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Arabella MacPherson, Professor Rebecca Mitchell, Associate Professor Edward Wray-Bliss, and Dr Abas Mirzaei

When faced with a complex and ambiguous work environment, how do you, as a potential leader, envision the future? How can you deliver on your vision in a way that conveys meaning and drives positive change within your organisation? In this course you will explore how leaders can create a compelling vision and communicate it, and how they create meaning and make work more meaningful. You will look at the role the brain and the body play in processing meaning, and how this can inspire your employees to follow you and your vision. This course will also teach you how to develop meaningful brand identity and the role it can play in clarifying and reinforcing your leadership vision within your organisation, for your partners and for your customers. You will discover that meaning crosses into almost every aspect of management. Finally, you will better understand how social and cultural factors can influence what you can achieve and your limitations when seeking to create meaning.

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Syllabus

Meaning and making meaning
This week we start off with exploring the essence of meaning, and why meaning is important at work. We also explore the conditions that facilitate or hinder meaning making. We look at how meaning could be enhanced by ensuring a fit between work and those who undertake it. We talk about the importance of linking employees’ activities with a significant bigger purpose and how this might be accomplished. We look at aspects of designing work to increase meaning and then flip our perspective and try to understand the concept of meaninglessness and some of the factors that contribute to meaninglessness.
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Leadership and meaning making
In this week, you explore the use of symbols and language in developing meaning – how leaders can use metaphors and imagery to convey, not just thoughts but feelings – a very powerful tool in meaning making. You will learn how leaders apply a powerful meaning making tool, framing, which can be utilised to analyse problems through the lens of organisational goals and trigger meaning making aimed at problem-solving. You will also explore the power of social identity in meaning making by learning how leaders can leverage the power of the social group to achieve organisational objectives.
Brain, body and storytelling in meaning making
This week you will explore a slightly different perspective on meaning making that highlights the role of neuroscience and storytelling. You will look at how the brain works and how to influence people’s interpretation of meaning. You will learn some physiological techniques to project meaning through your voice and breath, body language and posture. You will learn how storytelling exploits some of our ancient tribal instincts to trigger meaning making.
Branding as meaning making
In this week, you we will learn about the role of branding in communicating meanings, and the role of different levels of meanings, including functional, emotional, and higher purpose in this communication process. You will be shown how to shape meanings you wish to communicate and how to shape the perceptions of your organisation's stakeholders over the long-term. You will be introduced to different categories of brand meanings, or brand personalities. You will also analyse visual and verbal brand elements, and also supporting branding strategies in communicating those personalities and meanings through brand names, logos, characters, and taglines, among others.
Building brands
This week, you will look at the process of choosing the brand name as the first step in communicating your brand personality and meaning. You will learn about visual logo and typeface design, building on your understanding about using symbols in meaning making, you will realise the importance of incorporating different symbols to convey your brand meaning. But as not all your consumers are visual communicators, some people are verbal, so it is also crucial to talk about slogans and taglines as your key verbal element. You will also learn about some shortcuts in meaning making, pairing your brand with external entities to get energy and meaning from them. Finally, you will also become aware of challenges of measuring meaning making efforts, and how major brand valuation firms incorporate metrics in their methodologies to capture meaning making efforts.
Meaning in social context
In this week, you will put the management of meaning in a wider societal and historical context and appreciate that we don’t invent meanings for things as central to our lives as the work we do from scratch – the meaning this holds for people is instead patterned onto and dovetails with much longer values and ideas. Understanding this gives us a better grasp of what we can hope to achieve, and the limitations and difficulties that we face, when seeking to create meaning for others though our leadership roles. You will be introduced to the three most significant understandings of the problem of meaning in relation to work and business that have been formulated across two centuries of academic work - Marxist alienation of work, Weberian religious spirit of capitalism, and the contemporary new spirit of capitalism with emphasis on aspects such as innovation and social responsibility. You will be guided through thinking about the implications of these ideas for how we approach meaning making today. By developing an appreciation of these major social theories of meaning, you will be better able to appreciate both the possibilities and the limitations that you, and other leaders, are faced with in making and managing meaning.

