This document discusses systems change and the importance of paying attention to where attention is placed in systems changes. It notes that systems change has emerged as a field with conventions, funding, communities and more. Traditionally, systems change takes a behavioral perspective focused on intention for change from the inside out. An ecological perspective sees attention to change coming from outside influences. The document advocates paying attention to multiple systems and changes using both behavioral and ecological perspectives. It also discusses potential errors in systems change and the role of affordances.

1. PAYING ATTENTION TO
WHERE ATTENTION IS PLACED
IN THE RISE OF
SYSTEM(S) CHANGE(S)
Zaid Khan & David Ing
RSD8, Chicago, IL
October 19, 2019

2. SYSTEMS CHANGE HAS
EMERGED AS A FIELD
2
Conventions and Conferences Funding
Labs, Networks, CommunitiesPublications and Journals
Resources
Education and Capacity-building

3. Sinha, R. & Draimin, T. (2016, July). Mapping momentum: A snapshot of the emerging field of systems change. Social Innovation Generation and The Systems Studio. Retrieved from:
http://www.sigeneration.ca/mapping-momentum/
Birney, A., Winn, L., Angheloiu, C., & Davidson, Z. (2017, October). The School of System Change as a system change endeavour. In Proceedings of Relating Systems Thinking and Design (RSD6) 2017
Symposium. Oslo, Norway.
Seppälä, M. (2019, October). Establishing a Systems Change Curriculum: An Exploration of the Field. Retrieved from http://bit.ly/systemschangetraining
A FIELD THAT CONTINUES TO
BE MAPPED AND EXAMINED
3

4. Kania, J., Kramer, M., & Senge, P. (2018, June 4) The Water of Systems Change. FSG.
Draper, S. (2013). Creating the big shift: System innovation for sustainability. London: Forum for the Future.
Cabaj, M (2018). Evaluating Systems Change Results: An Inquiry Framework. Tamarack Institute.
THE DEFAULT APPROACH FOR
SYSTEMS CHANGE:
BEHAVIOURAL PERSPECTIVE
4

5. BEHAVIOURAL:
INTENTION
FOR CHANGE
5
+
ECOLOGICAL:
ATTENTION
TO CHANGE

6. 6
System of
Interest
SYSTEM(S): HUMAN BODY
CHANGE(S): LOSE WEIGHT

7. A BEHAVIOURAL
PERSPECTIVE SEES
INTENTION TO CHANGE(S)
FROM INSIDE OUT
7
Exercise
Eat healthier
Monitor
health
Behavioural
Perspective

8. 8
AN ECOLOGICAL
PERSPECTIVE SEES
ATTENTION TO CHANGE(S)
OUTSIDE IN
Work-life balance
Family’s food habits
Neighbourhood
Exercise
Eat healthier
Monitor
health
Behavioural
Perspective
Ecological
Perspective

9. 9
Work-life balance
Family’s food habits
Neighbourhood
PAY ATTENTION
TO MULTIPLE
SYSTEMS CHANGES
Systems of
Interest
Exercise
Eat healthier
Monitor
health
Behavioural
Perspective
Ecological
Perspective

10. PAYING ATTENTION
TO ERRORS
10
E3: Tricking ourselves
Unintentional error of solving wrong problems precisely
Ex: Eating healthier but become highly stressed at work
E4: Tricking others
Intentional error of solving wrong problems
Ex: Salesperson convinces you to take their supplement pills
Mitroff, Ian I., and Abraham Silvers. 2010. Dirty Rotten Strategies: How We Trick Ourselves and Others into Solving the Wrong Problems Precisely. Stanford University Press.

11. Q: WHAT WOULD IT MEAN TO
PAY MORE ATTENTION TO
ECOLOGICAL CHANGES,
WHILE STILL INCLUDING
BEHAVIOURAL?
11
BEHAVIOURAL:
INTENTION
FOR CHANGE +
ECOLOGICAL:
ATTENTION
TO CHANGE

12. ADDING AND REMOVING
AFFORDANCES:
“An action possibility formed by the
relationship between an agent and
its environment”
12Gibson, J. J. (1977). The theory of affordances. Hilldale, USA, 1(2).

13. 13
Intentions
Affordances
Behavioural
Perspective
Ecological
Perspective
ECOLOGICAL PERSPECTIVE
BEFORE BEHAVIOURAL
Systems of
interest

14. WHERE’S YOUR ATTENTION
IN SYSTEMS CHANGES?
14

15. DISCUSSION
15
Content
● System(s) Change(s)
● Behavioural + Ecological Perspective
● Errors - E3 and E4
● Affordances
Opportunities
(directing attention)
● Communication design
● Transmedia storytelling
● Satire and comedy