Friday Roundup: 4/28/17

Our weekly roundup highlights links to articles and talks to help you be a more effective leader.
  1. 4 Ways Startups Can Harness Innovation and Disruption (Entrepreneur)
    “Both Harvard Business Review and McKinsey found that diverse companies out-innovate and out-perform their peers.” 

  2. What Creativity in Marketing Looks Like Today (Harvard Business Review)

    “The measurability of digital engagement means we can now know exactly what’s working and not working. This gives marketing an opportunity to measure and manage itself in new ways. In the past, marketing measured success by sticking to budgets and winning creative awards. Today, the ability to measure data and adjust strategies in real-time enables marketing to prove its value to the business in entirely new ways.”
  3. Got a meeting? Take a walk (TED)
    “…there’s this amazing thing that leads to out-of-the-box thinking. Whether it’s nature or the exercise itself, it certainly works.”
  4. Three Overlooked Negotiation Skills Entrepreneurs Need To Master (Forbes)

    “Of course, trends come and go, and it is only normal for people to jump on the bandwagon of the moment. Usually, behaviors revert back to normal after a few weeks and the repercussions are few and far between.

    When it comes to negotiation, however, it’s a very different story. Entrepreneurs who enter into negotiations with a simplistic, one-size-fits-all approach, the fallout can have long-lasting effects.”

    A Conversation with Northwestern MSC Alumna, Adriana Leyva

    Adriana currently works as a consultant at Ernst & Young in Chicago, consulting with organizations in the financial sector. In addition to working in change management services, she works within people advisory services, specializing in human beings. As a consultant, she enjoys the collaborative environment of bouncing ideas off each other in a team.

    At what point in your career did you enter the Northwestern MSC program?

    Before I entered the MSC program, I was back home in Colombia, working as a strategic planning vice president and head of the project management office for the insurance broker Marsh. I was in charge of communications and change management for all strategic initiatives.

    Why was this the right time and program for you?

    I started to feel like my brain was getting into a comfort zone that I didn’t like. I needed to activate it. When you’re a consultant you’re learning all the time and always changing clients, projects, teams, and subjects. In my old job, however, because the strategic planning process was very long, and I would usually get very comfortable in every project. I asked for opportunities that made me uncomfortable, but they didn’t have anything for me in the country. I thought to myself, I can either change jobs or go study. My heart told me I needed to go study so I decided to come here.

    What were the more challenging parts of the program and were these different being an international student?

    For me, the program was such a shock at first because I had been out of school for a while. Before I was a working woman, now I was a student on a budget. I wanted to prove to myself that I could manage in a different setting. It also was a culture shock. Colombians are very open and here it is more individualistic.

    Being the oldest international student from Latin America was originally challenging, but I learned to leverage my differences to connect with others. It was a team effort. My classmates, who were from diverse cultures and backgrounds, taught me to have a fresh perspective and opened me up to their outlooks of the world. In turn, they were able to leverage the longer work experience I had in our classes.

    I also realized that my accent was an asset, rather than a liability and I was proud of it. My accent is a blend of British, Australian, and Colombian (American influenced English).  I used to be concerned that people wouldn’t understand what I was saying, but I learned that people not only could understand me, but also found my accent interesting and memorable, and paid more attention.  

    What was your favorite aspect of MSC at Northwestern?

    You will meet amazing people while you learn amazing stuff. I met people who will be my friends forever. Sometimes when you enter a master’s program you have the idea of just networking, but these are genuinely good people. I was longing to connect with people when I got here, and that made me go out of my comfort zone. I think it’s amazing that these relationships will grow and become very meaningful for the rest of your life.

    Can you talk about the value of the MSC network?

    The first day orientation, I sat next to this woman named Victoria Priola and we talked about the six degrees of separation. I didn’t think we were connected because I am from Colombia and I didn’t know a single soul in Chicago. I told her I loved doing yoga and was a yoga teacher. She told me she got certified by a Colombian yoga teacher in New York, who it turns out was the same teacher who certified me! We became friends right away and took a class together and got to work together.

    One day I went to lunch with Victoria, and she asked me what I wanted to do. I told her I’d love to stay in Chicago and go back into consulting. She told me she could introduce me to one of her good friends who was a partner at Ernst & Young. What happened to me was a sign that what my MSC professor, Nosh Contractor, who teaches networking, said was true. It was through my network that I became friends with Victoria and have my job now. 

