All Systems Go! (Systems) thinking our way to a better world

Robert Siegle May 16, 2012

Historical Trajectories Engineers in the Public Consciousness

What were the great societal & technological

revolutions of the 19th century?

Historical Trajectories Engineers in the Public Consciousness

What were the great societal & technological

revolutions of the 20th century?

Which engineering discipline is best suited for the interconnected- ness of the information age?

Which engineering discipline is best suited for the complex technical challenges of global modernity?

Historical Trajectories Engineers in the Public Consciousness

What will be the great societal & technological

revolutions of the 21th century?

Agenda Ideas for the SE Profession & Its Practitioners Challenges Opportunities Six Key Concepts Synthesis Design Sample “Pitch” Next Steps Bibliography Biography Questions & Feedback

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The Ideas IF systems engineering and systems thinking (SE/ST) become

ingrained in the public consciousness, THEN there could be better stewardship of both natural systems and man-made systems

IF the SE value proposition becomes clearly understood by stakeholders, THEN advocacy will increase or at least resource decisions can be made more deliberately

IF SE as a profession can popularize concrete symbols, speak in consistent common terms, and publicly celebrate its heroes & achievements, THEN it will be easier to attract the best talent

IF SE practitioner gains a deeper & broader understanding of how their work benefits society and can effectively communicate those benefits to anyone, THEN performance & enjoyment will increase

These ideas are framed using Opportunity Management terminology 6

The Challenges

Energy Environment

Natural Resources Urbanization

Security

Complex technical global challenges

Require highly skilled systems engineers & robust systems thinking 7

The Challenges

Investment in & distribution of national resources reflect international economic trends & forces

Globally connected economies

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The Challenges

Flickr Twitter

YouTube Facebook Reality TV

Trophies for everyone

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Workforce demographics

Aging technical workforce retires while new graduates flock to arts & entertainment industry

The Challenges

I’m a systems

engineer!

I’m a doctor.

Heroes/icons?

Symbols?

Achievements? Man on the

moon

Slogans/ purpose?

I get it!

Huh?

Kinda like peanut butter

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System Engineering in the public consciousness

The SE professional has minimal emotional resonance with the general population

Cure disease Save a life

The Opportunities Complex global opportunities

The same complex endeavors benefit humanity & can drive positive social change

Security Urbanization

Natural Resources Environment

Energy

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The Opportunities

INCOSE Mission Share, promote and advance the best of systems

engineering from across the globe for the benefit of humanity and the planet

National Ad Council Mission Identify a select number of significant public issues & stimulate action thru communications programs that

make a measureable difference in our society

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Globally connected missions & interests

Establishing suitable partnerships can advance strategic SE goals using minimal resources

Washington, DC Metro Area • Largest concentration of systems engineers in the world • INCOSE WMA Chapter – highest membership of any INCOSE

Chapter in the world • Engaged in full spectrum of national & global SE endeavors

Can these partnerships be

realized?

Key Concepts

SE

Org

Stakeholders

Enterprise

General Public

Target

“The Sinatra Effect” Making Messages Sticky

SIMPLE STORIES

UNEXPECTED

EMOTIONAL RESONANCE

CONCRETE

CREDIBLE

CONTEXT SPOTTING

How We Think & What Makes Us Act

Why?

How?

What? L R

Unbounded Long-term Past & Future Creative

Bounded : I AM Focused by senses Short-term Present Language Logic

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Limbic

Neocortex

If we can… make it here…

Environmental Attractors

Env. displacement Env. cues Optimal env.

1 2

3 4

Key Concepts

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How much can be conveyed in one or two seconds of a movie?

Audio

Visual

Ambient Noise Sound Effects

Dialogue Silence

POV Props

Colors People

Environment Still vs Dynamic

• Social constructs • System interactions • Dynamic relationships • Time: lifespan, season, day • State of global themes • Evolving vs devolving • Symbols & metaphor • Mood & emotion

Messages, ideas, &

themes with intended outcomes

We possess an unbounded ability to bring anything into awareness & consciousness (for ourselves or others)

Tactile Creation Response

5 Strategic & creative communication techniques

Key Concepts

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Bloom’s Taxonomy 1956 2001

Hierarchies of Learning Objectives & Retention 6

Synthesis of 6 key concepts drove the design for a systems engineering workshop

Synthesis (with sample SE theme)

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The world of a systems engineer

We live in a world of systems

Creating new worlds for humanity

General Ref. Attractors

Systems Thinking Attractors

Systems Eng. Attractors

Purpose Symbols

Functions Value Prop.

Achievements Heroes (?)

Model-Based Theme & Content Generation

Story & Context Progression

Messages, ideas, & themes with

intended outcomes

Delivery Medium

SIMPLE STORIES

UNEXPECTED

EMOTIONAL RESONANCE

CONCRETE

CREDIBLE

CONTEXT

SPOTTING

Why?

