He started with an exercise where he pretended to measure how fast our brains were. He did this by shouting out different numbers in a very quick fashion. We had to capture those numbers. He would then give us assignments in the middle of it. Like “Write down the name of a genius.” Because we were under such time pressure we had remarkable little differentiation in our answers to these challenges.
Shapiro says that this is because “Expertise is the enemy of innovation”. The more you know about something, the more difficult it is to come up with new and interesting perspectives on it. When we find a solution we tend to stop looking.
He then gave us a little mathematical puzzle that showed that the way you phrase a question has a profound impact on how you work towards a solution. One of his favorite quotes is from Einstein:
If I had an hour to save the world, I would spend 59 minutes defining the problem.. and one minute finding solutions.
Kahneman’s Thinking, Fast and Slow has far more eloquently stated descriptions of Shapiro’s examples of the biases in our thinking.
According to Shapiro asking better questions is at the heart of doing better innovation. You have to frame the question in a way that makes sense. He calls this the Goldilocks principle: the challenge needs to be defined exactly right, meaning not too abstract/broad, but also not too detailed. Or another way of phrasing it:
Ask the right question…
the right way…
to the right people.
This means that you have to move away from generic idea generation tools towards challenge based innovation. The added advantage of that is that you might avoid a common pitfal of crowd-sourcing, something Stephen names “mob-sourcing”.
A quick way to catalyse your thinking is to find someone who has already solved a similar problem. When members of a team are cut from the same cloth… you don’t see many failures, but you don’t see many extraordinary innovations either. Innovation is not invention: it is taking something that already exists from a different domain and adapting it.
The Recruiting Unconferences are a series of pure unconferences organised worldwide, where the emphasis is on conversation, communication and the free exchange of ideas and experiences, (dis)organized by Bill Boorman.
These unconferences have four simple rules:
No Presentations
No PowerPoint
No Name Badges
No Pitching
The driving forces behind this edition of Tru seemed to be Aki Kakko and Ruta Klyvyte.
The topic of recruitment is very new to me, so this was a quick way for me to get an overview of the topics that people are worrying about and be more at the edge than if I’d gone to an event organized by Bersin for example. I attended a set of tracks and kept some notes:
Job board versus social
Mike Sandiford explained how in the UK people are declaring the job board dead. He is not sure he agrees: People go to job boards because they are looking for jobs. That is not necessarily the case for social. The most important thing is to find out where your target audience is spending time online. What is best really depends on what you are looking for and on the market. Whether you use job boards or more social tools like Facebook, Twitter, LinkedIn or Google+, you will always find that brand is of course an important part of your presence on job boards and in social media.
One participant in the track argued strongly against using job boards at all. You don’t get much for what you pay for and you actually cast the net way too wide and then lose a lot of time in the screening process. According him the war for talent isn’t because there is scarcity of talent, but because there is too much talent and you have to spend time selecting the right person.
There is company that has created a lot of training materials on how you use social tools in recruitment: Social Talent. There seems to be a permanent race to use the latest social tool. People discussed using things like Foursquare, Pinterest and even Spotify (if you are the Hard Rock cafe you could create a playlist and hire the people that like your playlist…, yes yes).
Value-based interviewing (as opposed to skill-based)
Liena Ivanova and Darja Milova led this track which tried to answer whether companies should, can and will assess a candidate’s values during the interview process.
We first discussed whether companies can have values (or whether only people can have values). We quickly talked about Edgar’s Schein‘s three levels of organizational culture: artifacts, values and assumptions.
Some people in the track really preferred to look at somebody’s skills rather than at their values. Other people were very interested in how you would assess people’s values in the first place (there didn’t seem to be any answers for this in the room). Heineken has a funny ad that shows how you can go beyond the traditional way when assessing candidate:
One thing you can do is create a video as an artifact of a company’s culture which can then attract the right candidates. Facebook has an example of this:
This stimulating track left me with two questions/thoughts:
Don’t companies just get the candidates that they deserve? Or put another way: isn’t there a natural matc between the company’s values and those of the candidate? Isn’t the easiest intervention you can do when you want to have different candidates to change your company?
How does diversity fit into this picture? Diversity is part of many company’s value statements, but we don’t seem to have an appetite for hiring people who hav different values than ours.
The death of social recruitment. What’s the next big thing?
