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The Art Of Behavior Change

A simple approach to understanding how the basic elements in harnessing change to improve business results.

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The Art Of Behavior Change

  1. 1. Understanding The Art of Behavior Change Driving Measurable Results Through People Rick S. Pulito November, 2008 rick.pulito@biworldwide.com
  2. 2. Q: What does BI do? A: We change people's behavior, so that your company can achieve its critical business objectives. Q: How do you do that? A: It's really quite simple... There are only three ways to change behavior... (1) You get people to do more of what you want them to do more of, or (2) You get people to do less of what you want them to do less of, or (3) You get people to adopt a new behavior. It doesn't really matter whether you are trying to get a child through high school, running for public office, starting a new church, or launching a new product... you have to change the behavior of an individual or a group, and those are the only three ways to do that...
  3. 3. Q: Interesting...Give me an example... A: Well, let's take a look at the 2-3 most important objectives that you have to achieve in the next 12-18 months... What are they? Now, with those critical outcomes in mind, consider: What group of people, and it could be anyone that impacts your success in achieving the desired future, is in the best position possible to help you reach your goal? Are they: (a) Your employees (or some group of employees)? or, (b) Your distribution channel or direct sales force?, or (c) the end users (consumers) of your product/service? Who are the ones you need to rally in order to achieve your most favorable results?
  4. 4. Q: OK... Now what? A: Well, now that you have identified your most important outcomes for the next 12-18 months, and you have defined the group(s) of individuals who are in the best position possible to help you achieve your objectives, now we have to look at what it is that those people need to do (i.e., do differently) in order for you to reach your target. In other words, what are the specific behaviors that these people need to change in order for you to reach your goals ? There, now we have defined your challenge. We know what needs to be done, we know who needs to get it done, and we have determined what specific actions need to take place. Next...
  5. 5. Q: What do we do next? A: Next, we have to look at four critical elements to drive behavior change: 1. We need to communicate the desired future to the group of people we are going to drive, so that they understand what it is we are trying to get done and what their role is in achieving the future state (i.e., what they need to do) 2. We need to make sure that these individuals have the ability to adapt their behavior in line with what we are asking them to do. In other words, do they possess the required knowledge, skills and competencies to perform at the level we need them to? And, in hand with that, 3. We need to provide them with a desire to change their behavior... a sort of personal quot;winquot; for them, which reinforces the change on a personal, internalized level... (cont'd)
  6. 6. Q: What do we do next ? (cont.) Recap: We have looked at the communications necessary to inform and deliver awareness around the need to change, as well as the desired future state. And, we have addressed both the willingness and the ability of the group to perform at a level commensurate with achieving the outcomes you seek. What is missing ? The measurement... You can't reach an destination if you don't know where you are when you start, or where you are specifically headed, or where you are along the route. So you need to carefully mark the way to progress. Once you have defined the core metrics, you have to capture the data, assess it, communicate progress, and leverage it to maintain a focus and commitment with the target audience.
  7. 7. Q: Where can I find the best resources to help me get this done? A: Visit www.biworldwide.com. Behavior change to produce measurable results is what we have done...for 58 years... Both in the US and around the world. Or you can simply reach out to me, Rick Pulito, through LinkedIn or by email (rick.pulito@biworldwide.com). I promise to direct you to someone who can help you do what you need to get done. Thanks a ton.