CR Team Blitz Challenge


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CR Team Blitz Challenge



Why might our 3 year plan matter, how might we improve it, and what might we do to act on its imperatives and successfully complete its initiatives?

 

On May 4–6, 2016, the Corporate Relations Team gathered at the Carmel Valley Ranch for the CR Team Blitz. The Blitz was an intensive, immersive effort to think wrong about our 3-year strategic plan.

 

Our objectives

Have fun

  • Get out to be inspired by a fresh setting and our teammates.

Dream about what we can achieve

  • Bring the Corporate Relations Team up to speed on the next 3-year plan.
  • Engage the team to identify and align our shared aspirations.
  • Imagine epic programs that might strengthen the Genentech brand.

Explore how we might best help

  • Expand on why our strategic framework matters, how we might improve it, and what we might do to successfully complete its initiatives.
  • Explore ways we might work together to accelerate how quickly we achieve our desired impact.
  • Identify the big questions raised by our 3-year strategy and how we might best answer them.

Prioritize and simplify

  • Imagine how we might align our day-to-day work with our impact vision, 3-year strategy, and strategic framework.
  • Identify what work we must do—and what work we might no longer do.

Grow and develop

  • Invest in our leadership skills and team.

Desired outcomes

  • Shared aspirations.
  • An enhanced Corporate Relations vision, strategy, strategic framework, and 3-year plan.
  • A prioritized portfolio of ideas for our next epic programs and projects, and for how we might operate at a higher level that we can test and fine-tune.
  • A prioritized set of big questions that we might explore to improve our impact and how we work.
  • Insight into what we must do—and what we might stop doing. 
  • New leadership skills.
  • Enthusiasm and excitement about the next three years.

 

CR Team Blitz Approach


CR Team Blitz Approach



Think Wrong


We used a variety of Think Wrong Drills to explore the impact that the Corporate Relations Team might achieve over the next three years—and how we might accomplish that.

 

Think Wrong Practices

BeBold.png

Dare to make a difference.

GetOut.png

Find fresh inspiration.

LetGo.png

Expand what’s possible.

MakeStuff.png

Gain insights through making.

BetSmall.png

Discover what works.

MoveFast.png

Achieve impact sooner.

 
 

Think Wrong Drills

Framer-in-Chief
As Art
Beautiful Question

Milestone Making
 

 

Love & Loathe
Loathe to Love
Brand Heroes
Brand Takeover

Draw It
Name It

 

 

SASU
Epic x Doability
Stack It
Waypoints 3 Year Plan

The One Thing
 

 
 

CR Team Blitz Outcomes


CR Team Blitz Outcomes



New insights, sharper focus, better alignment, greater impact.

 

The CR Team had an open and strategic discussion about our strategy, platforms, systems, tools, processes, people, ways of working together, value delivery, and reputation.

 

 

Seven Strategic Frameworks



One
Shared Framework



Strategy
In
Action



Measuring Our
Progress


 
 

Seven Strategic Frameworks

We explored a variety of ways to frame the Corporate Relations strategy.

We used Draw It—a Make Stuff Drills—to create unique expressions of our strategic framework. Our exploration revealed different ways that we might communicate our strategic framework:

The Relationships: Heart, Smart Art, Ransom Note

The Process: “Bill”

The Metaphor: Bus, Rocket, House

 
 
 
 

One Shared Framework

 Synthesized Framework: Corporate Relations

Synthesized Framework: Corporate Relations

The CRLT combined the best of the strategy frameworks to create a single framework.

The CRLT repeated additional cycles of Draw It—a Make Stuff Drill—to integrate the best of the full team’s thinking into a single framework to communicate Corporate Relations’ strategic focus and work.


Strategy in Action

We imagined strategic initiatives—campaigns, programs, and projects—that might help us achieve our strategic objectives.  

We used Loathe to Love, Brand Takeover, and Name It—Let Go and Make Stuff Drills—to imagine strategic initiatives and explore their potential to drive Genentech reputation, amplify Genentech culture, and build and strengthen Corporate Relations competencies.

 

Of the 15 big ideas generated, six have been integrated into the Corporate Relations 3-year Plan.