Rihard Brigis wanted to discuss what new technology is coming up that actually works. We touched on things like workforce marketing, social referrals, cloud recruiting and the increase in the use of analytics. The latter can help you find people on the basis of what they do rather than on the basis of what they say. Tools like Knack It serve a similar purpose.
There are few companies that claim to have interesting technology that helps the recruitment and that might be worth checking out. I will look into Jobscience, Bullhorn and Joberate. Joberate is developing a product that sounds very interesting. It is called “signal” and tries to find candidates that seem to be ready to change jobs and are thus ripe for the picking. This has obvious external applications, but could even be useful internally: who doesn’t want to know when is on the cusp of leaving? Read more about signal here.
Another things that is happening more often is that companies organize events that manage to attract who don’t work for the company (think of a hackaton) and then let current employees decide who they like to hire from those events. It boils down to organizing things that expose people to you. I think that this is what the larger MOOC providers like Coursera will ultimately do. As a company don’t you want to know who are the top performers in certain courses?
I actually think there must be a market for what I’ll name slow recruitment (or slow recruiting for SEO purposes): not using the latest online technology to continuously accelerate the sourcing and selection process, but take your time instead because you know that is just better. When I mentioned this in the track no eyes lit up (yet).
“Marrying” the candidate – pro and cons (building a close relationship or not)
Inna Ferdman and Irina Točko discussed an important recruitment topic: how “intimate” can you afford to be with your candidates. There is a trend in recruitment to build longer term relationships with candidates maybe even before they are ready to move. They used the metaphor of marriage to explore the topic.
For me this topic is very much about what I’ll term the directionality of the hiring relationship. If I am a recruiter for a company that can find many people for a particular job, then I can afford not to have a relationship with the candidate. If a candidate’s skills are so rare that he can pick different employer (flipping the hiring process so to say), then it pays of to invest in a candidate. (A sidenote: I am toying with the idea of doing an RFI/RFP process for my own employment where I would put down my requirements and then let employers bid against each other, could be interesting).
I don’t know this profession at all, so maybe somebody else can tell me whether the following is a feasible business model for a recruiter. Could you build very solid relationships with a group of very talented people that you then each place once every four years or so? How many people would need to be in your talent pool? Would it be less than Dunbar’s number? I guess that would depend on the field and how high the commissions are.
According to Jacco we’ve been building recruitment sites for the past 10 -15 years. He now believes that these websites are at the end of their product lifecycle. Mainly because the web is disappearing: people are checking Facebook in the morning, rather than visiting a website. He adviced everybody to move their whole recruitment site into Facebook. Facebook’s interactivity make it a great place to show what an interesting place to work you are.
He showed how a company like Q-Park has created a Facebook page for recruiting. They follow their employees and then share what they share (if it is interesting) on their company page.
Anybody who has read this blog before knows that I have some longstanding issues with Facebook. As a company I wouldn’t put all my eggs in the so-called free basket of a company that is notorious for changing their policies and their functionality at their whim. I also don’t find it decent to make your prospective employees (or even customers) pay with their data for the data and functionality that you are getting. I tried to argue these points in the session, but they seemed to fall to deaf ears mostly. The “dark side” of social technologies weren’t mentioned in any deep way during the day actually except for one fleeting reference to LinkedIn’s scary practices.
About this type of unconference format
Sitting in a circle without slides definitely leads to much better conversations. I wish more conferences had much larger parts of them organized in this way. The one things I did notice is that I have a hard time with the fact that it is perfectly normal to switch tracks mid-way. I personally can’t do it (I also finish books I dislike) and was distracted by people leaving mid-sentence. I do understand why allowing this is essential to making the format work. One other thing that was wonderful was how refreshingly non-commercial the whole thing was. You really had to put effort into finding out who worked for what vendor.
Tru actually seems to have turned itself into a very active and connected community with all angles of recruitment covered. I will definitely attend another one.
My open questions
After the full day I was left with a few open questions on the topic of recruitment:
Everybody seemed to think that it is necessary to have recruiters (I guess that is what I would think if I was a recruiter myself), but doesn’t the technology disintermediate the recruiter? How is the profession changing in reaction? We didn’t have any solid discussions on this topic.
What is a proper typology for recruitment? The directionality was barely ever addressed directly. What types of recruiters exist?
