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Reinventing Yourself for Success: Remaining Flexible in a Word of Unpredictable and Unrelenting Change Remarks by Janice R. Lachance, CEO, Special Libraries Association |
Thank you...Laura...for that very kind introduction. It is a pleasure to be with you this morning. I appreciate this opportunity to speak with you about some of the significant issues facing special librarians and the information profession in today's hyper-competitive...take-no-prisoners...business environment.
Specifically...I will address what I see as some of the opportunities and challenges ahead of you. I will also make a few specific suggestions about ways in which you can increase your value to the organizations you serve as a way to enhance... or even ignite ... your careers.
Before I begin...however...I would like to thank SLA Illinois...the Metropolitan Library System...the DuPage Library System... and the North Suburban Library System for organizing this excellent conference and for your kind invitation to speak.
SLA has always had a strong presence in the Chicagoland area. Many of the Association's leaders have come out of the Illinois Chapter...including two past SLA Presidents. And today...the Chapter is ably led by President Romona Howerton...President-elect Laura Ikens...and a strong and committed team of chapter leaders.
I am pleased to tell you that SLA will be holding its 2012 Annual Conference and INFO-EXPO in Chicago. I would like to thank Jan Chindlund...and the other members of the chapter who worked closely with SLA staff to schedule this exciting international event in Chicago.
I suspect many of you are from the Chicagoland area and grew up with sports broadcaster Harry Karry. But how many of you remember Howard Cosell? For those of you who may not recall the late sportscaster...Cosell was widely known for his...how would you say it...flamboyant style of sports commentary.
He often provided erudite observations alongside maudlin sentimentality in his broadcasts...and he always served up both with an entertaining...and sometimes controversial... mix of humor and criticism.
And...of course...he had this distinctive voice and rapid style of delivery that made him a darling of comedians and impersonators alike. I remind of you Howard Cosell because he always warned his audience..."I tell it like it is."
And...it is in this spirit of telling it like it is...that I address you this morning.
Not only will I tell what I think the state-of-play is in the information profession today... I will also tell you what I think you need to do be successful in what has become an extremely turbulent and unpredictable time for librarians and info pros in the marketplace. One of the things I am going to encourage you to do...starting right here and right now...is change the way you think about your job... and ...your entire profession.
I do not think there is anyone in this room who would not agree that we live in a time of extraordinary change. The global economy...spurred on by rapid advances in communications and information technology...is changing the way we do business and transforming entire industries almost overnight.
And...yes...it is having a direct impact on the environment in which information professionals do their jobs.
Of the more than 6 billion inhabitants of the planet...nearly 20 percent use the Internet. China's Internet population alone grew by nearly a third last year. And consider this... while there were only about ten thousand Web sites in 1994...today that number is estimated at about one hundred million.
According to the Pew Internet and American Life Project...about one in three Internet users have logged onto the Internet using a wireless connection either around the house...at work...or some place else.
That is why I would like to talk with you today about ways I believe librarians and info pros can respond to the new realities of the workplace.
But first...let me ask you a question. How many of you remember the first time you logged onto the Internet?
You may recall that back in days of CompuServe...back in the early days of the public's use of the Internet...the user experience was very one dimensional...very flat. You could retrieve information and you could post it. You could send email and you could receive it.
Web sites were little more than brochures and online catalogues you did not have to wait for to be delivered by fax or by the U.S. Postal Service.
And...then...something interesting happened. Internet users.... with the help of like-minded programmers ... developers...and other techie-types...began to discover the power of the Internet to amplify a single voice. It suddenly gave this voice substance...authority... reach...and influence like never before.
In fact...we have witnessed the rise of a whole new class of video journalists...armed only with mobile phones... who are changing the way we see the world... from the violence in Myanmar... to gaffs on the campaign trail.
Seemingly overnight...Wolf Blitzer and Christiana Amanpour have hundreds...if not thousands...of would-be colleagues and competitors across the globe.
As you know...we have come to characterize the extensive...multi-faceted... and collaborative nature of Internet communications today under the broad umbrella of social networking.
The features of the post-Web 2.0... and soon 3.0... world are making the Internet an extraordinarily robust vehicle for personal and professional expression of every kind through blogs...RSS feeds...wikis...and networking sites such as MySpace and YouTube. They are also making life a lot more challenging for those of you in the information industry.
Andrew McAffee of Harvard University was the first to identify the increasing use of social networking between companies and their partners or customers as Enterprise 2.0.
This use of social networking for business purposes is being viewed as a significant improvement over the use of email for business communications and is likely to grow.
As a result of these and other changes in the marketplace ...you are being called upon to adapt like never before...while your organizations struggle to define what business will look like in the next three...five...or ten years.