 

Develop CR Professionals


Improve CR Systems, Processes, and Policies


Communication Super Heroes
We can relate.


The Epic Adventures of CR
It starts here.


Gee-Hive
Who run the world?


Brandstar
Get epic!

 

Celebrate Science

 

Project Hero
Leadership with purpose.


Crazy in Science
Everyday science for everyone.

 
 
 

The additional nine ideas offer inspiration for our existing programs and projects.

 

gFamily
When you’re here, you’re family.


Reimagining Health
Transforming community health.


Scientists. Patients. People. One goal: Life.


Genentech Gives
Give ’til it helps.

 

Freewheel
Ride on us.


Everyday Epic Campaign
Telling the story.


E4: Everyday Epic Employee Experience
Drink the Kool-Aid.


It’s the People, Stupid!
Every moment matters.

 
 

Measuring Our Progress

We explored what success might look like over the next three years.

We used Milestone Making and Waypoints—Be Bold and Move Fast Drills—to explore how we might measure our progress, creating “When” statements for each area of strategic focus.

We stacked ranked those statements from most useful measure of impact to least.

We then mapped our highest-priority statements onto a three-year timeline, creating milestones for our strategic work.

We dot-voted on those statements for importance to desired impact.

The CRLT then selected the milestones that might be most useful to Corporate Relations and for demonstrating progress to the EC.

Finally, the CRLT also mapped project start and finish dates—what CR will do—on the timeline.

 

2016

June ’16

CR Lab  

Project Start: Global Digital Strategy and Governance 


Launch Medicines  

Project Start: Be the Breakthrough 

Milestone: When GNE is involved in the White House Moonshot Program 


Improve CR Systems, Processes, and Policies 

Milestone: When we have an information graphic revealing our story mix 

Milestone: When we have picked a date for the next CR offsite 


July ’16

Empower Communities

Project Start: Foundation Reboot Plan


Celebrate Science

Project Start: Science PodcastsTwo Scientists Walk into a Bar


Develop CR Professionals

Project Start: CR Development Plan


Improve CR Systems, Processes, and Policies

Project Start: Internal Communications New How

Project Start: Small Bets for Internal Communications New How

Project Finish: Develop Strategy for Measuring and Communicating Impact on Employee Engagement


August ’16

CR Lab

Project Start: New CEO Plan 


Empower Communities

Project Finish: gWiz Home Page

Milestone: When we are maximizing gene.com content internally

Milestone: When Everyday Epic local campaign is approved


Launch Medicines

Project Start: Ocreuus Launch (Gather)


Improve CR Systems, Processes, and Policies

Project Start: CR Governance Matrix


September ’16

Empower Communities

Project Start: Skills-Based Volunteerism


Launch Medicines

Project Start: Behind the Science, Epic Science 


Celebrate Science

Project Start: Pipelineapalooza Campaign and Event Plan


Improve CR Systems, Processes, and Policies

Project Start: CR Process Requirements

Project Start: Impact Framework Pilot (with gFRS)


October ’16

CR Lab

Project Start: Health Initiative Pilot

Milestone: When new global digital strategy is ready for implementation


Improve CR Systems, Processes, and Policies

Project Start: Develop CR Recognition Program


November ’16

CR Lab

Milestone: When we have clear scope, resources, and staff for CR Lab


Empower Communities

Ongoing Project: gene.com


Improve CR Systems, Processes, and Policies

Milestone: When we understand resource requirements and skill sets for Internal Communications New How

Milestone: When we have 3 examples of CR’s work positively impacting business results


December ’16

Empower Communities

Project Finish: Futurelab Impact Metrics Set


Launch Medicines

Milestone: When we have one-page media Q&As


Develop CR Professionals

Milestone: When we have a clear development process

Milestone: When we have budgets for individual development 


Improve CR Systems, Processes, and Policies

Milestone: When we have consistent metrics across CR


2017

January ’17

CR Lab

Project Start: New CEO Introduction

Milestone: When we own digital channels and ecosystem

Milestone: When we run digital globally from South San Francisco


Empower Communities

Project Start: Foundation Reboot (transition ends Q218)

