Keith Ferrazzi on Relationship Development for Growth and Success
Forget big change, start with a tiny habit: BJ Fogg at TEDxFremont
Design to nudge and change behaviour: Sille Krukow at TEDxCopenhagen
Security Awareness Metrics - Measuring Change in Human Behavior
How to Have Influence
The difference between effective and ineffective change makers is that the effective ones don't rely on a single source of influence. They marshal several sources at once to get superior results. Those who applied multiple sources of influence strategies (more than four sources) were 10 times more likely to see results than those using just one. The reason why most Security Awareness programs fail is they only have a single source of influence, the yearly Computer Based Training.
If you want to confront persistent problem behavior, you need to combine multiple influences into an overwhelming strategy.
Source 1: Link to Mission and Values
Leaders frequently have a hard time getting people to adopt a new behavior. Many healthful behaviors are boring, uncomfortable or even painful. And many unhealthful behaviors can be pleasurable — at least in the short term. When a leader asks employees to undertake dramatic quality improvement efforts, there is an enormous amount of discomfort, conflict and uncertainty. People are pushed to rethink processes, uncover problems and reapportion power in the organization. Reasonable people resist things that are uncomfortable or stressful, which is why most of these efforts fail.4
Ineffective influencers assume there is no way to change someone’s attitude toward a behavior so they compensate for people’s lack of personal motivation by putting pressure on them (social motivation) or bribe/threaten them (structural motivation). Skilled influencers help people transform their attitudes toward a behavior. They are effective at helping people become personally motivated to enact new behaviors.
Influencers understand that human beings are capable of fundamentally transforming their experience of almost any activity. Behaviors that are uncomfortable can be framed as meaningful; behaviors that are boring can become compelling; and behaviors that are painful can become rewarding. The key is to help people see the broad implications of their actions and choices.
Source 2: Overinvest in Skill Building
Far too many leaders equate influence with motivation. Most aren’t aware of this tacit assumption. We have an iconic image of the leader at the podium revving up his or her troops, and then sending them off to conquer. To these types of leaders, the name of the game is motivation. But true influencers don’t make that mistake. They understand that new behaviors can be far more intellectually, physically or emotionally challenging than they appear on the surface. So they invest heavily in increasing personal ability. If anything, they overinvest in ability to avoid making this mistake.In fact, our study showed that a robust training initiative is at the heart of almost all successful influence strategies.
Research shows that training is far less effective when it’s given in one large dose — people retain less than 10% of what they learn in concentrated classes.6 Learning that is scheduled over time is markedly more successful.
Source 3: Harness Peer Pressure
It is tempting to conclude that a strong dose of personal motivation and a substantial investment in personal ability is enough to tip us into new behavior. But effective influencers understand that no matter how motivated and able individuals are, they’ll still encounter enormous social influences that can block change efforts.Whether people acknowledge it or not, they often do things to earn praise from friends and coworkers.
Effective influencers understand that what shapes and sustains the behavioral norms of an organization are lots of small interactions. They realize that unless and until they get the social actions positively aligned, their chance of influencing change is slim.
Source 4: Create Social Support
It’s tempting to think that social influence is mostly about motivation. Clearly, the things groups praise and punish do a lot to shape future behavior. However, if you focus only on the motivating power of the people around you, you limit your own influence. The reality is that people around you don’t just motivate; they can undermine behavior as well.
Source 5: Align Rewards and Ensure Accountability
If you want to understand people’s priorities and why they put their effort into some areas as opposed to others, it usually helps to “follow the money.” If a leader talks about quality but rewards productivity, employees will notice. Chronic problems such as lack of accountability, poor productivity and slipshod quality can often be traced to poorly designed incentives that reward the wrong behaviors.
Source 6: Change the Environment
Three times more people die from lung cancer than from road accidents. Twice as many people die from tuberculosis as from fires. However, this is contrary to the popular view. The reason: The daily information people see — the data stream — is at odds with reality. For example, a typical newspaper has 42 articles about road accidents for every article about lung cancer.9If you want to change an organization’s mental agenda, you need to change the data that routinely crosses people’s desks. Unlike training or coaching, this involves giving people a different diet of information to help them track problems and solutions.
Multiple engaging solutions need to be present for a successful, engaging Security Awareness Program.
The following page contains videos and articles on how to effectively change Human Behavior.