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    Switch. How to change
    things when change is hard

    • http://heathbrothers.com/switch/
    • there's a Spanish edition
      • Cambia el Chip. Cómo afrontar cambio que parecen imposibles
    • -Xv
      • bought it after being amazed by
        an excerpt in FastCompany
        • Switch: Don't Solve Problems--Copy Success
      • a flickr set
      • :-)
        • brilliant story-telling
        • brilliant framework
        • too early to say... but feels life changing!
      • :-(
        • the cover of my edition couldn't be uglier
          •  

            

  • 
    a framework

    • what is the switch and what is holding it back?
    • how do we
      make the switch?
      • 1. direct the rider

        • 
          Follow the bright spots

          • 
            Script the critical moves

            • 
              Point to the destination

      • 2. motivate the elephant

        • 
          Find the feeling

          • 
            Shrink the change

            • 
              Grow your people

      • 3. shape the path
        • Tweak the environment

          • 
            Build habits

            • 
              
              Rally the herd

  • 2. Find the
    bright spots
    (pages 27-48)
    • bright spots
      • solves
        Not Invented Here
        • those people is not like us
        • our situation is more complex
      • often result in
        • small solutions to big problems
    • 
      rider
      • feels uncomfortable with
        
      • has a vias towards problems
        instead of bright spots
        • "positive-negative asymmetry"
    • solutions-focused
      therapists/coaches
      • look for exceptions to every problem
      • Miracle Question
        • In the middle of the night, a miracle
          solves all the problems that brought
          you here. What would be the first
          small sign that you would notice?
    • story telling
      • Jerry Sternin work
        against children
        malnutrition in Vietnam
        • looked for the bright spots
        • made moms cook together
        • knowledge does not change behaviour
        • change became *their* change
      • chaotic 9th grader
        • solutions-focused brief therapy
        • tell me about the times in school
          when you don't get in trouble as much
        • no archeology
          digging into TBU
          • True But Useless
      • Michele
        Weiner-Davis
        • marriage therapist
        • divorcebusting.com
        • her golf swing
          went south...
          • her coach didn't do
            any archeology
            • did your father...?
            • are you afraid of...?
        • understanding a problem
          doesn't necessarily solve it
      • farma co with lousy sales except for 2 saleswomen
      • almost any parent when he gets a school report
        
    • what's working and how can we do more of it?
      • bright spots are gold to be mined
      • ratio of effort spent?
        • solving problems
        • scaling successes
  • 1. Three surprises
    about change
    (page 1-24)
    • resistance to change?
      • people has babies!!
      • people marries!!
      • people changes jobs!!
    • levels
      •  
        • individual
          • self-help
        • organizational
          • change-management
        • societal
          • change-the-world activism
      • shared patterns/goals
        • can you get people
          to start behaving in
          a new way?
    • the rider and the elephant
      • The Hapiness Hypothesis
        • Jonathan Haidt
      • aka
        • planner and doer
          • behavioral economists
        • id and superego
          • Freud
        • ?
          • Plato
      • elephant
        • :-(
          • lazy
          • prefers short term over long term
        • :-)
          • emotion!
            • love
            • compassion
            • loyalty
            • self-respect
          • strength
      • rider
        • :-(
          • spinning wheels
        • :-)
          • planning
          • analysis
      • conflict?
        • the rider unlikely to win
          for a long time
        • self-control is
          an exhaustible resource
          • change usually
            goes against
            automatic behaviours
            
    • surprises

      • 1. what looks like 
        a people problem
        is often 
        a situation problem

