How To Create Behaviour Change

in your Organisation

7 Behavioural Psychology Principles

1. We Are Sheep

If others are doing it, we’ll likely follow. Especially if the people doing it are influential- like celebrities,

politicians or business leaders.

Lesson Learned?

If you want the collective to take a certain action, make sure management is doing it too-

and doing it in a visible way.

This could mean endorsement via email, participation in person, a post on a social

intranet or during a meeting.

2. Autopilot Matters

We’re most comfortable doing things we don’t consciously have to think about- i.e. things that take minimal effort, such as driving the same route daily.

Lesson Learned?

Repetition turns difficult behaviours into comfortable ones.

Provide the most support, encouragement and repetition in the early stages in order for a behaviour to be performed in ‘auto pilot’.

3. We Like to Give Back

Money removes the ‘good will’ out of a situation. Social transactions are more powerful than monetary ones.

That’s why we take a bottle of wine to friends for dinner, instead of paying them for serving us a meal

(this would be considered rude and impersonal).

Lesson Learned?

Be careful with financial incentives- they are weak, short term behaviour change tactics.

Connect behaviour change to values, purpose beyond profit and the ability to do good for

others.

4. If it doesn’t fit, we like to quit.

We adopt behaviours that are in line with our values, priorities and lifestyle- i.e. we’ll adopt a behaviour if it

fits into our life in a convenient way.

Lesson Learned?

If you’re asking people to change their schedules or re-arrange their personal priorities, they’re

less likely to participate.

Therefore incremental small steps are easier to fit into an existing lifestyle without too much

compromise.

5. We’re Sore Losers

We’re risk averse by nature. It served us well to err on the side of caution rather than boldness. If there’s a chance we will fail or lose, we’re less likely to take part.

Lesson Learned?

Build confidence and readiness in people by providing small, ‘swallowable’ changes.

Make it clear that it is okay to fail or make mistakes- praise people for efforts as well as

results.

6. We Don’t Like to Wait

Instant gratification is the currency of behaviour change. Technology such as Internet, smartphones and cars

mean instant is not only a preference, it’s an essential.

Lesson Learned?

Ensure staff get constant feedback, drip-fed or better yet- in real time- from management,

peers or external sources.

7. All Together Now

We like to be included and to feel as though we belong. This is the basis of self identity, roots and solidity in a

world that is fast changing.

Lesson Learned?

We’re more likely to adopt a behaviour if we’re ‘invited’, ‘part of a team’ or connected to like

minded people.

Target ‘team behaviour change’ and ensure the changes are led from management.

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