The document discusses strategies for changing corporate culture to be more collaborative and social. It summarizes key insights from social psychology research on conformity and the discrepancy between attitudes and behaviors. The presentation notes that changing behaviors, not just attitudes, is important. It suggests focusing on making people mindful of anti-social behaviors and committing to more positive behaviors rather than trying to restrict certain behaviors. Tactics proposed for cultural change include breaking down current ways of working, providing hope through small pilots, and rebuilding employees' identities around social norms.

1. Classic Rocks, Corporate Culture
Principles of psychological change
Social Business Summit

2. Social Business Summit March 2010
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3. Social Business Summit March 2010
A social psychological language
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4. Social Business Summit March 2010
A social psychological language
• Seeing life from the perspective of an animal that can't
see:
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5. Social Business Summit March 2010
A social psychological language
• Seeing life from the perspective of an animal that can't
see:
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6. Social Business Summit March 2010
A social psychological language
• Seeing life from the perspective of an animal that can't
see:
“We're all in that position with regard to other minds,
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7. Social Business Summit March 2010
A social psychological language
• Seeing life from the perspective of an animal that can't
see:
“We're all in that position with regard to other minds,
generally -- we don't really know what it's like to be other
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8. Social Business Summit March 2010
A social psychological language
• Seeing life from the perspective of an animal that can't
see:
“We're all in that position with regard to other minds,
generally -- we don't really know what it's like to be other
people. Much of what social psychology is about is being
Photo credit: bMendez68 on Flickr
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9. Social Business Summit March 2010
A social psychological language
• Seeing life from the perspective of an animal that can't
see:
“We're all in that position with regard to other minds,
generally -- we don't really know what it's like to be other
people. Much of what social psychology is about is being
able to think and talk about experience in a way that
Photo credit: bMendez68 on Flickr
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10. Social Business Summit March 2010
A social psychological language
• Seeing life from the perspective of an animal that can't
see:
“We're all in that position with regard to other minds,
generally -- we don't really know what it's like to be other
people. Much of what social psychology is about is being
able to think and talk about experience in a way that
helps us bridge the gap from one mind to another.”
Photo credit: bMendez68 on Flickr
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11. Social Business Summit March 2010
So what do we know about people that can help
us change corporate culture?
We have a fundamental need to belong
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12. Social Business Summit March 2010
So collaborative cultures should be easy...
• We seek affiliation, friendship, intimacy…
• We want to be seen as likable
• We want to gain approval
• We conform to othersʼ preferences to fit in
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13. Social Business Summit March 2010
Why isnʼt it easy?
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14. Social Business Summit March 2010
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15. Social Business Summit March 2010
Which of the comparison lines is the same as
the standard line?
Asch, 1955
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16. Social Business Summit March 2010
What did participants
do?
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17. Social Business Summit March 2010
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18. Social Business Summit March 2010
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19. Social Business Summit March 2010
76%
went along with
the clearly incorrect majority
at least once
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20. Social Business Summit March 2010
76%
went along with
the clearly incorrect majority
at least once
Would you have gone along with the majority?
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21. Social Business Summit March 2010
What if it wasnʼt about line-size?
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22. Social Business Summit March 2010
What if it wasnʼt about line-size?
• What if your colleagues wanted to put your
brand on Twitter,
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23. Social Business Summit March 2010
What if it wasnʼt about line-size?
• What if your colleagues wanted to put your
brand on Twitter,
- but you knew in your heart nobody would
actually respond to tweets?
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24. Social Business Summit March 2010
What if it wasnʼt about line-size?
• What if your colleagues wanted to put your
brand on Twitter,
- but you knew in your heart nobody would
actually respond to tweets?
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25. Social Business Summit March 2010
What if it wasnʼt about line-size?
• What if your colleagues wanted to put your
brand on Twitter,
- but you knew in your heart nobody would
actually respond to tweets?
• What if your boardroom was discussing
implementing a corporate social network
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26. Social Business Summit March 2010
What if it wasnʼt about line-size?
• What if your colleagues wanted to put your
brand on Twitter,
- but you knew in your heart nobody would
actually respond to tweets?
• What if your boardroom was discussing
implementing a corporate social network
- but you didnʼt think anyone would use it?
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27. Social Business Summit March 2010
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28. Social Business Summit March 2010
This is what weʼre seeing
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29. Social Business Summit March 2010
This is what weʼre seeing
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30. Social Business Summit March 2010
This is what weʼre seeing
• People generally say they support the desired
goal - especially in a group setting:
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31. Social Business Summit March 2010
This is what weʼre seeing
• People generally say they support the desired
goal - especially in a group setting:
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32. Social Business Summit March 2010
This is what weʼre seeing
• People generally say they support the desired
goal - especially in a group setting:
“Letʼs do social”
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33. Social Business Summit March 2010
This is what weʼre seeing
• People generally say they support the desired
goal - especially in a group setting:
“Letʼs do social”
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34. Social Business Summit March 2010
This is what weʼre seeing
• People generally say they support the desired
goal - especially in a group setting:
“Letʼs do social”
• Are we just conforming to the majority?
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35. Social Business Summit March 2010
Because behaviors arenʼt in line with
whatʼs being said
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36. Social Business Summit March 2010
In order to change culture...
We need to make people aware of their anti-social
behaviors; itʼs too easy to talk-the-talk
No one is doing anything wrong-- itʼs a basic human
tendency, like conformity. Weʼre not aware of
discrepancies between our attitudes and behaviors
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37. Social Business Summit March 2010
Are you in favor of water conservation?
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evoo73 on Flickr;
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Experiment: Dickerson, Thibodeau, Aronson, & Miller, D. (1992)

