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Currently viewing the tag: "Behavioral Transformation"
Business Transformation initiatives are typically undertaken to solve a pressing issue, bring about improved performance, or to serve customers better. A critical element of the success of such initiatives entails transforming the existing behaviors of the employees across the organization. However, this isn’t a straightforward task.
Attitudes and practices get reinforced in people by following established routines day in and day out. Such practices become a part of an Organizational Culture over time. Ingrained organizational behaviors and practices aren’t considered burdening until the organization’s performance starts declining considerably over time. That’s when the leaders start thinking about changing these beliefs and habitual actions.
Psychology and Neuroscience can help enterprises change the deeply embedded attitudes and practices of people and replace those with new beliefs and practices. Leading organizations are using psychology and brain research to induce successful change. Specifically, they focus on the right priorities to enable Organizational and Behavioral Change and take the following 6 steps—or 6 Rs of Behavioral Change:
- Recognize
- Relabel
- Reflect
- Refocus
- Respond
- Revalue
Let’s dive deeper into the first 3 steps critical to render behavioral change.
Step 1 – Recognize
The first step involves the leadership reflecting on the behaviors that are required to be transformed. Leaders are responsible for articulating the future vision of an organization, prioritizing and implementing initiatives to achieve the vision, and take measures to tackle disruption caused by technology and rivals. Self-Reflection on undesired behaviors by role models (including senior leaders) is essential to make other people ponder over their behaviors.
Leadership behaviors inform the workforce about the Transformation required, assist in championing the agenda, and make these behaviors resonate across the board. Individuals, in turn, should contemplate on the alignment of their behaviors with their personal / organizational goals, think of new improved ways of doing things, and dump convenient yet unproductive behaviors.
Step 2 – Relabel
The 2nd step of the 6 Rs to Organizational Change necessitates categorizing and naming the flawed or unfit behaviors. Neuroscience research has revealed that by naming behaviors and understanding that thoughts are merely ideas, persons with Obsessive Compulsive Disorder can disregard useless thoughts and behaviors that trigger them to wash their hands again and again.
Relabeling thoughts allows individuals to stop reflecting on useless thoughts. Likewise, in an organizational setting leadership needs to evaluate which shared thoughts don’t work well, categorize them, and communicate the reasons for their unsuitability across the organization.
Step 3 – Reflect
In this step, senior management replaces outdated beliefs and behaviors and outlines the vision or desired objectives and behaviors. The outlined desired objectives and behaviors need to be explicit, translated into daily actions, and attractive to the people. This may warrant training of people to reflect on the desired expectations and behaviors collectively. Effective communication of benefits of altered objectives and behaviors assists in subsiding the unrest associated with change in people and relaxing their mind and thoughts. This must include informing people that uncertainties are part of business and that they should keep their focus on organizational values and what matters most during change. Reflection creates a sense of ownership among employees that is otherwise difficult to be achieved by any cascaded top-to-bottom directives.
Interested in learning more about the other steps or Rs critical to engender Change ? You can download an editable PowerPoint on 6 Rs to Behavioral Change here on the Flevy documents marketplace.
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Business Transformation initiatives are typically undertaken to solve a pressing issue, bring about improved performance, or to serve customers better. A critical element of the success of such initiatives entails transforming the existing behaviors of the employees across the organization. However, this isn’t a straightforward task.
Attitudes and practices get reinforced in people by following established routines day in and day out. Such practices become a part of an Organizational Culture over time. These ingrained behaviors and practices aren’t considered burdening until the organization’s performance keeps declining considerably over time. That’s when the leaders think about changing these beliefs and habitual actions.
Psychology and Neuroscience can help enterprises change the deeply embedded attitudes and practices of people and replace those with new beliefs and practices. Leading organizations are using psychology and brain research to induce successful Organizational Transformation.
The practices that these organizations employ to engender Transformation are based on the following 6 core Principles of Neuroscience:
- The brain is hardwired to hold on to habits, making it difficult to change them.
- Connections in the brain—even deeply embedded thoughts—are quite flexible to transform.
- Concentrating on new ways of thinking can overhaul individuals thinking habits.
- Don’t tell people what is wrong, just focus on drawing their attention to the positives.
- Encourage the ability to reject negative cerebral impulses.
- The competence to focus attention has to be created bit by bit.
Let’s dive deeper into these first 3 principles of Neuroscience.
Principle 1 – The brain is hardwired to hold on to habits, making it difficult to change them.
Our thinking patterns are stored in circuits by brain parts—including the habit center (basal ganglia), amygdala (emotion center), and hypothalamus (which manages hunger, thirst etc.). These brain parts, especially the basal ganglia, process info unconsciously and the activity feels rewarding to the individual. This activity makes stronger neuronal connections with other areas and gets the activity reinforced.
For the desired behaviors and practices to get embedded, the organization need to make stronger connections with the entire workforce’s’ basal ganglia to enable deep rooted neuronal circuits. The practices ingrained this way are difficult to remove.
Principle 2 – Connections in the brain—even deeply embedded thoughts—are quite flexible to transform.