        • nasty popcorn in
          big buckets experiment

      • 2. what looks like
        laziness 
        is often
        exhaustion

        • cookies and radishes experiment

      • 3. what looks like
        resistance
        is often
        lack of clarity

        • "eat healthy" vs "buy low-fat milk"
      •  
        • easy to turn a simple
          change problem into a
          hard change problem
  • 3. Script the
    critical moves
    (pages 49-72)
    • ambiguity
      • decision
        paralysis
        • more options
          • freeze
          • retreat to default plan
        • e.g
          • untried medication vs surgery
            • 1 untried medication
              • 47%
            • 2 untried medications
              • 28%
          • 6 or 24 jam types
            • 10:1 purchase ratio
          • 8 or 20 people speed dating
            • more matches
        • The Paradox of Choice
          • Barry Schawrts
          • We become overloaded.
            Choice no longer liberates.
            It debilitates
      • uncertanity
        • is consubstantial to change!!
        • makes the elephant anxious
          • takes the familiar path
          • keep the status quo
            • != change
    • leadership
      and vision
      • claiming that the
        big picture/vision
        is enough is flawed
        • "eat healthy"
          vs
          "buy 1% skim milk"
        • concrete behaviour is needed!
          • "use invasive options
            as the last resort"
            
      • remove ambiguity from the vision of change
        • from a change idea
          to a specific behaviour
    • story telling
      • abusive parents
        • part of their problem
          is caused by lack of
          clear guidance
          • 12 sessions
            • Anger Management
            • Parent Child Interaction Teraphy
              • child-directed
                interaction
          • results after 3 years
            • 60% failure
            • 20% failure
    • clarity dissolves resistance
  • 4. Point to
    the destination
    (pages 73-98)
    • story telling
      • 1st graders in
        a difficult district
        • by the end of this school year
          you are going to be 3rd graders
        • cultivate a culture of learning
          • "scholars"
            • kids encouraged to use it
              when talking to their peers
            • someone who lives to learn
              and is good at it
      • BP
        • "no dry holes" policy
          • from impossible...
            • to empowering for the technical staff
    • destination postcard
      • vivid picture from the near-term future
        that shows what could be possible
      • shows the Rider
        where you are headed
        • rider
          • likes analysis
            • may enjoy more
              • the analyzing phase
              • ...than the doing phase
          • the postcard helps
            focusing on
            • how to get there
            • vs
            •  
              • do I need to move?
              • which move should I make?
      • shows the Elephant
        that the journey is worthwhile
    • SMART goals
      •  
        • Specific
        • Measurable
        • Actionable
        • Relevant
        • Timely
      • :-)
        • avoid ambiguity
        • avoid irrelevance
      • :-(
        • rarely make you excited
          
      • only for steady states
        • underlying assumption:
          the goal is worthwhile
    • B&W goals
      • all or nothing goals
        • no room for rationalizing
          • the last defense of a charlatan
            is always that something is strategic
        • good when you are worried about backsliding
      • more like scripting the critical moves
        than pointing to the destination
    • look for a strong beginning
      and a strong ending,
      and get moving
      • don't obsess about the middle
        • it is going to look different
          once you get there
  • 5. Find the
    feeling
    (pages 101-123)
    • story telling
      • fake weatherman
        • asked to read a weather report in front
          of an audience that does not not him
        • IQ guessed better by audience
          than by the fake-weatherman himself
      • teens with cancer
        • they were failing to take their chemo properly
        • a video-game managed to
          made them perceive chemo
          • from a reminder of their sickness
          • ...to a way to be in charge
      • Microsoft developers
        • watched users struggling
          with their products
          • from dumb/annoying people
          • ... to real people deserving empathy
      • Attila the Accountant
        • an all-i-care-about-is-follwing-the-rules
          accountant working for social services
        • got exposed to the effect of his inflexibility on others
        • from being a good accountant
          • is following the rules
          • ... to, it is making stuff happen
    • acting vs knowing
      • hard to know if we have a rider problem or an elephant problem
      •  
        • knowing how to eat healthy
        • eating healthy
      • we often cannot just think our way into new behaviour
        
