Switch – Chapter 10: Rally the Herd (Chip & Dan Heath)
In times of uncertainty, we all look to others for cues about how to behave. When we are unsure of the proper protocol in a situation, we copy the people who look like they know what they’re doing. We drink because we see our friends drinking, and they look like they’re having fun. We smoke because our friends smoke and they look kind of cool while doing it.
Matter or fact, smoking seems to be the easiest ice breaker – it helps you make friends that much easier. You see somebody smoking, you walk up to them and ask for a light, and then you strike up a conversation. And boom, now you’re friends. Richard Rumelt, in Good Strategy Bad Strategy, calls this phenomenon Social Herding. Our parents call it peer pressure.
Behavior is Contagious
Behavior is contagious – we do things because we see our peers doing them. Self-help gurus even encourage us to do it. “Success leaves clues,” they say. “Model what seems to work,” they say. Copy what the allegedly or apparently successful people are doing and you will replicate their results.
In order to rally the herd, you must appeal to identity and you must identify a clear behavior. We are entrepreneurs – we are forward thinking – we should lead by example. Our lives should be a living testament to our values and identity. If you’re a personal trainer, your body should be a walking billboard of the results you help your clients achieve.
Give Feedback On Progress
Give feedback on progress. “Here’s how our change effort is going.” You can make a behavior contagious by repeatedly exposing people to it. Shrinking the change also helps people to adopt it faster. Use the growth mindset to encourage adoption. It’s okay to relapse a couple of times, so long as you remember the goal, and keep working towards achieving.
Remember to tweak the environment to support the new behavior. What can you add or remove from the environment to make it easy to adopt the new behavior. Find a support team (coach or accountability partner) to support you on this journey. Make use of action triggers to build good habits. Visualize when and where you will perform the actions you want to turn into your new empowering habits.
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