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We propose to create a short documentary-style video inspired from VOX’s documentaries. The goal is to make an edutainment (education + entertainment) video that triggers conversations among the audience. VOX’s videos are entertaining yet serious and feel like solid information sources. Our video would be shorter than a typical VOX episode and it would focus on the problems related to the strategy-to-execution gap. Our ultimate goal is to educate people on the topics of Performance Management, Objectives Cascading and Personal Improvement in a creative, original and fresh way, instead of making a classic corporate interview that wouldn’t be good at engaging people.
On key challenge is managing employees perceptions. Most of us organise our days around the tasks that we enjoy the most or the ones that are the most fulfilling personally. Those tasks don’t always match with the most important ones or the best aligned with the company’s objectives. When asked to do specifically those tasks that will add value the most, some people may feel like they’re waisting time on useless things and understandably, they tend to avoid them.
Another challenge has to do with the complexity that comes when passing messages to large numbers of employees and through many layers of hierarchy. The communication process needs to be thoughtfully designed. In Ferring’s case, this will come later as the focus now is to create a piece of content to introduce the mindset to the Ferring community.
The video will be hosted by a main presenter delivering the information and taking people on a journey to learn about the topics of Performance Management, Objectives Cascading etc.
The voice over will be added on top of illustrations such as papers, archive footage, titles, text, etc. The goal here is to create a coherent journey to understand the importance of the topic.
Interviews will be conducted as Zoom calls, including the one with Per Falk, by Noémie or someone from the team. We chose this approach for several reasons. First of all, the “zoom call” style gives a feeling of authenticity. The conversation will feel more real. Second, it would implicitly inform people that Per Falk is willing to take part in a conversation with his own people, giving his time, which means the topic is important enough. Last, as we want people to have conversations, the interview format gives exactly this conversational feeling. The questions would be prepared in advance and it will be the occasion to re iterate on the importance of this mindset shift at Ferring.
These would take the form of archive footage, animations, text, papers etc. on the topic. The goal here is to teach people something and give them social currency. “Hey, did you know that… {fill in the blanks}” is the kind of conversation starters we want to create.
People need to remember that if they don’t have objectives, they ultimately don’t know where they’re going. They need to have a mindset shift about Performance Management and acknowledge the benefits of setting objectives. They also need to understand why it is important, and how the company can support them in finding the tools and resources to make this shift (such as where to find the overall Ferring’s mission, how to use the balance scorecards etc.). The job of this video is to teach them all of this in a way that feels enjoyable and that makes them care. This is why we chose this format.
Imagine having Per and Noémie having a conversation about the topic, and having Per’s specific take on the matter through it. It would support the overall message and make it more tangible/relatable this way.
Important headlines would be highlighted this way to emphasise on key messages. These messages would be the backbone of the video, and would be in the form of quotes from key stakeholders, research, etc.
We would deliver the main content in the form of a “vlog”, kind of like a reporter would do about a specific research topic. The goal here is put a face on the message shared, and take people on a journey to discover and learn about the topic of Objective Cascading, why it is important, etc.
We thought about sharing facts about the implementation of the Performance Mindset in other companies (such as the fortune 500). We would explain how it was implemented, the results it provided, and why performing companies had to implement it.
A lot of research has been conducted on the topic of Performance Management. In order to convince people of its importance, we have to share some scientific facts about it to make it feel more legitimate.
When we explain the topic of Performance Management, we will briefly mention its history and where it came from, and how companies started implementing it. This is where we’ll use some archive, historical footage to highlight this part.
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