    • lousy self-evaluators
      • positive illusions
        • we are all above average drivers
        • we all believe that we have lower risks
          of heart-attacks/cancer/samonella
        • only 2% of high school seniors believe
          that their leadership skills are below average
        • 25% of people believe that they are in the top
          1% in their ability to get along with others
        • we believe that we are better than others
          providing self-assessments
      • change often calls for dispelling
        people's positive illusions...
        • but we don't want to
          rain down negativity
          on them!!
    • what kind of emotions?
      • negative
        • narrowing effect
          • sharp focus
        • can provide a quick fix
          • ...if creativity/flexibility
            is not required
        • the burning platform metaphore
          • "fry or jump"
          • ridiculous
            business cliche
      • positive
        • broaden our thoughts and actions
        •  
          • joy
            • play
          • interest
          • pride
  • 6. Shrink
    the Change
    (pages 124-148)
    • being partly finished
      is motivating
      • story telling
        • hotel maids
          • after being told
            they were exercising
            • immediate weight loss
        • debt snowball
          • pay your smallest debts first
          • go for small wins instead of
            for efficiency and math
        • free car-wash cards
          • 10 stamps,
            2 as an initial bonus
            • 34% got a free wash
          • 8 stamps
            • 19% got a free wash
      • make change look achievable
        • "rasing the bar" is a bad idea
    • engineer early success
      • is engineering hope
      • hope is Elephant fuel
    • sense of progress is critical
      • the Elephant is
        easily demoralized
      • solutions-focused
        therapists
        • Miracle Question
          
