Key One: Focus and Measure
• Define the problem and the goal. The goal should not be too vague or broad.
• Measure early and often. The more frequently it's measured, the more weight it's perceived as having.
Key Two: Find Vital Behaviors
Positive Deviance: find someone who should have the problem but doesn't, and analyze the behaviors that lead to their success.
Key Three: Engage All Six Sources of Influence
• Personal Motivation:
- Ask, do they get a sense of meaning or pleasure from doing the wrong thing?
- Help them love what they hate.
- Help others reframe the behavior using 4 tactics:
✔️ Allow for choice: if you can't say no, then saying yes has no meaning. Use motivational interviews, asking pointed questions that reconnect someone with their desire to do the right thing.
✔️ Create direct experiences: Ask people to just try it.
✔️ Tell meaningful stories
✔️ Make it a game: keep score, create competition (with themselves or others), shoot for constant improvement, and ensure points and rewards are within individuals' control rather than being folded into the bigger group goal.
• Personal Ability:
- Ask, do they have the skills, abilities, and understanding to do it?
- Help them do what they can't.
- Practice one or two specific skills at the edge of ability with immediate feedback and coaching.
- People learn best under conditions of mild stress.
• Social Motivation:
- Ask, do others encourage them to enact the wrong behavior? Choose both the message and the messenger carefully.
- Provide encouragement.
- Four sacrifices accelerate trust:
✔️ Time
✔️ Money
✔️ Ego
✔️ Other Priorities
- Build relationships with the opinion leaders in your group (1 to 2 in every 20) and convince them; these people will influence others on your behalf.
- Enlist peer accountability:
✔️ Make the undiscussable discussable. Make taboo topics open to public discourse.
✔️ Practice 200% accountability: everyone is responsible to enact the expected behaviors, as well as to hold others accountable to the expected behaviors.
• Social Ability:
- Ask, do others assist them; are they enabled to do it?
- Provide assistance.
✔️ Social permission. Those with formal or informal authority must overtly enable behavior that might have been taboo in the past.
✔️ Modeling. If a picture is worth a thousand words, a live model who shows what vital behaviors look like in action is worth millions.
✔️ Help. Help is needed when people haven’t yet mastered the new behavior.
✔️ Real-time coaching to lift others to the next level. Learning is accelerated when coaching immediately follows an initial attempt at new behavior.
• Structural Motivation:
- Ask, are they rewarded for doing it, or punished for not doing it?
- Change their economy.
- Reward with care.
- Use incentives wisely:
✔️ Think small
✔️ Reward behavior, not just results
✔️ Punish sparingly
- Use extrinsic rewards third, after personal and social motivations.
• Structural Ability:
- Ask, does the environment enable them?
- Change their environment.
- Make bad behavior harder and good behavior easier.
- Use things to make good behavior easier:
✔️ Add a cue
✔️ Change the data stream: be cautious about too much data; only gather and share what reinforces vital behaviors
✔️ Promote propinquity (physical proximity)
✔️ Make it easy
✔️ Change a process