Understanding How People Change: A Diversity Issue

Mary Lynn MannsDepartment of Management & Accountancy

Common misconceptions ofchange leaders

Policies will address most of our issues– Laws & rewards treat symptoms, not the underlying causes– What is needed?... a fundamental change in thinking and

behaving

We can persuade people with well-prepared presentations and “elevator speeches” – relate to the concerns of the individuals

Just the facts, ma’am• The facts provide only knowledge

knowledge – persuasion – decision – implementation – confirmation

Leading change…it’s about relationships

Change happens one individual at a time.

Relate to what’s going on in the other person’s head, not in yours. (R.N. Bolles, What Color is Your Parachute?)

What separates those who achieve from those who do not is in direct proportion to one’s ability to ask for help. (D. Keough, former president of Coca-Cola)

Connector

Early Majority

Innovator

Local Sponsor

Bridge-Builder

Guru on Your Side

Champion Skeptic

Early Adopter

Innovator

New stuff is cool!

Venturesomeness is almost an obsessionCan cope with a high degree of uncertaintyA (temporary) gatekeeper for the changeNot a good “opinion leader”

Early Adopter

This is interesting, but I want to hear more.

Known for successful, discrete use of new ideas

Respected

Good opinion leader

Early Majority

What do other people think?

Are risk-adverse and want to know the experiences of others

Provide a link to interpersonal networks

Bridge-Builder

Pair those who have accepted the idea with those who have not

Homophily: similar beliefs, personality, lifestyle

Spreads message among similar people

Connector

Communicates with many different types of people

Heterophily allows an idea to spread vertically

“Weak ties” (Granovetter, 1973)

Guru on Your Side

Has the ear of managers and non-managers alike

May be “delicate” to convince

Can make or break your efforts

Local Sponsor

Can provide support and resources

Use– [Whisper in the General’s Ear]– [Guru Review]– [Tailor Made]

Champion Skeptic

Rather than fearing or avoiding the skeptics, respect what they have to say [Fear Less]

Consider giving them an official role in the change initiative

Summary…

People are diverse even when adopting changeIf we learn about this diversity, we can:– persuade each person in the most effective way

[PersonalTouch]– involve each person in the change initiative [Involve

Everyone]– develop a [Group Identity]

If you and I were exactly the same, one of us would not be necessary.