There is a lot of talk about “employer brand”, but there was no talk about changing the company to attract different staff. If you want better people, shouldn’t just be a better place to work? Seems like common sense to me.
Are we indeed moving from a discoverability problem to a selection problem?
This is now my fourth year in a row that I manage to do a quick visit to the Learning Technologies exhibition in London. Like last year I decided to try and speak to as many luminaries as possible and ask them what they were planning to do in the coming year.
Steve Dineen
Steve is founder and CEO of Fusion Universal which is going strong as it has just signed the term sheets with an external investor. Steve is on of these people who do what I like to call “push the world”: through a certain shamelessness (bright bright bright pink stand at the entrance of the exhibit) you can push a little bit further than others. So on the volume for the videos being played at the stand: “The right volume is when we get told off.”
Steve is one of the best salespeople I’ve ever met and he has a product to sell (read the next paragraph with that in mind). Our conversations was around his excitement that their video-based social platform Fuse (“amplifying the brilliance of the trainer and making it last longer”) now has the final missing pieces and is putting everything together. If you look at the 70:20:10 model then according to Steve Fuse is leading in the 70%, has been doing well on the 20% and now with personal learning plans in place can even perform the 10%. There is a seamless integration of these three types of elements rather than the traditional Learning Management Systems that often have very clunky features bolted on. This makes it much easier to focus on business outcomes rather than on learning outcomes (and gets rid of the association of learning with compliance training and compliance systems).
Another big development will be the mobile app (for Android, Blackberry and iOS) which will allow for offline playing of the videos, capturing of video/audio directly into the platform and notifications of new videos into the app. Steve mentioned a course where all the participants had to create their own video about what they had learned. They noticed that each of these videos was watched an average of ten times (i.e. people were watching what their peers had done). So not only did the creation of their own videos helped internalize the materials, there was also repetition of those same facts through watching the videos of others.
Ben Betts
Ben is the CEO of HT2 and creator of Curatr. At the same time he is pursuing his PhD and has three more months before he has to hand in his thesis. He has just done some research investigating whether gamifying an environments affects the quality of the contributions (so, would gamifying the system make people game the system?). The paper will be out soon.
The big thing for him in 2013 will be the release of Curatr version 3 which will be Tin Can enabled and will integrate Mozilla’s Open Badges. I consider this quite forward thinking, but also a risky bet. Neither of these technologies have proven themselves yet. Ben and I had a short discussion about the Learning Record Store (LRS) component of Tin Can. Ben is convinced that people should own their own learning records and he is curious to see how this will be provisioned going forward. I am convinced of the value of tracking what you have (and in the usefulness of triplets as a format). I’ve written up all my activities in 2012 in the form of categorized triplets and was pleasantly surprised by how useful it is to get feedback about what you have done. I am not sure though that people will be willing to invest any time in “writing up” what they have learned or are now capable of. An “activity stream” of your professional life will only work if it is close to fully automated.
Lawrence O’Connor
Lawrence still has the audacious goal of being what he calls a “wisdom architect”. He is toying around with the classic trio of quality, speed and cost (“pick two”) and thinks that if you would add wisdom (applied knowledge with experience and empathy) to the mix you could reframe those constraints.
We had a quick talk about open space technology which has four principles and the Law of Two Feet (“if at any time you find yourself in a situation where you are neither learning nor contributing – use your two feet and move to some place more to your liking”):
Whoever comes is the right people
Whatever happens is the only thing that could have
Whenever it starts is the right time
When it’s over it’s over
Open space is a truly self-organizing way of running things that allegedly always works as it has a lot more honesty and the people who are engaged are really engaged.
As an “imagineer” for Udutu (“ahead of the pack with a free (as in beer) agile collaborative online authoring environment”) he used open space to host a session titled “Life and Death: Please help me bring theatre into this corporate training project.” and found a way to bring context and story into the e-learning platform. Initially he was very much focused on the pedagogy first and the story second, but he soon realised that he should start with the story and then bring in the pedagogy, a more common-sensical approach.
Lawrence also shared his favourite learning experience that he ever designed: he taught salespeople of NetG networking hardware how the TCP/IP protocol works through dressing them up as IP packets and routers and letting walk over to eachother and communicate within the constraints of the protocol. Wonderful!
Barry Sampson
Barry is one of the founders and director of Onlignment and a fellow lifehacker.
