Introducing Change So That It Sticks
Too often we try to make a case for change by giving people facts and figures. We inundate the people who need to support us with data. And we lose them in the process. Mark Twain once said that no sinner was ever converted after the first twenty minutes of a sermon. The corporate counterpart might be: no one ever accepted a change after the first five slides of a PowerPoint show.
Making a case is a combination of information, a favorable emotional reaction, and trust in the person (or group) that is presenting the idea. (You may recognize that as the three levels of resistance and support that I have written about in this blog and elsewhere.)
Here is a resource that can help all of us make a compelling case for our ideas. Made to Stick is a relatively new book by Chip Heath and Dan Heath and I couldn’t recommend it more highly.
The authors explore why some ideas stick and others are simply forgotten. For example, they quote John F. Kennedy’s famous line from a 1961 speech in which he says, “put a man on the moon and return him safely by the end of the decade.†Clear, compelling, and memorable. In fact, it is so memorable that 46 years later people still use it as an example of a good vision statement. (That should tell you just how few really compelling vision statements there are floating around out there.)
The book is filled with great examples. And the authors take their own advice. This book is made to stick.
September 4th, 2007 at 9:46 am
Great list for making a case, Rick. In my experience, #3 – trust in the person/group – is the most important point, especially if the decision to change was made without group input. If leadership hasn’t built trust, any changes they propose won’t stick.
September 4th, 2007 at 10:11 am
Thanks. And I like the name/title you use – never the same river twice. — Rick
September 7th, 2007 at 11:00 am
Your audio clips were interesting. I found myself taking notes while listening and adding additional thoughts to a list of points I am making for a conversation that the director of our department (an organization that is responsible for more than two billion dollars a year) will be having with persons who are working on the “how” of implementing our strategic plan.
Larry Beckon
September 7th, 2007 at 12:36 pm
Larry – Thanks. I am delighted that the audio clips were so helpful. . . by the way, for someone reading this, the audio clips are embedded in the post that precedes this one on my blog. – Rick
September 12th, 2007 at 11:28 am
Rick,
The example of JFK’s vision statement is very powerful indeed. I examined his vision in detail in my paper “What is World Class…REALLY?” and explored why it was so powerful and what made it so effective. The clarity and the challenge addresses the “what” which I believe is also a critical aspect along with the “why” for change. I couldn’t agree more that most of us go directly to the “how” and ignore preparing others with the “what and the how” in order for them to be more receptive to our ideas and concepts.
I am looking forward to reading “Made to Stick”!
J.R. McGee
September 12th, 2007 at 2:04 pm
J.R. -
It would be great to read your paper.
Rick