Not only are you already expected to retrieve... manage...and disseminate vast amounts of strategic information and data in highly technical or complex fields...more and more of you are being called upon to understand the latest innovations in technology...including social networking... and how to put them to use for your organizations.
And if you think we may see a lull in technological change anytime soon...I suggest you surrender that notion.
The research firm...Gartner Inc... recently released its list of the top-ten strategic technologies for 2008. According to the firm...a strategic technology is one that could significantly impact and...possibly... disrupt business in the next 18 to 36 months. Yes, you heard right ... not years, months.
A few of the strategies making Gartner's the list include... Metadata Management...Mashup and Composite Applications...Unified Communications...Real-World Web and the expanded use of Social Software...which I was discussing a moment ago.
Some of these strategies may require a major financial investment by organizations and have the potential to leave behind those companies that adopt them too late. Suffice it to say... these and other technological developments will continue to impact the way you do your job in the years ahead and will require you to constantly upgrade your technical knowledge and skills to remain relevant and competitive.
In the midst of such change...the question for you is this. "How do you, as librarians and information professionals, evolve from business-as-usual to business in a wired-in world? And how do you remain flexible enough to reinvent yourselves...as most of you will have to...so as not to go the way of the three-martini lunch?"
Please do not misunderstand. While the information profession may be undergoing a period of upheaval...I am extremely optimistic about its future. And...so it seems...are most of you.
A recent Satisfaction Survey of more than 3000 library staffers of all ages and in all types of libraries by the Library Journal found that nearly 86 percent of those surveyed said they would choose a career in librarianship if they had to do it over again. Let me say that again. Eighty six percent would choose a career in librarianship all over again.
And this mirrors the results of SLA's most recent comprehensive Membership Survey which show that more than 75 percent of members believe they are likely or very likely to experience a rewarding sense of job satisfaction over the next five years. Seventy five percent.
While there is reason for optimism...it would be naive of me ... and of you ...to suggest we ignore what is happening in the industry today resulting from downsizing...the elimination of info centers and libraries... and the off-shoring of some important information functions.
And yet...we know...when it comes to the information needs of an organization... no one is better qualified than a librarian or information professional to make a meaningful contribution.
In fact...who is better qualified than an info pro to explain to a CEO or other senior management the advantages of one knowledge delivery system over another?
I think it is very telling that three very different publications have cited "Librarian" as one of the best careers for the future.
US News.com listed "Librarian" as one of the Best Careers in 2007...while Parade Magazine called "Corporate Librarian" one of the Hottest Jobs for College Grads.
And the personal financial advisor...Kiplinger.com...which listed "Librarian" as one of its Seven Great Careers of 2007...had this to say about librarians:
"Forget about the image of librarian as mousy bookworm. (Pause) Today's librarian is a high-tech information sleuth...a master of mining cool databases...well beyond Google...to unearth the desired nuggets."
I believe strongly that librarians and info pros have the opportunity to become indispensable to their organizations...like the hub of a wheel... playing an integral role in all decision-making and education practices surrounding them.
In order to perform at this level...however...you will not only have to possess solid professional credentials ... competencies... and experience...you will also have to view your role as a professional in non-traditional ways. And...you will have to be willing to get out of your comfort zone.
Ever since I joined the SLA leadership in 2003...I have repeated a quote from retired U.S. Army General Eric Shinseki many times. He is known for saying: "If you don't like change, you're going to like irrelevance even less."
Most people do not embrace change naturally. And this is especially true if they believe they have little choice in the matter. Why is that? I suppose it's because human beings are...to a large extent... creatures of habit.
We appreciate the familiar...and we value safety and security. I am no different. Sometimes... though...change is the only option you have to get what you really want.
When I was Director of Communications at OPM...I very much wanted the job of Chief of Staff when it came open.
My boss...the Director of OPM ...wanted me to stay right where I was because I was getting him excellent media coverage....especially by the Washington Post.
The solution I came up with was this. I agreed to continue handling all media contacts with the Post even though this was not traditionally the Chief of Staff's responsibility. As a result...I got the job. It probably added an hour or two more to my day and was a nuisance at times. But it was the only way I was going to get the job I wanted.
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I tell you this story to illustrate the fact that sometimes all you need to do to be successful is look at things a little differently...other times...more may be required of you. You may even have to completely reinvent yourself depending on the situation. But no matter what you do...you have the best shot at success if you are flexible and adaptable to the change taking place around you.
And what is required for this type of flexibility?
I would say there are three things you must have...a willingness to take risk...an appreciation for the value of continued learning...and the ability to think strategically.
