In the book "Influencer-The Power To Change Anything", chapter three is titled "Change The Way You Change Minds".
The chapter discusses Dr. Albert Bandura, he set out to create a theory of why people do what they do so that he and his colleagues could then come up with a method for getting them to act differently. As you know, that's our busines, constantly working to change and shape behaviors.
Here's what Dr. Bandura learned:
- People choose their behaviors based on that they think will happen as a result. If you want to change a behavior, you have to change maps of cause and effect.
- Many thoughts are incomplete or inaccurate. People's interpretations of events often trump the facts of any situation.
- The factors influencing whether people choose to enact a vital behavior are based on two essential expectations. First: Is it worth it? (If not, why waste the effort?) Second: Can they do this thing? (If not, why try?) If you want to change behavior, change one or both of these expectations.
- The most common tool we use to change others' expectations is the use of verbal persuasion.
- When it comes to resistant problems, verbal persuasion rarely works. People aren't about to give up what gives them intense pleasure because of a well-turned phrase.
- The great persuader is personal experience. Nothing changes a mind like the cold, hard world hitting it with actual real-life data.
- Create a surrogate for actual experience. Create a vicarious experience. By watching what happened to other people. Examples from other teams.