DIY Burning Platforms: Google, ChatGPT, and the Need for Speed
William Dodson, REAPChange?
??AI Trust & Safety Practice Director, REAP|Change? | ??Developer, The REAP|Change? AI Safety Culture Builder for Entrepreneurs to assure AI product safety BEFORE deployment | Author | Publisher
Google's response to the advent of ChatGPT is arguably the quickest, most dramatic, and most effective use of creating and applying a Do-It-Yourself (DIY) Burning Platform in recent corporate history.
A critical aspect of the drive to positive and constructive change is to foster urgency within an organization. The most effective driver to galvanize the leadership of a company is the "burning platform." The Burning Platform is a metaphor for an existential threat (real or imagined) to an organization.?
It's the most effective way to refocus the leadership of a company away from their self-interests and myopic efforts at "fighting fires" to actually providing leadership for stakeholders. Stakeholders can be middle management, back-office staff, customer-facing staff, and customers.
The urgency of a "house on fire" underscores a scenario where leadership recognizes the impending changes that could lead to the organization's demise.
The term, while dramatic, serves the purpose of drawing attention to the necessity for change and aligning both leadership and staff towards a shared objective.
There are 7 primary steps Google took to pivot the entire enterprise to meet the challenge ChatGPT presented the entire digital sector:
1. Important But Not Urgent (until the CEO says so)
Google was under no immediate threat from the emergence of OpenAI's ChatGPT. After all, the search engine is effectively a digital ads company with a dominant hold of 90% on global internet search activity.
And yet, Google's CEO, Sundar Pichai, chose to treat the awe-inspiring debut of the Generative AI (Gen AI) application as the potential end of Google's dominance in the search engine business.
2. Identifying Critical Issues
Successful change management initiatives hinge on the identification of internal and external issues that could potentially threaten the company's future. This step not only mobilizes leadership behind the cause but also facilitates the communication of the imminent threat throughout the organization. By highlighting the personal impact on jobs, positions, and careers, leaders effectively underscore the significance of immediate action.
Oops! ?— Pichai immediately admitted publicly that Google had dropped the ball on releasing a chatbot on the order of ChatGPT before OpenAI had. Google was concerned an AI chatbot would cannibalize its advertising business, so it was content with permitting its Deep Mind subsidiary to win at games of Go and other strategic games.?
3. External Forces and Imminent Danger
It is often effective to spotlight external forces that pose a threat to the organization. Whether these threats are real or perceived, emphasizing the need for unity in the face of impending challenges can spur leadership into action. This urgency becomes the driving force for change, compelling leaders to prioritize the initiative over competing interests and ensuring a unified approach.
Recognizing the threat — Sundar Pichai recognized the potential threat that ChatGPT, a conversational AI developed by OpenAI, posed to Google's search engine business.
4. Leadership's Role
The success of a change initiative depends on leadership acknowledging potential risks and demonstrating a commitment to change. Creating a burning platform necessitates leaders recognizing the urgency and presenting a united front, leading by example. This is paramount, as the failure of many change initiatives often results from a lack of prioritization by leadership.
Declaring a "Code Red"? —? In response to the rising popularity of ChatGPT, Pichai declared a "code red" within Google. This is akin to an "all hands on deck" situation, signaling a sense of urgency.
Engaging the Co-Founders — The threat of falling behind in AI reportedly spurred Pichai to invite Google co-founders Larry Page and Sergey Brin to take a direct interest in the Change efforts.
Available through CosimoPublishing.com in digital format and Amazon Kindle.
5. Mobilizing Resources
In the service sector, technological advancements serve as powerful catalysts for change. For instance, the introduction of generative AI can be positioned as a burning platform, presenting an existential threat to traditional operational methods.?
This technology, with its radical capabilities in organizing information, pattern recognition, and customer outreach, becomes a compelling reason for immediate adaptation, drawing on the potential consequences outlined in the transcript.
Redirecting Resources — Pichai redirected some teams within Google to focus on developing artificial-intelligence products. This included teams in Google's research, trust, and safety division, among other departments.
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6. Strategic Implementation
Effectively instilling a sense of urgency involves communicating the potential impact of technological advancements and other changes. Leaders must emphasize that procrastination is not an option and that swift action is required for the organization not only to survive but potentially thrive in its industry.?
The strategic implementation of this urgency ensures a comprehensive and cohesive approach to change management.
Fast-Tracking AI Development — The "code red" declaration was also a call to fast-forward Google's AI development plans. The company reportedly discussed plans to unveil 20 new products and demonstrate a search engine with ChatGPT-like AI capabilities.
7. Communications Rules
Constant communications between leadership; between leadership and staff; and between the organization and customers is paramount.
Do not leave anyone guessing as to the strategy, intent, implementation plans, and the real-world stage at which the change initiative is occuring.?
Staff will fill any information vacuum with their own doubts and (usually worst-case) imaginings of what will happen to their jobs. Further, customers may begin to flee what they perceive as a sinking ship for competitor offerings.?
Internal Communication — Pichai participated in several meetings around Google's AI strategy and directed numerous groups in the company to refocus their efforts on addressing the threat that ChatGPT poses.
Feedback and Iteration — Pichai annouced to the public that Google would release its large language model to get more feedback.
A Work in Progress
The strategic deployment of a burning platform is crucial for instigating change in many instances. Organizations can navigate the challenges ahead and ensure a unified and successful change management initiative by aligning leadership, emphasizing potential risks, and leveraging new technologies.
To date, Google has successfully created the sense of urgency, focus, and alignment it needs to transition its business model from being a rent-seeker to offering creative and constructive tools that may benefit business and society.
William Dodson is a Digital Transformation Communications & Change Management Specialist. He writes and edits publications about Innovation and Change at Cosimo Publishing, LLC.
He is a former Organizational Change Management senior consultant specializing in Digital Transformation for: PriceWaterhouseCoopers, BearingPoint, Computer Sciences Corporation, and Sogeti.
His most recent books include:
"Artificial Intelligence for Business Leaders: The Essential Guide to Understanding and Applying AI in Organizations (2023, Cosimo Publishing, LLC), 100 pp. ISBN 979-8-9884070-7-2. Kindle edition: https://bit.ly/48xu1ho
"The New 'Teacher's Pet': A.I. Ethical Dilemmas in Education and How to Resolve Surveillance, Authenticity, and Learning Issues" (2023, Cosimo Publishing, LLC), 77 pp. ISBN 979-8-9884070-8-9. Kindle edition: https://bit.ly/3TMrwDA
Contact him about advising on or implementing organizational change management initiatives for? digital technology innovations at: [email protected].
Fractional Head Of Revenue @ Various Startups | CEO of Attract & Scale
1 年Impressive response by Google! ?? #changemanagement #digitalbusinesstransformation
?? AI & Innovation in Hospitality | Customer Experience & Engagement Expert | CSP Speaker | Extraordinary Advisor | Author | Helping Hotels, Resorts & Restaurants Maximize Revenue & Guest, Customer, Employee Satisfaction
1 年Impressive approach! Will definitely check out the article. ????
??AI Trust & Safety Practice Director, REAP|Change? | ??Developer, The REAP|Change? AI Safety Culture Builder for Entrepreneurs to assure AI product safety BEFORE deployment | Author | Publisher
1 年Thanks for Liking the article, Terrance! ??