Milestone: When Everyday Epic local campaign launches


Launch Medicines

Project Start: External Communication Plan (for media engagement and created/owned publishers)


Celebrate Science

Milestone: When we have a better mix of science and product stories


Develop CR Professionals

Milestone: When we have appropriate additional resources for science communications

Milestone: When all employees can tell and share the CR vision


Improve CR Systems, Processes, and Policies

Milestone: When we do a/b testing on internal communications to measure impact

 

February ’17

Empower Communities 

Milestone: When the first new gWiz pages go live


Launch Medicines 

Project Start: Corporate Group PR Plans (16+17)


Develop CR Professionals 

Project Start: Communication Super Heroes/Epic Adventures of Corporate Relations

Milestone: When we are able to complete our work in the regular work week


Improve CR Systems, Processes, and Policies

Milestone: When we convince GEC to communicate visually rather than via long emails


March ’17

CR Lab

Ongoing Project Starts: Healthcare Initiative (Internal Launch)


Empower Communities 

Project Start: GEOS 2017 (Spring)

Project Start: CSR Steering Committee


April ’17

CR Lab

Ongoing Project: Internal Communications New How Launch

Milestone: When all employee’s have mobile devices


Celebrate Science 

Project Start: Pipelineapalooza Year


July ’17

Launch Medicines 

Project Start: Cell Campaign

Milestone: When people understand that we do more than oncology


Develop CR Professionals 

Milestone: When each CR employee knows and understands the career opportunities available to them


Improve CR Systems, Processes, and Policies 

Project Start: GeeHive (holistic approach—every CR employee is an influencer and can discuss all CR)

Milestone: When GEOS work process scores improve

Milestone: When career development is no longer a top area for CR identified in GEOS


August ’17

Empower Communities 

Milestone: When the next round of new gWiz pages go live


Develop CR Professionals 

Milestone: When we are cultivating leadership and management skills at all levels


Improve CR Systems, Processes, and Policies 

Project Finish: Impact Framework First Reporting


September ’17

CR Lab

Project Start: Health Initiative Communication Campaign (External)


Empower Communities 

Project Finish: Skills-Based Volunteering (all programs established)


October ’17

Empower Communities 

Milestone: When new hubs go live on gene.com


November ’17

Empower Communities 

Milestone: When gene.com corporate, pages, CSR, and HR go live


Improve CR Systems, Processes, and Policies

Milestone: When CR has business processes defined and operating for all things that merit a process


December ’17

Empower Communities 

Project Start: gWiz Employee Community

Project Finish: Everyday Epic 2017 (local)


Celebrate Science 

Project Finish: Pipelineapalooza concludes


Improve CR Systems, Processes, and Policies

Project Finish: Impact Framework v2.0 (includes initial scope discussions)


 

2018

January ’18

CR Lab

Project Start: gCulture (renewing employee energy and commitment to Genentech)

Project Finish: New CEO Intro

Milestone: When Internal Communications New How is more thoroughly embedded


Empower Communities

Milestone: When we take Everyday Epic far and wide


Launch Medicines 

Milestone: When every launch feels like Avastin for employees


Celebrate Science 

Milestone: When we are a “go to” resource for medical science education

Milestone: When employees have a solid working knowledge of the Genentech pipeline

Milestone: When employees take pride in Genentech science


Develop CR Professionals 

Milestone: When every CR team member can influence and negotiate with business partners


Improve CR Systems, Processes, and Policies

Project Start: Brandstar (program to recognize non-CR people living and bringing the brand to life)

Milestone: When legal and regulatory give consistent direction

Milestone: When we have a big beautiful brand library for all employees

 

February ’18

CR Lab

Milestone: When the press release is re-imagined 


Empower Communities

Ongoing Project Start: Foundation Reboot Communication


Celebrate Science 

Milestone: When there is an easy way to keep up to speed on medicines and science 


Improve CR Systems, Processes, and Policies

Milestone: When we can demonstrate the impact of programs on employee engagement 


March ’18

CR Lab

Milestone: When employees can name the GEC and the role they play


June ’18

CR Lab

Project Start: Well-being Program (POV + Initiative)