Good to know

Know what's good
, what to watch for
, and possible dealbreakers
Teaches skills necessary for creating a compelling vision within an organization
Explores the role of neuroscience and storytelling in meaning making, providing practical techniques
Covers the process of developing a meaningful brand identity, including visual and verbal elements
Provides insights into the social and cultural factors that can influence meaning creation
Taught by experienced professors and industry experts in the field of leadership and organizational development
This course requires students to have some prior knowledge of leadership and management concepts

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Reviews summary

Visionary leadership through identity and meaning creation

Learners say this course is largely positive with engaging assignments. Many reviewers note the well-structured program where they learned to create meaning through visionary leadership. The excellence of the lectures is mentioned frequently. Students describe the learning materials as practical and helpful with multiple calls to action to apply new methods. Reviewers mention the difficulty of the exams and encourage future learners to be prepared.
Challenging but rewarding
"The difficulty of the exams is mentioned frequently."
"me ayudo bastante a tener otra visión del liderazgo"
"I think the lesson is very rewarding, it helps me to develop in my thinking and thinking."
Well-designed course
"I really enjoyed the course! It was really eye opening discovering how important meaning is for organizations, both for their employees and for their customers."
"This course has been very interesting, ver como la neurociencia puede aportar a la gestión del personal o de como entender los grandes modelos económicos han sido forjados tomando en cuenta las formas de liderazgo empresarial para ser un líder transformacional y creador de significados."
"Fantastic course to learn. Deep understanding on the selected topics really encouraging."
Excellent course materials
"The lessons were very informative, easily understood and the presentations were attractive."
"Many reviewers note the well-structured program where they learned to create meaning through visionary leadership."
"The practical assignments were worth taking."
Difficult exams
"The difficulty of the exams is mentioned frequently."
"Encourage future learners to be prepared."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Visionary leadership, identity & motivation: Become a meaning maker with these activities:
Read 'The Culture Code' by Daniel Coyle
Gain valuable insights into the science behind building strong and meaningful cultures, enhancing your understanding of leadership and meaning-making.
View Flourish on Amazon
Show steps
  • Read the book and take notes on the key concepts and theories.
  • Identify the practices and principles that resonate with your own experiences and observations.
Review NLP and AI techniques for meaning making
Refresh your knowledge on NLP and AI techniques to enhance your understanding of meaning-making concepts discussed in the course.
Show steps
  • Revisit fundamental concepts of NLP and AI, focusing on their applications in meaning-making.
  • Review case studies that demonstrate how NLP and AI have been used to create meaningful experiences.
  • Reflect on how these techniques can be applied to your own work environment to enhance meaning.
Develop a Personal Vision Statement
Solidify your understanding of vision and leadership by crafting a personal vision statement that reflects your values and aspirations.
Show steps
  • Reflect on your strengths, passions, and goals.
  • Identify the core principles and values that drive your work.
  • Draft a vision statement that articulates your unique perspective and aspirations.
Five other activities
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Show all eight activities
Attend a workshop on storytelling techniques
Storytelling is a powerful tool for meaning making. Learn effective techniques to craft and deliver compelling stories that resonate with your audience.
Show steps
  • Identify the key elements of storytelling and their role in creating meaning.
  • Practice storytelling techniques and receive feedback from experienced facilitators.
  • Develop a plan to apply storytelling techniques in your work to enhance meaning and connection.
Summarize and Share Key Insights
Reinforce your understanding by summarizing and sharing key insights from the course materials with peers.
Show steps
  • Identify the most important concepts and theories covered in each module.
  • Summarize these insights in a clear and concise manner.
  • Share your summaries with classmates through forums or discussion boards.
Share Your Knowledge and Insights
巩固您的知识并帮助他人,通过辅导或在论坛中回答问题,分享您对课程内容的理解。
Show steps
  • Identify areas where you have a strong understanding of the course material.
  • Offer assistance to classmates through forums, discussion boards, or study groups.
  • Provide clear explanations and examples to help others grasp the concepts.
Design a Meaning-Making Strategy for Your Organization
Put your learning into practice by crafting a comprehensive strategy for enhancing meaning and purpose in your organization.
Show steps
  • Conduct a thorough analysis of your organization's current culture, values, and goals.
  • Identify areas where meaning and purpose can be enhanced through leadership initiatives.
  • Develop specific action plans and metrics to track the implementation and impact of your strategy.
Develop a Meaning-Making Project
Apply your learning by designing and implementing a project that fosters meaning and purpose within a specific context.
Show steps
  • Identify a problem or opportunity where meaning and purpose can be enhanced.
  • Develop a plan for a project that addresses this issue.
  • Implement the project and track its impact on meaning and purpose.

