SWITCH: How to Change Things When Change Is Hard


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Slide 2
Chip (left) and Dan (right) Heath

Slide 13
Investigate what’s working and clone it.

Slide 14
Case: Jerry Sternin in Vietnam

Slide 15
Don’t think big picture, think in terms of specific behaviors.
Ambiguity is the enemy

Slide 16
Case: Buy 1% milk instead of whole milk (West Virginia)
Clear move

Slide 17
Bad Case: The U.S. government’s Food Pyramid, or how to make the move confusing.
The top of the pyramid (which was oils) was mistaken by people as being the most important.
So they fixed it. Ahum.
And now the pyramid makes no sense whatsoever.

Slide 18
Change is easier when you know where you’re going and why it’s worth it.

Slide 19
Case: “No dry holes” at BP
BP’s leaders wanted to slash exploration costs from $5 per barrel to $1
Historical success rate was 1 in 8 drills
Explorers had to put on their geologists hat instead of acting like venture capitalists.

Slide 21
Knowing something isn’t enough to cause change. Make people feel something.

Slide 22
Case: Jon Stegner’s Glove Shrine
Numbers didn’t make people care, visualising the problem made them care.

Slide 23
Break down the change until it no longer spooks the Elephant.

Slide 24
Case: 5-minute room resque
Having to cleaning your whole house can be discouraging
Start small. 5 minutes of cleaning.

Slide 25
Cultivate a sense of identity and instill the growth mindset.

Slide 26
Case: Brasilata’s “inventors”
Based on the Japanese model (Honda and Toyota)
Employees became “inventors”, had to sign an “innovation contract”
Top management challenged employees
In one year 134.000 ideas, or 145 per employee

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When the situation changes, the behavior changes. So change the situation.

Slide 29
Case: Rackspace
Bad customer service, one customer found the manager.
Solution: No more phone system => Phones have to be picked up

Slide 30
When behavior is habitual, it’s “free”—it doesn’t tax the Rider. Look for ways to encourage habits.

Slide 31
Case: Action Triggers
After I do this, I’’ll do that.
Not “I’ll do that tomorrow”

Slide 32
Behavior is contagious. Help it spread.

Slide 33
Case: Feed the tip jar

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SWITCH: How to Change Things When Change Is Hard

  1. 1. SWITCHFelix Garriau
  2. 2. For things to change, somebodysomewhere has to start acting differently.Maybe it’s you, maybe it’s your team.
  3. 3. Each has an emotional Elephant side and arational Rider side.
  4. 4. You’ve got to reach both. And you’ve alsogot to clear the way for them to succeed.
  5. 5. In short, you must do three things:
  6. 6. Direct the Rider
  7. 7. Motivate theElephant
  8. 8. Shape the Path
  9. 9. Direct the Rider
  10. 10. Follow the bright spots.
  11. 11. Script the critical moves.
  12. 12. Point to the destination.
  13. 13. Motivate theElephant
  14. 14. Find the feeling.
  15. 15. Shrink the change.
  16. 16. Grow your people.
  17. 17. Shape the Path
  18. 18. Tweak the environment.
  19. 19. Build habits.
  20. 20. Rally the herd.