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.

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Are You a True 21st Century Leader? Importance of Courage and Character

"Courage trumps authority. It even trumps physical violence," writes Gus Lee in his book entitled Courage: The Backbone of Leadership.


There is no doubt that courage is central to leadership, and Lee's book emphasizes that over and over. At one point in the book, Lee describes a class he once had with Major H. Norman Schwarzkopf, the future general,  as his teacher. Schwarzkopf gave the class this scenario:

"Imagine that you and your troops for which you are responsible are on an international border. The enemy can cross it and strike at you with impunity. But you can't cross the border. That order comes from the commander in chief. Every night, the enemy crosses the border to kill and wound your men, who are Vietmanese Airborne volunteers in your care. Every night, you chase the enemy, but they escape at the border, where you stop, as you are ordered. Here's the question: when the enemy hits you again tonight, do you pursue them over the line? Or do you follow orders and halt at the border?"

Lee goes on to describe the questions asked by the students clarifying the scenario. If they cross the border, they can destroy their enemy and stop their men from dying, but if they cross the border, they violate an order from the Commander-in-Chief. Schwarzkopf goes on to ask his students to write about the experience and then polls them to find out which students would stop at the border and how many would pursue the enemy across the border. Lee says he chose to stop at the border because he had to follow orders.

Schwarzkopf then tells them, "There are two kinds of people in the world: leaders and careerists. Leaders have character. They act for what is right. They would die for their men. Careerists are self-centered, self-absorbed. They act out of selfishness. They sacrifice their men for a promotion. They lie to pump up results.They save their skins instead of others'. Careerists can't really lead because their men do not trust them and will not willingly follow."

"The correct answer for a leader is clear. You cross the border. You destroy the enemy to protect your men. You then take personal consequences to your career, knowing that you violated an order but acted for what is right. You feel pride in getting court-martialed and being reduced to private. Everyone's a leader or isn't. It's not rank. It's character."

I can't help but be moved by this story. I was when I read it. I am also equally moved by the question asked about whether I am leader or a careerist. How many of us become more concerned about our careers than for what is right? I happen to believe strongly that leadership is about character and integrity, and I certainly hope I'm not a careerist.

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4 Social Media Listening Strategies for 21st Century School Leaders

In their book Why Social Media Matters: School Communication in the Digital Age authors Kitty Porterfield and Meg Carnes argue that for school leaders to use social media effectively, they not only use it to communicate out information, they must also engage in listening to what stakeholders are saying.

"Listening online gives leaders insight into their communities in a way that face-to-face meetings and surveys do not."

It is through social media that people sometimes reveal their true feelings. If they do not think you are listening, they may say things quite unlike those occasions when they think you are. Using social media to listen to what your stakeholders are saying is another way for you to get in touch with what they really want. To do that, Porterfield and Carnes suggest establishing a listening strategy for your school or district. So how does one establish this? Here's some suggestions I've paraphrased from their book, Why Social Media Matters: School Communication in the Digital Age.

• Decide how much time will be spent listening. Will it be once a day? Once a Week? Portfield and Carnes suggest that school leaders need to listen to their school or district's social media channels at least once a day. If a crisis occurs, obviously it will be necessary to listen more often. For example, during a contentious school board decision or during a well-publicized event involving a staff member or student, listening to social media channels needs to be much more often than once a day.
• Designate personnel who will do the listening and report back to administration. These individuals are charged with the task of listening to your social media channels. Large districts can perhaps charge their communications teams with these tasks. Small districts may have to select current district staff to serve on a listening team.
• Portferfield and Carnes suggest developing a "Social Media Collection Tool" to report out what was found from listening. This gives the district or school a physical record of what others are saying on social media sites. School leaders need to have a record of what conversations are occuring about their schools or districts, and this tool satisfies that need.
• Develop a plan on how the school or district will respond to what is heard on social media. School leaders need to evaluate the influence level of those engaging in conversations on social media. Answers to such questions as the following are also important: How will you respond to inaccurate or incomplete information being shared about your school or organization? What offical media channels will you use in your response if you decide to do so?

The perception that most school leaders seem to have of social media is a tool for making announcements to their stakeholders rather than a means to engage that same group in larger conversations about how we're doing our jobs. It is imperative that 21st century school leaders establish a social media listening strategy for their school or district in age where people are talking about us through social media whether we're listening or not.


Next Up: Social Media Listening Tools for 21st Century School Leaders

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4 Reasons 21st Century Administrators Should Get Out of the Way and Let Students Blog

As a twenty-first century administrator, and a former English teacher, I believe in the power of blogging. There's satisfaction that comes from writing and having others read it. That is fundamental to every rule of composition. So much do I believe in its power, I am excited that students at our school are blogging and excitedly talking about the experience. Once we were able to rescue Blogger from the clutches of the content filter, several of our teachers now have students engaged in blogging as a part of their classroom experience. It's writing 21st century style. Here's 4 reasons to get students blogging for those administrators who still hesitate.