Empower Communities

Project Start: Skills-Based Volunteering Communications, Reporting, Celebration

Project Finish: Foundation Reboot (transition ends)


Celebrate Science 

Project Start: Project Hero (external speaker program with Genentech leaders)


Develop CR Professionals 

Milestone: When we have strategically acceptable ways to say “no” to low-value work, or to contract the work with business partners


July ’18

Empower Communities

Ongoing Project Start: Futurelab Impact Reporting

Milestone: When no employees complain that their managers don’t support volunteerism


August ’18

CR Lab

Ongoing Project Start: Health Initiative Impact Reporting


Improve CR Systems, Processes, and Policies

Project Finish: Impact Reporting v2.0


December ’18

Empower Communities

Ongoing Project Start: Scaling Futurelab

Milestone: When local communities rank us as the #1 employer


Improve CR Systems, Processes, and Policies

Project Finish: Impact Reporting v3.0 (changes to giving focus and funding)


2019

Q1 ’19

Empower Communities

Project Start: Futurelab Recognition


Launch Medicines 

Milestone: When Gather goes live


Celebrate Science

Project Start: Crazy in Science (making science accessible Netflix/UCSF documentation)

Milestone: When we have one million podcast followers


Develop CR Professionals 

Project Start: Future of CR (coms and tech trends/ways of working trends)


Improve CR Systems, Processes, and Policies

Milestone: When the organization engages us appropriately and at the right time 


Q2 ’19

Empower Communities

Milestone: When we are nationally recognized for our giving programs (PHI/FL)


Celebrate Science 

Milestone: When our education programs or scientists are featured at TED


Q3 ’19

Improve CR Systems, Processes, and Policies 

Ongoing Project Start: Impact Framework Reporting 


Q4 ’19

Celebrate Science 

Milestone: When we do the “Serial” of podcasts 


Q1 ’20 

Celebrate Science

Milestone: When there is a National Biotech Day 

2020

CR Team Blitz Outputs


CR Team Blitz Outputs



Every Output Is an Input


Each Think Wrong drill produces useful output. Documentation of our work provides a rich collection of ideas and insights to mine as we move forward. 

 

 

Beautiful
Question

 



Love &
Loathe

 



 

Epic x
Doability

 


 
 

Beautiful Question

We used questions to open the aperture on who we might become, what we might do, and why it might matter.  

We used Beautiful Question—a Be Bold Drill—to challenge the assumptions, biases, and orthodoxies that shape Corporate Relations today—and to explore what we might become. 

The questions below received dot votes—these are the questions teams found most compelling. The bold questions were moved forward during the drill.

All the questions can be viewed by clicking the View Images button below.

 

Team 1

Opportunity:

Grow Reputation
Be known as a healthcare solution.
Be a household name because of ethos.

Reduce public skepticism of pharma.
Be an example for others.

Mission-Critical Work
What are we not going to do?

Culture Building
Let the seams show.
Reduce sense of entitlement among employees.

Other
Become Kennedy’s New Camelot.


Why:

Grow Reputation
Why don’t people trust our perspective?
Why do people think we’re greedy and evil?
Why don’t people think we are a leader?
Why don’t we drive conversations around insurance premiums?
Why aren’t we leading on more stuff?

Culture Building
Why don’t we “join” more?
Why do we care what people think?

What If:

Grow Reputation (Brand)
What if we radically increased our transparency in communication?
What if we made a BOLD and PUBLIC commitment?
What if we could prove our value to society?
What if we criticized pharma?
What if we did something so meaningful it couldn’t be questioned?

How Might We:

Process
Share more goals, even if we aren’t sure we will get there?

Grow Reputation
Invite people in?
Keep emotions in stories?
Tell unadulterated proof about how we price medicines?

Mission-Critical Work
Give people as much information as they want?
Not wait until the story is over before we start telling it?

Culture Building
Speak more about our risky efforts?
Really talk about failure?
Encourage employees to tell more stories?
Have live Q&A with Ian answering tough questions?
Talk like real people talk?


Team 2

Opportunity:

Process
Connect all the work each team does through standardized metrics.
Raise the level of rigor and help prioritization through metrics.

