This segment explains why stakeholder engagement needs to be one of the first things we think about when defining strategy – rather than the last.
Bridging the Strategy Execution Gap
There are four basic roots of human engagement – the desire for purpose, mastery, autonomy and belonging. For these roots to flourish, leaders must 1) free people to pursue the new direction, 2) explain the relevance of the plans they’re proposing, 3) show that they understand reality, 4) make their people feel safe, 5) involve them in key decisions and 6) show them the big picture.
Directing the Rider
While the rational part of our brain excels at planning, leading and making trade offs, it has a tendency to get lost in the details as decisions become more complex. In this segment, we will identify four proven methods for helping our rational rider find the right path to follow. The first is to search for the bright spots around us. In other words, search for people who have already solved our problem and follow their lead. The second is to script the critical moves in order to increase clarity regarding behaviors that will deliver results. The third is to point to the destination in order to shift people’s focus from analyzing the need for change to figuring out how to achieve it. The fourth is to leverage social proof and rally people behind the herd. Knowledge Test
Motivating the Elephant
A lack of emotional engagement is the primary reason that change efforts fail. While our emotional elephant can be decisive and action oriented, it requires immediate gratification and positive reinforcement to keep going. In this segment, we will identify three proven methods for motivating the elephant. The first method is to find the feeling, in other words to make people care. The second method is to shrink the change. By targeting quick wins, we show the elephant progress and build momentum. The third method is to appeal to identity. Once we commit to an identity, we go to great lengths to remain consistent with it. Knowledge Test
Shaping the Path
Environmental change is the low hanging fruit of behavior change because it is far easier to change people’s environment than it is their mindset. In fact, what looks like a people problem is often just an environment or situation problem. And two of the most reliable methods for addressing these problems are by tweaking the environment to make the desired task easier to complete and by setting action triggers to preload important decisions. Knowledge Test