    What advice would you have for anyone considering the MSC program?

    If you are an international student, ask for the program to connect you to other international students who have finished the program. It’s helpful to have different perspectives of what it’s like being an international student. If you can, try and go to one of the classes and ask people about their experiences. Definitely by all means, build your network and build a group of friends that will be there for you. Go outside of your comfort zone and reach out to people. Don’t be afraid to leverage the people you know to explore opportunities to get to where you want to go. Build a network, but don’t just view it as a network; see it as a support system. Finally, I would say study and do something with your degree – make your investment at Northwestern worth it.

    Faculty Spotlight: A Conversation with MSC Professor Alexis Lauricella

    Alexis Lauricella’s research examines the impact of media technology on children and adolescents with a focus on the educational potential of media experiences. She has conducted survey research that studies parents’ and teachers’ attitudes towards young children’s media use and she is currently studying the effects of food marketing on children under the age of 12. She is also the founder of, a website dedicated to translating child-development research for parents.

    Lauricella taught at Georgetown as a graduate student and her work there was  interdisciplinary, focusing on communication and media. It is her second year teaching for Northwestern MSC.   

    Can you talk a little bit about the MSC class you teach and the main takeaways for students?

    I teach a research methods class, which is something I was really excited about and believe is a very important class to take. Teaching students how to read and apply research is something I’m really passionate about on the graduate and undergraduate level.

    My class is very applied and industry focused. There’s a lot of attention on how to interpret reports of research to understand what really happened and to use and communicate that wisely. For example, knowing how to conduct market research other organizations would want to use, as well as how to approach your boss with ideas of doing research in the best possible way.

    The research methods class is only for the international students, so it’s definitely a unique subpopulation and a really good learning environment for me. I study children’s media in the U.S., so I learn a whole lot about other cultures and countries. For example, a lot of my adolescent work is on Facebook, which is not used in places like China.

    How did you get into this part of communications (research methods)?

    I’m a developmental psychologist by training, so research methods were very much a key focus and something I really liked. I study children and how they learn and use media. When studying children, you have to be very creative in methodologies. For example, surveys aren’t the best for toddlers. Similarly, I feel that parents and health practitioners get too much of their research from the news and press articles, and then use those findings wildly. I believe it’s really important for everyone to understand the research methods that are behind the findings they rely on. I focus on this applied concept in my undergraduate and graduate class. For example, how far you can expand findings based on the way a study was conducted or how to put pieces back together backward as a consumer of research.

    Is there a difference between MSC students and the undergraduate students you teach?

    In my undergraduate class, it is often students’ first exposure to research methods. So it has more of an academic bend, along with a very applied focus.

    In my MSC class, the curriculum is more industry focused. Many MSC students have already had a research course, so expectations are higher and more challenging. I definitely encourage students to pick topics that are relevant to them. A lot of students in my MSC class are still working, so I want students to target their research for a proposal they can give a new employer or related to an industry they are working in.

    What would you say is the difference between organizational/industrial research and academic research?

    I study children’s media, so often times TV producers and app or toy producers want research to back up claims that their app works. Often those research projects are turned around pretty quickly, whereas most of our national science grants are 3 to 5 year grants. So the time frame is big limitation for industry relevant research.

    You’re also asking different research questions in those two environments. With products or industry, you know who your audience is and who you’re communicating your research to. Thus, you don’t necessarily need a diverse population or sample. With academic research, you have to start from scratch to identify these people.

    What makes Northwestern MSC different from other Masters in Communications programs?

    Northwestern MSC is a professional program for people who want to learn timeless concepts relatively quickly and use them in whatever field they are in or want to enter. The faculty is very strong and the staff is extremely organized. Plus, the students get an interesting and diverse set of classes and experiences.

    Any interesting and unique research or projects that you have been working on through the program?

    We are doing work for Common Sense Media, an organization and big research hub that focuses on educating parents and educators.

    We are currently leading research for them from start to finish. So we’re developing the questionnaire, working with the survey company, doing the analyses, and writing the report once the data comes in. They are creating a large nationally representative survey of parents of age eight to 18 with the purpose of understanding parent perspectives of youth media use. We want to understand the larger context of media use at home and what parents do about it.

