1. 1 “Come Taste the Special Sauce We will make you a Cook” “Come Taste the Special Sauce We will make you a Cook”

2. 2 © 2003 TMIT 2

3. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 3 “Come Taste the Special Sauce We will Make You a Cook” The Sniff Test: The Pitch Something There The Taste Test: San Diego Taste the sauce and I am sold! The Magic Ingredient: Servant Leadership The Ingredients or the Recipe? Build the Franchise: Recruit Servant Leaders Apply the 4 A’s: Awareness, Accountability, Ability, and Action Create the Franchise: The Ingredients, Recipe, & Support systems. Assemble the story, the offering, and the CEMO

4. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 4 “Come Taste the Special Sauce We will Make You a Cook” The Sniff Test: The Pitch Something There The Taste Test: San Diego Taste the sauce and I am sold! The Magic Ingredient: Servant Leadership The Ingredients or the Recipe? Build the Franchise: Recruit Servant Leaders Apply the 4 A’s: Awareness, Accountability, Ability, and Action Create the Franchise: The Ingredients, Recipe, & Support systems. Assemble the story, the offering, and the CEMO

5. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 5 “Come Taste the Special Sauce We will Make You a Cook” The Taste Test: San Diego Taste the sauce and I am sold! The Magic Ingredient: Servant Leadership The Ingredients or the Recipe? Build the Franchise: Recruit Servant Leaders Apply the 4 A’s: Awareness, Accountability, Ability, and Action Create the Franchise: The Ingredients, Recipe, & Support systems. Assemble the story, the offering, and the CEMO

6. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 6

7. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 7

8. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 8

9. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 9 “Come Taste the Special Sauce We will Make You a Cook” The Sniff Test: The Pitch Positive Sniff Test The Magic Ingredient: Servant Leadership The Ingredients or the Recipe? Create the Franchise: The Ingredients, Recipe, & Support systems. Assemble the story, the offering, and the CEMO Build the Franchise: Recruit Servant Leaders Apply the 4 A’s: Awareness, Accountability, Ability, and Action

10. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 10

11. 11 © 2003 TMIT 11

12. 12 © 2003 TMIT 12

13. 13 © 2003 TMIT 13

14. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 14 “Come Taste the Special Sauce We will Make You a Cook” Robert Greenleaf, author of Servant Leadership: A Journey into the Nature of Legitimate Power and Greatness: Servant Leadership is a "practical philosophy” which supports people who choose to serve first, and then lead as a way of expanding service to individuals and institutions. Servant leaders may or may not hold formal leadership positions. Servant leadership encourages collaboration, trust, foresight, listening and the ethical use of power and empowerment."

15. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 15 “Come Taste the Special Sauce We will Make You a Cook” The Sniff Test: The Pitch Positive Sniff Test The Taste Test: San Diego Taste the sauce and I am sold! Create the Franchise: The Ingredients, Recipe, & Support systems. Assemble the story, the offering, and the CEMO Build the Franchise: Recruit Servant Leaders Apply the 4 A’s: Awareness, Accountability, Ability, and Action

16. 16 The Story The Story Heroes: Donor Families and Breakthrough Teams Victims: Waiting Recipients Villains: Status Quo Crisis: Our National and your Local Performance Gap Resolution: The Organ Breakthrough Collaborative is WINNING!

17. 17 The Value Proposition CEMO Claim: Declarative Value Statement Evidence: Facts based supporting claim Message: “ Act Now” Summary Statement Offering: Who, when, how, and where to act.

18. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 18 Good News – Bad News Claim: I bear a gift…or a problem depending on when you want to act on it. Evidence: A breakthrough group has raised the bar on organ donation. We can join them now and share in their “win” saving lives. Can we do it? Absolutely – I have run down the details. What will it cost? It is margin neutral or positive. Will it be worth it? Yes – it is a win win for everyone. Donor conversion will become a quality issue in 2005. (JCAHO) Message: Act now and we can be at the head of the parade…wait and we will have a “quality problem”. Offering: The who, what, where, when, and how. Define the solution.

19. © 2000 HCC, Inc. CD000000-0000XX hccarchive\fdtncomp\communication\tools\ template\topdown.pot 19 “Come Taste the Special Sauce We will Make You a Cook” The Sniff Test: The Pitch Positive Sniff Test The Taste Test: San Diego Taste the sauce and I am sold! The Magic Ingredient: Servant Leadership The Ingredients or the Recipe? Create the Franchise: The Ingredients, Recipe, & Support systems. Put together the Package and the CEMO Build the Franchise: Recruit Servant Leaders Apply the 4 A’s: Awareness, Accountability, Ability, and Action

20. © 2004 Institute for Healthcare Improvement Set-up -Target population -Adopter audiences -Successful sites -Key partners -Plan to attract adopters A Framework for Spread Social System -Key messengers -Communities -Technical support -Transition issues Communication (awareness & technical) Knowledge Management Measurement and Feedback Leadership -Topic is a key strategic initiative -Goals and incentives aligned -Executive sponsor assigned -Day-to-day managers identified Better Ideas - Develop the case -Describe the ideas

21. 21 Turn Barriers into Accelerators Turn Barriers into Accelerators Awareness Of the national performance gap, then awareness of “our gap”. Accountability Personal accountability of leaders to closing “our” gap. Ability Capacity to act requires investment in staff education, training, and change. Action Explicit actions tied to direct measures.

22. 22 © 2004 TMIT 61,000 Lives Impacted (Family) Eligible Donors # of Donors 19,600 Lives Saved 46% 3.14 Transplants 46% 13500 6230 19,600 National Organ Donors (Est. 2004) 46% Conversion

23. 23 © 2004 TMIT Eligible Donors # of Donors 31,950 Lives Saved 100,000 Lives Impacted (Family) 3.14 Transplants 46% 13500 6230 19,600 75% 3930 12,350 National Impact With Increased Conversion to 75%

24. 24 © 2004 TMIT Eligible Donors # of Donors 38,150 Lives Saved 3.75 Transplantt /Donor Yield 46% 13,500 6230 19,600 75% 3930 12,350 6200 National Impact Increase Yield to 3.75

25. 25 © 2004 TMIT National COMMUNITY IMPACT: TOTAL FAMILY LIVES Eligible Donors # of Donors 38,150 Lives Saved 3.75 Transplants 46% 13,500 6230 19,600 75% 3930 12,350 6200 120,000 Recipient Family Lives Impacted 150,000 Total Family Lives Impacted > 30,000 Donor Family Lives Impacted

26. 26 © 2003 TMIT 26