Mike Lehr's Blog

In a previous post, I discussed the rebirth of Freud and the idea that most (if not all) of our decisions are driven unconsciously. Personification is a way we can influence others’ decision-making on this level.

Revisiting The Economist article “Retail Therapy” in its December 17, 2011 edition, it says about Ernest Dichter, who revolutionized marketing in the 1960’s:

Dichter understood that every product has an image, even a “soul”, and is bought not merely for the purpose it serves but for the values it seems to embody . . . Dichter’s message to advertisers was: figure out the personality of a product, and you will understand how to market it.

Personification is giving something a personality. For instance, my wife has a name for her car. People do the same with boats. Advertising often links products to celebrities; they become the “face of the product”, and thus its personality.

Translating to business, we encourage change if we can give change a personality. Sometimes it’s as simple as putting the face of the Owner, President or CEO on the change by saying, “It’s George’s initiative.” We can do this formally or informally; we can do this with projects, ideas and plans: “This is Mary’s project, Matt’s idea, Kathy’s plan.”

We can also reference other types of people to the change such as “The Herculean Effort,” “The Superman Plan,” and “The Rocky Project.” Any person will help as long as the connection to the person is a positive one. For example, if people don’t like Mary, her name will likely hurt the change.

When it comes to change management, we often neglect to tap into the techniques that work in advertising, merchandising and marketing. Personification is just one of those techniques.

Linda Hill and Kent Lineback write in their April 5, 2011 HBR Blog Network post, “Why Does Criticism Seem More Effective than Praise?”:

A lot of evidence suggests that positive reinforcement — identifying and building on strengths — will produce better results than a relentless focus on faults.

However, as post’s title suggests, this isn’t always apparent. They do briefly talk about focus on the long term. Related to this perspective, the challenge I find in strategically using compliments is primarily our expectations; we expect a compliment to work immediately. Criticisms and other negative reinforcements do much better here but over the long run they don’t do much to develop a strong working relationship.

Thus, in order to make complimenting work, here are six expectations I find very important to effect change:

1. Focus on the long-term
2. Apply regularly
3. Appreciate the importance of personalizing compliments
4. Be patient
5. Reward positive change with additional complimenting
6. Employ other relationship building techniques

Yes, this means complimenting is a long-term proposition, but we can integrate compliments into our daily work routines. The difficult part is disciplining us to follow through and adhere to a complimentary regimen.

Once we achieve this part, we can take complimenting to a more strategic level in which we consciously plan the employment of compliments. This comes about by knowing what we want to:

• Achieve with every person we manage
• Say to the person if we have a moment to interact

Thus, in our minds we visualize the interactions we might have with our people and determine how to position the right compliments to effect the desired change. The process is no different than that used in thinking about the numbers we reviewed, the plans we will right or the resources we need to maximize.

We often hear, “People will believe what they want to believe,” the Henry Louis Mencken quote. We also find that people will tend to hold onto their perceptions once knowing the facts. A Special Report about Democracy in California by The Economist in its April 23, 2011 edition contained the article, “What Do You Know?” It seemed to confirm Mencken’s view.

The article mentioned, Kimberly Nalder, a professor at California State University, Sacramento. She studied the degree to which citizens were misinformed about Proposition 13. Often we assume less educated or younger people are the ones misinformed. However, Ms. Nalder found, older, more educated citizens who had lived in California the longest were.

The problem is how do we work with these people? Most of the time, we tend to leave them alone. However, if you need to change someone’s perspective, there are four approaches to remember:

1. Do not argue facts; any kind of rationale is inferior to the power behind the emotions holding a person’s perspective in place
2. Do not believe more education will solve the problem; it can help but not alone
3. Most importantly, focus on strengthening your relationship with the person
4. Learn to understand the emotions behind a person’s perspective no matter how wrong you think it is
5. Accept that you will need to alter the person’s perception over time

As we saw in the post, People Follow Leaders Not Facts, people will tend to believe a credible leader over a fact even if the leader is incorrect. As we also saw in Change Management – Tactic #2, relationships are the primer for the paint of change. Thus, when it comes to changing perceptions, it’s not about facts, logic, education or statistics; it’s about leveraging relationships.

The Hot Spotters, by Atul Gawande in the January 24, 2011 issue of The New Yorker spoke primarily to minimizing medical costs but had much relevancy to my experiences in effecting change. It covered five tactics. This is the fifth and final part of that series.

Many times we teach people the change we want. We even repeat that training. However, we often don’t ask them to demonstrate the change at later times to see if they’ve learned from the training. Three important reasons exist for this.

First, we need to observe how they integrate the change with their other activities so we can advise them on prioritization. Frequently people say, “I don’t have enough time.” It’s only through observing them integrating the change that we will ways to save time on other aspects of their jobs.