    We also collaborate with groups that take our descriptive research and do something more applied with it. We’ve been working with Anne Marie Piper, who does human computer interaction research and works with computer scientists who develop applications.

    Cuba – A trip of a lifetime

    Current MSC Student Joe Martin enjoyed a trip to Cuba over the holiday break – his reflections are below.  Enjoy!

    Cuba, A trip of a lifetime, yes! Being able to visit a country where the United States had limited access was life changing. President Obama had opened up the doors to a new relationship with Cuba and I thought that this would be a great opportunity to take part in on my father’s Legacy and 10th anniversary of The Joe “Butch” Martin Fund. During my winter break from Graduate school at Northwestern, I decide to create a Humanitarian project where I would visit a world unknown. It was kind of scary because going to Cuba was so new, and no one knew what I needed to do, and I didn’t know what to expect while I was there. If It wasn’t for my high school counselor at E.T.H.S Roz Pollack, a NU alumni, who guided me to the right people, they were able to take care of me from the beginning to the end of the trip. Being in Cuba, my experience was like I was a native, even though I was a tourist. I learned so much about what life was like there and how living there seemed as if you stepped back in time. I couldn’t believe how much Spanish I understood while not practicing for years. I hope Cuba gets everything they need to restore a country that ha een without for so long. Cuba was defiantly a great experience and I hope to go back in the future. I also hope many of you go and visit and see how you can help Cuba too.  This humanitarian trip to Cuba was an inspiration with the help of our family fund The Joe “Butch” Martin Fund managed by the Evanston Community Foundation. My Family linked up with Th EFC after my father died because we wanted to do something to honor him and help the Evanston Community.  I am glad the foundation was able to help with the process of entering Cuba and help our family fulfill our global responsibility. As a graduate student, I wanted to visit the University of Havana to see what others student’s campus life was like. At Northwestern, we are so fortunate to have so many resources and a world renounced education. The experience was moving to see other student fulling their dreams to have a great education as well.  I was also able to donate some items to the people of Cuba, through my sister and Oakton Community College, which they were thrilled to receive as well.

    My first night in Cuba I ran into Chicago native rapper/actor Common. He was a real nice guy and asked me why I was there and we took a photo together.  I am hoping to attend his foundations gala in Chicago this year as well.

    This was my second international trip on behalf of the Joe “Butch” Martin Fund. Around 5 years ago, I visited the Philippines and traveled to the city of Manila to meet Heily Pagod. She is a young girl which our family sponsors in honor of my father’s mother who is Filipino. On my trip, I bought gifts collected by my family members to show Heily she had a family in Evanston who cared.

    In addition to sponsoring Hailey, our family donates to the safe water drinking act which provides clean water to children all over the world. We donate to organizations that protect the environment and plant trees every year. We volunteer at The Ronald McDonald House of Chicago and enjoy making a difference in children lives. Besides giving grants to Evanston based nonprofit organizations, we also honor two African American men in the community who do so much and our unsung heroes. We as a family embrace our culture and know that the world is of many colors and we make sure that we represent everyone and protect the environment as well.

    On our 10th anniversary this fall with the Joe “Butch” Martin Fund our family still follows the vision we created which is Family, Legacy, & Tradition.  As Evanstonions, we want my father’s legacy to remain so generations from now will benefit from what the Martin family started.  For the 10th anniversary benefit this September we are hoping to raise $35,000 which is what is needed to have the fund going forever.   Being the first African American family to create our fund under the ECF’s umbrella was one of the greatest things we could have ever done. As our 10th year approaches, we have some new projects we are working on that will help maintain our legacy and provide great opportunities for our Evanston community.

    Joseph Martin
     MSC Class of 2017

    Application Recommendations

    Selecting the right people to submit recommendations on your behalf can be a difficult decision.  Let’s take a minute to help you understand the process and maybe provide some insight in to how we use the recommendations in the application evaluation.