Two years back he told me about the wonders of Markdown and this year he has convinced me to find a Linux version of TextExpander functionality (suggestions are welcome). Next we discussed productivity like the Pomodoro Technique (works wonders for me, he will try it again) and the importance of not being distracted. Barry has disabled all notifications for all his apps and is also trying to make sure he doesn’t have to make too many choices to be productive.
He is convinced that the learning industry thrives on what people want to sell, rather than on what organizations want or need. Something like responsive webdesign for example which starts with the mobile experience and then upscales gracefully towards a tablet and desktop is being appropriated by the industry and implemented the wrong way round (starting with a desktop experience that is too rich which loses things when it is displayed on mobile.
The big project for Onlignment this year will be to “fix the conversations between training departments and their business stakeholders”. I think this is a perennial problem (not solvable as long as you have a training/learning department), so I like the ambition!
Charles Jennings
70:20:10 Forum
Charles Jennings has done a lot of work popularizing the 70:20:10 framework. This has now culminated in him starting the 702010forum.com. He has written an extenside whitepaper on the “what” of the framework (“70:20:10 Framework Explained”, soon to come out) and will soon deliver a whole series of papers on the “how”.
We started off by talking about the origins of the framework. He says it is most likely came from some work by Morgan McCall (then at the Center for Creative Leadership) who had been working on experiential learning for years. He got together with Michael Lombardo and Bob Eichinger and did a small survey where they asked high performing managers where they had learned or developed their capability. In 1996 they published the results where the managers said they got 70% from having tough experiences on the job, 20% from other people and 10% from formal learning or reading (another way to say it is 70% experience, 20% exposure and 10% education). In 2001 Charles started working with Reuters to create their learning strategy and he built it on the back of the 70:20:10 framework.
He sees a key role for the manager to enable this 70%. He quoted some research that says that people who are being developed effectively (by their managers) outperform their peers by 25%. That is like adding more than a day of productivity per week. This can only work if you make learning a continuous process. 70:20:10 helps to create this culture of continuous learning. This is where I diverge a little from his thinking: I see less and less relevance for the manager and think people should and will develop themselves, rather than be developed.
Charles sees four learning drivers:
Experience
Practice
Conversations (the “best learning technology ever invented” according to Jay Cross) and networks
Reflection.
I usually just say there are two drives for learning: doing things and reflection. I would like Charles to focus a bit more on how more direct feedback can help the reflection process.
All of this should change the focus of workplace learning. According to Charles we will make a shift from “Adding Learning to Work” (with learning metrics) towards “Extracting Learning from Work” (with business metrics).
Annie Buttin Faraut
Annie does HR Information Magement innovation at Philip Morris International, making her effectively my professional twin (especially since Philip Morris has made many of the same HR design decisions as my employer).
We talked mostly about her experience with Coursera where she did a very good course on gamification. It consisted of eight demanding weeks of watching videos, doing assignments and peer reviewing other people’s assignments. The peer reviewing was often interesting as you could see what other people had done with the assignment. I guess I will have to pick a course from their catalog to see for myself (even though their privacy policy is a bit scary: “We use the Personally Identifiable Information that we collect from you when you participate in an Online Course through the Site for processing purposes, including but not limited to tracking attendance, progress and completion of an Online Course. We may also share your Personally Identifiable Information and your performance in a given Online Course with the instructor or instructors who taught the course, with teaching assistants or other individuals designated by the instructor or instructors to assist with the creation, modification or operation of the course, and with the university or universities with which they are affiliated.”).
Just like me, Annie is trying to get the people in her team to become “Innov-Actors”, emphasizing that to be innovative requires you to do something. I will likely collaborate with Annie on a set of activities (inspired by the Innovator’s DNA that will help people increase their innovative behaviour.
Bert De Coutere
Bert is a solution architect at the Centre for Creative Leadership and writes one of my favourite blogs. He has a few personal plans this year: he will make “an app”, he will continue his investigation into the quantified self movements, will look into personal network analytics (“where do I fit inside the network and what does this mean for my leadership development”) and will look into the work of people like BJ Fogg (Tiny Habits) who work on behavioural change.
He is very excited that he will pilot a Massive Open Online Course (MOOC) this year on leadership. He is still full of questions about how to approach it. Do MOOCs work with softs skills and can they actually lead to behavioural change? How do you deal with confidentiality (important when it comes to leadership)?
