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Selling Accessibility: Overcoming Barriers and Securing Commitments
- 1. Selling Accessibility Karl Groves, Director of Training, Deque Systems karl.groves@deque.com Twitter: @karlgroves
- 3. Background • Fundamentally, the prime reason why ICT is not accessible is that it has not been institutionalized among those who design, develop, and buy ICT products and services. • Accessibility advocates need to have new strategies for getting buy-in so that accessibility can become institutionalized
- 5. Robert Cialdini • Reciprocity - People tend to return a favor. • Commitment and Consistency - Once people commit to what they think is right, orally or in writing, they are more likely to honor that commitment • Social Proof - People will do things that they see other people are doing • Authority - People will tend to obey authority figures • Liking - People are easily persuaded by other people whom they like • Scarcity - Perceived scarcity will generate demand
- 7. Guy Kawasaki 1. Be likeable 2. Be trustworthy 3. Have a great cause Also a lot of really obvious stuff about dressing right, firm handshakes, being nice, etc. Still good if you don’t want the heavy psychology orientation of “Influence”
- 9. G. Richard Shell and Mario Moussa 1. Survey your situation – Analyze your situation, goals, and challenges 2. Confront the five barriers - relationships, credibility, communication mismatches, belief systems, and interest and needs. 3. Make your pitch - People need a solid reason to justify a decision, yet at the same time many decisions are made on the basis of intuition. This step also deals with presentation skills. 4. Secure your commitments - In order to safeguard the longtime success of a persuasive decision, it is vital to deal with politics at both the individual and organizational level.
- 11. Chris M. Law • Adopting the social model of disability • Establishing executive-level backing • Establishing accessibility as a priority on the agenda • Taking a planned, proactive approach • Making accessibility a shared task • Providing enabling resources • Providing sources of accessibility expertise.
- 12. Interviews • Matt Feldman • OpenFocusIT, IRS, DHS • Robert Pearson • Accessible Media • Jim Tobias • Inclusive Technologies • Jay Mullen • College Board • Denis Boudreau • AccessibilitéWeb • Cher Travis Ellis • CSU Fresno • Neil Milliken • BBC • John Foliot • Stanford U. • Monica Ackerman • AVTA/ Scotia Bank • Barry Johnson • Deque Sys. Staffed at Dept. of Ed • Elle Waters • Humana • Glenda Sims • Deque Sys., Formerly UT Austin • Rob Yonaitis • Founder, HiSoftware
- 13. Positive Factors Internal Factors • Personality • Effective Communication • Pragmatism • Training • Collaboration & Integration External Factors • Executive Sponsorship • Working in litigious industry • Existing policy, regulation, or law • Vocal end users • Successes of peers
- 14. Negative Factors • Existing misconceptions • Hostility & FUD • Looking like a hurdle • Overstated importance • Overstating business value • Chasing perfection
- 15. NEGATIVE FACTORS Let’s address our roadblocks first
- 22. POSITIVE FACTORS - EXTERNAL What may exist outside our control
- 28. POSITIVE FACTORS - INTERNAL What’s inside ourselves that we can control
- 33. Positive Factors - Internal Collaboration & Integration • Seek efforts – always – to cooperate, collaborat e, and integrate
- 35. Putting It Together Do This Stuff • Goal #1: Executive Sponsorship. • Goal #2: Get commitment in the form of policy • Goal #3: Get a11y included in process as shared responsibility • Goal #4: Get people trained • Goal #5: Track successes & iterate Do Not Do This Stuff • Making enemies • Forcefeeding
Hinweis der Redaktion
- One of the things that has bothered me for a while during my career is that situation each of us has all too often found us in: Everywhere you turn, someone is throwing up roadblocks to accessibility.Fundamentally, the prime reason why ICT is not accessible is that it has not been institutionalized among those who design, develop, and buy ICT products and services. The reason why it has not been institutionalized is because people – primarily those at the top – have not been convinced.I found a need to discuss this topic because a lot of people I talk to work in an environment like the one described above and they’re not making significant headway in turning things around. So what I want to talk about today are things that you can do to make those things happen.
- One of the topics I’ve been interested in for a long time has been the psychology of persuasion. There are a lot of related fields such as rhetoric, propaganda, psywarfare and the like, but in this case what I was interested in primarily was what are the things which cause people to be persuaded successfully to see another person’s point of view or to comply with another person’s request.One of the most well known names in this field is Robert Cialdini. His book “Influence: The Science of Persuation” is very often cited by others in this field and he’s seen as one of the pioneers of this field of study. Throughout his field studies and academic research in this area, he found 6 types of tactics used in compliance gaining.
- Guy Kawasaki was was one of the Apple employees originally responsible for marketing the Macintosh in 1984 and was the chief evangelist for four years. He is now a venture capitalist, speaker, author.Guy has written nearly a dozen books, mostly aimed at entrepreneurs and marketers. Of interest to this conversation is his book “Enchantment: The Art of Changing Hearts, Minds, and Actions”. Overall, I recommend Robert Cialdini’s work over Guy Kawasaki, but the material in “Enchantment” is less dense and is primarily a practical application of the things in Robert Cialdini’s book “Influence”
- “Enchantment” primarily focuses on 3 themes:Be likeableBe trustworthyHave a great causeOne of the most frequent criticisms of “Enchantment” is that it contains lots of really obvious stuff like advice about making sure you dress right. These are things that, in a lot of people’s opinions are too obvious to take up space in a book. Still, its worth reading if you don’t want the heavy psychology orientation of “Influence”
- Another book worth mentioning on this topic is “The Art of Woo” by G. Richard Shell and Mario Moussa. In this book they talk about the 4 steps in convincing others, one of which is that we need to address potential barriers to the reception of our message.