    We try to make the recommendation process as painless as possible for the people submitting the recommendation.  We realize these are very busy people and they are also doing you a favor.  Once you fill out the application with the name, email, etc. of your recommender they automatically get an email from us with a link.  The link takes them to a webpage with a list of competencies we consider important to success in the MSC program – things like Professionalism, Self-awareness, Initiative, Integrity.  We ask them to rank you on a scale of 1-6.  Then we ask three short answer questions.  Pretty simple really – this way the recommender doesn’t have to try to guess what we want to know and come up with a letter from scratch.

    So, who do you ask to submit a recommendation?  Many people believe that a recommendation from someone with a big title or significant responsibilities is the best way to go.  That’s not necessarily the case.  We want to hear from people that can speak intelligently about you, people that know you and your work and can comment on your ability to add value to the program.

    My last piece of advice is to spend some time talking to your recommenders about why you are applying to the program.  Talk to them about your essay and how you are hoping to leverage your abilities in your application.  This does two things – first you and your recommender can be consistent in your message and that consistency goes a long way in our evaluation.  Second, you might learn something new from your recommender – they might talk about strengths you hadn’t thought of and help you add even more to your application.

    Last but not least – we get recommendations from all types, bosses, peers, subordinates, clergy, professors – you name it, all are great options.  That said every once in a while, we get a recommendation from a parent – try to avoid that.

    What comes after a Masters in Communication?

    One of the most common questions prospective students ask when they call to learn about our program is, “What comes after a communication master’s degree?” It’s a great question and there’s no one answer because of the wide variety of communication career opportunities. Every year we see graduates either transition into or continue to climb up a diverse range of industries including financial services, healthcare, advertising and marketing, consulting, law, government, nonprofit and more.


    The list of available jobs for communication graduates after a communication masters is equally long and diverse, and it includes strategic planning, brand development, advertising and communications, public relations, human resource and general management.

    Hopefully you’re getting a sense of why that question is so hard to answer. So many of the available jobs for communication graduates depend on where your career has been and more importantly, where you want to go.

    About half of our graduates report to us that in the two years after graduating with a communication masters they have either changed industries or job functions. We attribute that to the fact that first, our students are driven and second, the skills taught in our program apply across the job market.

    So, no matter what you are looking to do after a communication masters, whether its advance where you are or transition into something new, you can be assured that there’s no limit to the communication career opportunities open to Master of Science in Communication graduates from Northwestern University.

    Matt Peyton
    Admissions and Marketing Coordinator
    MSC Program

    Faculty Spotlight: A Conversation with Northwestern MSC Professor Irv Rein

    Irving Rein earned his PhD from the University of Pittsburgh and is currently a Professor of Communication Studies at Northwestern University. His primary research and teaching interests are popular culture, crisis management, and place marketing. He is also the author of many books on effective communication strategies, and currently researching the distribution and content changes affecting popular culture.

    Can you tell us a bit about the founding of the MSC Program?

    In 1984 there was a company out in Naperville, Illinois, and they asked Professor Paul Arnston and I whether we would be interested in creating a custom technical communication program for their company. We were interested so we went out to Naperville to talk about it. But one thing led to another and they told us they couldn’t do the program anymore. So Paul and I drove home. On the way we stopped at a restaurant, and sat around and decided to go ahead and start the program ourselves.

    What was the idea behind the program?

    The program was modelled off of the Kellogg Executive Management program, and the idea of the program was to be a communication version of an MBA. The fundamental question then was this: what did these students need to know? They needed to know how to write well, as well as understand audiences and who they’re communicating with. What’s interesting is you go into nonprofit and for profit companies, and they still don’t know how to do these things. Through our experiences, we saw the need for good fundamental communication skills and a lack of cultural awareness everywhere we went.

    So that’s basically what we do here. We tell students how to write a message, present it, adapt it to an audience, distribute it, how to get to stakeholders, and more. Whatever field it’s in, we should ask ourselves, ‘Do I understand the audience and who the producers of the audience are? What are the takeaways and what will they remember?’ When I do my own consulting work I face these issues all the time. These are all fundamental and timeless questions.

    The room we are sitting in right now is the original MSC room. This was where the very first class happened in September 1984 with 12 students. That was 32 years ago. The core idea of the program actually has not changed from my perspective. The fundamental program is still there and these same questions are just as relevant today.

    Can you talk about the class you teach for MSC and what you want students to take away from your class?

