Crawling Out-of-the-Box: 5 New Skills for 21st Century School Leaders

I received an email from Best Buy today that is indicative of what happens when businesses and organizations are stuck with "inside-the-box thinking" instead of “out-of-the-Box Thinking.” The email from Best Buy offered me $25 if I would spend $500. My immediate reaction was, “That’s not a deal; that’s an insult.” You would think a company that is in Best Buy’s predicament could come up something better than that. Sadly though, I am sure that email is a product of inside-the-box thinking and not outside-the-box thinking. It is apparent from this offer why they are struggling as a retailer. I would say their “Marketing Department” suffers from a bad case of “Inability to get outside-the-box.”

When it comes to “getting out-of-the-box,” Paul Houston had this to say in an essay entitled “Out-of-the-Box Leadership.”

“It might be argued that finding ways to crawl out of the box has become a basic skill for leaders.”

I would argue that “Crawling Out-of-the-Box 101” would be an excellent course for 21st century leaders, but what would the course syllabus look like? What exactly does a school leader need to know to be able to master “crawling out-of-the-box” as a leadership skill? Here’s a few things that come to mind:

1. Bridge Building: To use a phrase Paul Houston uses, 21st century leaders need to be able “build a bridge and lead people across it, because it is only by crossing that bridge people can find a new place to stand.” Bridge construction requires knowing how to foster the development and creation of elements necessary for that bridge. Things like vision, mission, and core values are a part, but also courage and integrity are needed to lead people to new places. Without “bridge-building” skills in their leaders,  people stand in the same place, a recipe for doing the same old thing.

2. Pushing the limits and expanding personal perspectives, or engaging in lateral thinking: To crawl out the box, you have to change the lens with which everyone in your organization views the world, including your own. You have to entertain new perspectives and points of view that haven’t been entertained before. Once that is done, courageously pushing the limits of current practice is necessary. Engaging in practices that hover around author Milton Chen’s “edges of innovation” are a must. You can’t crawl out of the box without trying on new perspectives, engaging in lateral thinking, and pushing beyond current limitations.

3. Engage in the business of school leadership as a creative process: Too many school leaders still see their job as maintaining what is. Anyone who dares think differently or venture outside the parameters of declared thinking is, at worst, exiled from the leadership pack. At best, they are simply ignored. Being a 21st century school leader requires creativity, not just maintenance management skills. The issues and problems our schools are engaged in require a different kind of school leader: one willing to view leadership as a creative process of fundamentally finding new ways to engage in the business of education effectively for all students.

4. Barrier and Obstacle Reduction and Removal: Being able to effectively remove barriers and obstacles to innovation is a key 21st century school leadership skill. The world inside the box doesn't like the innovative, the new, so all manner of roadblocks appear in the way. It takes a 21st century school leaders skilled in barrier  and obstacle removal to lead the way through these and onward outside-the-box. Finding ways to innovate in a system resistant to innovation is a key 21st century school leadership skill.

5. Focus on the smallest “big-changers”: To crawl out-of-the-box doesn't necessarily mean blowing it up. Too many leaders try to change everything, when a focus on a few things can dramatically bring about the kinds of innovation we seek. This skill means 21st century school leaders need to focus on the fewest things that make the biggest difference. Choose to engage and focus on those strategies that will help you crawl out-of-the-box effectively without blowing it up at once.

Best Buy’s offer to me suffers enormously from “inside-the-box” thinking. There is absolutely nothing in that offer to entice me to spend more money, unless I was planning on spending $500 anyway. Education too often suffers from this same kind of “locked-in-the-box thinking” too. Evidence of this can be seen in many of the reforms being currently pushed by policy makers and politicians. The standards and testing movement is just one example. Another would be ideas about changing graduation requirements, which in North Carolina is redone every time we have changed governors over the past several years. None of these things fundamentally change education because they are not outside-the-box thinking; they are inside-the-box thinking. Crawling out of the box in which our education system finds itself will require more than any of these reforms which only continue to tweak the edges. Twenty-first century educational leaders desperately  need skills that will help education “crawl out-of-the-box.”