Grow Reputation
Opportunity for brand/story—expand geographic and industry (e.g., non-biotech/pharma) reach of Genentech brand).
Tell our pricing story—differentiate ourselves from the stigma of big greedy pharma.

Local Presence
End the STEM achievement gap.

Mission-Critical Work
Focus, volume, and clutter.

Culture Building
Local talent competition.

Why:

Grow Reputation
Why are we different and special?
Why is it so bad for companies to make money on medicines?

Why can’t we post the price of our medicines?
Why would/wouldn’t we want to be a “household name”?
Why is pharma the bad guy?

What If:

Grow Reputation (Brand)
What if we articulated our value/benefits to society in a way that changed the pricing debate?
What if we became the most transparent company?
What if people still aren’t impressed?

Launch Medicine
What if we cured something big and gave the cure away?

How Might We:

Grow Reputation
Have patient stories reach an audience?
Tell the stories in nontraditional ways?
Make our story accessible?
Create research-backed games to connect people with Genentech?
Create a viral challenge?
Engage a broader audience?Partner with an innovative brand?
Challenge outsiders to come up with new solutions to the “pricing model”?


Team 3

Opportunity:

People
Departmental rotation program.
Time/balance.

Process
Consistent communication metrics—in context.
Data-driven storytelling.
Silos.

Connect internal to external.

Grow Reputation
Telling our stories without seeming inward facing or narcissistic.
Genentech on the same level as Big Tech.

Why:

Grow Reputation
Why are we trying to impress people?
Why not talk about ourselves?
Why is tech so great, and why does that matter to us?
Why would we want to be categorized as tech?
Why are we not already viewed this way?
Why can’t we get all stakeholders to tell the same story?
Why would people care?
We make mad money, right?

What If:

Grow Reputation
What if we changed the perception of the whole industry to positive?
What if we called out the industry for what’s wrong?

What if we found a way for patients to collaborate with the people making their meds?
What if it backfires?

Launch Medicine
What if we cure cancer?

How Might We:

People
Learn how to ask for help?

Grow Reputation
Establish strategic external partnerships with companies with good reputations?
Have a panel on price on our campus?

Highlight our lack of CIA?
Tell the truth of our industry through humor?
Write the stories we are afraid to write?
Create a giant interactive infoviz on pricing/cost?
Talk about the negative (failed studies, challenges faced in drug development)?
Publish a print magazine?

Culture Building
Learn how to ask for help?

 


Team 4

Opportunity:

People
Time/bandwidth for development.

Epic Programs
Day in the life of GNE.
Project Gratitude.

Grow Reputation
How to un-pharma us.

Culture Building
More internal roadshows across the organization.

Why:

Grow Reputation
Why do we deserve to be seen as different? If we aren’t different, what are we?
Why can’t a single company change an industry’s reputation?
Why are we different now?

What If:

Grow Reputation
What if we set the standard and led in practice?
What if we led the conversation on pricing and became more openly transparent?
What if profit/money/cost wasn’t an issue?
What if being “pharma” was a good thing?
What if we got all pharma companies acting righteously?

Celebrate Science
What if we sold science, not drugs?

 

How Might We:

Epic Programs
Have a TED-like speaking show?

Grow Reputation
Host a roundtable video discussion?
Publish positional papers e.g., HuffPo?
Crowdsource the pricing problem?
Open up a conversation?

 

 

Team 5

Opportunity:

People
How can we incorporate rigorous professional development?

Process
What are the right metrics?

Epic Programs
How do we launch new epic programs while maintaining 2/3 of the current ones?
How do we take Futurelab across the Bay Area or national?

Mission-Critical Work
Channels—how do we expand or remove channels in a way that makes sense for us and our audience? (How do we communicate? Is gene.com the right channel? Is gWiz the right channel?)

Culture Building
How do we nurture the right culture without being too prescriptive and manufactured?
Is our culture that unique?

Why:

Process
Why are we not measuring our internal channels better?
Why can’t we find a compromise with compliance?

Mission-Critical Work
Why are we using our resources for the channels the way we’re using them, and who decides?

What If:

Process
What if we relied on employees to communicate?

