ds 111109 page 1change and changing minds -- wqd 11th november 2009 change and changing minds the...

DS 111109 Page 1 Change and Changing Minds -- WQD 11th November 2009

Change and changing minds

The core process for changing minds

David Straker, WQD SellafieldWednesday, 11th November, 2009

DS 111109 Page 2 Change and Changing Minds -- WQD 11th November 2009

The heart of the quality job is changing minds

…so we need to good at it!

DS 111109 Page 3 Change and Changing Minds -- WQD 11th November 2009

Many, many changing-minds disciplinesAdvertisingActingActivismArgumentAuctioneeringBrand managementBuyingChange ManagementChildrenCoachingCommunicationConfidence trickstersConflict managementConsultingCopywritingCounselingCultsDatingDiplomacyEspionageFinancial advisorsFriendshipFund-raising

GamblingGovernmentHuman ResourcesHypnotismInterrogationJob findingJournalismLecturingLawyersLeadershipManagementMarketingMarket tradingMediationMissionariesMulti-level Marketing (MLM)NegotiationNetworkingParentingPhilosophyPoetryPolicing

PoliticsPropagandaProtestingPsychoanalysisPublicationPublic RelationsRecruitmentReligionRhetoricRomanceScreenwritingSalesSeductionSociologyStorytellingTeachingTerrorismTherapyTrade UnionsWarfareWorkplace designWriting

DS 111109 Page 4 Change and Changing Minds -- WQD 11th November 2009

The core process for changing minds

Information

Trust

Tension

Closure

Commitment

Before During interaction After

Developing trust Sustaining trust

Sustaining tension

Planning

I listen I agree I act

Achieving closure

Building tension

Acquiring, structuring and using information

Sustaining commitment

Sustaining closure

Sustaining trust

DS 111109 Page 5 Change and Changing Minds -- WQD 11th November 2009

Information is power

Information

Trust

Tension

Closure

Commitment

Before During interaction After

Developing trust Sustaining trust

Sustaining tension

Planning

I listen I agree I act

Achieving closure

Building tension

Acquiring, structuring and using information

Sustaining commitment

Sustaining closure

Sustaining trust

DS 111109 Page 6 Change and Changing Minds -- WQD 11th November 2009

What kind of information?

• About the other person What they want now What they might want How they become motivated …(and much more)

• About yourself What do you want/need? What makes you tick?

• About other things Like economic conditions, political climate, etc.

DS 111109 Page 7 Change and Changing Minds -- WQD 11th November 2009

Trust: The Gateway to Persuasion

Information

Trust

Tension

Closure

Commitment

Before During interaction After

Developing trust Sustaining trust

Sustaining tension

Planning

I listen I agree I act

Achieving closure

Building tension

Acquiring, structuring and using information

Sustaining commitment

Sustaining closure

Sustaining trust

DS 111109 Page 8 Change and Changing Minds -- WQD 11th November 2009

The structure of trust

Of reliability

Of honesty

Of care

To me

To trusted others

Evidence

Longer-term

Similarity

Short-term

To ideal

Trust

Trustee

Truster Risk preference

Belief about people

Relative power

DS 111109 Page 9 Change and Changing Minds -- WQD 11th November 2009

We all trust differently

The trust spectrum

Blind trust

Blind paranoiaDue caution

Trust withoutevidence

Trust with evidence

Distrust withoutevidence

DS 111109 Page 10 Change and Changing Minds -- WQD 11th November 2009

Non-verbals

Body movement, including speed, shape, gestures, clusters,

coordination, breathing, etc.

Voice, including pitch, tone, speech errors, timbre, speed, etc.

And things like skin colour, etc.

What are the non-verbal signs of trust?

What does trust feel like?

