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Keeping Perspective in the Age of AssessmentA frequent point of contention among critics of the No Child Left Behind Act (NCLB) is the strict guidelines governing the measurement of student progress. Some feel the education reform law sets unrealistic goals, asking too much of schools too soon. Others contend that its accountability mandates place too much emphasis on testing altogether. For publishers, this can result in a careful balancing act - catering to the needs of schools that must strive to make "adequate yearly progress" while not losing sight of students' needs outside the areas of core subject testing. Keeping this dual purpose in perspective has been one of the main goals of FableVision, a children's educational media/software development company founded by identical twin brothers Paul and Peter H. Reynolds. Celebrating its 10-year anniversary in 2006, FableVision has built a successful product line around the belief that students’ success - academic and otherwise - lies primarily in their ability to adapt quickly in rapidly changing world. Their children's books and animated films encourage individuality and goal-setting, and their instructional software and media teach core subjects such as math and reading in a way that fosters less testable, "foundation" skills such as creativity and problem-solving. In a recent email interview, FableVision President Paul Reynolds wrote about the company's growth, the benefits of word of mouth, and the importance of "character education." Q: It seems the company has been experiencing considerable growth - most notably the launch of a West Coast office in Portland, Oregon. What would you say has contributed most to this growth? A: We are aggressively adding new products, so we've given our customers more options as they search for more creative ways to reach the students who aren’t tuning in to the learning process. Also, Peter's five-year non-compete with [another company in the industry] ended a few years ago and that allowed us to expand our offerings back into the educational technology market. Interestingly, during that five-year period of "hands off" technology products, we switched our focus to films and books (no-tech/low-tech) and these turned out to be probably the best way to deliver the emotional depth of the FableVision brand. Our first book, The North Star, for example, has been a favorite with educators, librarians, media coordinators and technology administrators. It was a serendipitous "out of the box" marketing approach that helped with our tipping point outreach. Q: As a publisher whose materials tend to encourage the teaching of less testable skills, do you find it difficult to appeal to schools where the main focus in making "adequate yearly progress?" A: Actually the pendulum has swung so far into the testing and accountability realm that FableVision's messaging has become all the more valued. Teachers are burning out - and what we offer is hope and inspiration that there are still creative ways to nurture more wonderful classrooms. On a practical level, FableVision's research-based BrainCogs and Essay Express applications are both specifically designed to reach the learners that are challenged in making the kind of "snapshot" progress that the system is demanding. So we're helping both educators and students not to give up and that's more than half the battle. Q: Given the company's philosophy, it seems FableVision likely benefits most from a bottom-up sales approach, appealing directly to teachers. Do you find this to be the case, or not necessarily? A: We design solutions for students, educators and parents. They are the ones who connect with us and resonate deeply with our mission. Our word of mouth is very strong because of it - and that message goes right to the top. Here's an email we got last week that's a great example of the way it works: <<Wow!!! We had such a great time yesterday and didn't want the day to end. What an incredible [FableVision] conference. Amy, Rachel and I got our principal's ear this morning and he was ready to change our Superintendent's Conference Day to October 4th and bring our entire teaching staff to your next Creative Journey Retreat.>> There's no replacement for the frontline customer falling deeply in love with your brand. Q: What advice might you give a publisher who is trying to balance core instruction with other skills (creativity, problem-solving, etc.) in their products? A: Hang out with teachers. And not during a sales pitch or on a crowded conference floor. Real conversation that connects you with educators' pain points will point you to creative solutions that really meet their needs - and their students' needs. All our products are rooted in conversations with educators and researchers who framed out what they were missing - and all we did was listen and design a solution that included the FableVision blend of media, storytelling and technology. That's our "secret sauce" - and we're quite happy to share it. Q: Obviously, inspiring creativity is a major theme throughout FableVision's products. What do you perceive is the relationship between creativity and learning? Why does FableVision believe that it's an important skill to teach and foster in the classroom? A: The requirements to survive, succeed and thrive in the 21st century have everything to do with fostering creative problem-solvers. As the US has lost its manufacturing edge over the last few decades, we're left with either service jobs or thinking jobs in a radically altered and shifting economy. We don't need students who can spit back pre-packaged content - the world is changing too quickly for a processed cheese version of "learning" ... We need kids who can think on their feet and envision solutions that don't even exist yet. That is the realm of creative thinking - and if we nurture a new generation of creative thinkers, our children will not only enjoy gainful employment - but, if we also imbue their learning with a sense of purpose and stewardship, they'll be solving the problems required to sustain our challenged planet. Q: What other less testable skills does FableVision encourage in the classroom and why? A: Loosely speaking, we are advocates of "character education" - although that term conjures up visions of didactic resource materials. We simply say that we are telling "stories that matter, stories that move." We want to share the stories we know will help children and grown up children see the world differently - and be inspired to use one's unique gifts, talents and strengths to move the world to a better place. It is not enough to know "things" - our mission must be to create mindful, purposeful life-long learners. That's the gift that keeps on giving. Paul Reynolds helped found FableVision in 1996 with his brother, children's book author/illustrator and multimedia pioneer Peter H. Reynolds. For the last sixteen years, Paul has also taught undergraduate communications at Boston College. Currently enrolled in Pepperdine University 's OMET program, Paul's Action Research Project is to research, design and implement a sustainable web-based Community of Practice for educators who have adopted The North Star approach in their classrooms.
Questions, ideas, or in need of more information? Please contact Stacey Pusey at 302-295-8349. |
Also, don't miss Peter H. Reynolds' presentation, Make Your Mark and See Where It Takes You, at this year's Educational Publishing Summit, June 7-9 at the JW Marriott in Washington, DC.
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