21st Century School Leader’s Guide to Creative and Innovative Schools

“Innovation? We don’t want no stinking innovation,” would perhaps accurately describe many of our educational institutions, including K-12 public education organizations. We’ve all worked in those schools and districts where rules, policies, processes, and procedures mattered more than the people. These same schools literally fight to preserve “the way we do things” to the point of exterminating any thoughts of doing things differently. Then we wonder why our particular schools or districts fail to be innovative.

According to Ken Segall in Insanely Simple: The Obsession That Drives Apple’s Success, “When process is king, ideas will never be.” Segall’s assertion is that Apple’s success is based on a company culture where creativity is recognized as vital to the organization. While I recognize the limitations of forcing business thinking on a for-purpose organization like public schools, it does not stop me from asking the question, “Why can’t we create schools where people and ideas matter more than rules, policies and procedures?”


According to Segall, the problem most companies face is that “their processes have become so institutionalized, they’re incapable of altering their own behavior---even if the benefits of the change are staring them right in the face.” As a 20-plus year veteran educator, I can't count how many times have I run head-on into policy, procedures, and rules when wanting to try something innovative and new. These “institutionalized ways of doing things” were thrown into my face by well-meaning administrators and colleagues, but the effects were, “You’re out of line to suggest such things, so get with the program."

Over the course of my career, this “institutionalized-barrier to innovation and ideas” has manifested itself many times, and over the course of years, if you're like me, you eventually become tired of fighting the system, so you just do what you're told, how you’re told to do it. You then pass this same institutionalized-thinking to your students with the admonition that we're told to do it this way, so get used to it. In the end, nothing is changed, because the school culture is one where innovation and new ideas are quickly stifled.


But things do not have to be that way. As Ken Segall states:

“You can build an organization that recognizes the needs of creativity. You can become a steward of creative thinking and become its greatest advocate. You can become skilled in recognizing when a process is more likely to kill a good idea than it is to promote it.”

There is hope that 21st century school leaders can foster in their schools and districts the kinds of cultures that value and cultivate creativity and new ideas. Our schools can become the kinds of institutions that make creativity and innovation a priority, which is vital to their survival as 21st century institutions.

What then can we do as school leaders today to perhaps begin to shape our schools and districts into cultures where ideas and innovation really matter more than rules, policies, processes and procedures? Perhaps here's some starting points for answers to that question.

• Audit your school culture with your entire staff and see where your school or district lies within the continuum of institutionalized creativity and innovation. Use surveys, informal conversations with all stakeholders, and intense self reflection as your tools to find out if “Your school is one where processes and procedures matter more than creativity and new ideas." This is an attempt at honest reflection and data gathering, but keep it simple. It will start the conversation about how your school and district really values creativity and innovation. Schools that have heavily institutionalized barriers to creativity and innovation will find those barriers rather quickly, but they will be harder to modify or dismantle. Those schools that have more subtle blocks to creativity and innovation will have a more difficult time finding those issues, but might have a stronger basis to start with. Simple, honest, self-reflection is the starting point of finding whether your school or district stifles creativity or innovation or whether it values it.
• Once the institutionalized barriers to innovation and creativity have been identified, look for ways to change, modify, work-around, or remove those barriers. I am not speaking of violating policies or breaking laws. As a school leader in 21st century schools or districts, we must become skilled at dealing effectively with those things within, and without, our organizations that prevent innovative and creative thinking. Sometimes, changing a policy or procedure is as simple as re-writing it. Other times, we may have to fight before school boards, legislatures, and politicians to change those onerous regulations that are major stumbling blocks to innovations. Other times, we can find ways around these barriers that allow for the creativity and innovation we seek without breaking the law or violating policy. School leaders have to have to courage to challenge the status quo, and of course the graciousness to realize when they’ve lost, and determine to fight the battle again on another day. Those barriers preventing teachers from being creative need to be dealt with, and courageous 21st century school leaders do just that.
• Become the caretaker of innovation and creativity in your school or district. This means keeping an eye out for innovative solutions and ideas. It means recognizing those when they happen and making sure those innovations and creative ideas are carefully cultivated and protected. It means being ever vigilant that creativity and innovation are valued within your school organization and that institutionalized practice does not hinder these things.