I know I may not look the big risk-taker...but I am not talking about the kind of risk associated with something like base-jumping...parachuting off of tall buildings. Although I did recently take a helicopter into....yes, I said into.....the gorge at Victoria Falls in Zambia. I still can't believe I did that... especially when I was told - AFTER THE RIDE - of the minimal training helicopter pilots receive there.
But...this morning...I am talking about calculated risk intended to accomplish a specific objective. For example...instead of simply adapting to the business culture in which you find yourself...use the culture to your and your employer's advantage.
Generally speaking...I do not think the first phrase most people would use to describe librarians or info pros would be... "in your face." (Pause)
Maybe...however...it should be.
No one can explain the value you provide to your organization better than you. While you may not be a self-promoter by nature...you must become one.
No matter what industry you work in today...it is imperative to be noticed and appreciated by senior management for the contributions you make.
If you are not perceived as a significant contributor to your organization's decision-making...and financial success...you may be viewed as overhead. And what is every organization in this day and age looking to do to remain competitive...cut overhead.
It is up to you to continually make the case for your value.
You know what quality information and data look like. You know how to gather it. You know how to evaluate it.
And most importantly...you know how it can and should be used to achieve the strategic objectives of your organization.
Now... you have to go out and explain it.
There is more than enough research available to support this argument.
Outsell recently reported that respondents to a survey conducted this spring save an average of nine hours on information-related tasks every time they initiate a meaningful request from their corporate library or information center.
Based on Outsell's calculations...these nine hours amount to a savings of more than two thousand dollars in direct costs.
That is two thousand dollars that go right to the organization's bottom line every time a respondent seeks meaningful answers from a librarian or info pro.
And... at the risk of sounding like an infomercial...there is more.
A survey of middle managers released by the consulting firm...Accenture...earlier in the year found that middle managers spend up to 25 percent of their time searching for information they need to do their jobs. I suppose that would not be so bad except for the fact that more than half of the respondents said the information they found was of absolutely no value to them at all.
As significant as this type of research may be...it only tells part of the story.
The value information professionals add to the quality of strategic decision-making or to the avoidance of risk may be incalculable...but it is... nonetheless...real.
While most of you likely have experience in quantifying your professional contributions...I encourage you to take the next step.
Seek to make known the value you added to your organization's high-profile successes...such as landing new accounts or creating strategic business alliances.
It is up to you to tell this story because...if you do not...no one else will. And... if that means being creative or taking risks to get your face in front of senior managers...that is what you must do.
Early in my career...I had a boss who was usually in his office around 7:30. I made a point of being in by 8:00 so I could talk to him when he was not distracted by 20 other things. More importantly...it gave me an excellent opportunity to tell him what I was working on and...surprise surprise...how important it was to the organization.
Create opportunities to make the case for the value you provide. Seek imaginative ways to get in front of key executives every chance you can...and make the most of it.
Also be willing to take on more responsibility. The best performers in any organization are those who solve problems. View yourself as a problem solver...and...when you think you can help...volunteer your expertise even if it is not in your job description.
Never be afraid to invite yourself to a meeting where you think you might be able to make a difference. This definitely may be out of your comfort zone...but I think you will find the reward is worth any initial discomfort.
And finally...if you see opportunities for advancement in the organization...go for it.
Even if there is no formal job...but you identify something that should be done...think about whether you could do it. And do not be dissuaded because the position may not be located in an information center or have the word "librarian" in the title.
If you can use your professional skills in a way that is exciting...satisfying...and enriching...why would you not consider it?
I know it is a cliché...but...no matter what you do...always expect the unexpected and be ready to find the opportunities in it. That may well be the very definition of flexibility.
Another way you can assure yourself of maximum flexibility in your career is through continued learning and professional development. By continuously expanding your skills and knowledge base...you position yourself to exploit unexpected opportunities.
As I mentioned earlier...the speed of technological change in the information industry today is breathtaking and the expectations of info pros to understand technology is growing.
For those working on the leading edge of technology ...they are always running to keep up with the latest developments. This is also true of librarians and info pros.
But in some ways...though...it is even tougher for you. Not only must you be knowledgeable about important developments in the retrieval and management of information...you must also keep abreast of developments in the industries in which your organizations operate.
While a fair amount of this information is available on the job...info pros must consciously seek out ways to enhance their expertise in all facets of their careers.
This is the primary reason SLA has made a significant commitment to the continued development of Click University. We recognize we must provide you with the very best and up-to-the-minute professional education possible in ways that are easily accessible and affordable.
Whether it is through our CI or KM certification program or the many other courses we offer....our goal is to keep you at the forefront of knowledge in your profession. That is our commitment to you.
And, I cannot encourage you enough to keep your knowledge and skills as sharp as they can possibly be.