Second, as any physical therapist will attest, people have difficulty doing therapy at home, alone. That’s why it’s important for the therapist to observe them doing the activities. This will ensure that the patient will pick up the habit correctly. Eventually, they won’t need the therapist.

Third, and more subtly, we emphasize the importance of the change by investing our time to ask for demonstrations of the change. The more we invest ourselves in encouraging the change, the more our people will see it as important. These interactions also give us the opportunity to resell the change and address any objections.

The key to making this work is ensuring we break the change down into small, simple observable steps. If we are experiencing difficulty with employees modeling the change, it will most likely be a result of not having the change broken down finely enough.

Other links in this series:

• Change Management – Tactic #1: Pick the Right Moment
• Change Management – Tactic #2: Strengthen Relationships
• Change Management – Tactic #3: Very Small, Simple Steps
• Change Management – Tactic #4: Repetitiveness
• Change Management – Tactic #6: Guard Employees’ Time

The Hot Spotters, by Atul Gawande in the January 24, 2011 issue of The New Yorker spoke primarily to minimizing medical costs but had much relevancy to my experiences in effecting change. It covered five tactics. This is the fourth of a five part series.

One of the biggest problems we have in promoting change is the assumption that people are light switches. We expect to say something once, and they will change. Advertisers learned long ago that running an advertisement just once doesn’t encourage behaviors of consumers and build brands inside their heads. Repetitively encouraging people to adopt change is a natural part of the change management process. Generally, we should expect to have to instruct and model the change three to four times, maybe more.

The problem is that we often position this more as following up to ensure people do what we told them. Typically, we code this as accountability in our business jargon. It’s better to position this repetitiveness more as a normal part of the instructional and modeling process; it’s a natural part of the change management process. We can do this by saying something like:

I don’t expect you to learn and perform these changes well overnight. There will be challenges. Therefore, I will commit to being available to you on a regular basis so we can help one another make these changes as easy and natural as possible for all of us.

This language establishes an expectation that our follow up is normal and not punitive. It indicates we’re in this together. Otherwise, they could easily construe our actions as micromanagement. The actual frequency of our repetitive instruction and modeling will depend upon the nature and scope of the change.

Other links in this series:

• Change Management – Tactic #1: Pick the Right Moment
• Change Management – Tactic #2: Strengthen Relationships
• Change Management – Tactic #3: Very Small, Simple Steps
• Change Management – Tactic #5: Request Demonstration
• Change Management – Tactic #6: Guard Employees’ Time

The Hot Spotters, by Atul Gawande in the January 24, 2011 issue of The New Yorker spoke primarily to minimizing medical costs but had much relevancy to my experiences in effecting change. It covered five tactics. This is the third of a five part series.

Tactic #3 involves breaking down and delivering change in very small, simple steps. For organization-wide change, every manager has responsibility for detailing this for every one of his employees. This is difficult.  Usually, there are two problems:

1. Failing to uncover some important details
2. Seeing only one step where there are two or more

Unfortunately, the difference between too little and too much detail isn’t clear. Generally, it’s better to err on the latter; while keeping in mind timing and the threat of over planning, and accepting that we will always overlook some details.

When we bring the change to the individual level, it’s extremely important that we break down the change into small bites and deliver them one at a time. Emotionally, the change is too daunting if we show someone all of it at once.

Often, the worse person to detail these steps is someone who performs them well because they come naturally to her. Thus, what she sees as one step could easily be five to ten. In these cases, someone with a project or process management orientation is helpful. He can observe and work with the model to detail the steps. If the change is dramatically new and lacks a model, he can jointly work with the expert on the new process and those affected employees to detail the new steps.

Once detailed, someone with a training attribute can help organize them into a developmental plan for the manager’s use with his employees.

Other links in this series:

• Change Management – Tactic #1: Pick the Right Moment
• Change Management – Tactic #2: Strengthen Relationships
• Change Management – Tactic #4: Repetitiveness
• Change Management – Tactic #5: Request Demonstration
• Change Management – Tactic #6: Guard Employees’ Time

Long ago I sat in on the reprimand of an employee by a manager. The manager concluded his discussion by asking the employee, “Do you understand what I’m saying?” The employee responded, “Yes.” It suddenly occurred to me how biased we are in thinking that education alone will correct behavior. In other words, we assume that if someone understands our argument and reasons they will adopt our point of view.

In this above situation, there was no follow up by the manager to explore whether the employee agreed with the manager’s alternative action or whether the employee was moved to act accordingly in future situations. Yes, he was aware of the consequences, but we tend to forget that sometimes people are willing to pay those consequences.

I refer to making this false assumption about “Do you understand?” as a cognitive bias; we tend to believe that reasons, logic and rationales are enough to win the day. This bias will tend to make us wrongly believe that we’ve done “our best.”