• Blogging gives students an opportunity to engage a real audience. This became evident this past week when one of our students excitedly came into my office just to tell me about individuals from a European country who contacted her because of her blog. I can't say in 16 years as an English teacher I ever saw one of my students get that excited about an essay they'd just written. Blogging gives students an opportunity to engage in real writing with a potential real audience, an English teacher's dream!
• Blogging gives teachers and educators a real context for teaching them how to effectively engage others with writing and media. No one sits around reading essays except English teachers, and I say that as a former English teacher. Trying to engage an audience in an essay isn't real. Trying to get others to read and comment on your last blog post is real. Blogging is an environment that gives students the opportunity to experiment and try to see what works with readers, and the feedback is real too.
• Blogging gives us (all educators) a tool to teach students to contribute responsibly to the web conversation. In the context of blogging, educators can teach students how to engage readers and engage with the right level of disclosure. Teachers can teach students how to blog safely as well as effectively. In other words, if we want students to blog safely, then we have to give them the opportunity to blog.
• Blogging provides an environment for students to reflect on learning. Sure, reflection can be done in a journal, but journals are at best written for an audience of 2, the student and the teacher. It's in the context of a blog that students can test out what they are thinking with others. The reflection is expanded with feedback and comments. Blogging allows for interactive reflection.

Just to give you some idea of what our students are doing with blogging, here are some of our students' blogs. Some are for an AP US History class. Others are a part of their senior projects. They are doing what a 21st century administrator would be proud of. I obviously do not include their names here, but I can't help but share them with you. 

Student 1 Blog

Student 2 Blog

Student 3 Blog

Student 4 Blog

It is time for 21st century administrators to move beyond the fear of students engaging in blogging. Blogging is an opportunity for students to engage in real writing for a real audience. It is an authentic activity that has the potential to bring real learning to the classroom.

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Advice for the New Administrator & Educator Using Social Media

During a conversation today, I was asked, "What advice would you give to the new administrator just beginning to use social media in his or her new role?" Becoming an administrator is a challenge in itself, which means there are enough issues to deal with without making mistakes using social media. Added to these challenges is the fact that most often new principals or assistant principals are left either with no mentor, or the mentor they have probably doesn't know a great deal about technology in general much less social media. This means the novice administrator is often left to her own devices when it comes to engaging stakeholders in social media.

As an administrator and experimenter with social media for most of the last six years, I have learned a few things about it, mostly by trial and error but also from others. Right now, I would place these five suggestions at the top of the list for new administrators and educators engaging in social media use in their new roles.

1. Think before you post. There is a bit of common sense in this suggestion, but with all the news stories about educators getting into trouble because of some careless posting on a blog or on Twitter, it is certainly worthwhile to repeat and emphasize it. Crafting a social media message for your school or district should be a deliberate process. Careful thought should be put into Twitter statements or Facebook posts. Reading the post from the perspective of your reader or the community is vital. That Twitter message might only have 140 characters, but a lot of damage can result from those characters if worded improperly.

2. Know the limitations of social media. Social media is an excellent way to engage stakeholders, but it isn't always the best way. It is vital that you take time to think about the message and whether the message you want to deliver is suited for your school's Facebook page or a Twitter post. Some announcements still might need to be made through your school's automatic phone messaging system or through a meeting with your parents. Social media is a relatively easy way to deliver a message, but it can leave a lot of room for interpretation, and there are times when all that interpretation is not wanted.

3. Be aware that you may still have to use a blended approach to communication that involves using social media and other media too. It has been my experience that not all parents are plugged in yet. This means I have to make sure stakeholders that aren't using social media, get the message too. Also, it might mean we also have to provide training for parents and community members too so that they can get plugged in and receive the benefits of being connected through social media.

4. Make sure the message fits the medium. This is an old time adage about communication in general, but in some ways, social media is much more powerful, and that means that not everything that needs to be said needs to be done through Twitter or Facebook. Delivering bad news or serious news is probably best left to the older media such as phone messaging systems or even a more formal press release. Be careful of trying to communicate sarcasm or humor. These don't often translate well in social media.Administrators and educators would do well to be very careful with making sure media and message are the best match.. After all, as Erik Qualman, author of the book Digital Leadership writes: "Keep in mind there's no hiding from anything in the new digital world. Your best course of action is to assume whatever you post will eventually be seen by millions." Post only those things you wouldn't mind your mother seeing.

5. Set up school-based and personal-professional social media accounts separately. If you are going to be communicating with others as your own agent, then you need a separate account. Any accounts set up with the name of your school implies that your are speaking as an agent of the school. Whether it is a Twitter account or a blog, if you give it the appearance that you are speaking in your role as principal or teacher, then any posting that you do may be perceived as posts from an agent of the school or district. By having separate accounts, there is no implied relationship. Still, even with separate accounts, it is important to think and post prudently.