Other short conversations
I ran into Laura Overton who told me about Towards Maturity‘s Learner’s Survey which will be launched. David Wilson and David Perring from Elearnity told me about their experiments with a new format for their presentation (minimal slide-based content and then conversations on the basis of questions on Twitter) and I shared with them my new “Socratic” approach to teaching classes. With Alex Watson I talked about the mindset of middle management and (off-topic for the conference) about How to be Black.
Books
I love to get book recommendations from people that I know. I asked everybody whether they had read a good book recently. Both Steve and Bert mentioned Insanely Simple and both Ben and Bert mentioned Dan Pink’s latest book To Sell is Human. Steve made The Lean Startup required reading for the staff in his company (this is a reverse recommendation: I remember telling him about the book). Charles mentioned Bounce a very interesting book written by champion table tennis player. Bert is looking forward to reading Yes! about the science of persuasion. Annie liked this book for “beginners” Content Rules and thought Socialnomics was good. Lawrence, finally, managed to get me to commit to reading Image, Music, Text by Barthes before I revisit London in June.
Inspired by Tony Haile I have decided to write a yearly post in which I list the books that I have read for the year. This year I managed to read 57 books (still 18 books short on my seemingly unattainable goal of reading 75 books a year. Please note that the categories are quite arbitrary, but mean something for me. Having a Goodreads account really helped me with this exercise.
Some people ask me how I manage to read this much. I’ll give away my secret recipe: don’t have children, do not watch any TV (or use Facebook) and make sure you commute by train (45+ minutes in each direction) every day. That is all there is to it.
Covers of the books I read
Innovation
Doorley’s book showed me how simple changes in the physical space can change people’s behavior and Dyer showed how being innovative is just a set of behaviour. I will put those two together in the next year. Checklist have stopped me forgetting things after reading Gawande’s book.
Make Space: How To Set The Stage For Creative Collaboration – Scott Doorley (Goodreads/Amazon)
The Innovator’s DNA: Mastering the Five Skills of Disruptive Innovators – Jeff Dyer (Goodreads/Amazon)
Sustainism Is The New Modernism – Michiel Schwarz (Goodreads/Amazon)
Abundance: The Future Is Better Than You Think – Peter H. Diamandis (Goodreads/Amazon)
The Checklist Manifesto: How to Get Things Right – Atul Gawande (Goodreads/Amazon)
The Rainforest: The Secret to Building the Next Silicon Valley – Victor W. Hwang (Goodreads/Amazon)
Philosophy
French has showed me that corporations are the best positioned lifeforms to show sustained moral behaviour. Illich was truly enlightening, I expect to read more of him in 2013 (Deschooling Society!). I will continue to explore McLuhan’s thinking with a reading group on Understanding Media. Sandel’s book on the moral limits of market is chockfull of incredible examples of things that can be gotten with money nowadays (e.g. prison cell upgrades). The three weirdest books I’ve read this year are also in this category: Stone, Burrell and Goertzel, all thanks to Daniel Erasmus. The book which made me think the most per page must have been Eagleman’s.
Sum: Forty Tales from the Afterlives – David Eagleman (Goodreads/Amazon)
You Kant Make It Up!: Strange Ideas from History’s Great Philosophers – Gary Hayden (Goodreads/Amazon)
Technology
The anthology edited by Zerzan was probably my favourite book of the year and I was amazed to see how relevant the Cluetrain Manifesto is, 12 years after it has been written.
Questioning Technology: A Critical Anthology – John Zerzan (Goodreads/Amazon)
The Cluetrain Manifesto: The End of Business as Usual – Rick Levine (Goodreads/Amazon)
WikiLeaks and the Age of Transparency – Micah Sifry (Goodreads/Amazon)
Dreaming in Code: Two Dozen Programmers, Three Years, 4,732 Bugs, and One Quest for Transcendent Software – Scott Rosenberg (Goodreads/Amazon)
Total Recall: How the E-Memory Revolution Will Change Everything – C. Gordon Bell (Goodreads/Amazon)
Consent of the Networked: The Worldwide Struggle For Internet Freedom – Rebecca MacKinnon (Goodreads/Amazon)
Alone Together: Why We Expect More from Technology and Less from Each Other – Sherry Turkle (Goodreads/Amazon)
Delete: The Virtue of Forgetting in the Digital Age – Viktor Mayer-Schönberger (Goodreads/Amazon)
Learning
Postman’s book was full of provocative thinking. It made me wonder why we don’t seem to have this kind of insight into education nowadays (and are being put up with Ken Robinson).