I also experience this in non-disciplinary situations in which anyone is trying to influence another person. This cognitive bias happens frequently with instructors trying to move participants to take action in such settings as business training. They will ask participants, “Do you understand what I’ve shown (said, did, etc.)?”

Therefore, in summary, I find four basic hurdles, represented by the following questions, that we need to negotiate and verify before we can have significant confidence that we’ve persuaded someone:

1. Do you hear me?
2. Do you understand me?
3. Do you agree with me?
4. Are you moved to take the recommended action (to act on this idea)?

Even though it spoke primarily to minimizing medical costs, the article, The Hot Spotters, by Atul Gawande in the January 24, 2011 issue of The New Yorker had much relevancy to effecting change. It covered five tactics to do so and crystallized many of my experiences. This post covers the second tactic. Three future posts will cover the remainders.

The second tactic is strengthening relationships with employees. If change management were painting, then this tactic would be prepping and priming the surface. Just as the outcome of painting is largely determined by the prepping and priming of the underlying surface, the success of change initiatives is largely determined by the relationships management teams have with their employees.

This relationship building is best done through approaches that influence employees on an intuitive level, making emotional connections. Here are five approaches discussed in other postings:

1. Remembering and using employees’ names
2. Thanking employees for doing their job every 3-6 months
3. Shaking employees’ hands every 3-6 months
4. Learning to use compliments effectively
5. Tapping the power of personality in executives and senior managers

None of these requires any expense. However, they require a disciplined and well-coached management team. Ideally, these are happening on an ongoing basis not just when a change initiative is happening.

Some personality styles will be more comfortable with these, especially those with greater empathy, sensitivity or emotional intelligence. Managerial and executive assistants can help their bosses by scheduling and prepping them for these activities. They can even encourage their more reticent bosses.

Initially, if these approaches are new, employees might be suspicious so they will need some reassurance. However, regardless of the manager’s or executive’s interpersonal skills, employees will eventually appreciate them. The keys are consistently applying them and not expecting quick fixes.

Other links in this series:

• Change Management – Tactic #1: Pick the Right Moment
• Change Management – Tactic #3: Very Small, Simple Steps
• Change Management – Tactic #4: Repetitiveness
• Change Management – Tactic #5: Request Demonstration
• Change Management – Tactic #6: Guard Employees’ Time

Even though it spoke primarily to minimizing medical costs, the article, The Hot Spotters, by Atul Gawande in the January 24, 2011 issue of The New Yorker had much relevancy to change management. It covered five tactics to do so and crystallized many of my experiences. This post covers one tactic. Four future posts will cover the others.

The first tactic is picking the right moment. Everything has its time. You don’t paint when it’s raining, for instance. Effecting change is no different. As discussed previously, crises are excellent opportunities for effecting change. In another post, research indicated failure a better teacher than success. Teachable moments are a more moderate and individual form of this.

In organizations, divisions and teams, picking the right moment is more difficult. Here are a few:

• A particularly good or bad performance
• The gain or loss of a large account or piece of business
• Acquisition or sell-off
• Integration of new technology
• Layoffs and budget cuts
• Good or bad press
• Other game changing events

However, these events usually generate much activity in the form of capitalizing on or minimizing these situations. So, we miss tons of opportunities to effect change when we need to be asking:

• “What freshness can we add to keep the momentum going (or minimize the downturn)?”
• “What new actions can we take?”
• “What new ideas can we employ?”

Yes, people will likely squawk about having a lot on their plate, but remember change is about motion. Activity creates motion we can use. You can’t change the direction of something that’s not moving. That’s why you can’t wait for “slow time” to effect change. Besides, it’s usually too late by then.

Other links in this series:

• Change Management – Tactic #2: Strengthen Relationships
• Change Management – Tactic #3: Very Small, Simple Steps
• Change Management – Tactic #4: Repetitiveness
• Change Management – Tactic #5: Request Demonstration
• Change Management – Tactic #6: Guard Employees’ Time

Compliments are an extremely effective way to build morale and relationships. However, they are not as easy to employ as one might think. It’s not just a matter of saying something nice; it’s a matter of saying something positive about something that is important to the other person. There are two broad types, extrinsic and intrinsic. Extrinsic compliments refer to things “outside” of someone and intrinsic “inside.” Intrinsic compliments will tend to make a greater impact than extrinsic ones. Their disadvantage is that they tend to be harder to pinpoint and describe. For some, intrinsic compliments are more difficult to deliver because they require a higher level of sensitivity.

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Four Basic Types of Compliments

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Extrinsic Compliments

1.    Things: compliment what they have.

2.    Job: compliment what they did.

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Intrinsic Compliments

3.    Values: compliment what they believe.

4.    Talents: compliment their innate qualities.

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Examples

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