It has been pointed out many times that schools and school districts are notoriously resistant to change. Creativity and innovation are often not valued and many schools and school districts actively stifle those things. It is important that 21st century school leaders do not find themselves on the side that protects rules, policies, and procedures at the expense of people and ideas. True 21st century leadership begins when there's a willingness and courage enough to be advocates for innovation and creativity.

6 Tips for Engaging Readers of Your Educational Blog

Let's face it. One of the reasons we blog is because we want people to read what we have to say. In order to do that, we have to provide readers with engaging content. In my years as a blogger, I have stopped puzzling over why some blog posts get over 5,000 page views and why some are ignored. It has to do with giving your readers engaging content, and author's Andy Beal and Judy Strauss offer solid advice for doing just that in their book Radically Transparent: Monitoring and Managing Reputations Online.


While Beal and Strauss's advice seems to be specifically geared to businesses seeking to develop an online reputation, it also offers educational bloggers some solid advice on providing engaging content that captures readers' attention. Here's their six tips, liberally modified for the edublogger trying to engage others with blog content.

1. Remember it's about the reader, not you. How many times have you stumbled upon those educational blogs that seem to be more about promoting a person or consultant, instead of providing engaging, useful content for readers? Bloggers, including myself, have egos, and often we want to bluster about ourselves, but the truth is, our readers want content. they want new ideas and fresh content; they don't necessarily want to know our life stories and past successes. Make sure your content is for your readers, not for yourself.

2. Offer something new. All of us who blog regularly are guilty of regurgitating links and what others say and what everyone else is linking to. It's the blogging "echo chamber." But the truth is, those posts that are most successful are the ones that say something new, or offer some fresh insight on an ongoing topic of interest. According to Beal and Strauss, if you want your blog to be a "trendsetter" and one that everyone connects to, you have to offer fresh content or new insight. Educational bloggers that want readers, have to give them something they haven't seen before.

3. Be a passionate poster. Just as Beal and Strauss suggest, "Clearly state your opinion in your area of expertise and do it with gusto." Who wants to read content from bloggers who aren't passionate about their expertise? If you want your readers to be engaged in your content, then you must be passionately engaged yourself.  Share what you think and what you you believe to be true. Don't worry, if someone disagrees, that's what comments are for. Educational bloggers who want to write engaging content, have engage their emotions in what they write.

4. Be yourself, or "Show your personality." To be "radically transparent" as Beal and Strauss suggest, you have to reveal your true nature when you write. Be authentic. Readers love writing that comes from authentic people. Write in "textbookese" and you'll lose readers. As you write as an educational blogger, don't be afraid to show yourself in your writing.

5. Invite participation. In the blogging world, this means writing in a manner that invites your readers to comment. A great deal of content invites no response. In fact, it is written in such a manner that suggests that comments are forbidden, or at minimum unappreciated. As a educational blogger, give your readers content that invites them to share their thoughts and ideas as well.

6. Give your readers lists. The reality of the blogosphere is that readers love lists. (Hence this list.) Web readers don't like paragraphs; they like short scannable lists. As a educational blogger, it you can put your content into a list, you are giving web readers what they want, easily accessible content.

The bottom line is that if your want people to read what you have to say, then you have to provide them with the content they want to read in a format they want to see. One of the challenges I have found as a blogger is to repeatedly provide content that readers might want to see. Ultimately, anyone can provide content, but to provide what Beal and Strauss called "engaging content" means giving readers something they haven't seen before.

