1. Leading Change Learning Community
WEBINAR ON SCALE
March 18, 2009
11:00 am – 12:00 pm
Introduction
How the webinar will be conducted
Technical advice during the webinar
Recording and availability of PPTs after the webinar
Brief introduction to the agenda
How questions will be handled
The panel presentation
Allen Grossman, Harvard Business School Professor of Management Practice
Sue Bodilly, Director of RAND Education
John Strand, Vice President and Director of the Academy of Educational Development’s Center for Social Marketing and Behavior Change
Questions to the panel from the moderator
Questions to the panel from the audience
Brief closing statement from each panelist

2. Leading Change Learning Community
Scale
Wallace Foundation Webinar
March 18, 2009 2

3. Scale Definition of Scale
Measurable increase in impact based on the spread of a program, practice or process
It is not just the number of people using a program, it is the number using it well
It is the ability to sustain and continuously improve best practice
It is the ability to convert best practice into common practice 3 3

4. Scale
Key Question
Why is achieving and sustaining scale such a challenging endeavor? 4

5. Effective Scaling is Elusive
Few successful models in public education
Powerful forces discourage sustained focus
Multiple stakeholders with varied perceptions of success
Political entities exert conflicting pressures
Funding targeted at specific programs
Pressure to adopt latest “hot” ideas that addresses one part of the system
Political decisions trump managerial decisions
Thirty month average urban superintendent tenure
Culture has historically rewarded effort and output over results 5 5

6. Achieving Excellence at Scale
Define success
Set concrete goals with maximum buy-in
Create systems for measuring impact
Create culture of continuous improvement for all aspects of a program
Insure organizational elements—culture, structure, systems, resources, stakeholders—in place to sustain your work
Communicate, communicate, communicate 6 6

7. Achieving Excellence at Scale
Use every possible resource to inform and support your scaling efforts:
Government policy and regulations
External stakeholders
Examples from other sectors
Networks of similar efforts
Observe what people do, not just what they say, at every level of the organization
Scaling is about changing behavior and achieving results 7

8. BRINGING EDUCATION INNOVATIONS TO SCALE Webinar on for The Wallace Foundation
Susan Bodilly
March 18, 2009
RAND

9. Basis for Comments
Evaluation of New American Schools
Study of 15 external reform provider organizations (
Compare and contrast their experiences
Provide lessons learned for others
Related work on collaborative efforts at reform
RAND

10. Definition of Scale (from Cynthia Coburn)
Spread: number of adopting units
Depth: significant improve in classroom practice that influences student learning
Sustainability: policy and infrastructure in place to support further improvements
Shift in ownership: transfer of knowledge and authority to the adopting site
RAND

11. Scale-Up Process
Interactive, involving teachers, schools, districts and states
Adaptive through reciprocal relationships in unfolding situations
Iterative with continuous reexamination and learning
Non-linear
RAND

12. Common Core Tasks Develop and provide support for implementation
Ensure high quality implementation at each site
Evaluate and improve the intervention
Obtain the financial support needed
Build organizational capacity for scale
Market the product
Create customized approach to fit site need
Sustain the reform over time
RAND

13. Challenges Creating economical supports
Developing measures and procedures for checking implementation quality
Assessing effectiveness
Adapting funding overtime as needs change
Creating thoughtful customers
Adapting the intervention overtime to meet needs
RAND

14. Other Ideas Discussed Remove old practices to make room for new ones:
Terminating what doesn’t work is important
Organizational slack is needed for improvement
Get “a great leader” is not a sustainable strategy
Build organization’s team
Must put policies and structures
Develop integrating relationships with others
RAND

15. Scaling Up Leadership Reform: How can social marketing help?
John Strand
AED Center for Social Marketing
and Behavior Change

16. Large-Scale Behavior Change: 3 Approaches
More/Less Choice  More/Less Compliance
Education  information-based
Marketing  incentive-based
Regulation  sanction-based
-adapted from Mike Rothschild, 1999
Education: information-based, simple behavior, clear benefits, low perceived barriers
Marketing: incentive-based, more complex behavior, benefits less tangible/delayed, strong competing options, moderate-high perceived barriers
Regulation: sanction-based, behavior harmful to individ/society, social consensus for regulation, behavior observable & susceptible to effective regulation
simple behavior, clear benefits, low perceived barriers
Education offers the most choice and the least likelihood of compliance. It works best with simple behaviors that have clear benefits and low perceived barriers.
Regulation offers the least choice and the highest prospect for compliance. It works best where the behavior is detrimental to the individual and society, where there is social consensus that supports regulation, where the behavior is observable and susceptible to effective regulation

17. Social marketing is a systematic, consumer-centered approach to promote behavior change
Consumers have choices, so we compete to be chosen
Offer something they really want or value
Use research to understand consumers’ –
Wants, needs and aspirations
Perceptions of the behaviors or products
Competing options
Preferred communication channels and influencers

18. To scale up this leadership reform,
Who must
do what differently?

19. Clues from behavioral science
If I do the behavior, I get something I want
Perceived consequences
I’m confident I can do the behavior
Perceived self-efficacy
Other people, whose opinions matter to me, would approve of me doing the behavior
Perceived social norms
= FUN
= EASY
= POPULAR 19

20. How can you make the behavior more Fun, Easy & Popular for your audience?
Add benefits that are meaningful for your audience (WIIFM)
Remove / lower barriers that your audience struggles with

21. What your competition?
Any other choices your consumers have in addition to what you’re offering
Including what they’re doing now
How do your offerings stack up?

22. So how can you be more competitive? Four Strategic Options
Target Behavior
Competing Behavior
Benefits
Barriers