Career center

Learners who complete Visionary leadership, identity & motivation: Become a meaning maker will develop knowledge and skills that may be useful to these careers:
Human Resources Manager
Human Resources Managers oversee the human resources function of an organization. This course may be useful for Human Resources Managers as it can help them develop the skills they need to understand the needs of their employees and develop effective HR policies. The course can also be helpful for Human Resources Managers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Management Consultant
Management Consultants advise businesses on how to improve their performance. This course may be useful for Management Consultants as it can help them develop the skills they need to understand the needs of their clients and develop effective solutions. The course can also be helpful for Management Consultants who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Marketing Manager
Marketing Managers oversee the marketing function of an organization. This course may be useful for Marketing Managers as it can help them develop the skills they need to understand the needs of their customers and develop effective marketing campaigns. The course can also be helpful for Marketing Managers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Project Manager
Project Managers oversee the projects of an organization. This course may be useful for Project Managers as it can help them develop the skills they need to understand the needs of their stakeholders and develop effective project plans. The course can also be helpful for Project Managers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Sales Manager
Sales Managers oversee the sales function of an organization. This course may be useful for Sales Managers as it can help them develop the skills they need to understand the needs of their customers and develop effective sales strategies. The course can also be helpful for Sales Managers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Data Analyst
Data Analysts collect, analyze, and interpret data. This course may be useful for Data Analysts as it can help them develop the skills they need to understand the needs of their clients and develop effective data analysis plans. The course can also be helpful for Data Analysts who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Web Developer
Web Developers design and develop websites. This course may be useful for Web Developers as it can help them develop the skills they need to understand the needs of their clients and develop effective websites. The course can also be helpful for Web Developers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Product Manager
Product Managers oversee the products of an organization. This course may be useful for Product Managers as it can help them develop the skills they need to understand the needs of their customers and develop effective product strategies. The course can also be helpful for Product Managers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Operations Manager
Operations Managers oversee the operations function of an organization. This course may be useful for Operations Managers as it can help them develop the skills they need to understand the needs of their customers and develop effective operations strategies. The course can also be helpful for Operations Managers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Organizational Development Manager
Organizational Development Managers work to improve the effectiveness of organizations. This course may be useful for Organizational Development Managers as it can help them develop the skills they need to understand the needs of their organizations and develop effective solutions. The course can also be helpful for Organizational Development Managers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Market Research Analyst
Market Research Analysts conduct research on the needs of customers and markets. This course may be useful for Market Research Analysts as it can help them develop the skills they need to understand the needs of their clients and develop effective research plans. The course can also be helpful for Market Research Analysts who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Graphic designer
Graphic Designers create visual concepts for a variety of media. This course may be useful for Graphic Designers as it can help them develop the skills they need to understand the needs of their clients and develop effective visual concepts. The course can also be helpful for Graphic Designers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Public relations manager
Public Relations Managers oversee the public relations function of an organization. This course may be useful for Public Relations Managers as it can help them develop the skills they need to understand the needs of their stakeholders and develop effective public relations campaigns. The course can also be helpful for Public Relations Managers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Brand Manager
Brand Managers oversee the brands of an organization. This course may be useful for Brand Managers as it can help them develop the skills they need to understand the needs of their customers and develop effective brand strategies. The course can also be helpful for Brand Managers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.
Advertising Manager
Advertising Managers oversee the advertising function of an organization. This course may be useful for Advertising Managers as it can help them develop the skills they need to understand the needs of their customers and develop effective advertising campaigns. The course can also be helpful for Advertising Managers who want to advance their careers, as it can help them develop the leadership skills they need to succeed in senior management roles.

Reading list

We've selected 13 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Visionary leadership, identity & motivation: Become a meaning maker.
This classic work on meaningful work examines the factors that contribute to job satisfaction and engagement, providing valuable insights for leaders seeking to create a more fulfilling work environment.
Explores the core principles of leadership vision and values, providing frameworks and insights for creating a compelling vision and aligning values within an organization.
This classic work on emotional intelligence explores the importance of self-awareness, empathy, and social skills for effective leadership.
Provides a clear and concise framework for evaluating the quality of a strategy and offers guidance on developing effective strategies.
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Challenges traditional notions of motivation and provides a framework for creating a workplace that fosters intrinsic motivation and high performance.
This practical guide provides insights into the power of language in leadership and offers strategies for communicating effectively and inspiring others.
Explores the role of storytelling in shaping human experience and provides insights into how leaders can effectively use storytelling to inspire and motivate their teams.
Explores the concept of possibility thinking and provides tools for overcoming obstacles and creating positive change.
Challenges conventional wisdom on innovation and provides insights into how organizations can successfully navigate disruptive technologies.
Introduces the lean startup methodology, providing a framework for testing and validating business ideas quickly and efficiently.
Emphasizes the importance of positive leadership and provides practical strategies for creating a positive and motivating work environment.

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