Finally...to ensure yourselves of as much opportunity as possible in your career...I urge you to adopt the strategic mindset of a senior executive.
A colleague once told me that while she is not a CEO...she regularly asks herself... "What would I do if I WERE the CEO?" Why is this question important?
It helps you focus on the big picture. It is said that one of the most important qualities a CEO must possess is the ability to anticipate what will happen next. I agree with that.
Unfortunately...some CEOs are rather myopic when it comes to looking at the future. As a result...they seem to adopt strategies that may appear comfortable and safe when what their companies need are strategies that are bold and can stand the test of time.
Futurist and author Andy Hines makes this point when he says, "Developing a strategy based on, and solely aimed at, the short term provides the comfort of a sharp, narrow focus, but it runs the risk of missing critical trends and developments that a strategy based on foresight is more likely to catch."
In order for a CEO to anticipate what will happen next...she or he must have a broad, comprehensive understanding of her or his organization's current operating position today...and a clear, unobstructed focus on its goals and objectives for tomorrow.
A good CEO is always thinking about the whole as a sum of its parts. I believe that is very good advice for any info pro.
Executive coach and author Stephen Robbins says... "Executives think about making the entire business succeed... not just their own domain."
One of the strategies you should employ in gaining a better understanding of your company's overall strategy is to begin forging alliances or partnerships inside your organization with those who are leaders or natural allies.
Seek to develop relationships with leaders and agents of change throughout your organization.
This will not only help you understand more clearly the priorities of the enterprise...it will help reinforce perceptions of your value throughout your organization.
Additionally...if you are not already doing so...it would be wise to know your colleagues in IT better. I know... I know.... I can see your eyes rolling from here!
Even though they have co-opted the term...you, after all, are the I in IT...even though they still represent the T. The way technology and information are blending...this could be a marriage made in heaven...or at least one forged over a large pizza.
Developing alliances or relationships with those who may not be in your immediate field of vision today could very well be in the best interest of your organization overall...and help bring you and your skills to the desks of important decision-makers throughout your company.
If you understand your part in the broad strategic objectives of your organization...I believe you will not only be more effective in your present position...but will be in a much better position to seize on opportunities that may arise anywhere in the enterprise.
I have tremendous faith and belief in the strength and intellect of info pros. That is why I believe so strongly that if you are willing step out of your comfort zone and take risks...never stop learning more about your profession...and begin to think strategically about the big picture like a CEO...there is no challenge you cannot handle...and...in fact...you will prosper very nicely.
If you are an SLA member...thank you. If you are not...please consider becoming one. Our members understand that no matter the challenges they and the profession face...they do not face them alone.
SLA...is by their side...as a partner...committed to their success and committed to providing the tools and actionable information they must have to succeed in these competitive times.
In 2009...SLA will celebrate its Centennial....honoring one hundred years of service to librarians and information professionals. As a lead-up to this important milestone... SLA is undertaking a far-reaching and thorough examination of the information profession...and the role info pros and the Association will play in the future.
While it is appropriate and beneficial to look back at previous accomplishments on this type of anniversary...it is absolutely essential to use it as an opportunity to focus the organization's critical thinking and creative talents on what lies ahead.
How many of you are familiar with the country singer-songwriter Mack Davis? One of the songs he is known for is called... "Texas in My Rearview Mirror."
The song reminds us that even though it is important to remember where we came from and what helped us get to where we are...we cannot and should not fixate on the past. Nor can we afford to be nostalgic about what we see in the rearview mirror.
While it is necessary to glance in the rearview mirror from time to time...our primary responsibility is to keep our eyes on the road ahead...and our mind on where that road is leading us around the next curve.
That is why SLA is working with a team of respected communications and research professionals...and futurist Andy Hines whom I quoted earlier... to define where the profession and the Association are headed... and what they will look like tomorrow and in the years ahead.
The project... which will rely heavily on primary and secondary research... will help librarians and info pros align their knowledge... experience... and skills with the evolving expectations of the organizations of the future.
In my view...the role of SLA is to make its members successful. If they succeed...the Association succeeds.
At a conference I attended some time ago...a speaker was talking about the field of physics...and I apologize in advance to all of you who work in this discipline.
He made the wry observation that progress in the field of physics is made one funeral at a time.
We at SLA are determined to make sure no one ever says that about this profession. Ultimately... however...your career is in your hands. You can either decry the changes taking place today...or you can make the most of them.
Granted...this may require a change in perspective...but I am absolutely confident it will position each and every one of you for a future that is bright...exciting...and successful.
You have the talent...the skill...and the desire to succeed. This is your time. With effort...passion...and persistence...and...a willingness to cast a fresh eye at the world and your profession...I know you can and will make the most of it.
Thank you very much.
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