- By now, you should be able to see a theme developing here. It will be a theme we hear a lot about throughout this presentation. All four authors discussed so far have made sure to focus on likeability, relationships, and credibility as key to persuading others. Guy Kawasaki summarizes the point clearly when he says “Have you ever purchased a car from someone you didn’t like?” I don’t mean “Was your car salesman your best friend?” but its clear: if your car salesman was a jerk you probably wouldn’t buy a car from him even if the deal was good.
- While the work of Chris Law is directly relevant to accessibility, the rest of the material discussed so far was not. So, I decided to turn to others in our field to see what they had to say about how accessibility is successfully implemented.What I thought I’d see was a reiteration of some of the topics covered by the books “Influence” and “The Art of Woo”. What I got didn’t seem like there was anything in common with the material in any of those books.
- Positive Factors are those things that have been found to have a positive influence in moving toward successfully including accessibility in the way an organization operates.Internal positive factors are those things entirely in your control. While some of these may require certain amounts of political capital and cooperation from others, it’ll be up to you to navigate those areas to exert your influence to make things happen.External positive factors are those things which are outside of your control. These are things which you may be able to use to your advantage, but you cannot control these factors.
- Negative Factors are those things that have been found to create roadblocks in moving toward successfully including accessibility in the way an organization operates.
- Photo Credit: http://www.flickr.com/photos/mereteveian/
- Never use FUD. Once the conversation is based on FUD, all subsequent conversations will be based on FUD, too.Photo Credit: http://www.flickr.com/photos/cleopold73/
- Photo Credit: http://www.flickr.com/photos/revdave/
- One of the biggest mistakes people make is when they overstate the importance of accessibility. For example, accessibility advocates will often equivocate accessibility with things like privacy & security. Vocalizing this myopic view of accessibility tends to erode the advocate’s credibility.When Sony was hacked, they lost personal information on more than 100 million customers. A Russian hacker broke into RBS Worldpaygrabbing $9 million in just a few hours. International gangs spread malicious code that conscripts unwitting computers into zombie armies of hundreds of thousands of similarly enslaved machines. For people administering large corporate networks, they understand this fact clearly: we are waging World War III right now, all day, every day. Privacy and security impacts every single person in the world. Equivocating security and accessibility – in terms of importance – will do more to work against you than help you.Similarly, accessibility advocates frequently want to cite the myriad of legal actions and settlements as evidence of accessibility’s importance. While I agree that it is important for organizations to take risk into consideration, it is important to be realistic. Litigation risk is really only high if you’re in a Fortune 100 company, or Fortune 500 if you’re in certain industries or the very largest educational institutions and government agencies. Beyond that, litigation risk is actually rather low. Like conversations about security, overstating your organization’s level of risk is disingenuous and harmful to credibility.
- Photo Credit: http://www.flickr.com/photos/suzanneandsimon/
- Features and other bugs never get handled wholesale, why should all accessibility issues get adopted wholesale. Photo Credit: http://www.flickr.com/photos/free-stock/
- External positive factors are those things which are outside of your control. These are things which you may be able to use to your advantage, but you cannot control these factors.
- Photo Credit: http://www.flickr.com/photos/teegardin/
- Photo Credit: http://www.flickr.com/photos/david_shane/
- Photo Credit: http://www.flickr.com/photos/jamescridland/
- Photo Credit: http://www.flickr.com/photos/garryknight/
- Get the non-believer to talk to others you've worked with before.Photo Credit: http://www.flickr.com/photos/opensourceway/
- "Make yourself so valuable in your work that eventually you will become indispensable."~OgMandino, an American author. He wrote the bestselling book The Greatest Salesman in the World. Based on the life and legend of Kawliga. An american Indian legend with roots in Alabama and immortalized later in a Hank Williams song. It was first published in 1968, and re-issued in 1983 by Bantam. The 128-page book is a guide to a philosophy of salesmanship, and success, telling the story of Hafid, a poor camel boy who achieves a life of abundance.Photo Credit: http://www.flickr.com/photos/dawnzy/
- Universally, everyone says that effective communication is criticalPhoto Credit: http://www.flickr.com/photos/thecampbell/
- “Pragmatism” is actually a pretty complex topic, hotly debated among philosophers. What we’re actually talking about is better termed practicalism which is “an action taken or a policy made after detailed analysis and consideration – taking into account all the consequences and repercussions of such action(s) rather than theory, dogmas or creed – ensures successful results”.[1] Though it may not be ideal, it is important to understand that full compliance with all accessibility best practices can be very difficult, time consuming, and expensive. Furthermore, the actual return on those efforts may be difficult or impossible to achieve.What matters most is that the organization mitigate as much risk as possible and eliminate as many accessibility roadblocks as possible while also ensuring that its projects are on-time and within-budget. This may mean that some accessibility issues be deferred to a later time or not addressed at all. Your job, as an accessibility advocate, is to accept this reality1 - http://www.mqm.org/English-News/Aug-2003/philosophyofrealismandpracticalism.htmhttp://en.wikipedia.org/wiki/Pragmatismhttp://en.wikipedia.org/wiki/File:William_James_b1842c.jpg
- Photo Credit: http://www.flickr.com/photos/velkr0/
- Picture is an Agile SCRUM board with the following areas:To doIn progressReady for QAIn QAValidatedPhoto Credit: http://www.flickr.com/photos/dinomite/
- Start Small!From Chris Law:One successful example: Get people to commit only to what they can actually get done.ROB YONAITISchunk it into digestible components. once they understand one or two small important topics, they can move on to adopting additional topics.get devs to approach a little at a time. Provides quick wins in short time, shows them pain is low