        • Miracle Scale
          • 0 (awful) - 10 (miracle)
          • being on 2 is 20% progress!
          • clarifies the journey
            • attainable
              milestones
    • make the Elephant start feeling the change
      • small wins
        • Alcoholic Anonymous
          • "one day at a time"
        • Fly Lady's 5-minute Room Rescue
        • Getting Things Done
        • -Xv
          • Test Driven Development
  • 7. Grow
    your people
    (pages 149-176)
    • identity
      • 2 models of
        decision making
        • James G. March
        •  
          • consequences
            • cost-benefit
          • identity
            • who am i?
            • what kind of situation is this?
            • what would someone like me
              do in this situation?
      • we adopt identities throughout our lives
      • changes against someone's identity fail
      • How can we make
        changes a matter of
        identity and
        not of consequences?
        • I aspire to be the kind of person
          who would make this change
        • a new identity can
          take root quickly...
          • 
            but it may be very
            hard to live it up
            • the Heath's
              Salsa Identity
          • ...and the Elephant
            hates failure
            • create expectations
              of lost battles in a
              successful mission
      • story telling
        • St. Lucia Parrot
          • appeal to pride and uniqueness
            to avoid the extinction of an endangered species
        • hospital with
          a high nurse turn-over
          • Appreciative Inquire
          • focused on the nurses that
            were not leaving
            • satisfaction/loyality
              • linked to
                professional
                identity
        • Brasilata
          • all employees are refered as inventors
          • creates an innovative culture
    • the
      growth mindset
      • Carol S. Dweck
        • Mindset: The New Psycology of Success
          • a must-read
      •  
        • fixed mindset
          • how you are wired
          •  
            • avoid challenges
            • avoid effort
              • people who are really
                good don't need to try hard
        • growth mindset
          • abilities are
            like muscles
          • inclined to
            • accept challenges
            • accept criticism
              • 'cause it can
                make you better
            • take risks
            • accept feedback
            • have a long term vision
          • reframes failure as a natural part of the change process
      • praise effort instead of natural skills
      • business is not
        growth-mindset friendly
        • failure not acceptable
        • but people perseveres if they perceive
          failing as learning
      • story telling
        • Tom Watson Jr
          • employee causes a
            $10 million loss
          • Fire you? I just spent ten millions educating you!
        • Carl Dwerk
          • two groups of 3rd graders,
            2 hour instruction
            •  
              • the brain is
                like a muscle
                • do you mean I don't
                  have to be dumb?
                • effort
                  • from making you more vulnerable
                  • to making you smarter
              • study skills
            • big differences in performance
          • Some other great stories in NY Magazine
  • 8. Tweak the
    environment
    (pages 180-202)
    • fundamental attribution error
      •  
        • If Alice saw Bob trip over a rock and fall,
          Alice might consider Bob to be clumsy or careless (dispositional).
        • If Alice later tripped over the same rock herself,
          she would be more likely to blame the placement of the rock (situational)
      • we ignore the situational forces
        that shape other people's behaviour
        • the way they are
        • vs
        • the situation they are in
        • so we are fascinated with
          • Supernanny
          • The Dog Whisperer
      • what looks like people being defiant...
        • is often people taking the easiest path
        • ...and people in charge may be
          tempted to spook the Elephant
    • self manipulation
      • works better than self-control!
        • smaller plates to eat less
        • turning-off the modem when in need of focus
        • preparing the running gear before going to bed
    • industrial safety
      • is about making dangerous behaviour impossible
      • http://en.wikipedia.org/wiki/Haddon_Matrix
    • story telling
      • nurses giving medication
        • were provided special
          don't-bother-me-right-now vests
        • feedback from nurses was awful
        • errors dropped 47%
        • hate turned into enthusiasm
      • sterile cockpit rule
        • below 10,000 feet
          • no conversation permitted,
            unless it is relevant to the flight
        • copied by some IT shop
          during some hours a day
      • Rackspace
        • "gives fanatical support"
        • threw away the call queue system
        • made impossible not taking
          care of the customer's problems
          • when it is convenient for the customer
          • vs when it is convenient for us
  • 9. Build habits
    (pages 204-224)
    • story telling
      • drug abuse in Vietnam
        • irrelevant
          • social class
          • race
          • trauma
          • danger
        • there
          • 50% tried drugs
          • 20% addicted
          • 60% started
            during the first 3 months
        • 12 months after returning
          • 1% addicted
    • habits
      • habits are stitched into our environment
        • norms and expectations
        • reinforcement
      • behavioral autopilot
        •  
          • good habits
          • bad habits
        • the Rider doesn't
          need to be in charge
          • helps prevent self-control depletion
    • action triggers
      • visualize the time and place
        where you'll do something
        • If situation X,
          I'll perform Y
        • on things you know you need to do
        • need to be
          • specific enough
          • visible enough
          • so they interrupt
            the stream of consciousness
      • "preload a decision"
        • protecting goals from
          • tempting distractions
          • bad habits
          • competing goals
        • effective!
          (sp for hard goals)
          • easy
            • no trigger
              • 78%
            • trigger
              • 84%
          • hard
            • no trigger
              • 22%
            • trigger
              • 62%
      • aka
        • implementation intentions
          • as opposed to
            goal intentions
          • Peter Gollwitzer
            • a means to create
              "instant habits"
            • "delegate" on the
              environment
      • links
        • Decisions on queue
        • http://www.kinhost.org/wiki/Main/ImplementationIntentions
    • checklists
      • Atul Gawande's
        Annals of Medicine: The Checklist
        • Peter Pronovost
          • ICU specialist
          • checklists eliminated
            line infections!!