Teaching As a Subversive Activity – Neil Postman (Goodreads/Amazon)
Beyond the Hole in the Wall: Discover the Power of Self-Organized Learning – Sugata Mitra (Goodreads/Amazon)
Business/Management
I will use Osterwalder’s canvas in an upcoming workshop on business models for learning. Rodgers defies management orthodoxy by showing how we need (mostly informal) conversation to do sensemaking in this complex world.
Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers – Alexander Osterwalder (Goodreads/Amazon)
The Shareholder Value Myth: How Putting Shareholders First Harms Investors, Corporations, and the Public – Lynn Stout (Goodreads/Amazon)
Informal Coalitions: Mastering the Hidden Dynamics of Organizational Change – Chris Rodgers (Goodreads/Amazon)
Lifehacking/Self-Improvement
Berkun’s book on speaking is probably the most useful on the topic that I’ve come across. Zinsser is a well deserved classic. The Pomodoro technique has increased my productivity tremendously and has given me an idea of being in control of the work that I do.
On Writing Well: The Classic Guide to Writing Non-Fiction – William Knowlton Zinsser (Goodreads/Amazon)
Pomodoro Technique Illustrated: Can You Focus – Really Focus – for 25 Minutes? – Staffan Noteberg (Goodreads/Amazon)
The Pomodoro Technique – Francesco Cirillo (Goodreads/Amazon)
Confessions of a Public Speaker – Scott Berkun (Goodreads/Amazon)
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Together with four other nerds I started a book club where we will read technology related books. Holiday’s book was irritating as hell but did lead to a great discusion. Expect ten books or so in this category next year.
Trust Me, I’m Lying: Confessions of a Media Manipulator – Ryan Holiday (Goodreads/Amazon)
Fiction
I didn’t read a lot of fiction this year. Thompson was long overdue (and didn’t disappoint). Stephenson was a bit disappointing (although also mindblowing at times). I thought Scott Card was morally despicable.
Ender’s Game (Ender’s Saga, #1) – Orson Scott Card (Goodreads/Amazon)
Other
Some great books don’t fit in the above categories. DeKoven wrote down how I intuitively taught physical education a few years back. I had a wonderful few days with MacGregor. The picture in MacArthur’s book are the opposite of Doorley’s book in the innovation category. Laties made me want to quit my job and start a book store.
The Well-Played Game: A Playful Path to Wholeness – Bernie DeKoven (Goodreads/Amazon)
A History of the World in 100 Objects – Neil MacGregor (Goodreads/Amazon)
The Psychopath Test: A Journey Through the Madness Industry – Jon Ronson (Goodreads/Amazon)
Rebel Bookseller: Why Indie Businesses Represent Everything You Want To Fight For From Free Speech To Buying Local To Building Communities – Andrew Laties (Goodreads/Amazon)
Today I am at the Future of Work Lab (FoWlab) in London attending a masterclass on Organizational Agility. The goal is to get acquainted with cutting edge academic thinking on the topic while sharing cross-sector knowledge. I will write a few blog posts on the basis of the day.
The need for agility
Lynda Gratton opened the day by talking about three external trends that make it harder to manage your organization. They are:
Exponential change
Increasing complexity
Multiple stakeholders
All of these require increase the level of ambiguity and thus require you to become more agile. She advices that there are three things you can do:
1. Learn to experiment
Companies should go into a mode of continuous experimentation. This copes with ambiguity through a rapid feedback mechanism. The experimentation should be based on a test and learn approach and the knowledge about and from these experiments should be stored, tagged and searchable.
Designing experiments is a five-step process (nothing new here):
Developing a hypothesis
Identifying sites
Selecting a control group
Defining the test and control situations
Creating measurable metrics
Another post from the FoWlab will address experimentation further.
2. Harness the crowd
You have to increase the diversity of the mindsets involved (see the work of Scott Page). Three ways:
This term did not get a lot of definition. You can say that when situations become ambiguous, you have to create a narrative that helps people to know what they need to do.