The Oft-Ignored 21st Century Leadership Skill for School Leaders

There is one 21st century leadership skill very few have considered: managing and monitoring a school or school district’s online reputation. Most of the time, administrators are in “reactive” mode when it comes to sudden, unwanted attention to their schools brought about due to some online Web posting to a blog or social media. This often means the damage is  already done way before they were even aware that there was a problem. It is the 21st Century School Leader who uses technology to monitor their school or school district's online reputation.

Authors Andy Beal and Dr. Judy Strauss write in their book Radically Transparent: Monitoring and Managing Reputations Online, “There’s a conversation about you online right this minute and you are probably unaware of its contents.”  This truth extends to schools as well. We have constituents posting and talking about our schools online . In fact, because our constituent groups probably among the highest users of blogs, YouTube, and social media sites, we are perhaps even more likely to have people engaged in “conversations” about us online. That makes monitoring what our students, parents, teachers, community members are saying about us even more important.


While we can’t control what people say about us online, we can monitor it and perhaps proactively address it when it happens. In the book, What Every School Leader Needs to Know About Digital Technologies and Social Media, Will Richardson and Karl Fisch write, “Among the myriad duties most school administrators have is reputation management, keeping an ear to the ground to stay apprised of issues that concern their school community and intervening when necessary.” This task can be monumental considering the massive amount of information being published on the Web daily, but here’s 4 suggestions school leaders might use to keep at eye on what is being posted and published about their schools or districts online.

• Set Up Google Alert for Mentions of Your School or School District: Google Alerts is a simple, free tool from Google that allows you to monitor specific search words and have the results delivered to your email inbox or to your Google Reader. (Here’s help for those wanting to learn how to set up Google Alerts.) With Google Alerts you can monitor Web Content, News Items, Blogs, Video, and Groups at the same time. You simply enter the name of your school or district into the alert, and Google will deliver the results to your email inbox or to your Google Reader. In theory, if someone published an article or blog post that mentions your school or district, you will receive a link to that post and be able to review it yourself.
• Use Google Search to Capture Key Words Related to Your District and Subscribe to That Search as RSS Feed:  This strategy works in much the same way Google Alerts does, but the difference is you enter your school or school district name into Google Search and subscribe to the results in your RSS Feed reader. You only need to check your reader when new results are delivered. This allows school leaders to monitor using Google's powerful Web indexing to listen for specific mentions of their schools or districts.
• Conduct a Search in YouTube for Your School or District and Subscribe to That Search in Your RSS Feed Reader: Just like the other tools, this one delivers those search results to your RSS Feed Reader. It is important to be sure to subscribe to variations and other nicknames of your school.  When someone posts a video somehow tied to your school, you will be notified through your RSS Feed. When I used this search, I immediately found a couple of videos created by students at my school. Though they were harmless, and actually quite creative, I am glad to know they're there.
• Use the Search Tool IceRocket.com to search blogs, the public Twitter stream, Facebook, images, and the general buzz about your school or district. This one is new to me. It is basically a search engine that allows to search for words or phrases in blogs, Twitter, Facebook, images, or elsewhere. I searched for a local high school using this tool and got immediate returns in all these categories, including recent Tweets and Facebook posts. You can check out IceRocket for yourself at http://www.icerocket.com.

As our schools and districts move further into the 21st century, it is imperative that our school leaders develop the skills to manage and monitor their schools and school district’s reputation online.  There was a time when word-to-mouth talk about a school was limited to the local community. But as Beal and Strauss indicate in Radically Transparent, “Word-of-mouth was previously spread among friends and families, but now extends across continents to the masses with a click of a mouse.” Furthermore, “Social media are like word-of-mouth on steroids.” Today, what people are saying about our schools is not limited to local chatter, but extends globally. As 21st century school leaders we must listen to what our constituent groups are saying about us in our community, but also what they are saying about us online too.