-side comparison of the features, and notate which platform provides the most value for your needs. In this article, you will find a short breakdown between the two platforms to
— Weiterlesen www.campaigning.swiss/post/twitter-vs-facebook-which-platform-should-your-business-be-on

How this simple trick significantly increases the performance of Facebook ads

This article experiments with the copy length to maximize campaign performance. Contrary to the experts that claim the best way to achieve maximum leads is to have short copy, emojis and a few key points, the ads with at least one paragraph achieved the best performance, and the results improved over ads with only one
— Weiterlesen www.campaigning.swiss/blog/how-this-simple-trick-significantly-increases-the-performance-of-facebook-ads

Micro Conversions: What They Are, Why They Matter, & How to Track Them

This article demonstrates how to effectively use micro-conversions as a step in your buyer’s journey. While micro-conversions seem to be minor, if used properly, they can prove to be very effective in your marketing efforts. At some point, it may be worth taking a look at the source of your ad efforts, to help determin
— Weiterlesen www.campaigning.swiss/blog/micro-conversions-what-they-are-why-they-matter-how-to-track-them

The Science of Change Triangles

The Science of Change Triangles

The Making Of

A few weeks ago I facilitated a workshop at a SwissCognitive event near Zurich, Switzerland. SwissCognitive is a the „Global Artificial Intelligence Hub“ and brings many key players together to present and discuss their AI applications.

The title of the workshop was The Science of Change and it was based on the notion that it is not sufficient enough to have and master the technology behind AI, if you want to transform your business and make it robust for a future in which AI will be basically involved in and change every business process that contains at least some repetitive work.

You also need to change your company’s or organisation’s culture, mindset, processes and so on. In my own words I would say, you need internal (and maybe even external) campaigning, because campaigning is the art of changing individuals‘ mindsets, behavior and knowledge to make them help you achieve your goals. But in the given context we decided to call it The Science of Change.

So, what exactly do you need to change a company? In my first book „Business Campaigning“ it is all written down in detail on 300 pages (in German only) but that would have been way to much for a 45 minutes workshop.

So I decided to reduce it to the max and the outcome was a draft The Science of Change graphic with four triangles, which we then refined during the workshop. I also did slightly more refining after the workshop, as you can see by comparing the following foto and graphic.

The original outcome of the workshop.

The finalized Science of Change Triangles.

How to read and work with this model

First of all you need to be aware that there is no change without communication. To acknowledge must play a central role of everything you do.

It is not sufficient to change the rules, to introduce a new product, to change a product, to change the team, to change the goals or processes or whatever, if you do not communicate with the people who need to understand and implement (just knowing is not enough, you need understanding of why, how and what).

Communication in this context means to listen first, to understand your audience and then to communicate with them in a way that they can understand, that is relevant to them and in a tonality that they appreciate.

The x between change and communication is like a multiplication in mathematics. If one of these factors – change or communication – is zero, if there is no REAL change or no REAL communication, then the exercise will deliver zero results.

Relevance has to do with incentives. Is the change going to make your audience more successful, their lives more entertaining or bringing some sort of convenience to their lives or relief from pain? – If not, go back, do your homework and change the incentives.

It is obvious that changing an organisation requires some changes within the organisation. Things to think about are: processes (innovation, sales, marketing, communication etc.), culture (official and unspoken rules that everybody follows, including rituals) and – of course, in this context – technology.

Last not least, people (stakeholders, employees, management etc.) need to change their behavior, their knowledge and their mindset if the envisioned changes shall be implemented successfully. This is why I say, campaigning is the art of changing people’s mindset, behavior and/or knowledge, to make them help you achieve your goals.

It is important to mention that you need to see them as individuals not as abstract target groups. Only then you will understand what really drives them and be able to identify the appropriate measures.

Get your personal pdf copy of The Science of Change Triangles here.

Conclusion

This simple model will allow you to identify everything you need in order to change an organisation of any kind for whatever purpose that you may have. I have used it – in a more complex and sophisticated version – since more than 20 years, among others to create the Open Forum at the World Economic Forum in Davos, to change the campaigning of a political party in Switzerland so that they achieved 24% more votes and to launch a new product with a four times higher market share than a parallel and conventional advertising campaign achieved.

But what this model could really be used for is to change our economy and society towards a more sustainable approach.

Digitization is only one of two mega trends and challenges we are facing today as societies and the human race. The other one is climate change and I am happy to discuss how we can change our economies and societies so that we can make this planet an even better place to stay. It is the only one we have and I am happy to share my knowledge with everyone who is willing to take on the challenge.

Let’s change the world altogether.

Join the network here.

Digitalisierung für ein besseres Ich?: 5 To-Dos für Marken, die den Anschluss nicht verpassen wollen

Die Digitalisierung verändert viel mehr als nur unsere Kommunikation, unsere Arbeit und unser Kaufverhalten. Sie verändert auch unser Denken, unser Fühlen und unser Dasein. Anja Schüling erklärt bei HORIZONT Online, wie Marken diese Entwicklung zu ihrem Vorteil und wir Menschen sie optimal für uns nutzen können. Zum Ar
— Weiterlesen www.campaigning.swiss/blog/digitalisierung-für-ein-besseres-ich-5-to-dos-für-marken-die-den-anschluss-nicht-verpassen-wollen