We hope you found this content valuable. Here are some more actionable, relevant articles focused on the issues small businesses face.
Robert Cialdini has spent the better part of his career scientifically studying the principles of persuasion. His research has led him to conclude there are six main principles that guide persuasion. If you haven’t seen this 11:50 minute animation that summarizes his conclusions, you should. What follows are practical applications for these principles as they apply to change management:
The reciprocity principle states that people are more likely to give to you when you have given to them first. Cialdini’s studies found that a waiter giving a mint to customers at the same time the bill is presented results in an increase in tips. Not quid pro quo, rather when you give expecting nothing in return, you often get something anyway. To apply reciprocity in change management:
The scarcity principle states that people want something more when they believe it will soon be gone or run out. For example, skyrocketing sales of Concorde tickets when it was announced that there would be no more Concorde flights. To apply scarcity in change management:
The authority principle is that people are more likely to believe in an “expert” opinion. Think “4 out of 5 doctors recommend”. To apply authority in change management:
The consistency principle is that people are more likely to behave in a certain way if they have previously indicated that they would. Cialdini used the example of peoples’ willingness to display a large lawn sign after displaying a small postcard in their window on the same topic. Applying consistency in change management you could:
The liking principle is that we are more easily persuaded by people we like, people who are similar to us, or people who pay us complements. In change management:
The consensus principle appeals to the human desire to be part of the in-crowd. People look to others to guide their behaviour. Social proof is the idea that if others like it, it must be good. Applied to change management:
Next time you hear, “I tried everything and they just won’t change!” make sure they’ve applied all of these principles. Change is really hard. So far, however, there hasn’t been an effective alternative.
Bellrock is a management consulting and change management firm where remarkable is expected. Our purpose is to develop life-long relationships and raving fans. If you found this article valuable, don’t be stingy. Share!