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How change campaigns get populated by the usual suspects

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Due to values differences and in particular the underlying effect of differences in self-agency, change campaigns are classically over-populated and supported by one Values Mode, the Transcenders. This has pros and cons and is further explored in a blog at http://threeworlds.campaignstrategy.org/

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How change campaigns get populated by the usual suspects

  1. 1. How Change Campaigns Get Populated by the Usual Supsects An insight into Values Modes and campaign engagement Chris Rose @campaignstrat www.campaignstrategy.org chris@campaignstrategy.co.uk
  2. 2. Values Model 101: Groups and Dynamics Thanks to Pat Dade and Les Higgins of CDSM Cultural Dynamics Strategy and Marketing www.cultdyn.co.uk for use of data and materials in this blog/ presentation. Contact me (Chris Rose) at chris@campaignstrategy.co.uk This presentation is about why the default change campaign tends to be disproportionately populated by one Values Mode (Transcender Pioneers) because of their higher sense of self-agency. The first few slides are the basics of values. For more on the Settlers, Prospectors and Pioneers read my book – obtainable at http://threeworlds.campaignstrategy.org/ or bookshops
  3. 3. Safety and belonging Success aka Pioneer aka Prospector aka Settler Maslow’s hierarchy of Needs – CDSM version www.cultdyn.co.uk - the unmet need is the dominant need Meeting unmet needs turns Settlers into Prospectors, and Prospectors in Pioneers http://threeworlds.campaignstrategy.org/?p=1420 More info/ intro
  4. 4. Prospectors – outer directed: need for success, esteem of others then self esteem. Acquire and display symbols of success. Settlers - need for security driven: safety, security, identity belonging. Keep things small, local, avoid risk Pioneers – inner directed. Need to connect actions with values, explore ideas, experiment. Networking, interests, ethics, innovation Drivers and behaviours – unmet needs campaignstrategy.org 3 Maslow Groups
  5. 5. “It could be me !” - rewards, material wealth, visible success, recognize me, bling, lottery, ‘nice’ , recommendations “Big ideas, small steps” Take care of us, control, set rules, keep it small, defend our rights, discipine “Look after number one” Survival is success, accept your lot, keep to the rules, don’t rock the boat, just give me the facts, the old ways are best “I want the world and want it now !” – live to shop, designer, adventure, experiences, the latest stuff, party, fabulous, give nothing up “Be a better person to make the world a better place” – do things for the right reasons, rules to help people be better, justice, ethics, opinions “Looking to see what I might find” – life is fun, try new things, intrigue, the unknown, complexity, possibility 12 Values Modes (showing edge Modes only) BELONGING SAFETY ESTEEM OF OTHERS SELF ESTEEM ETHICAL COMPLEXITY ETHICAL CLARITY Brave New World RootsGolden Dreamer Now Person Concerned Ethical Transcender Online survey link to find your own VM: http://www.cultdyn.co.uk/Process/indexAdagioGeneral.php
  6. 6. Aspiration Busy Fun Wrong Clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional Family Control Reserved Adaptable No Sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking Good Pleasure Visible Success Material Wealth Power Healthy Lifestyle Local Humble Overspend Speculate Visible Ability Sensitive Good Time Certainty Impulsive Spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National Security Insular Indulgent Diet Rules Complacent Force Skeptical Irresolute Be Satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional Spender Bender Car Casual Whip Afraid Shangri-la Stupid law Budget Bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Self-efficacy Group Morality Pragmatic Individualistic Personal Ethics 2016 CDSM Values Map Makes ‘groups’ by comparing responses to 1000s of attitude and belief questions Map shows 100 question combination ‘Attributes’ most separating the data
  7. 7. Read about the CDSM Attributes here http://www.cultdyn.co.uk/alphabet/index.php
  8. 8. Settlers Prospectors Pioneers No thanks, you lead I’d rather not hear them Maybe – if you can show me it works What’s the right answer ? Of course – and I have my own ideas But are you asking the right ones (there are no ‘right answers’) Change ? Questions ?
  9. 9. Sense of Self-Agency Low Seek to follow strong, authoritative, trusted leaders, ‘one of us’. Otherwise world changes me, I don’t change the world. Dependent. High Yes I/we can change the world. We’ll think of a solution. Seek interdependence. Gets higher Self agency starts low but gets higher with transitions within Prospectors. Seek to be ‘independent’. Want to adopt proven ways to make world better.
  10. 10. Past, Present and Future Past Future Present The future will be good – it’s where I will succeed. Invested in optimism about mechanisms of success, eg tech. High expectations. The present can be best. Seek optimisation and reform. ‘Realistic’ optimism. The past was better. Good old days. Pessimistic about change. Low expectations.
  11. 11. Meeting unmet needs turns Settlers into Prospectors, and Prospectors in Pioneers. Driven by life experiences. From What Makes People Tick: The Three Hidden Worlds of Settlers, Prospectors and Pioneers People Dynamic
  12. 12. People can move – overall from Settlers> Prospectors > Pioneers as they meet needs From What Makes People Tick: The Three Hidden Worlds of Settlers, Prospectors and Pioneers Like taking seats in a stadium, people move if they meet their needs. If conditions for gaining esteem deteriorate, Prospectors may ‘slip back’.