Mission-Critical Work
What if we got rid of gene.com and put resources someplace else?
What if we didn’t have gWiz?
How might we reach the people we need to reach?
What if we communicate only with channels we aren’t using now?

What if we used all channels possible?

How Might We:

Mission-Critical Work
How might we use ONLY Facebook?
How might we share what we already have?
How might we reach employees at home?
How might we use LinkedIn to recruit?
How might we use one portal for both internal and external communication?
How might we reduce the overall comms we push out?
How might we use Facebook/Facebook-like system internally?
How might we know what people want to know?
How might we communicate differently?
How might we know the latest trends?
How might we use third parties where we do it ourselves today?
How might we pick Facebook over mySpace?
How might we change employees’ expectations/behaviors?
How might we learn from the startups that surround us?


Team 6

Opportunity:

People
How can we provide more rotational opportunities?

Process
Find a way to tie metrics to business outcomes.
Measure giving impact on employee engagement.
Get more $ and resources.

Mission-Critical Work
What are the new channels that help tell our story?
How do we stay on the cutting edge of innovation?

Why:

Grow Reputation
Why can’t we reach our audiences in a more memorable way?

Mission-Critical Work
Why can’t we reach new channels?
Why can’t we create our own channel?

What If:

Local Presence
What if we OWN a health problem in the Bay Area?

Mission-Critical Work
What if we create our own channel?

Launch Medicine
What if we lowered our prices?

How Might We:

Process
Use big data?
Use more crowd-sourcing to develop new channels?

Epic Programs
Have a TV show—partner with a major network?

Grow Reputation
Have patients tell their stories and become advocates?
Build a relationship with all our patients?
Tell both sides of the story?

Preventative health initiative?
Medium series?
Collaborate with virtual reality on NYT, Oculus?
Create biotech digital media peer group for best practices?
Buy a network?
Challenge the negative?
Be different?




 


Team 7

Opportunity:

People
Can we do rotation/shadow within CR?

Process
How might we better prioritize?
Metrics—do they really demonstrate ROI?
Change funding structure, can it be evolved?

Grow Reputation
Humanize the company—make it emotional, tell the everyday epic stories.

Why:

Process
Why aren’t we communicating with one voice?

Grow Reputation
Why can’t we create a shared mindset to tell our value story?
Why is product branding separate?
Why can’t we better tell our value story?

Culture Building
Why don’t we make painful decisions to make a bigger impact?

What If:

Process
What if we had an independent funding source (not commercial)?
What if commercial IM & comms came from us?
What if we were the decision makers on all communications?
What if our leaders moved from email to more social communications (internal and external)?

Mission-Critical Work
What if we got rid of press releases?

Culture Building
What if we had people more accountable for reputation?

How Might We:

Process
Create a new standard that is not “value” but has merit?
Create a different focus other than just earnings?
Create a stealth mode modeled on Everyday Epic?

Culture Building
Lead with a patient-first culture?Be a larger-than-life public leader?




 


 


Love & Loathe

We used Love & Loathe and Loathe to Love—Let Go Drills—to identify where the pain points exist in Corporate Relations, and then to think wrong about how we might transform them from things we can’t stand to things we might love.

 

We took stock of what we love and loathe about Corporate Relations.


Epic x Doability

We used Impact x Doability—a Move Fast Drill—to tap into the collective wisdom of the team and rapidly sort, evaluate, and select the most compelling and highest-potential ideas.

 

 

We quickly prioritized the ideas we created for potential impact.

 

Truth+Truth=Fiction


Truth+Truth=Fiction


True pictures + true confessions = random-match-made fiction.

Enjoy!

(And download the PDF—it's worth it!)

CR Blitz Resources


CR Blitz Resources


 

Thinking wrong produces valuable resources for the challenge your Blitz was designed to address—and other challenges you might be facing.

 

Future provides Blitzers with access to the Think Wrong Lab so you can get maximum value from the resources we have generated together. 

Click OVERVIEW below and log in to the Lab for a quick recap of the purpose of the Blitz.

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To view the complete collection of videos or photos documenting your Blitz, click on VIDEOS or IMAGES below.

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