Our History and Philosophy

A Unique Set Of Experiences Shapes Our Facilitation Style & Philosophy

Robert Zadek founded Macro Thinking Inc. in 1988. His professional experience prior to and following founding of the company provide our clients with a unique combination of skills and business background. These skills shape our corporate philosophy and offer a non-traditional approach to our work.



A Past Rooted In Communications

Robert Zadek began his career as a writer and producer of Multi-Media video and slide shows for the Hi-Tech, Real Estate and Finance industries for clients like, Intel, Hewlett-Packard and Bank of America. Here he developed important skills in communication and team project work, both of which are important to the success of a CollaborWriting session. Some areas where communication plays a role are:

  • Before a project, we carefully interview the client to identify core objectives that will form the basis for any project. Those objectives, in turn, drive the development of the process template. Knowing what questions to ask and to whom are essential communication skills that contribute to a successful project.
  • During a session, effective listening and communication skills are applied throughout. For instance teaching and writing are almost always involved in the design and facilitation of a session.
  • After a session has transpired, the process-template (agenda) based output is most likely in a form that will effectively communicate the outcomes. If, however, additional clean-up or organization of the information is necessary, written communication skills are required.


A Consulting and Training Background In Creativity Enhanced By Technology

Macro Thinking, Inc. began in 1988, consulting on the training and application of IdeaFisher software, a stand-alone brainstorming package designed for creative problem-solving. Eventually this led to the development of 3 day-long creativity and innovation courses for A.T.& T., Bell Labs and Merck Pharmaceutical. In addition we were called upon to design and lead several ideation oriented sessions for clients like, Merck, Johnson & Johnson, Lever Brothers, Nestles Foods, Kraft General Foods, Block Drug, Pfizer, Shearing Plough, Warner Lambert and Sony Corporation of America. Several important learnings from that experience contribute to our capability facilitating CollaborWriting sessions:

IdeaFisher is a very "conceptual" tool that, to be used effectively requires an understanding of the fundamentals of creative problem-solving and training in the use of a software program. Early on, we learned the balance that is required to shift back and forth between training in and use of software and conceptual thinking. This balance is an important component in effectively facilitating CollaborWriting sessions because here, too, complex business concepts and problems are engaged with the aid of computers and groupware.

  • Innovation work involves pushing out beyond the boundaries of convention. Often this realm of the unfamiliar can challenge the current state and, in the minds of some, threaten the status quo. This can be an environment of dissenting opinion, contrasting ideologies and discomfort. Creating a "safe place" for all opinions to be voiced and heard, novel ideas to be formed and conclusions to be acted upon is the primary reason we sought out groupware-based technologies for collaboration.
  • Creative problem-solving and in particular, brainstorming has a rhythm and pace that is unique. The "tacit" knowledge required to effectively read a group, monitor the pace and maintain momentum can be gained only through experience. This experience in creative problem solving enhances our abilities to facilitate traditional business planning, focus groups or opinion-exchange sessions as well.
  • Breakthrough thinking often requires asking the right question in just the right way. Conversely, if the questions are posed inappropriately or without careful attention to subtle detail they can lead a group in the wrong direction and to unintended outcomes. Years of experience with crafting "trigger" questions increase the chances that participants will attain useful insight straightaway.


Significant Experience With Traditional Collaborative Techniques

In 1990/1991 many of our clients requested us to facilitate decision-oriented business planning sessions. We then received training in and facilitated many traditional or paper-based sessions involving the use of Flip Charts, Sticky Dots, Post-Its™, Breakout Rooms & Teams, Process/Agenda Development, Timekeeping, Scribing, Silent Brainstorming, Multi-Voting, Nominal Group Technique, Fishbones, Forced Pairing, Affinity Diagramming, Process Mapping and other elements common to then contemporary practices of facilitation. This experience preceded our work with GDSS (Group Decision Support Systems) and hence improved CollaborWriting in the following ways:

  • Often we work with other consultants (internal or external) whose basis of experience in collaborative practice (either as participants or facilitators) is rooted in paper-based techniques. Many of the same principals apply to CollaborWriting, but some are different. Knowing these similarities, differences and the lexicons common to both facilitates a leveraged melding of technique and style.
  • In longer sessions, we often break up the activities such that some are accomplished using "non-computer based" techniques. As an example: Teams huddled around a flip-chart working out a process map can energize or bring life to ideas and opinions previously shared and evaluated using the networked computers.
  • Sometimes CollaborWriting is done in preparation for a "next phase" with a different facilitator altogether who plans on using paper-based techniques for the duration of the project. To effectively "hand-off" the CollaborWriting output, a background in traditional methods is essential.

A Pioneer In The Use And Deployment Of GDSS In Major Corporations

In 1992 our interest in the application of technology to enhance and accelerate group process led us to an association with the early developers of Group Decision Support Systems. As we gained an understanding of this breakthrough technology, we began to integrate the application and training for use of GDSS into our consulting practice.

Like many of the early practitioners with limited field experience, we made assumptions. Many of those assumptions have since proved to be accurate. However, some were incorrect. Extensive trial, error and networking with others in the field, was the only way to weed out inappropriate use and build a repertoire of "best practices".

After over 12 years facilitating hundreds of sessions to thousands of participants, we have amassed a knowledge base about the medium that no amount of training can duplicate.

A Full-time Job With A Diversity Of Experience


CollaborWriting is what we do. It is our conviction that to be effective with this medium requires continual practice. We also feel strongly that to legitimately offer this as a consulting service or train others we must have a diverse background in many business settings.

We generally do not consider ourselves to be content experts. Content expertise, however, is rarely a barrier to the development of effective process. What is important is to have a diversity of process experience in many industries working with a multitude of disciplines and to be able to cross-reference best practices and incorporate those that are most effective.


Web-Based CollaborWriting Revolutionized Our Practice In 1999

We continually seek out improved technologies for collaboration, consensus building and facilitated business planning. In 1999 GDSS became available via the World Wide Web and can now be purchased from application service providers (ASPs). No longer tied to a local area network, our practice and processes have evolved to deliver even greater efficiencies with ubiquitous access anywhere in the world. A recent 2-day virtual meeting had 15 people in New Jersey, one person from NYC, one person from Florida, one person from London, one person from Tokyo and was facilitated from our offices in California! As we discover new ways to improve collaborative outcomes, we are dedicated to incorporate those practices into our work. With increasing bandwidth, the future holds great promise.







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