    I usually teach a Crisis Communication seminar. I cover how crisis began, the importance of public presentation, types of arguments, audiences, and talk about things I’ve experienced not in literature. I also make sure students have accounted for interpersonal relationships as a very important part to crisis communication. Because the MSC students are mainly working people, they have more theoretical and practical experience than the undergraduates I teach, so I need to adapt my teaching. There is an immediacy in the graduate market, and it is more focused on real world experience. We — faculty and students– are  people who look at the communication environment and we sort it out. We help make decisions, help with clarity, make the ideas work. We bring an organizational aspect to processes that others may have not thought about. For example, in any business, I want make sure my students have a way of looking at crisis situations so they can accumulate information and use it quickly. I’ve been in situations where there is a lot at stake and a mistake could cost a lot. Sometimes I tell people to do nothing. One of the conventional wisdoms is to move quickly during crises, but sometimes that is not the best strategy. You have a group of students in various states, and in six months to a year from now they will be faced with these communication issues. The key thing for them is, can they apply choices? I may not know the answers, but my job is to give them the choices. I find a never ending need for this.This Crisis Communication workshop was open to the public this past December.

    What makes Northwestern MSC different from other Masters in Communications programs?

    The offer you can’t get anywhere else is top notch quality professors who not only know what’s going on in the field, but also do the original research. We really wanted people who could tell stories but also talk about theories and principles, and took theories and applied them to actual events. This way, when students walk out of here, they understand why they are doing something. Alumni come back and say, during a crisis where I had to explain something, I was the one who was able to apply this theory and do this. We offer a broad-based communication degree, not a specialized degree. We are not just social media or internet based. We are a program that covers a wide base of skills and understanding so you can apply it anywhere. Finally, Northwestern itself is also a very fine institution with a lot of resources. We want these people to go out and do well for themselves and represent Northwestern well, so we help them.

    Any generally interesting or unique research or projects that you specifically have been working on through the program that alumni or prospective students might like to know about?

    I’m working on a book about the influence of popular culture. We are looking at music, television, film, all the texts, comics, fashion. We are looking at how our communication strategies affect our behavior. I would take the position that all communication is culturally based. The book is targeted at people in communication. If you don’t know what’s going on it’s hard to be a communication specialist. I look at music as strategy and at culture as strategy. I’m looking at how it works with a broader lens. I believe a lot of great communication is embedded in music and comedy, not just speeches.

    How Professionals Earn a Master’s in Communication While Employed

    While a new cohort of master’s students starts at the MS in Communication program each year, invariably the incoming professionals tell us the same reasons they decided now was the time to go back to school; they are looking for advancement in their careers, more responsibility at work, or a way to transition to a new industry or job function. For working professionals that share these goals, pausing their career for one or even two years while they go back to school full time is not only not feasible, it’s also potentially damaging. The time spent out of the workforce, combined with the lost wages, puts them at a huge deficit. That’s why Northwestern’s Master of Science in Communication program is designed as a part-time communication program.

    Professional communication masters come in a variety of forms, each with their own benefits and pitfalls. That’s why the MS in Communication program at Northwestern University offers two programs, giving you two ways to earn the same great degree.

    First, we offer our Custom Leadership Program. Students enrolled in the CLP meet most Saturdays for a year, learning the skills necessary to become more valued and effective leaders. While some schools offer evening masters in communication programs, we believe that our Saturday format allows our students to come into the classroom fresh, without affecting their normal weekday routines. And, since this is a professional communication masters program, you’ll be able to bring your challenges from work into the classroom, and the lessons from the MS in Communications program immediately into your office.

    Second, for those with management experience who are not able to attend class every Saturday, we offer the Hybrid Leadership Program. The “Hybrid” aspect of this program refers to the combined online/on-campus format. The curriculum includes four in-residence seminars to immerse you in content, simulations, and skills training that cannot be honed and refined online. If your schedule lends itself better to an evening masters in communication program, but the thought of driving to a classroom after a long day isn’t appealing, this may be the part time communication program for you.

    Whether it’s on Saturdays or online, consider Northwestern University’s MS in Communication program to get ahead without pausing your career. 