Being an administrator is a challenging job and using social media effectively can mitigate some of those challenges. That means engaging in social media in effective ways. New administrators and educators can take advantage of the power of social media by keeping these suggestions in mind.

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3 New Year’s Resolutions for 21st Century School Leaders

As 21st century school leaders, the New Year gives us the opportunity to declare the direction we are going to move as 21st century educational leaders in our schools and districts. While there are certainly other areas to consider as we make New Year Resolutions as school leaders, here's three I consider imperative.

Social Media
In the coming year, it’s time to begin a genuine examination of the place social media has in your professional life and practice. Maybe it’s time to quit thinking narrowly of all the negatives that can happen when educators engage in social media use, and begin to look at potentials. Social media is here to stay in one form or another. It is time to move beyond trying to find ways to keep social media out, and engage in its use and encourage others to do the same. It’s time to quit wasting energy trying to keep social media out of our schools and embrace it as just another way to engage our students, parents, and community.

WiFi Access for Students
As bandwidth has become more available, it is time for us to look for ways to provide WiFi access for our students. As 21st century leaders, we need to provide an environment where our students and staff can remain plugged-in and powered-up rather than unplugged and powered-down. We need to make it a priority to find ways to give our students WiFi access within our school buildings and connectivity with their own devices. It takes a special, creative, 21st century leader to provide this access, keep our students safe, and teach students how to connect responsibly.

Explore and Move to the Cloud
One of our goals as 21st century leaders is take the limited resources we have, and provide the most with those resources. The cloud provides us the biggest opportunity to do that. The 21st century leader fearlessly explores cloud-based services and opportunities. Allowing Google to maintain email services or Microsoft maintain Office apps online is the future. We have a responsibility as 21st century leaders to deploy our resources in a manner that makes the most sense, and that gives us the biggest return for our investment. This school year, all 21st century school leaders need to commit to exploring the possibilities of cloud-based solutions and engage in their use whenever possible.

Being a school leader in 21st century schools is exciting. There are so many opportunities to for our own growth and exploration. As you make your New Year's resolutions, what areas would you add to this list for 21st leadership resolutions?

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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.

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5 Indications Your Leadership Is Obsolete for 21st Century Schools

In October, I posted “Top 10 Signs Your School Is Caught in a Time Warp: List for School Leaders.” Of course the whole idea behind that post was to call attention to those leadership proclivities that are actually hindering movement toward a 21st century learning environment.

Now, let me be just a bit more direct in this post. Here’s the list of indications that your school leadership is obsolete and in need of a big upgrade.


1. You actually find yourself defending school policies that ban the use of cell phones in your building. Cell phone bans need to go the way of the slate and chalkboards. Instead of prowling the halls to catch students with cell phones out, how about getting students to use them constructively? Besides, if a cell phone disrupts class, it is the user that actually disrupts the class, not the phone. Cell phone bans are a waste of administrative energy and time.

2. You defend adamantly the use of Internet filters on your school networks. I know all about the CIPA compliance issues and all, but perhaps your leadership is just a bit outdated and your knowledge of computers inadequate if you actually think filters work. Let’s face it, most districts put filters on their networks, not because they work, but because they allow them to keep their funding. If you really want to know whether your Internet filters are working, just ask a student. The smile on their face says a great deal. Heck, some of them might even show you one way they use to get to Facebook even though it’s supposed to be blocked.

3. You brag about the number of computers, smartboards, or iPads you have in your building. I have to point the finger to myself a bit on this one. It’s darn hard to resist boasting about your computer-to-student ratio when a fellow administrator brags about his, but the truth is, it really doesn’t matter if you have 3 computers to every student if no one is using them effectively for learning. Administrators have historically boasted about needing an iPad for every student or a laptop for every student. I’ve even heard school principals boast about having Smartboards in every classroom. Truth is, it’s not the numbers that matter; it’s what students and teachers are doing with those devices that matters.

4. You see Facebook and other social media as one of the biggest menaces of modern society.  Granted, I will admit I’ve dealt with enough “Facebook-connected issues” that I sometimes think “Zuckerberg” should be a bad word. But, social media is our reality; it’s our students’ reality. We can’t keep blocking it out with the hopes that it will go away. It will, in some form, outlast us all. Instead, let’s figure out some way to use social media educationally. We all might learn something.

5.  You think learning occurs only within the confines of your building’s classrooms under the direction of your teachers. Our students are learning about things they care about in spite of us. Classrooms are not the only places where student curiosity is satisfied (if they ever were). Our students are engaged in massive learning on their own while sitting with digital devices wherever they happen to be. It’s time to measure learning by something other than seat time and length of class periods. Perhaps we could even figure out a way to channel all that energy to learn to accomplish our educational goals.

School leaders suffering from “obsolete leadership” really do prevent schools from becoming 21st century learning places. Perhaps someday we’ll quit trying to defend the rules and question why the rules exist in the first place. That said, I am positive there are others indicators that could be added to this list.

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