5 Neuroscience Nuggets to drive compliance
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5 top tips to make your compliance documents more 'sticky' Help your audience to take the right action
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5 Neuroscience Nuggets to drive compliance
- 1. 5 Neuroscience Nuggets to Drive Compliance
- 2. Who are we? Stella Collins www.stellarlearning.co.uk @stellacollins Beth Curl www.hyproformance.com @bethcurl www.pocketbook.co.uk @manapocketbooks
- 3. The challenges Can’t pay attention boring
- 4. What does this mean to me? This looks complicated What’s important? English isn’t my first language
- 5. Wave if you: Enforce compliance Have to comply Have failed to comply
- 7. Right hand Read compliance information Left hand Write compliance information
- 10. Emotion sticks Amygdala – limbic system Dopamine
- 11. Make it simple Working memory Dorsolateral Prefrontal Cortex
- 12. The first and most important rule of woodworking is to wear appropriate safety equipment. While hearing protection is necessary for some very noisy tools such as routers and surface planers, and latexgloves may be necessary when applying finishes, there is no time in the wood shop that you should be without your safety glasses. Put them on when you enter the shop, and don't take them off until you leave. Your eyesight is too important to take chances.
- 13. Pictures tell a 1000 words Active images save lives Journal of Consumer Research 2015 Visual Cortex
- 14. Outcome focus Brian Earp – Yale University 2010
- 15. 95% of our patients turn up 5 minutes before their appointments Highlight compliant behaviours Principle of social proof NHS Bedfordshire Study 2013
- 16. Top Tips Include emotion Make it simple Use active images Focus on outcome Highlight compliant behaviour
- 17. For more ideas about using neuroscience at work come and talk to us at Management Pocketbooks Today – until 2:30 Tomorrow – from 2-3 Connect with us www.stellarlearning.co.uk @stellacollins and www.hyproformance.com @bethcurl www.pocketbook.co.uk @manapocketbooks
Editor's Notes
- 13/5/15 – 1 pm Learning arena Stella Collins and Beth Curl for Pocketbooks 5 neuroscience nuggets to drive compliance
- Stella 1m Hello I’m Stella Collins and this is Beth Curl and we’re the authors of the writing skills pocketbooks and I’m co-author of the webinar pocketbook We’ve been invited to share with you some key tools for influencing in written communication We work with global and small companies to improve communication We’re really interested in why people behave as they do and the information that we can apply to business from neuroscience We believe this permeates all aspects of communication at work including writing We want to focus on compliance because it’s Business critical but there are too many incidences of non- compliance and its consequences
- Beth 1m Compliance isn’t seen as very exciting and therefore people don’t always give it the attention it deserves Perceived as Boring Compliance training is often not completed – and therefore not applied A recent Learning Insights report stated that there is only 60% completion rate in the UK compared to 100 % in US Remaining 40% is an accident waiting to happen And even if the training is completed people don’t always comply…
- Beth 1m Compliance regulations are often presented in a complicated way People don’t always understand the compliance requirements or can’t pull out the key / important things And there are Cultural differences Language barriers
- Beth 1m Wave your hands if you have to do anything with compliance – either enforce it or be compliant Hands up if you have you ever been non compliant and experienced the consequences Eg speeding fine/ followed by speed awareness course
- Beth 1m Often presented in written form – that’s where we’re going to focus today Notices Policies Statutory regulations Training Posters Warnings Standard operating procedures
- Stella 1m Put your hand up if you have to write anything to do with compliance Put your other hand up if you have to read anything to do with compliance
- Stella 1m The outcome we need is for people to: Take notice of compliance information Read and Understand it Take action
- Stella 2m What’s the brain got to do with it All this information is processed by our brains and we’d like to help you with understanding a bit about how the brain processes information First we’d like you to build a brain – and we’ll come back to it as we go through the nuggets – just so you know whats happening where hold your arm up in the air – this is your brain stem Brain stem – keeps you alive, regulates your breathing etc, information comes in from your body to your brain compliance is often about keeping people alive – same as brain stem Then turn your hand into a fist This represents your limbic system – unconscious brain – processes memories and handles emotions – helps to keep you safe – reacts to danger Other hand over the top of your first hand Cortex – higher processing, sensory processing, decision making, thinking – (conscious and unconscious) – helps to make sense of information As we go through the set of neuroscience nuggets we’ll revisit your brain Look under your seats to see if you have one of the nuggets – you’re looking for a laminated poster