    Matt Peyton
    Admissions and Marketing Coordinator

    Staff Spotlight: A Conversation with Amy J. Hauenstein, Director of Curriculum and Non-Degree Programs

    As Director of Curriculum and Non-Degree Programs for Northwestern MSC, Amy ensures courses provide specific learning outcomes, helps students understand how courses connect to each other, and creates overall cohesion of the curriculum under an umbrella narrative all while designing and executing non-degree Executive Education workshops throughout the year.

    What is your favorite aspect of MSC at Northwestern?

    The people– the diversity and personalities of our professors and students. Most of our professors have been with us a decade or more and the program falls outside of normal teaching obligations, so all of our professors choose to teach with us. That says a lot about our professors, students, and program.

    It brings a special sort of a family dynamic here where a diversity of outlooks is encouraged. For example, Professor Paul Arntson, who is one of our founders of the program has a very positive, democratic sort of ‘kumbaya’ leadership style, where he believes everybody has a place, whereas our Professor Mike Roloff is very pragmatic and has an ‘I will always believe the sky is falling until it doesn’t’ type of outlook. They are the best of friends and they have often taught in the same quarter, so students have both worldviews to navigate and it creates a fun, authentic, and interesting experience all around.

    What makes Northwestern MSC different from other Masters Program?

    Unlike other programs, Northwestern MSC is much broader in our student base and therefore our curriculum. For example, in an MBA program, the person next to you probably has similar job function to you, but at MSC you might be a person from finance who is sitting next to an attorney, or a nurse, etc. Understanding communication theory from so many different worldviews creates a very dynamic discourse in classroom.

    Another difference is the element of introspection that is embedded in our curriculum in classes like the ‘Public Persuasion,’ a course that Professor Jason DeSanto teaches. He helps students work backwards from their work to their passion. He starts with a broad scope of what it is that motivates you, then dives deeper. For example, what is it about family that motivates you? This helps students identify their core values and how these can translate to other places in their lives. It is a team journey through the process, but it’s also very self-reflective for students, so you get both a personal and collaborative dynamic. Each student brings a unique element to the table.

    Any generally interesting or unique research or projects that you specifically have been working on through the program that alumni or prospective students might like to know about?

    We are working on relaunching the MSC Alumni Association and getting alumni more engaged. Over the last 18+ months, we’ve been rallying alumni to have a greater role in the program and in their MSC education. We have an executive education workshop series that is new this year. For example, we held a personal branding and network management workshop and recently hosted a crisis communication management open enrollment workshop. The Executive Education programming was born from alumni desire to continue and come back and learn more.

    Our other major project is creating cohesion within the curriculum. When each person brings their own worldview and set of diverse experiences, they each absorb the information differently, which makes it hard to find a single core narrative for a graduate program.

    Thus, we want to create a program narrative that has offshoots that are also personal. We are doing this by revising curriculum, the way we talk about it, and how we use metrics to measure our success. Doing so also helps in the marketplace, so that companies will begin to understand what they are getting when they hire someone with an MSC or send their leaders to MSC.

    Looking from 1983 to today, managing complexity, collaborative leadership, and elegant communication are the three themes that emerge from our curriculum. I have been working with professors to talk about each of their courses, and which of our three themes are key factors in what they teach. For instance, one course may be largely about managing complexity, whereas others might focus on collaborative leadership and elegant communication. All of our core classes will have all three. We have also created a curriculum guide to also help students with creating their personal core narrative.

    Moreover, my expertise is in curriculum studies and more specifically, on identity development. My research looks to answer questions like, how does an educational experience affect who you think you are and how does it change you? The co-curriculum and advising materials I have designed help students to think about and answer these types of question. So ultimately, we hope through these means students can talk more deeply about and better articulate what it is exactly that they’ve learned and how that has influenced them.

    Why MSC for you?

    As I helped to create workshops and co-curricular programming to support the MSC, I fell in love with the students and the culture.

    One of the beautiful things about MSC program is it has been both reactive and proactive in reinventing itself. Originally it was a two-year program on Friday and Saturday. At one point, we had two concentrations: Communication Management and Communication Systems. Eventually we combined into one focus and one year, then it changed again this year to also include a hybrid delivery model. No matter what from the first graduating class in 1984 to now, mastering these three themes of managing complexity, collaborative leadership, and elegant communication have resonated in organization and corporations – and it’s what our students do best.