The BBC's Culture Change Project (1)
‘Watering Hole’ as a Method of Creating Values

January 2007

While downsizing its workforce by a large margin, the BBC has been working on changing its culture centering on a project called “Making it Happen” since 2002. Since then, the BBC has changed its course drastically, and come up with a lot of new plans, and been developing vigorous activities to become “the most innovative organization in the world” while seeking various possibilities in this digital age. Such outcome seems to be deeply related to the culture change project.

The former BBC Director General, Greg Dyke who designed this project referred to this issue in his biography “Greg Dyke: Inside Story.” (The Japanese version is published from Japan Broadcast Publishing, translated by Jiro Hirano.) The BBC used a method created by the SRI International, a research institute originated from the Stanford University, to implement the culture change project, and the recent book by Curtis Carlson who led the training for the BBC leaders, “Innovation: The Five Disciplines for Creating What Customers Want” (Curtis R. Carlson and William W. Wilmot, Crown Business, New York, 2006), also touches on the specific training content for the BBC leaders.

Based on these books, this article reports why the BBC needed to change its culture and what has been changed by this initiative, and introduces ‘Watering Hole,’ a methodology taught by the SRI International, based on its concept and method.

The NHK Monthly Report on Broadcast Research