In a previous post, I summarized some of Chip Heath’s findings
as written in his latest both “Switch: How to Change When Change is Hard” [http://blogs.captechconsulting.com/blog/sara-shelton/key-takeways-acmp-day-1]. Heath refers to our thinking self as the Rider and our emotional or motivational
self as the Elephant (picture a
Rider on an Elephant trying to sway the Elephant in a direction the animal
doesn’t want to go and you begin to understand the theory). In order to get
them to move, both the Rider
and the Elephant need to be engaged.
This got me to thinking of different personal examples that
might reinforce Heath’s theory. I frequently work with clients on their
communications and have fallen short at times getting them to understand the
importance of appealing to an individual’s emotional self in business
communications directed towards a change. Then I recalled Kony2012- both a
personal example for me and one that dominated the news not so long ago.
I knew of Joseph Kony
for years, I had read many stories of the horrible atrocities he has committed
in Uganda in several magazines and online newspapers. However, when I would try
to reference him in conversation, I could never recall his name. Then came
Kony2012. Kony2012 was a powerful video that went viral online through
Facebook, YouTube and Twitter. Created
by Invisible Children, it has been the single most powerful communication to
the world about what has been happening for two decades. All of a sudden, everyone
knew who Joseph Kony was and wanted to help. The United Nations and African Union have renewed their efforts to arrest Kony, donations have to Invisible Children has risen. People's Elephants had become
engaged. Because my Elephant was more
fully engaged by the use of social media and visuals to illustrate the personal impacts this man has had on so many women, children and families, I will now never forget
his name.
This example demonstrates the importance of targeting what
motivates people when developing communications strategies. Compelling messages
are remembered. Compelling messages are created by engaging the Elephant. This is where most change efforts fail- the
communications only appeal to the Rider. The Rider no matter how much he tries
will never overpower the Elephant for a sustained period of time. Many
organizations were furious regarding the popularity of the Kony2012 campaign;
they had been writing and speaking about Joseph Kony for years with much less
support and certainly less media coverage…because they appealed only to the
Rider. Invisible Children did something
that the other groups hadn’t before-
they engaged the Elephant and created a compelling message.
When you create a compelling message, you may not need to
repeat it as often. The impact of the message onto the audience’s Elephants is
what makes the message stick. By appealing only to the Rider, not only will
you need to repeat communications consistently to try to get adoption to your
change initiative, you will still get less adoption than if you appealed to
both the Rider and the Elephant. Consider this when creating your next
communications in support of a change initiative.