Design Attractors

Audio Visual Tactile

Limbic Brain

Appeal

Creative Mind

Appeal

You

Audience

The Design

Production Post-

Production Delivery

Ad Campaign Approach

Allocation / Phase (Time = Minutes)

Problem & Opportunity

The Idea The Plan Market

Research Pre-

Production The

Pitch The

Decision

Campaign Director 15’ 10’ 15’ 10’ 10’ 10’

Research / Ad Teams 10’ 30’ 60’ 30’

Break 10’ 10’ 10’

Cumulative Time 15’ 25’ 60’ 110’ 190’ 220’ 230’

Potential Future Scope

Wrap-up & Feedback: 10’

Title: All Systems Go! Objective: Pitch a systems-related Public Service

Announce spot (PSA = 30 seconds) Treatment: Competitive role play Duration: Workshop currently calibrated for half-

day workshop (4 hours)

Next slides

The Pitch

Time Video Audio End Shot

Ten minute presentation per team Market research results (e.g. Logline) Storyboard

- Sticky notes on easel/white board - Computer template - Bullets or narrative

0 - 2

• Scene heading • Camera cues • Visuals & PROPS

• Ambient noise • SOUND EFFECTS • Music • Char. dialogue

Rendering of final shot before next

scene heading

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Sample Pitch Excerpt from A Breath & A Blink*

Logline: We see the world through a lens we choose, and direct our deeds and lives accordingly. We can change our lens at any time…all it takes is A BREATH & A BLINK.

*Written by Robert Siegle, 2012 19

Next Steps for All Systems Go! (ASG!)

MAY JUN JUL AUG > SEP

ASG! Introduction SEDC 2012 (Today)

• F/B on concept & design

ASG! Dry Run

• Assess design & executability • Determine full vs half-day workshop

Inaugural ASG! Workshop Provided by INCOSE WMA

• Assess ability to meet Threshold outcomes • Assess ability to meet Objective outcomes • Determine viability for future ASG! workshops

ASG! Workshops

LOOKING FOR FEEDBACK & VOLUNTEERS FOR DRY RUN

STARTING TODAY!

Produce • Templates • Handouts

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Anderson, L. W., & Krathwohl, D. R. (Eds.). (2001). A taxonomy for learning, teaching and assessing: A revision of Bloom's Taxonomy of educational objectives: Complete edition, New York : Longman.

Benyus, J. M., Simons, N., Ausubel, K., Northcutt, P., Bioneers (Organization), & Bioneers Conference. (2008). Nature's 100 best: Top biomimicry solutions to environmental crises. Lamy, N.M.: Bioneers.

Bertalanffy, L. . (1969). General system theory: Foundations, development, applications. New York: G. Braziller.

Botsman, R., & Rogers, R. (2011). What's mine is yours: How collaborative consumption is changing the way we live. London: Collins.

Duarte, N. (2010). Resonate: Present visual stories that transform audiences. Hoboken, N.J: Wiley.

Haskins, C., International Council on Systems Engineering., & International Council on Systems Engineering. (2011). Systems engineering handbook: A guide for system life cycle processes and activities. San Diego, Calif.: INCOSE.

Heath, C., & Heath, D. (2007). Made to stick: Why some ideas survive and others die. New York: Random House.

McGilchrist, I. (2009). The master and his emissary: The divided brain and the making of the Western world. New Haven: Yale University Press.

Miller, J. G. (1978). Living systems. New York: McGraw-Hill.

Pagel, M. D. (2012). Wired for culture: Origins of the human social mind. New York: W.W. Norton.

Ridley, M. (2010). The rational optimist: How prosperity evolves. New York: Harper.

Shirky, C. (2010). Cognitive surplus: Creativity and generosity in a connected age. New York: Penguin Press.

Sinek, S. (2009). Start with why: How great leaders inspire everyone to take action. New York: Portfolio.

Bibliography

SYSTEMS – COMMUNICATION - SOCIETY 21

Experience (organizations/companies) - 21 years of service with the United States Air Force - 3 years consulting experience with Booz Allen Hamilton - Founded Reach Strategies in 2011 - Supported: DISA, NRO, NSC, ODNI, USAF, USCENTCOM, USEUCOM, USSTRATCOM

Experience (roles/functions) - Chief Systems Engineer for the Milstar Satellite Communications System - Chief Architect for the Transformational Communications Architecture - Chief of Requirements Analysis & Engineering for Foreign Military Sales programs - Team lead for National Security Council inter-agency study on export licensing & control - Program Manager for several DoD and Intelligence programs - Assistant Professor of Aerospace Studies, San Jose State University - Speechwriter to the Commander of the Space and Missiles Systems Center - Supported development of Strategic Communications Plan for largest DoD space program - Deployed to Baghdad for Operation Iraqi Freedom and to HQ USEUCOM for Operation

Allied Force (aka Air War over Kosovo)

Biography

Robert M. Siegle Robert.siegle@reach-strategies.com

703.943.7115

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Questions & Feedback

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BACKUPS

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Motivations

1. Challenges relating the value of systems engineering to stakeholders 2. Challenges relating what a systems engineer does (the Profession) to

family and friends 3. Knowing that systems engineering is critical for addressing the most

pervasive and complex challenges facing our planet 4. Knowing that if SE can be better understood there is great potential for:

• Growing a reputation in the public consciousness • Attracting greater talent • Receiving adequate resources

5. Knowing that “4.” can be realized through strategic communications initiatives

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Students trying to increase their awareness of the benefits of pursuing a career in systems engineering

Instructors looking for ways to inspire our future systems engineers

Scholars looking to introduce their research to a broader audience

Industry professionals looking for themes/methods to attract and retain systems engineers

Organizations looking for advocacy themes/methods to secure resources for systems engineering endeavors

Benefits

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