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Hi all,

I am working on a presentation entitled Effective Internet Use Management in
a Web 2.0 World. 

After a discussion on the WWWEDU list - primarily visionary educational
technology enthusiasts - I added the following section of text. This is
based on a book from the late 90's entitled Inside the Tornado, Geoffery
Moore. His book focuses on selling technology, primarily to business folks.
I have adapted his approach to education. So this is part his insight and
part mine. 

I would really appreciate feedback from this group (Lm-Net folks are always
so helpful :-)). I am assuming most of you are Visionaries or Pragmatists.
Do you think you "get it" and does this provide you with some insight into
next steps that can be taken in your district?

Key Players

Visionaries ~ 10% of the population.
Intuitive ~ take risks.
Support revolution ~ break away from the pack.
Motivated by future opportunities ~ seek what is possible.

Pragmatists ~ 40% or the population.
Analytic ~ manage risks.
Support evolution ~ will stay with the herd, but can lead the herd.
Motivated by present problems ~ pursue what is probable.

Conservatives & Skeptics ~ 50% of the population.
Pessimistic ~ avoid risks.
Motivated to maintain the status-quo ~ will only change under duress, after
the majority has changed.

The Chasm

There is a Chasm between Visionaries and Pragmatists.
Visionaries ~ educational technology enthusiasts ~ navigate using łthe
Visionaries mistakenly believe that others can, should, and will take risks.

Pragmatists and Conservatives ~ administrators and other teachers ~ donąt
trust Visionaries because they donąt trust anyone who navigates using łthe
Administrators will never be Visionaries ~ because administrators must
manage risk.
But administrators can be Insightful, Leading-Edge Pragmatists.

Visionaries think Pragmatists are pedestrian ~ Pragmatists think Visionaries
are dangerous.
What Pragmatists require to change is a 100% solution that will meet a
compelling need ~ which Visionaries are not effectively providing in most
schools because they are too excited about the new opportunities and want to
break away from the pack.

The Tornado of Change

The Tornado is a stage within the Pragmatist era when discontinuous change
Conservatives will not change until after the Tornado.
Visionaries think that educational technology will lead to discontinuous
change in schools ~ but are not doing what is necessary to Cross the Chasm
and effectively engage the Pragmatists.
We will not get to the Tornado until the Pragmatists are successfully

Crossing the Chasm ~ Building to the Tornado

Crossing the Chasm requires focusing on łniches˛ ~ effective
technology-enhanced approaches that meet a compelling interest, that other
educators can implement without placing themselves at risk of something
going wrong, and that can lead to other łniches˛ ~ think bowling alley.

Easy to implement, 100% complete lesson plans that are accessible on
district web site.
Easy to use Web 2.0 online community for teachers.

Once you have started to Cross the Chasm, it is necessary to prepare for the
momentum that will come when an increasing number of Pragmatists shift or
want to shift ~ building to the Tornado.
Professional development and equipment support needs will exponentially
increase ~ be prepared or momentum will stall.

It is my assumption that the people who view the presentation I am putting
together (narrated slides, with handout) will be a combination of
Pragmatists and Visionaries.

Thanks in advance for any feedback.


Nancy Willard, M.S., J.D.
Center for Safe and Responsible Internet Use

Cyberbullying and Cyberthreats: Responding to the Challenge of Online Social
Aggression, Threats, and Distress (Research Press)

Cyber-Safe Kids, Cyber-Savvy Teens: Helping Young People Learn to Use the
Internet Safely and Responsibly (Jossey-Bass)

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