- Beth 2m Who’s got this one – wave it and tell us what it says I always remember the story about Bill who used his mobile phone whilst driving, a moments inattention and he didn’t see what was happening in the road ahead and caused a major multi-vehicle accident. Emotionally charged events are remembered for longer and with more accuracy than neutral events. Go back to your brain and make your hand into a fist again – your amygdala is part of that limbic system When your brain detects an emotionally charged event, your amygdala releases dopamine. Check Dopamine aids memory and information processing you can think of this as a chemical Post-it note “Remember this!” - without this emotional kick information isn’t very relevant or important – we don’t pay attention to it TOP TIP: when you’re writing your mobile phone policy at work include a story like Bill’s to help people recognise why they need to comply – eg an insert box of stories or a picture storyboard
- Beth 2m Simplicity Often compliance messages are written with a lot of text to process and read – better to keep it simple You can overload working memory if you make information too hard to read or too many slides or too much information Stella interrupts - Your dorsolateral prefrontal cortex is where working memory sits Put your left hand over your right hand and it is about where your left thumb knuckle is Reduce – eg use bullets/ concise language and key info first – next slide
- Beth 1m - Woodworking slide What’s the main point this writer is trying to make? Let audience respond and produce safety glasses Top tip: put the key information first
- Stella 2m We all know a picture is worth a 1000 words but also important as to which picture you use We used pictures long before we developed written language – eg cave paintings and we still communicate with pictures Eg street signs Research reported in the Journal of Consumer Research 2015 shows drivers react more quickly to road signs depicting movement More dynamic warning signs with perceived movement lead to quicker responses and changes in behaviour Top tips: include a visual element in your compliance documents and make them active for faster reaction A Sign of Things to Come: Behavioral Change through Dynamic Iconography, Luca Cian, Aradhna Krishna, and Ryan S. Elder, Journal of Consumer Research, doi: 10.1086/680673, published April 2015. Left hand over right hand Visual cortex is in the occipital lobe at the back of the brain - at the left fingernails
- Stella 2m Smoking study Tell people what you want them to do rather than what you don’t want them to do Many signs are written using a negative message but this has been shown to potentially increase the unwanted behaviour Study showed that when smokers saw photos with or without a no smoking sign they were more inclined to select smoking related images later – whether they were conscious of seeing the original signs or not. Increased their awareness of ‘smoking’ http://www.yale.edu/yrurp/issues/Earp%20et%20al.,%20%27No%20Smoking%27%20and%20Ironic%20Semantic%20Processing.pdf Top tip: tell people what you want in your compliance signs eg walk on the path rather than ‘don’t walk on the grass’ Processing information- can only pay attention to one thing at a time – frontal cortex Left hand over right and the frontal cortex is the back of your left hand
- Beth 2m Social proof You may have seen notices at your doctors telling you how many people missed their appointments. Research has shown that informing people of the number of missed appointments is not an effective strategy for increasing attendance. A study with Bedford NHS by Steve Martin of Influence at Work and BDO, showed that notices truthfully highlighting the correct behaviour ‘lead to a reduction of 30% in the number of no-shows for NHS appointments – saving time and money Its calculated that this could deliver savings of up to £250m if replicated across the NHS. Top Tip – show other people are being compliant – focus on compliance rather than non-compliance Note – there were 2 other behaviours that contributed to the 30% reduction – getting patients to repeat the appointment details verbally to the receptionist and getting them to write it down themselves, rather than the receptionist writing it for them. http://www.theguardian.com/healthcare-network/2011/jul/28/nhs-bedfordshire-study-appointment-keeping
- Beth 1m 5 top tips
- Stella 2m plus q’s come and talk to us at the Pocketbook stand and find out what else we do to help with compliance and communication Or visit our websites Any questions now???