selling accessibility
Post on 06-Feb-2015
365 Views
Preview:
DESCRIPTION
TRANSCRIPT
Selling AccessibilityKarl Groves, Director of Training, Deque Systemskarl.groves@deque.comTwitter: @karlgroves
About Me• Karl Groves, Director of
Training, Deque Systems• First websites, 1998• ZCE PHP Developer• PHP, JSP, Java, Flash/Flex• 8 years, Usability &
Accessibility Also, a rock star
Background• Fundamentally, the prime reason why ICT is not accessible is
that it has not been institutionalized among those who design, develop, and buy ICT products and services.
• Accessibility advocates need to have new strategies for getting buy-in so that accessibility can become institutionalized
Robert Cialdini
“Influence: The Science of Persuasion”
Researched the psychology of compliance.
Found 6 types of tactics used in compliance gaining
Robert Cialdini• Reciprocity - People tend to return a favor.• Commitment and Consistency - Once people commit to what
they think is right, orally or in writing, they are more likely to honor that commitment
• Social Proof - People will do things that they see other people are doing
• Authority - People will tend to obey authority figures• Liking - People are easily persuaded by other people whom
they like• Scarcity - Perceived scarcity will generate demand
Guy Kawasaki
“Enchantment: The Art of Changing Hearts, Minds, and Actions”
A practical application of Robert Cialdini’s persuasion research.
Converting cynics into believers.
Guy Kawasaki
1. Be likeable2. Be trustworthy 3. Have a great cause
Also a lot of really obvious stuff about dressing right, firm handshakes, being nice, etc.
Still good if you don’t want the heavy psychology orientation of “Influence”
G. Richard Shell and Mario Moussa
“The Art of Woo”
Names 4 steps in convincing others
One step includes the need to address potential barriers to reception
G. Richard Shell and Mario Moussa
1. Survey your situation – Analyze your situation, goals, and challenges
2. Confront the five barriers - relationships, credibility, communication mismatches, belief systems, and interest and needs.
3. Make your pitch - People need a solid reason to justify a decision, yet at the same time many decisions are made on the basis of intuition. This step also deals with presentation skills.
4. Secure your commitments - In order to safeguard the longtime success of a persuasive decision, it is vital to deal with politics at both the individual and organizational level.
Chris M. Law“Responding to accessibility issues in business”
Found common characteristics among orgs which are successful at implementing accessibility
Also found common issues among those which are unsuccessful
Chris M. Law• Adopting the social model of disability• Establishing executive-level backing• Establishing accessibility as a priority on the agenda• Taking a planned, proactive approach• Making accessibility a shared task• Providing enabling resources• Providing sources of accessibility expertise.
Interviews• Matt Feldman• OpenFocusIT, IRS, DHS
• Robert Pearson• Accessible Media
• Jim Tobias• Inclusive Technologies
• Jay Mullen• College Board
• Denis Boudreau• AccessibilitéWeb
• Cher Travis Ellis• CSU Fresno
• Neil Milliken• BBC
• John Foliot• Stanford U.
• Monica Ackerman• AVTA/ Scotia Bank
• Barry Johnson• Deque Sys. Staffed at Dept. of
Ed
• Elle Waters• Humana
• Glenda Sims• Deque Sys., Formerly UT
Austin
• Rob Yonaitis• Founder, HiSoftware
Positive Factors
Internal Factors
• Personality• Effective Communication• Pragmatism• Training• Collaboration &
Integration
External Factors
• Executive Sponsorship• Working in litigious
industry• Existing policy,
regulation, or law• Vocal end users• Successes of peers
Negative Factors• Existing misconceptions• Hostility & FUD• Looking like a hurdle• Overstated importance• Overstating business value• Chasing perfection
NEGATIVE FACTORSLet’s address our roadblocks first
Negative Factors
Existing misconceptions• People generally
misunderstand the 5-Ws of accessibility
• This must be addressed before you can make progress
• This needs to happen across the entire org.
Negative Factors
Hostility & FUD• Hostility and
arguments are the last resorts of those with nothing to say
• Avoid hostility and arguments; avoid those prone to hostility & argumentativeness
Any fool can criticize, condemn, and complain - and most fools do. - Dale Carnegie
Negative Factors
Looking like a hurdle• Accessibility is
viewed as nebulous, expensive, and difficult
• People have a strong preference for things that are easy, quick, and cheap
Negative Factors
Overstating Importance• Equivocating
accessibility with security
• Overstating risk
Negative Factors
Overstating Business Value• Overblown claims of
ROI • i.e. Legal & General
• Extrapolating global PWD buying power into potential ROI for the business from PWD
Honesty is the first chapter in the book of wisdom. - Thomas Jefferson
Negative Factors
Chasing Perfection• Perfection is the
enemy of the good• Getting lost in
minutia may create roadblocks in cooperation
POSITIVE FACTORS - EXTERNALWhat may exist outside our control
Positive Factors - External
Executive Sponsorship• This is your prime goal• No effort is expended,
no money is spent without an executive calling for it to happen
Positive Factors - External
Working in litigious industry• Finance & Insurance• Healthcare• E-Retail• Public Sector• Education
Positive Factors - External
Existing policy, regulation, or law• Rehabilitation Act• ADA• IDEA• Equality Act/ DDA• CLF• State/ Province law
or policy
Positive Factors - External
Vocal end users• Public users/ users
outside your dept. can help make what you say more “concrete”
Positive Factors - External
Successes of peers• Successful peers or
competitors can be used as examples to demonstrate value, effectiveness
POSITIVE FACTORS - INTERNALWhat’s inside ourselves that we can control
Positive Factors - Internal
Personality• “Be a mensch”: John
Foliot/ Guy Kawasaki
Positive Factors - Internal
Effective Communication• Speak to people on
terms that reflects their perspective.
• Altruism has less impact than real, clear discussion of things that are concrete for audience.
Positive Factors - Internal
Pragmatism• Understand that the
“ideal” is different than reality
• We must understand the org. has concerns other than accessibility
Positive Factors - Internal
Training• Fundamentally, why
people “get it wrong” is that they don’t know what’s right
Positive Factors - Internal
Collaboration & Integration• Seek efforts – always
– to cooperate, collaborate, and integrate
PUTTING IT TOGETHER
Putting It Together
Do This Stuff
• Goal #1: Executive Sponsorship.
• Goal #2: Get commitment in the form of policy
• Goal #3: Get a11y included in process as shared responsibility
• Goal #4: Get people trained
• Goal #5: Track successes & iterate
Do Not Do This Stuff
• Making enemies• Forcefeeding
top related