People with obsessive compulsive disorder keep deliberating on their impulse to wash hands to ensure cleanliness. This fortifies brain circuits in the basal ganglia, which takes over their behaviors. However, Neuroscience reveals that even the most well-established notions can be altered. This can be done by making the individuals aware of what they are thinking and where their focus is in a given moment.
Training and directing people to think about their thoughts can make them conscious of their undesired behaviors, disengages brain areas notable for causing distraction, and adopt new behaviors.
Principle 3 – Concentrating on new ways of thinking can overhaul individuals thinking habits.
The 3rd principle highlights that persistent focus on unfamiliar, desired thoughts and objectives activates the habit center of the brain, which turns these desired thoughts into habits. The mechanism according to Neuroscience is such that basal ganglia’s caudate nucleus region processes…
Interested in learning more about the other principles of Behavioral Transformation? You can download an editable PowerPoint on 6 Core Principles of Neuroscience here on the Flevy documents marketplace.
Do You Find Value in This Framework?
You can download in-depth presentations on this and hundreds of similar business frameworks from the FlevyPro Library. FlevyPro is trusted and utilized by 1000s of management consultants and corporate executives. Here’s what some have to say:
“My FlevyPro subscription provides me with the most popular frameworks and decks in demand in today’s market. They not only augment my existing consulting and coaching offerings and delivery, but also keep me abreast of the latest trends, inspire new products and service offerings for my practice, and educate me in a fraction of the time and money of other solutions. I strongly recommend FlevyPro to any consultant serious about success.”
– Bill Branson, Founder at Strategic Business Architects
“As a niche strategic consulting firm, Flevy and FlevyPro frameworks and documents are an on-going reference to help us structure our findings and recommendations to our clients as well as improve their clarity, strength, and visual power. For us, it is an invaluable resource to increase our impact and value.”
– David Coloma, Consulting Area Manager at Cynertia Consulting
“FlevyPro has been a brilliant resource for me, as an independent growth consultant, to access a vast knowledge bank of presentations to support my work with clients. In terms of RoI, the value I received from the very first presentation I downloaded paid for my subscription many times over! The quality of the decks available allows me to punch way above my weight – it’s like having the resources of a Big 4 consultancy at your fingertips at a microscopic fraction of the overhead.”
– Roderick Cameron, Founding Partner at SGFE Ltd
Product managers, marketers, and designers are often confused as to what they should do to increase the chances of customers’ engagement and uptake of their offering. Changing individuals’ behavior to enhance engagement, productivity, innovation, and happiness isn’t straightforward.
It takes a lot of effort, time, and resources to execute initiatives aimed at transforming behaviors and Organizational Culture. However, most people aren’t interested in changing and like the status quo to prevail. This is where Behavioral Economics can help to know how customers behave, interpret their decision-making methods, and create solutions targeting those behaviors.
Product designers and marketers aspiring to drive acceptance of their products can make use of the 3 Bs of Behavioral Change to change understand consumer behavior. The 3 Bs of Behavioral Change classify the 3 elements essential to change behaviors, i.e.:
- Behavior
- Barriers
- Benefits
Understanding and employing these 3 Bs helps the designers and product managers instill change, inspire design and strategy-related decisions, increase the acceptance of new products / features and product engagement levels, and build new behaviors in people.
Let’s discuss the first 2 elements in detail.
Behavior
People have an inherent tendency to maintain the status quo. Behavioral change necessitates:
- Identifying individuals’ existing attitudes.
- Assessing and tackling psychological biases affecting individuals’ decisions.
- Carefully tracking behaviors that need to be changed.
- Ascertaining the most important desired behavior and exact action that is imperative to drive results.
- Getting the buy-in from all stakeholders on the key behavior.
- Deciding if the behavior should be permanent or transient.
Examples of key actions to change behaviors include spending 30 minutes thrice weekly doing cardio exercises and consuming salad at lunch daily to stay healthy.
Barriers
Understanding the barriers in behavior adoption assists in creating effective solutions to improve uptake of key behavior. The second step to induce behavioral change is to reduce barriers in its adoption.
- Every decision that a product user has to make, no matter how negligible, increases resistance in the likelihood of completing a specific behavior.
- These actions and decisions an individual has to take in order to achieve the desired behavior create points of friction in embracing key behaviors. For instance, people often find it difficult to decide when presented with complex choices. They tend to procrastinate or become a victim of decision paralysis.
- Removing the points of friction and resistance from any key behavior necessitates documenting and streamlining all decisions. The path of least resistance leads to desired key behaviors.
Examples of barriers include the thought process involved in the decision to select where to have dinner. This thought process is, in fact, a psychological barrier in actually going out and having dinner. Likewise, the decision to walk or drive to a restaurant is a logistical barrier and a point of friction that warrants making a decision.
To eliminate these barriers, we can either remove barriers entirely or just simplify the decision. For instance, elimination of a non-critical, open text field from a sign-up form—that probed the users about their business, which requires significant time to think and answer—can increase page-over-page conversion. In case choices are helpful for the users and cannot be eliminated, then it is best to simplify the decision process by giving fewer options instead of many, or by suggesting “recommended option” to the users.
Interested in learning more about the details of the 3 Bs of Behavioral Change? You can download an editable PowerPoint presentation on 3 Bs of Behavioral Change here on the Flevy documents marketplace.
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