I just finished reading Switch: How to Change Things When Change is Hard by Chip & Dan Heath. The book is chock full of stories about how people used simple, and sometimes unexpected, tactics to bring about change. The Heath brothers also provide a specific step-by-step process to cultivate transformation, whether it be at the individual or group level. If you struggle to bring about a shift in the behavior of your staff, volunteers, funders, clients, or want to change your own habits, this book may give more traction to your efforts.
The book also challenges several commonly-held assumptions about change and offers simple guidelines, based on a mountain of research. Here are a few tips:
Don’t focus on what’s broken. Do more of what’s already working. -- We focus a lot of our energy on problems. Instead, identify the bright spots, understand why they are working, and reproduce them. And, when change starts to happen, recognize those who are taking steps, no matter how small, early and often.
Don’t ask people to solve the world’s problems. Ask them to take a few simple, but critical steps. -- When faced with overwhelming change (think global warming or health reform) people often suffer from decision paralysis. Script do-able moves you’d like them to take, versus asking them to choose from a wide menu of choices or formulating an action plan on their own.
Don’t try to convince people with facts and information. Compel them with stories that appeal to emotions. -- Data, no matter how accurate or dramatic, is not enough. Emotional connections awaken the subconscious to action, which is needed to move people from one way of being and doing to another. Negative emotions motivate people short-term, positive emotions motivate people to be creative and flexible.
Don’t assume people are jerks for not changing. Tweak their environment, so that change is easier to accomplish. -- People will act radically different in different environments. It has nothing to do with their personal character. Study what’s getting in their way, and remove it if you can. Think about how easy successful online merchants make it to buy their stuff by reducing what you have click and read.
Don’t get discouraged. Remember that big change starts small. -- Focus on what you can control. As you gain ground, you'll your support will snowball. People like to follow people who are winning the game, no matter how small.
If you’re curious, but don’t want to buy the book yet, you can sign up to download free resources on their website. They have a fantastic podcast called Switch for the Social Sector and a workbook called Switch for Organizations that can get you started.
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