OCTOBER 16, 2018 One characteristic of being in the midst of the fourth industrial revolution is that customers expect more from the companies they do business with. To provide the kind of experiences customers want requires a digital transformation from most businesses. Unfortunately, while 35 percent of companies are seeking to digitally transform to stay relevant, only 10 percent say they successfully transform to achieve their goals.
That uninspiring statistic was offered by Chase McMillan, director of Salesforce's Innovation and Transformation Center, at a 2018 Dreamforce session titled “Change That Sticks: Foster Sustainable Change Across Your Organization." McMillan said that the world around us creates social, personal and structural relationships that can inhibit our motivation and ability to act. To make change stick, you need to reorganize the world, he said, because the world is “perfectly organized to produce existing behavior."
You can't 'motivate' anyone. But you can draw a clear connection between what they value and your desired behavior.
—Chase McMillan, director, Salesforce Innovation and Transformation Center
To illustrate the point, McMillan invited attendees to brainstorm ways to get people to use stairs rather than an escalator. After inviting people to share ideas—which included rewards, gamification, and shaming—he asked them to think about where their minds went when considering the question. “We typically have a mental model of what it takes to get people to change," he said, and invited attendees to expand their models of what drives human behavior. “You can't 'motivate' anyone," he said. “But you can draw a clear connection between what they value and your desired behavior." To get people to change, you have to give them a personal experience of a new way of operating.
One approach is through rewards, such as perks or some sort or actual payments. McMillan recommended small, “spot" rewards used in moderations—“you don't want to reward undesirable behavior by accident," McMillan warned.
Rewards is one of the “levers" McMillan said are available to get people to change. The levers are:
Eighty percent of change initiatives rely on three or fewer of those levers, he said. But if you can pull on four or more of them, you're ten times as likely to succeed. Just use them together and build a “playbook" of the activities you're implementing.
McMillan wrapped up with a little “good news and bad news." The good news, he said, is that we have a model, so let's use it. The bad is that there's no silver bullet for making change stick.