38. Social Business Summit March 2010
Who takes the shortest showers?
Mindfulness: Do you always take the shortest
possible showers, no lingering?
Commitment: See Poster vs. Sign Flyer
“Take shorter showers! If I can do it, so can you”
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39. Social Business Summit March 2010
What brings behaviors in line?
• Mindfulness and Commitment
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40. Social Business Summit March 2010
So how do we get peopleʼs behaviors in line
with their allegedly social attitudes?
• Shouldnʼt we just tell them to stop?
• STOP: emailing, working
without constant
communication, hoarding
information from
colleagues, command and
control management, silo-
ing processes...
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41. Social Business Summit March 2010
Tweet Something…
Anything that comes to
mind…
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42. Social Business Summit March 2010
Go ahead and tweet something
again,
but try not to think of a white bear
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Photo credit: Marfis75

43. Social Business Summit March 2010
OK, now feel free to think of a
white bear
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Photo credit: Marfis75

44. Social Business Summit March 2010
Rebound Effect
PHASE 2 PHASE 3
Rings Rings
Experimental 6 16
Control --- 11
Phase 1: 5min Verbalization
2: Donʼt think of White Bear (experimental only)
Phase 3: Think about White Bear
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45. Social Business Summit March 2010
Trying to control our minds
• Donʼt think of a
white bear
• Donʼt swing the
pendulum on the
forbidden axis
• Donʼt eat chocolate
Irony: Easy to change our mind, get new ideas, see new
perspective, but when we try NOT to think about
something…
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46. Social Business Summit March 2010
Takeaways
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47. Social Business Summit March 2010
Takeaways
• We have a leg up, given our social inclination - our
need to belong.
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48. Social Business Summit March 2010
Takeaways
• We have a leg up, given our social inclination - our
need to belong.
• Task at hand is not about changing attitudes; focus on
behaviors. Make people mindful of anti-social
behaviors and bring them in line with attitudes.
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49. Social Business Summit March 2010
Takeaways
• We have a leg up, given our social inclination - our
need to belong.
• Task at hand is not about changing attitudes; focus on
behaviors. Make people mindful of anti-social
behaviors and bring them in line with attitudes.
• Bring about change by focusing on what to do rather
than what not to do.
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50. Social Business Summit March 2010
Letʼs get tactical
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51. Social Business Summit March 2010
Letʼs get tactical
1. Break it down
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52. Social Business Summit March 2010
Letʼs get tactical
1. Break it down
Question current definitions and ways of working to build a foundation
for change.
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53. Social Business Summit March 2010
Letʼs get tactical
1. Break it down
Question current definitions and ways of working to build a foundation
for change.
2. Provide a glimmer of hope
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54. Social Business Summit March 2010
Letʼs get tactical
1. Break it down
Question current definitions and ways of working to build a foundation
for change.
2. Provide a glimmer of hope
Offer alternatives. Start with a pilot. Expose newbies to those further
down the road, more immersed in social.
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55. Social Business Summit March 2010
Letʼs get tactical
1. Break it down
Question current definitions and ways of working to build a foundation
for change.
2. Provide a glimmer of hope
Offer alternatives. Start with a pilot. Expose newbies to those further
down the road, more immersed in social.
3. Rebuild the new, social employee
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56. Social Business Summit March 2010
Letʼs get tactical
1. Break it down
Question current definitions and ways of working to build a foundation
for change.
2. Provide a glimmer of hope
Offer alternatives. Start with a pilot. Expose newbies to those further
down the road, more immersed in social.
3. Rebuild the new, social employee
Introduce a new belief system, not just a new feature set. Recall how
easy it is to fall back on what we know; here, you have to go out of
your way to offer up new ways to think about things.
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57. Thank You
kate@dachisgroup.com
512-275-7832
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58. Thank You
kate@dachisgroup.com
512-275-7832
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59. Thank You
kate@dachisgroup.com
512-275-7832
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