  13. 13. New ideas and behaviours move the opposite way –from Pioneers> Prospectors > Settlers Norming Adoption of the new normal Emulation Adoption of ideas that look ‘successful’ Social Change Dynamic fashion Resist change until it looks normal: then seek Rules from authority to embed it, and enforce. Constant experimentation and exploration of new ideas and behaviours.
  14. 14. Read about the seven values strategies here http://threeworlds.campaignst rategy.org/?p=1093
  15. 15. How change campaigns usually end up with lots of Transcenders (TX) RT SS BNW CF GD HF NP TP TS CE FI TX Settlers Prospectors Pioneers normal transitions – the values conveyor
  16. 16. The values conveyor works like this RT SS BNW CF GD HF NP TP TS CE FI TX Settlers Prospectors Pioneers Life experiences Needs for Safety Security Identity belonging Needs for Esteem from others Self esteem Post esteem needs Esteem Needs met Safety needs met
  17. 17. TXs are at the end of the line and have highest self-agency RT SS BNW CF GD HF NP TP TS CE FI TX Settlers Prospectors Pioneers Self-agency: sense that I can change my world (the world), rather than the world changing/ limiting me Lowest Highest one of the major values effects on engagement (or not) in campaigns
  18. 18. RT SS BNW CF GD HF NP TP TS CE FI TX Settlers Prospectors Pioneers Campaigning for change poses challenges that may cause others to drop out I can’t change anything I don’t want change Don’t take away my success ladder Maybe but will it work ? Prove it’s the best change Yes but is it the right change ?
  19. 19. Key differences in the Values Modes
  20. 20. BNW RTGD NP CE TX Values Modes - VMs TP HF CF SS TS FI The six outside edge VMs are more strongly values driven than the six inside edge VMs Each inside- outside pair has a similar values ‘pull’ VMs in transition order Settlers RT Roots SS Smooth Sailing BNW Brave New World CF Certainty First Prospectors GD Golden Dreamer HF Happy Follower NP Now People TP Tomorrow People Pioneers TS Transitionals CE Concerned Ethicals FI Flexible Individualists TX Transcender
  21. 21. RT SS BNW CF GD HF NP TP TS CE FI TX Tried & tested. Be normal If it ain’t broke – don’t fit it. Maintain safety Big ideas, small steps. Look after “us” (identity need) Get by, survival is no. 1 Safety need Values pull stronger – outside edge VMs Values pull weaker – inside edge VMs Settler VMs
  22. 22. RT SS BNW CF GD HF NP TP TS CE FI TX We’ll fit in. We’ll follow. I want the world and I want it now ! (need self esteem) There’s more to life than this (more than just ‘success’). It could be me ! … bring me success (need esteem of others) Values pull stronger Values pull weaker Prospector VMs
  23. 23. RT SS BNW CF GD HF NP TP TS CE FI TX Everyone must/will do their own thing I/we must live ethically We must all live differently (somehow) Find the optimal – bring it all together Values pull stronger Values pull weaker Pioneer VMs
  24. 24. RT SS BNW CF GD HF NP TP TS CE FI TX Tried & tested. Be normal If it ain’t broke – don’t fit it. Maintain safety Big ideas, small steps. Look after “us” (identity need) Get by, survival is no. 1 Safety need Some key consequences for change groups Is this “our” side ? Can “we” do it here ? Is this “normal” ? Does it make us safe ? (all Settlers) Not us ? Too complex ? Not normal (too much change) ? Not safer ?
  25. 25. RT SS BNW CF GD HF NP TP TS CE FI TX We’ll fit in. We’ll follow. I want the world and I want it now ! (need self esteem) There’s more to life than this (more than just ‘success’). It could be me ! … bring me success (need esteem of others) Will I look good ? Is my success for sure ? Will I look good ? Is it the new thing to do/have ? Do people think it’s cool ? Immediate ? Social ? Visible ?Any doubt ? Any doubt ? Some key consequences for change groups Social risk of looking stupid/ undesirable / losers ? (All Prospectors)
  26. 26. RT SS BNW CF GD HF NP TP TS CE FI TX Everyone must/will do their own thing I/we must live ethically We must all live differently (somehow) Find the optimal – bring it all together Is this the most ethical objective/ behaviour ?I know a better one Am I more needed/ useful elsewhere ? Another cause /activity offers more agency Does your campaign allow this ? I’ll do my own thing At a deep level, is this living differently ? Other ways are more ‘different’ Some key consequences for change groups
  27. 27. Result Because there are many reasons not to engage with socially risky change campaigns, there are many reasons for Settler and Prospector VMs not to engage with such offers/asks. TXs have the highest self-agency and are much less deterred They are also attracted by change- seeking universalist activities And much less bothered by the pre- occupations that distract other Pioneers. So without active intervention, such groups often end up with a very TX base (many surveys find this). Which has pro’s and cons. But if some of the absences and deficits are addressed in how campaigns/ the campaign brand is presented (opportunities to engage etc) many of these problems can be overcome. Most easily for NPs. [Note that campaigns against change may attract many Settlers, and ‘campaigns’ with essentially no downside, a high level of visible popularity and a probability of success (eg some big fundraising campaigns) may attract many Prospectors].
  28. 28. Socialeventstobeseenat, withcelebrity To reach ‘new’ parts of society create offers (activities, asks, products, services) which resonate with the values around the map. Do not try to ‘sell’ opposing values ! A few generic examples. Tailor messages/ asks/ offers to each audience separately Outline Campaign Planner Pioneer Prospector Settler More here: http://www.campaignstrategy.org/articles/int_values_campaign.pdf
  29. 29. CE TX NP GD BNW RT Campaign starters Community = identity us v them campaign supporters (uphold rules) Stop change. ‘Fashionable’ campaign supporters The thing of the moment Dug-in campaigners Expanded campaign

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