      • provides insurance against overconfidence
      • complex environments
        • helps avoiding blindspots
          • e.g. solution categories
      • we tend not to like them
        • dehumanizing?
          • McDonlads?
          • Boeing 747?
        • but make big screwups less likely
  • 10. Rally the herd
    (pages 225-249)
    • story telling
      • students asked
        to sit in a room
        and fill a survey
        • room filled with smoke
          • 75%, when alone, reported it
          • 38%, when in threes, reported it
        • noise of a woman
          falling in the next room
          • 70%, when alone, checked
          • 40%, when in pairs,checked
      • designated driver
        • Jay Winsten
          • public heath professor at Harvard
        • 160 TV prime-time shows mentioned the new concept
        • after 3 years 1991)
          • 90% were familiar with the term
      • sugar-daddies
        in Tanzania
        • older men having sex with underage girls
          that receive gifts or favors
        • 89% of Tanzanians objected
          • ...but privately
        • campaign launched
          based on humorous stories
          • Fataki
            • a villain one
              loves to hate
          • created a mocking label for the behaviour
          • encouraged 3rd party intervention
    • in ambiguous situations,
      we all look to others
      for cues about how to behave
      • fancy dinner
        • which fork now?
        • which is my bread?
      • in times of change
        • nobody knows
          how to behave!!
      • peer pressure?
        peer perception!
        • obesity is contagious
          • changes my idea of
            an acceptable body type
        • claque
          • canned laughter on TV
        • seeded tip jars
    • send signals to believers:
      it is safe to get vocal now
      • -Xv: Clay Shirky's
        shared awareness
        • books.verg.es/here_comes_everybody.html?highlight=Leipzig
    • organizational culture
      • Lou Gerstner
        • I came to see, in my time at IBM,
          that culture isn't just one aspect of the game,
          it is the game.
      • organizational molting
        • forget the Kumbaya-ish "we are all the same team"
        • encourage an identity conflict!
      • "free spaces"
        • small-scale meeting
          for reformers
          • gather and ready themselves
            to collective action
          • without being observed by the dominant group
          • Southern black churches
            for the civil rights movement
        • create a new language
        • emergence of a new identity
          • us vs them
  • 11. Keep the
    switch going
    (pages 250-258)
    • a single step...
      • doesn't guarantee a long journey
    • reinforcement
      • recognize and celebrate that first step
      • animal trainers
        • rarely use punishment
        • reward each tiny step towards teh destination
        • What Shamu Taught Me
          About a Happy Marriage
          • I listened, rapt, as professional trainers explained
            how they taught dolphins to flip and elephants to paint.
            Eventually it hit me that the same techniques
            might work on that stubborn but lovable species,
            the American husband.
          • amysutherland.com
      • Alan Kazdin
        • parenting
          • catch kids being good
          • when a child doesn't
            get something right
            • anything about that
              is a component
              of what I want
              the child to do?
              • jump and
                praise that
                component!
      • we tend to be bad reinforcers
        • look for bright spots!!
    • snowballing
      • change feeds itself
      • http://en.wikipedia.org/wiki/Exposure_effect
        • aka "more exposure effect"
        • people tend to develop a preference for things
          merely because they are familiar with them
      • http://en.wikipedia.org/wiki/Cognitive_dissonance
        • after a small step
          • it's harder to dislike the new ways
          • people can think of
            themselves differently
      • inertia
        • made things hard...
        • but ends up making things simpler
    • change isn't an event;
      it's a process
  • Overcoming
    obstacles
    (pages 261-264)
    • People don't see the need to change
      • talking to the Rider won't work
      • find the feeling
      • create empathy
        • show the problems with not changing
      • tweak the environment to make irrelevant wether they see the need
    • People resist my idea because they say
      "we've never done it like that before"
      (Not invented here)
      • highlight identity
        • is some aspect consistent with
          • history of the organization
          • professional identity
      • find a bright spot that is invented here and clone it
    • We should be doing something, but
      we are getting bogged down in analysis
      • find a feeling an get the Elephant moving
      • create a destination postcard
      • simplify by scripting the critical moves
    • The environment has shifted,
      and we need to overcome our old
      patterns of behaviour
      • can you create a new habit?
        • action triggers
      • script the critical moves
    • People simply aren't motivated to change
      • is an identity conflict standing on the way?
        • encourage people to make small
          steps toward the new identity
      • create a destination postcard
      • lower the bar to get people moving
      • use social pressure
      • can you smooth the path so even an unmotivated person will slide along?
    • I'll change tomorrow
      • shrink the change so you can start today
      • set an action trigger for tomorrow
      • make yourself accountable to someone
    • People keep saying "it will never work"
      • find a bright spot that shows it can work
      • look for small victories
      • create free spaces for the minority that believe that it will work
    • I know what I should be doing,
      but I'm not doing it
      • start small
        • look for a baby step to overcome dread
      • look for path solutions
        • can you tweak the environment to be forced?
      • get someone else involved so you can reinforce each other
    • You don't know my people.
      They absolutely hate change
      • do they have children?
        or are they married?
        • they are ok with change!
        • it is your fundamental attribution error!!
    • People were excited at first,
      but the we hit some rough patches
      and lost momentum
      • build habits
      • motivate the Elephant by reminding people of
        how much they've already accomplished
      • teach the growth mindset
    • It's just too much
      • shrink the change
      • start developing a growth mindset
        • don't beat yourself up when failures occur
    • Everyone seems to agree that
      we need to change,
      but nothing is happening
      • what looks like resistance is often lack of clarity
      • does the path have obstacles that could be removed?
      • can we copy bright spots?
  • $Id: switch.mm 84 2011-06-24 18:29:54Z xverges@gmail.com $
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