DS 111109 Page 11 Change and Changing Minds -- WQD 11th November 2009

The core process for changing minds

Information

Trust

Tension

Closure

Commitment

Before During interaction After

Developing trust Sustaining trust

Sustaining tension

Planning

I listen I agree I act

Achieving closure

Building tension

Acquiring, structuring and using information

Sustaining commitment

Sustaining closure

Sustaining trust

DS 111109 Page 12 Change and Changing Minds -- WQD 11th November 2009

The critical persuader

Tension

DS 111109 Page 13 Change and Changing Minds -- WQD 11th November 2009

Tension is about gaps which drive us

What I want

What I have

Need toreduce tension

Search forsolution to

reduce gaps

My tension gaps

DS 111109 Page 14 Change and Changing Minds -- WQD 11th November 2009

Some notes about tension

OverloadOverload

DistractionsDistractions Push vs. PullPush vs. Pull

PreferencesPreferences!

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What are the emotions of tension?

• DesireGap: What I have vs. what I wantAnticipated pleasure

• FearGap: What I have vs. what may happen that I do not wantAnticipated pain

• FrustrationGap: What I am trying to achieve vs. what is happening

• SurpriseGap: What happened vs. what was expected

In fact most emotions are about gaps In fact most emotions are about gaps

DS 111109 Page 16 Change and Changing Minds -- WQD 11th November 2009

What are the non-verbal signs of tension?

DS 111109 Page 17 Change and Changing Minds -- WQD 11th November 2009

The core process for changing minds

Information

Trust

Tension

Closure

Commitment

Before During interaction After

Developing trust Sustaining trust

Sustaining tension

Planning

I listen I agree I act

Achieving closure

Building tension

Acquiring, structuring and using information

Sustaining commitment

Sustaining closure

Sustaining trust

DS 111109 Page 18 Change and Changing Minds -- WQD 11th November 2009

After tension comes closure

• Closure is the resolution of tension

• It is not something you do

• It is what happens in the other person’s head

DS 111109 Page 19 Change and Changing Minds -- WQD 11th November 2009

Types of closure

• DecisionDeciding to buy, do, etc.

• LearningThe ‘Aha’!’ of the penny dropping

• AcceptanceRealising that you can’t stop the bad stuff

• …

DS 111109 Page 20 Change and Changing Minds -- WQD 11th November 2009

What are the emotions of closure?What tension emotions do they follow?

• JoyFollows desire

• ReliefFollows fear

• SadnessFollows unfulfilled desire

• …

DS 111109 Page 21 Change and Changing Minds -- WQD 11th November 2009

What are the non-verbals of closure?

DS 111109 Page 22 Change and Changing Minds -- WQD 11th November 2009

The core process for changing minds

Information

Trust

Tension

Closure

Commitment

Before During interaction After

Developing trust Sustaining trust

Sustaining tension

Planning

I listen I agree I act

Achieving closure

Building tension

Acquiring, structuring and using information

Sustaining commitment

Sustaining closure

Sustaining trust

DS 111109 Page 23 Change and Changing Minds -- WQD 11th November 2009

What can you do to sustain commitment?

• Involvement

• Public commitment

• Burn bridges

• Rites of passage

• Communication

• Evidence

• Golden handcuffs

• Education

Set up even

bigger tensions should

they quit

Set up even

bigger tensions should

they quit

DS 111109 Page 24 Change and Changing Minds -- WQD 11th November 2009

How do you know when people are committed?

DS 111109 Page 25 Change and Changing Minds -- WQD 11th November 2009

The core process for changing minds

Information

Trust

Tension

Closure

Commitment

Before During interaction After

Developing trust Sustaining trust

Sustaining tension

Planning

I listen I agree I act

Achieving closure

Building tension

Acquiring, structuring and using information

Sustaining commitment

Sustaining closure

Sustaining trust

DS 111109 Page 26 Change and Changing Minds -- WQD 11th November 2009

Change and changing minds

The core process for changing minds

David Straker, WQD Sellafield

Wednesday, 11th November, 2009

Thank you

http://changingminds.orghttp://syque.com